The Drive Thru is becoming more and more critical for delivering an effective QSR experience, especially in Australia, a country so reliant on the motorcar. This article focusses on some of the critical factors that drive the success (or otherwise) of Drive Thru’s.
Consumer eating habits have been changing over time in Australia, with a clear move away from rigid meal times and more traditional meal occasions. This partly explains why some food businesses have struggled recently, with rigid business models and menus that only capture trade at traditional meal times.
Many brands operating large format dine in restaurants are now questioning the need to keep these properties in their current forms, with an ever increasing proportion of consumers now using Drive Thru's (over dine in or take away) across a broader range of hours. The move toward favouring Drive Thru also has implications to the menu, with grab and go / eat on the run / while driving now a critical evaluation of a QSR’s menu appeal to a typical Drive Thru customer.
The increasing importance of Drive Thru has not been lost on many market leaders in the sector, with brands such as McDonald’s investing heavily on ever improving their Drive Thru experience.
The following are a few key fundamentals and emerging trends that make Drive Thru’s successful.