Standing out from the crowded restaurant field often boils down to the smallest of details, not just about the food you offer, but also the customer experience. When your customers choose the drive-thru, convenience is probably the main reason. Restaurant operators should be aware that every detail is important because missing the mark can mean the customer will drive right past your business to the competitor next door. Adding a few elements to the drive-thru can make a big difference in the success of this important asset.
People need to know how to get to your drive-thru lane. Directional signs accomplish that. But they do more - they can set the tone for the entire drive-thru experience. They also welcome patrons and give you a bit of real estate for branding. Use the directional sign to start the patrons’ engagements on a positive note.
Take a look at the drive-thru pictured herein. The lineup of cars is quite long, and patrons don’t have an opportunity to see the menu board until they get to the speaker box. This is very inefficient. Consider this scenario: the restaurant has a 5-panel drive-thru menu board, meaning there are quite a few menu items. In the car, the family of 5 has two who know just what they want and thee who aren’t sure. The driver pulls up to the menu board and immediately gets prompted with “Hello, welcome to ABC Burgers. How may I help you?” Meanwhile, kids in the back seat are straining to see the menu board and several people talking at once, telling the driver what they want. Trying to sort it all out he tells each person to give their order one-at-a-time, repeating it into the speaker box. The line behind them grows and the cars ahead have already pulled away. The driver is getting impatient, hasn’t had a chance to figure out what he wants yet, and finally decides that everybody will have small cheeseburgers and fries.
If during the wait to order everybody in the car had had a chance to see the menu, this may have gone a lot smoother. In addition, it very likely would have resulted in a higher sale, because the 16-year old would have been able to get the triple deluxe bacon burger and the others could have gotten a milkshake or large fries. Instead, under the perceived pressure to order quickly, and the confusion of the moment, the driver took the easy way out, and you lost out.
Give guests waiting in line plenty of time to peruse your menu. Not only does this take the pressure off them when it is their turn to order, but it also allows you to up-sell, including enticing people to try your limited time offers. Well-designed menu boards will draw the eye to the highest margin items - those items that contribute the most to your bottom line. If people are rushed, they tend to fall back to their go-to meals. Additionally, bottlenecks at the point of order reduce the number of cars you can move through your drive-thru during the busiest day-parts.
High-Quality Drive-Thru Speaker System
Nothing frustrates customers more than when their order is not right, except perhaps when the mistake comes after a challenging back-and-forth over bad speakers where neither person is sure what the other person is saying. Charlie Brown’s teacher should not be taking orders. If the key to successful relationships is communication, the same can also be said about successful drive-thrus. Several factors should be considered in ensuring good communication. First, the system should be checked regularly, from both sides. Management should test the audio quality of the drive-thru speaker box with their team speaking to them as they would a guest. The team members must be properly trained in the use of the headsets, where to position the mic, how loud to speak and to speak clearly with good diction. Finally, simple awareness of possible impediments to good communication should always be top of mind. For example, patrons may have hearing problems, or there may be excessive noise from traffic or weather.
Having the highest quality communication system could be the difference between a good experience in your drive-thru or a very poor one, which leads to a lost customer.
Order Confirmation System
The above scenario gives a hint as to why an order confirmation system is necessary. By displaying what was ordered, the customer has the assurance that everything was entered properly. You have the assurance that you will be serving the right meals. Patrons who drive away, only to find when they are a few miles down the road that the plain cheeseburger they wanted has ketchup and mustard are not likely to speak very highly of your service. With social media so close at hand, online complaints are easier than ever. Further, even if the patron checks their bag before they leave the parking lot, they will be annoyed at having to park and come it to get the order fixed. Their perception of convenience just went out the window. On the operator’s side of the transaction, food waste is a major expense for most restaurants. Having to re-do meals that were done wrong due to poor communication is an expense that can be easily reduced.
This simple addition of an order confirmation system will avert a lot of frustration on both ends of the transaction.
Once again, the above scenario hints at why canopies are a great addition to drive-thru systems. A well-designed drive-thru canopy offers a more comfortable experience for guests. It shields the customer from the elements. Not many people like to open their car windows when it is pouring rain. Having a canopy will help, and certainly would influence a prospective patron’s decision on what place to choose, especially if the restaurant next door does not have one. In addition, canopies help with the glare from the sun. Depending on where the menu boards are placed, there may be times of the day or of the year when the sun could make them very difficult to read.
Clearance Bar and Bollards
Drive-thru clearance bars serve two main purposes. First, they are a simple courtesy to your customers. People get pretty upset when they “ding” their cars or trucks. Getting a ding at your place of business will not only irritate them, but it may also cost you money to fix their paint. Second, they protect your investment. If you have an overhang or an awning at your pick-up window, impact from a vehicle will damage them, and may also cause structural damage to your building. Navigating narrow drive-thru lanes can be tricky sometimes. Install bollards to protect the speaker posts and menu boards.
Every inch of space is used on the drive-thru menu board but that doesn’t mean there aren’t opportunities to expand the usable messaging area. Brand booster side-wings and toppers are inexpensive additions to your existing hardware. They can be used for LTO’s or to draw greater attention to those things you really want to sell - your highest margin items. Quickly and easily expand the usable surface area of your menu board without breaking the bank.
When designing the interior of your business, you put a good deal of thought into the customer experience. Similar attention should be placed on the customer experience for drive-thru patrons. Adding these components to the drive-thru will improve the customer experience, protect your assets, allow for good communication and therefore easier transactions, and facilitate higher sales volume. Speak to the drive-thru experts at The Howard Company to learn about how you can improve your drive-thru with these and other enhancements.