Fast-food drive-thru study reveals speed vs. satisfaction trade-offs

Fast food drive-thrus may not be much faster, but they are getting smarter and friendly staff may still be more important than artificial intelligence, according to a new report.

25th Annual Drive-Thru, The research, conducted by Intouch Insight and QSR magazine, examined 13 fast food brands in three categories: classic, chicken and beverage. The research was based on 165 confidential visits per brand, totaling more than 2,000 visits across the U.S., conducted by trained evaluators posing as regular customers between June and July of this year.

Overall, the average total drive-thru time was five minutes and 35 seconds; That’s slightly slower than in 2024, but three seconds faster when excluding brands newly added to the study this year: Popeyes, Dutch Bros, Starbucks and Tim Hortons.

7-ELEVEN ‘FOCUS ON FOOD’ IN US RENEWAL WITH JAPANESE-INSPIRED MEALS AND UPGRADES

Fastest overall was Taco Bell, where customers spent about four minutes in line. Although Chick-Fil-A was the slowest, it ranked highest in satisfaction, tying with Dutch Bros., a drive-thru coffee company with more than 1,000 locations in 19 states.

The study noted that drive-thrus have evolved from a place for quick and simple orders to “digital fulfillment centers.”

“The challenge is no longer just speed, but balancing efficiency with the increasing complexity of the modern drive-thru,” he said, adding that efficiency, personalization and guest connection are important.

Dutch Bros. also had the most accurate ranking, followed by Chick-fil-A and Louisiana-based chicken finger chain Raising Cane’s, which took second place.

THE 15 BEST GAS STATIONS IN AMERICA FOR FOOD, ACCORDING ONLINE REVIEWS

Among the three fast-food categories, the classic segment, which includes Burger King, McDonald’s, Wendy’s, Taco Bell and Arby’s, ranked fastest and recorded a high accuracy rate of 87%. According to the report, Taco Bell and Arby’s continue to lead. However, the group ranked lowest in terms of friendship.

The chicken category, which includes Chick-fil-A, KFC, Popeyes and Raising Cane’s, had the highest customer satisfaction, friendliness and best food quality. However, it had the longest waiting time and the lowest accuracy.

Chick-fil-A ranked highest in customer satisfaction despite having the slowest drive-thru. (Gary Hershorn/Getty Images)

The survey stated, “Honesty and sincerity are the strongest factors.” “Placing the order correctly and interacting politely provides high satisfaction.” According to research, when the service is friendly, customers are much more satisfied and their orders are more accurate and faster.

AS THE FAST-FOOD WARS HEATES, KFC BRINGS BACK FAN-FAVORITE HONEY BBQ FLAVOR

The beverage segment, which includes Starbucks, Dunkin’, Tim Hortons, and Dutch Bros., saw high accuracy and balanced speed accurately and had the fewest additional sales figures. Dutch Bros and Tim Horton’s took first place.

The study found that across all 13 brands, average order accuracy was 87%, food quality was 97%, and overall satisfaction was 91%.

CLICK HERE TO SIGN UP FOR OUR LIFESTYLE NEWSLETTER

Dutch Bros., a coffee chain founded in Oregon, aimed for the highest customer satisfaction and led the way in order accuracy. (Mark Henle/The Republic / USA TODAY NETWORK)

The study evaluated AI-assisted drive-thrus for the first time, analyzing 120 AI orders from three restaurants and finding them to be faster but less friendly. Service times averaged three minutes and 53 seconds, compared to four minutes and 15 seconds at human-staffed locations. Order accuracy was slightly lower at 83% compared to 87%, but overall satisfaction was higher (97% compared to 91%).

The scores show customers are willing to overlook minor service flaws if it means they get their food faster and more efficiently, the report said.

CLICK FOR MORE LIFE STORIES

“And let’s be honest, there’s an element of innovation involved,” he continued. “For many guests, interacting with AI is a new and exciting feeling, which can positively impact how they perceive the overall experience, even if the service is not perfect.”

The research revealed that Arby’s is the company with the fastest speed in the classic segment. (Jeffrey Greenberg/Universal Images Group)

Sixty-two percent of AI errors were due to customization issues such as special requests or unavailable items, but accuracy improved when staff assisted with AI orders.

CLICK TO REACH THE FOX NEWS APPLICATION

The report concluded that brands that can combine speed, friendliness and technology will be best positioned to succeed in the modern drive-thru environment.