CHICAGO -- Last year 12.4 billion visits were made through fast-food drive-thrus, a 2% increase over prior year, The NPD Group's foodservice market research recently reported. Several decades after drive-thru restaurant windows first appeared on the American scene, these now ubiquitous dining speedways are still serving the needs of time-strapped customers.
In the total quick-service/fast-food restaurant segment, carryout represents the bulk of visits, but drive-thru is the order method of choice at hamburger, Mexican and chicken fast-food restaurants, according to NPD's CREST service, which tracks all aspects of how consumers use restaurants and other foodservice outlets.
At fast-food hamburger restaurants, drive-thru represents 57% of visits, compared to 17% for carryout and 27% eating on-premise. Drive-thru at quick-service Mexican restaurants represents 40% share of visits compared to 26% carryout and 34% on premise. At chicken fast-food restaurants, 38% of visits are drive-thru compared to 36% for carryout and 25% on premise.
"Drive-thru customers' expectations are straightforward--take down my order accurately and give me my food fast," said Bonnie Riggs, restaurant industry analyst at NPD. "To address consumer needs by having a drive-thru operation requires ample real estate and a complex mix of technology, logistics and time management principles. It is really a very well-orchestrated dance."
Riggs said that when consumers complain about their drive-thru experience, it is because they somehow lost time. Getting the wrong order, not understanding the voice coming from the speaker or having to wait in long lines are among the reasons consumers cite for a less than satisfying drive-thru experience. She said fast-food restaurants are continually addressing these concerns with multiple lanes, state-of-the-art ordering systems, staff training and other advances.
According to NPD, growth in drive-thru visits go hand-in-hand with the growth of on-the-go foods and beverages that can be eaten in the car, like breakfast sandwiches and sandwich wraps. Portability is a key implication for the types of foods and beverages offered at the drive thru and the packaging of these foods, like containers designed to fit perfectly in a car cup well.
"In addition to offering speed and convenience to customers, the drive-thru operation is important to fast-food restaurants' bottom line, which is why fast casual and other quick-service categories are planning drive-thrus," said Riggs. "A successful drive-thru operation translates to higher customer satisfaction, repeat business, and more profit."
The NPD Group is a leading provider of consumer and retail information for a wide range of industries. Information is available for the following industry sectors: automotive, beauty, entertainment, fashion, food, home and office, sports, technology, toys, video games and wireless.
Members help make our journalism possible. Become a CSP member today and unlock exclusive benefits, including unlimited access to all of our content. Sign up here.