Fast food drive-thrus are evolving—not necessarily speeding up, but becoming smarter. A recent study suggests that, surprisingly, human interaction still holds more weight than artificial intelligence for customer satisfaction.
This insight comes from the 25th Annual Drive-Thru Survey conducted by Intouch Insight and QSR Magazine. They took a close look at 13 fast food chains spanning classic, chicken, and beverage categories. The research involved 165 undercover evaluations where trained raters posed as regular patrons in June and July, totaling over 2,000 visits across the country.
On average, the total time at drive-thrus clocked in at 5 minutes and 35 seconds, which is just a tad slower than last year—though it’s worth noting that four newly included brands, including Popeyes and Starbucks, were factored into this year’s numbers, slightly affecting the average time.
Taco Bell emerged as the speed champion, with customers waiting around four minutes. In contrast, Chick-Fil-A, although the slowest chain, garnered high marks for customer satisfaction, sharing that top spot with Dutch Bros., a coffee chain with a solid presence across 19 states.
The findings also highlight a transformation in drive-thrus, which are shifting towards becoming “digital fulfillment hubs.” The challenge now is balancing efficiency amid growing complexities. Efficiency, connection with patrons, and personalization are crucial in this evolving landscape.
Dutch Bros. claimed the title for order accuracy, with Chick-fil-A and Raising Cane’s tying for a close second. Interestingly, when looking at the classic fast-food category—including heavyweights like McDonald’s and Burger King—this group topped the speed rankings but fell short on friendliness.
The chicken segment, featuring heavyweights like Chick-fil-A and KFC, showcased the highest customer satisfaction and food quality but experienced longer wait times and slightly lower accuracy ratings.
The beverage category displayed a commendable blend of speed and precision, with Dutch Bros. and Tim Hortons leading the pack. Across all brands analyzed, the average accuracy of orders hit 87%, food quality was rated at 97%, and overall satisfaction stood at 91%.
This year, the study also included AI-powered drive-thrus, observing 120 AI orders across three different restaurants. Results showed that, while these drive-thrus offered faster service—averaging about 3 minutes and 53 seconds—the personal touch seemed to diminish. Human-operated locations had an average service time of 4 minutes and 15 seconds, but they scored slightly higher in order accuracy at 87% compared to AI’s 83%. However, overall satisfaction was higher in AI interactions at 91% versus 97%.
The report noted that customers might be willing to overlook minor service flaws in exchange for a quicker experience, suggesting a curiosity towards AI interactions that could enhance overall customer enjoyment.
Notably, many of the AI errors were linked to customization requests or unavailable items, though having staff assist the AI did boost accuracy. Ultimately, the study concluded that the most successful brands are those that blend speed, friendliness, and technology in a way that aligns with modern customer expectations.
