Introduction: The Drive-Thru Culture Revolution

Drive-Thru Culture culture has become a cornerstone of quick-service restaurant (QSR) operations, particularly in the wake of the pandemic. As consumers increasingly prioritise safety, convenience, and speed, QSR brands have had to evolve rapidly to meet these demands. Today, technology plays a pivotal role in shaping the drive-thru experience, with features like real-time updates, automation, and personalisation setting new standards. Insights from KLA’s YourView panel shed light on consumer preferences for these innovations and their impact on the food industry.

Real-Time Mobile App Updates: A Top Priority for Consumers

According to KLA’s YourView consumer panel, 58% of respondents highlight the value of mobile app features that provide real-time updates on their order status, making this the most sought-after technological advancement. Real-time tracking offers transparency, reducing uncertainty and improving customer satisfaction by keeping users informed about the preparation, pickup, or delivery stages.

For QSR brands, integrating these features into mobile apps is no longer optional—it’s essential. Customers expect to know exactly when their food will be ready, especially during peak hours. By adopting real-time tracking, restaurants can enhance trust and loyalty, ensuring repeat business. This feature also provides opportunities for additional engagement, such as notifying customers about promotions or loyalty points while they wait.

AI-Driven Personalised Menu Recommendations

Personalisation is increasingly important to consumers, with 31% of respondents appreciating AI-driven menu recommendations tailored to their tastes and order history. By analysing past purchases and preferences, AI can suggest complementary items, seasonal offerings, or even healthier alternatives.

For example, a customer who frequently orders coffee might receive a recommendation for a pastry that pairs well with their favourite drink. This not only enhances the customer experience but also boosts upselling opportunities for QSRs. Personalised menus can turn casual customers into loyal ones by showing that the brand understands their unique preferences.

Automated Drive-Thru Systems for Faster Service

Efficiency is key in the drive-thru experience, and 38% of respondents value automated drive-thru systems that reduce wait times and improve operational efficiency. These systems can include automated kiosks, conveyor belts for food delivery, and streamlined communication between kitchen staff and order windows.

Automation minimises human error and speeds up service, making it a win-win for both customers and QSR brands. For restaurants, adopting automated systems also provides a competitive edge by allowing them to serve more customers in less time, ultimately increasing revenue while maintaining high-quality service.

Voice Recognition Technology for Hands-Free Ordering

Voice recognition technology appeals to 35% of consumers, who are drawn to its fast and hands-free ordering capabilities. This technology allows customers to place orders without touching a screen or speaking to a staff member, streamlining the process for drivers.

Implementing voice recognition in drive-thru lanes or mobile apps can significantly improve convenience for customers. Brands like McDonald’s are already testing this technology to reduce bottlenecks during peak hours. As more QSRs adopt voice recognition, the focus will shift toward improving accuracy and making the process as seamless as possible.

AI-Powered Loyalty Programmes for Personalised Rewards

41% of respondents value AI-powered loyalty programmes, representing a growth opportunity for QSR brands. These programmes offer personalised rewards and exclusive deals based on spending patterns and preferences, creating a more engaging customer experience.

For example, a loyalty programme could offer a free coffee to a regular breakfast customer or an exclusive discount to someone who orders on a specific day of the week. By tailoring rewards, QSRs can build stronger connections with their customers and encourage repeat visits.

Other Features Gaining Traction Among Consumers

Several additional features highlight emerging trends in drive-thru innovation:

  • Location-Based Offers (38%): Notifications about deals or discounts when customers are near a participating restaurant drive impulse purchases and engagement.
  • Seamless Mobile Payment Options (36%): Fast and secure mobile payments enhance the checkout process, reducing delays and improving convenience.
  • Enhanced Customisation Features (34%): Allowing customers to modify their orders easily via mobile apps ensures precision and satisfaction.
  • AI-Based Predictive Ordering (28%): Predictive technology suggests items based on time of day, past orders, or seasonal trends, streamlining the decision-making process.
  • Augmented Reality (AR) Menus (23%): AR can make menu navigation more interactive by allowing customers to visualise dishes in 3D or see portion sizes before ordering.

Conclusion: Key Takeaways for QSR Restaurants

The rise of drive-thru culture reflects a significant shift in consumer expectations, driven by technology and convenience. Insights from KLA’s YourView consumer panel, reveal that real-time updates, personalised recommendations, and automation are at the forefront of what customers value in the modern drive-thru experience.

For QSR brands, staying competitive means embracing these innovations and delivering on the promise of speed, accuracy, and personalisation. By integrating advanced technologies and continuously adapting to consumer preferences, restaurants can not only meet current demands but also shape the future of drive-thru dining.

Methodology:

YourView Consumer Panel: YourView is maintained and administered by KLA, which provides research services and insights to numerous South African companies, including blue chip clients in the financial services, telecommunications and FMCG industries.

Data Collection: 2024/11/17 – 2024/11/19

Population: No quotas applied with a natural fall-out across demographics.

Question: Which specific innovation in AI or mobile ordering apps do you find most valuable in quick-service restaurants? n = 1200