The drive-thru lane is revolutionizing the restaurant industry.

From coffee's rise to tech innovations streamlining ordering, it's become a hotbed for change.

DRIVETHRUCITY

The drive-thru lane is no longer just a place to grab a quick burger; it's driving a full-scale revolution in the restaurant industry. From the surprising dominance of coffee chains to cutting-edge technological advancements that streamline the ordering process, the drive-thru has become a dynamic hub of innovation and a key battleground for restaurant success.

Drive-thrus are pushing the boundaries of what's possible. For decades, the image of a drive-thru conjured up visions of a slow-moving line of minivans, packed with families patiently waiting to order fast-food staples through a crackling intercom. But the past few years have witnessed a dramatic transformation, a true renaissance for the drive-thru. It's no longer confined to traditional fast food; it's expanding rapidly and thriving in unexpected categories like pizza and coffee, while simultaneously becoming a central point of focus for technology and real estate innovation across the entire restaurant landscape.

The rise of the drive-thru coffee shop is a prime example of this shift. Restaurant operators are increasingly recognizing that drive-thru success isn't solely the domain of established quick-service giants. In fact, some of the most impressive growth stories are emerging from categories like pizza and, especially, coffee.

While Chicago-based, tech-savvy pizza chain Slice Factory has been pioneering the "slice-thru" lane since 2019, offering pizza on the go, other pizza concepts have more recently jumped on the drive-thru bandwagon. Major players like Pizza Hut have begun rolling out "Hut Lanes," while regional favorites such as Fat Boy's have started opening express locations specifically designed with drive-thru lanes in mind. Just a few years ago, the idea of successfully handing off a piping hot pizza through a drive-thru window seemed almost inconceivable.

However, it's the coffee category that has truly emerged as the drive-thru success story of late. Although Starbucks may be the name most readily associated with drive-thru coffee, other coffee chains are consistently topping the charts when it comes to customer satisfaction. Data from Technomic, a leading foodservice research and consulting firm, reveals that the drive-thru chains boasting the highest customer satisfaction scores in the quick-service category are Dutch Bros Coffee and Peet's Coffee. Dutch Bros, in particular, experienced record-breaking store openings of its drive-thru concept in 2022, demonstrating the immense potential of this format. DRIVETHRUCITY

The rapidly growing consumer demand for convenient drive-thru coffee options is certainly not lost on brands like The Human Bean. This Oregon-based, 150-unit drive-thru coffee brand is currently in the midst of a significant expansion across the United States, capitalizing on the drive-thru trend.

"The industry as a whole has become much more focused on drive-thru service because of the inherent advantages of speed and convenience," explains Dan Hawkins, CEO of The Human Bean. "It's a remarkably efficient business model when you eliminate dine-in service because you significantly reduce overhead costs. When you offer interior dining, you have to invest in additional space, furniture, and staffing. And if the layout isn't carefully planned, you end up having to create two separate production areas, one for dine-in and one for drive-thru, which can further complicate operations and increase expenses."

The Human Bean, which has been in business since 1998, has witnessed firsthand the tremendous evolution of drive-thru innovation over the years. One of the most impactful changes they've implemented is the use of employees as "line-busters." These employees venture out into the drive-thru lane, equipped with tablets, to take customer orders while they're still waiting in line. This proactive approach significantly reduces wait times. Furthermore, once customers reach the window, they have the option to pay via touchless transaction using a convenient QR code. These combined updates have enabled The Human Bean to achieve impressive order times of around 30 seconds, a crucial factor in the efficiency-driven world of drive-thrus.

