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Revitalizing the QSR Brand Experience

by James Dever | Jul 07, 2014
“I didn’t want pickles”

 

Has fulfilling an order ever gone wrong at the drive-thru? Hmm, let’s see. Ah yes, there was the one time our friend, Eddie, asked for no pickles or onions but got a double dose of each in his sandwich. That used to be Eddie’s favorite fast food restaurant. The experience left him feeling frustrated.

Subconsciously, Eddie had stayed at the window and checked his bag as a result of the horror stories shared by his friends in which they drove off from the drive-thru only to find out their surprise when they got home. No, that would not be him. Eddie had to complain. He stayed parked at the drive-thru window until the attendant came back to address his concern. He knew he was holding up the line, but they should have got it right, he thought. Anxiously, he said to himself, “hopefully, the guy behind me doesn’t start honking.” Eddie was instructed to pull over to the side and had to wait another five minutes (eternity) for them to bring out his meal. It was such a waste of time for everyone involved. Eddie stopped going through the drive-thru at that restaurant. In fact, he just stopped going there all together.

For many QSR brands, approximately 70% of business comes from the drive-thru, and customers, like Eddie, expect more than just quick service.

So, what went wrong here? Information gaps create numerous possibilities for error between the order and fulfillment process. When Eddie pulled in to the drive-thru, he heard the speaker making strange noises and he could not hear clearly. Conceivably, the order taker could have heard Eddie incorrectly or made a mistake and entered something he did not order. However, Eddie didn’t catch it because this QSR had not implemented technology solutions like high quality two-way communication systems and drive-thru order confirmation displays.

Generic OCS Screenshot with Upsell

Advanced technology solutions help elevate and differentiate a QSR’s brand experience. This restaurant sure could have used a wireless drive-thru headset system for sophisticated, high sound quality. Especially, one that features unique noise cancelling that can suppress background noise from the kitchen to the drive-thru speaker and result in improved communications with customers. In addition, this headset system could also feature an alert, which generates a headset voice prompt when vehicles exceed select day part targets at any timing point in the drive-thru to help decrease waiting times and improve speed-of-service.

This restaurant may want to seriously consider utilizing a software platform that integrates digital menu systems (indoors and drive-thru), vehicle timing, a wireless headset and communication system, and an order confirmation system along with point of sale data to provide an instantaneous view into critical operational performance data. However, given the various options that QSRs have when considering implementation of new technologies, it can be a challenge to navigate which path to take. Delphi Display Systems, the leader in customer engagement and business optimization technologies for the QSR, is committed to make going through the drive-thru process much simpler, accurate, and cost and time efficient for both the restaurant and the customer.

To learn more about Delphi’s Insight® technology platform for the QSR and how our solutions can help your top and bottom line, visit us at www.delphidisplay.com