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 
order please?"

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".

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