The drive-thru phenomenon is no longer limited to the largest quick-service chains. Emerging concepts across a wide range of restaurant categories are also recognizing the value and embracing the trend. Even salad chains, traditionally associated with dine-in experiences, are getting in on the action. Sweetgreen, for example, added a dedicated drive-thru pickup lane, aptly named a "Sweetlane," to one of its locations in 2022 (following the opening of a solar-powered drive-thru lane back in 2020). Similarly, Fuzzy's Taco Shop, a popular taco chain, introduced drive-thru prototypes for the first time last year, signaling a shift in its operational strategy. DRIVETHRUCITY

Big Chicken, the rapidly growing chicken franchise backed by basketball legend Shaquille O'Neal, is one of the most high-profile newcomers to the drive-thru arena. The chain opened its first drive-thru location in February of this year. While Big Chicken places a strong emphasis on the dine-in experience, CEO Josh Halpern acknowledged the critical importance of offering a quicker, more convenient option for customers on the go.

"Watching other fast-casual chains with similar ticket times enter the drive-thru space before us and achieve success gave us the confidence that we needed to figure out how to do it right," Halpern explained. "You have to go where the guest wants to be, and today's guest prioritizes convenience. They want to be able to get in and out quickly. The stigma that was once attached to drive-thrus, perhaps 15 years ago, has largely disappeared. The drive-thru experience has improved dramatically, and customers now expect this level of service."

Innovation is the lifeblood of the modern drive-thru. Increasing speed, efficiency, and overall convenience for both employees and customers is the name of the game, not only for restaurant operators who are just entering the drive-thru space but also for those established players who are constantly striving to perfect their existing drive-thru operations. Over the past couple of years, the biggest names in the quick-service restaurant (QSR) industry, including giants like Taco Bell and Chick-fil-A, have invested heavily in adding more lanes, implementing advanced technologies, and incorporating various enhancements to their drive-thrus in order to keep pace with the ever-increasing consumer demand for off-premises dining options. DRIVETHRUCITY

When Taco Bell's innovative Defy store format first opened its doors in 2021, it was immediately hailed as a game-changer. This groundbreaking location features four drive-thru lanes, three of which are specifically dedicated to delivery drivers and mobile order pickups. It also incorporates digital check-in screens and a unique, contactless, proprietary lift system for delivering food to customers, further enhancing efficiency. This innovative format, along with the company's Go Mobile format (which has undergone several iterations, with the latest version focusing on walk-up food pickups), is strategically designed to appeal to a rapidly evolving customer demographic that increasingly favors ease of experience and speed over traditional dine-in options.

As the drive-thru continues to grow in importance and becomes an increasingly crucial component of off-premises success, many restaurants are experimenting with drive-thru-focused or even drive-thru-only formats. A prime example is the Chick-fil-A location that recently opened in Honolulu, Hawaii. This particular restaurant boasts two drive-thru lanes and multiple pickup windows, demonstrating the company's commitment to prioritizing drive-thru service.

Even established sister concepts like Jack in the Box and Del Taco have recently debuted drive-thru-only prototypes as part of their Fresh Flex store prototype redesigns. Jack in the Box launched its drive-thru-only prototype in the fall of 2022, while Del Taco unveiled its version in the summer of 2023. According to Darin Harris, CEO of Jack in the Box, the company's drive-thru-only prototype, which opened last fall in Tulsa, Oklahoma, has significantly exceeded performance expectations. Looking ahead, these drive-thru-focused store formats are poised to become an integral part of the company's portfolio. DRIVETHRUCITY

Van Ingram, vice president of franchise development at Del Taco, explained that the process of developing these drive-thru-focused formats has provided valuable lessons in operational efficiency. The company has learned how to design the kitchen layout to better manage the flow of traffic outside and how to effectively provide both traditional drive-thru lanes and designated pickup windows.

"These drive-thru-only formats are significantly smaller in size, and they're really designed around the kitchen being the engine of the entire facility, with a primary focus on maximizing drive-thru capability," Ingram explained. "The pandemic fundamentally changed how consumers interact with our brands. We saw a continuous increase in drive-thru usage, particularly in the burger and taco categories. Even before the pandemic, people were already inclined to use the drive-thru, but now, it's become the preferred option for almost everyone, almost 100% of the time." DRIVETHRUCITY

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