Food Theory: STOP Using the Drive-Thru!

The Food Theorists・2 minutes read

A study in 2021 found that drive-thru service speed and accuracy have declined due to inexperienced staff and complex menus. Testing different ordering methods, face-to-face at Wendy's had the most errors, while self-serve kiosks proved to be the most accurate and efficient option.

Insights

  • Face-to-face ordering at Wendy's resulted in numerous errors, highlighting the importance of staff training and menu simplification to enhance accuracy and efficiency.
  • Self-serve kiosks emerged as the most accurate ordering method, showcasing the potential for customization, reduced errors, and a streamlined experience, suggesting a shift towards technology-driven solutions in the fast-food industry to improve service quality.

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Recent questions

  • What were the findings of the study on fast-food ordering methods?

    The study revealed a decline in drive-thru service speed and accuracy due to less experienced staff and complex menus.

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Summary

00:00

Fast-food ordering methods impact accuracy rates.

  • A study in 2021 revealed a decline in drive-thru service speed and accuracy due to less experienced staff and complex menus.
  • The narrator aims to test different ordering methods to determine the most accurate way to place fast-food orders.
  • The narrator and Team Theorist test ordering methods at McDonald's, Wendy's, and In-N-Out.
  • They create a tier list of burgers with increasing complexity to test accuracy.
  • Face-to-face ordering at Wendy's resulted in numerous errors, with ten mistakes across four burgers.
  • In contrast, McDonald's and In-N-Out had fewer errors in face-to-face orders, with just two each.
  • Drive-thru orders were less accurate, with In-N-Out making multiple mistakes, Wendy's missing condiments, and McDonald's forgetting an entire burger.
  • The drive-thru error rate was 75%, with only four accurate burgers out of 11.
  • App-based ordering had an error rate of 62.5%, with fewer errors per order compared to face-to-face and drive-thru.
  • Self-serve kiosks were the most accurate method, allowing customers to customize orders and resulting in the least number of errors.

10:27

Efficient Self-Serve Kiosks Revolutionize Fast Food

  • Wendy's self-serve kiosks had two errors in total, with six out of eight burgers being perfectly delivered as requested, showcasing effectiveness and freshness, offering customization options like limited edition sauces, and providing a social interaction-free experience, highlighting the benefits of this ordering method.
  • Despite McDonald's having self-serve kiosks since 2003, their relative rarity indicates room for growth in the market, with mobile orders also offering a direct route to the kitchen, emphasizing the advantages of avoiding middlemen in the ordering process for a more accurate and efficient fast food experience.
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