How do you make your fast-food restaurant choices?
Do you choose the one that is closest to where you are at the time? The one with a specific menu item? Lowest prices? Fastest service? The one with a specific toy promotion or playland for the kids?
With so many decisions to make when it comes to your fast-food experience, you should be happy that you’re not alone in having frustration in finding the Perfect Fast Food Restaurant in your travels.
And that’s why QSR Magazine has come through with their DRIVE-THRU BENCHMARKS and ranked the major fast-food restaurants on how well they serve their customers. Why is the drive-thru so important? Because anywhere from 50-70% of a location’s sales gets passed through that tiny, gas-fumed window.
So yeah, the drive-thru is a pretty important part of the fast-food restaurant industry. The restaurants reviewed included the six major standbys: McDonald’s, Chick-Fil-A, Wendy’s, Burger King, Krystal, and Taco Bell. Then, as QSR has done every year they’ve done the survey, they’ve included one regional restaurant for variety — in 2012, they chose Bojangles.
The benchmarks that QSR ranked are fairly standard examples of what the average consumer would consider important in their fast-food experience. While QSR included a few additional benchmarks in their report (click the link to read more), here are some that we thought most Web Watch readers would be interested in first:
- Average Service Time – Wendy’s came out on top with the fastest service time. Worst was Burger King. (Web Watch doesn’t need a QSR survey to tell us how slow Burger King can be at their drive-thru compared to other fast-food restaurants we frequent.)
- Order Accuracy – Chick-Fil-A had the highest accuracy, at 97.3%. Burger King came in last again, with an order accuracy of 83%.
- Favorable Exterior – while all those surveyed seem to take pride in their outward appearance, Taco Bell bested them all with a 99.7% favorable rating. That last-place McDonald’s was last with a 98.3% rating should give you an idea of how close everyone was.
- Visibility of Dumpsters – Not everyone wants to see a dumpster as they drive around the building to get their food. Bojangles needs to step up their game, as 94.2% of those surveyed had visible dumpsters. For once, Burger King comes out on top with dumpsters visible only 66.4% of the time.
- Customer Service – Let’s look at the positives and negatives. Chick-Fil-A was deemed most pleasant, with 57.4% ranking as “Very Friendly” and only 0.7% ranking as “Rude”. Web Watch feels bad busting on Burger King again, but they only had 27.4% ranked as “Very Friendly”, and a whopping (no pun intended) 2.8% perceived as being “Rude”.
- and the every popular butt of many jokes, Speaker Clarity – The best drive thru speaker was at Taco Bell, with 98.4% of their speaker equipment coming through loud and clear. Krystal’s equipment needs a little work, at 86.2%
So what do you look for in a quality drive-thru, aside from speed of service? Have you ever gotten screwed over by bad order management? Let us know in the comments below….