Drive Thru Goes High Tech

The Spoon

September 2019

From self-service kiosks to mobile apps to dedicated pickup shelves and portals, there’s no end to new tech trying to speed up the order-pay-collect process for customers at QSRs.

But if the last week has made anything clear, it’s that while those pieces certainly play a role in the future of the restaurant, the drive thru is still the most important area of growth — at least for fast-food. Even as Minneapolis tries to ban drive thrus, companies are pumping enormous amounts of money and energy into improving this area, most notably with last week’s news that McDonald’s, king of all QSRs, had acquired voice-tech company Apprente.

It’s the second acquisition Mickey D’s has made in 2019 of a technology company whose offerings can speed up lagging drive-thru lines and move more customers in less time. In March, the mega chain acquired a company called Dynamic Yield and has since installed its AI tech in thousands of McDonald’s drive thrus to make the order experience more personalized for customers.

Others aren’t sitting still. In 2019 alone, Dunkin’ has expanded its “Next Generation” store, which features dedicated drive-thru lanes for mobile orders, to other parts of the U.S.; KFC started testing a drive-thru-only concept in Australia; and a slew of new tech companies have emerged offering various digital and AI-powered tools to take orders at the drive thru. It’s not hard to understand why. As of last check, drive thrus still make up over 50 percent (in some cases closer to two thirds) of all orders for many QSRs. At the same time, bigger menus and more disjointed pieces of tech in the restaurant space have slowed down the order process and made wait times in drive-thru lanes longer. As Apprente CEO Itamar Arel, Ph.D., said back in 2018, “Fast food is not always fast and bottlenecks at ordering stations result in lost sales.” McDonald’s and others can’t afford those lost sales, so anything — whether an extra lane or a full-on tech makeover — to move people through the line faster could give QSRs an edge in the rising competition.

You can bet there will be plenty more news from the drive-thru lane as more major QSRs revamp to take a page from McDonald’s playbook and reinvent themselves with tech.