June 15, 2017
There's No Need For "Hospitality" in the Drive-Thru
There seems to be an epidemic of time wasting dialogue in QSR drive-thrus. Many crew are greeting customers with their name and other useless information while taking orders.
We should all be pleasant with each other but what does a crew person's name have to do with customer satisfaction in the drive-thru? If everything's running properly the customer will only see the crew person for a few seconds. Especially in a double window drive-thru where the customer may never see the person who took the order.
I wonder if this started in a few chains and crew people brought the practice with them from other jobs? But, it adds nothing to the experience and wastes precious seconds.
If you're operating a drive-thru and your crew are giving out names - Stop it - it's silly.
And I'm not just picking on McDonald's. I usually have high praise for the levels of QSC at Chick-fil-A but I went through one of their drive-thrus last week and the conversation went something like this:
"Hi, welcome to Main Street Chick-fil-A, my name is Christine, thank you for dining with
us. Would you like to try our new Smokehouse BBQ Bacon Sandwich? May I take your
I quickly place my order (without sharing my name).
Christine repeats my order back to me, "Can I get you anything else?" I say NO. She says, "Thank you, please pull forward to the pickup window".
It was exhausting!
I'm told a free standing drive-thru Chick-fil-A can easily hit $4 million a year. If we assume
a 60% drive-thru factor they're exceeding the total sales of the average McDonald's, just in their drive-thru.
Imagine what they could do if they cut out the useless, time wasting, "hospitality".