By Danielle Wiener-Bronner McDonald’s is hoping a drive-thru lane with a food conveyor belt, a pickup room for delivery workers and a shelf where people can grab their orders will make life easier for customers on the go. DRIVETHRUCITYThe features are being tested in a restaurant near Fort Worth, Texas, the burger chain announced Thursday.Speedy service is crucial to fast food restaurants because customers may abandon a brand after experiencing long wait times. Moving customers quickly through the drive-thru is especially important because people who see a long line of cars might visit a competitor instead. Drive-thru times have gotten 45 seconds...

The chain is taking a cue from fellow fast food competitor Taco Bell. By Megan Schaltegger The point of fast food is that it's whipped up, well, fast. You can snag your McGriddle and make it to work before your boss notices you're late again. And now, our trusty pals at McDonald's are doubling down on that promise by introducing a new drive-thru concept that will cut down even more on wait times. DRIVETHRUCITYHere's the gist. Micky D's is seemingly taking a cue from its competitor Taco Bell, which introduced pick-up-only lines earlier this year. The fast food chain is testing...

Kevin Rice  At Taco Bell's "Defy," three of the four drive-thru lanes are dedicated to mobile orders. The drive-thru has always been the most profitable area for many quick-serve restaurants. According to QSR and Insula Research, 50–70 percent of fast food sales come through the drive-thru. In some restaurants, that number is as high as 90 percent.  During the pandemic, drive-thrus became even more vital, and as consumer preferences quickly shifted to digital ordering via websites and apps, brands began to formulate plans to optimize the drive-thru for the long term. Now, technology such as geofencing, apps, and license plate recognition software are...

 DAVID BOERLIN The ideal digital display solution often depends on menu size and daypart segments, along with the frequency of limited-time menu offers. A study of more than 310 quick-service restaurant locations conducted in 2021 found that, on average, digital menu boards completed orders 9.2 percent faster. With major changes to consumer behavior during the COVID-19 pandemic, many quick service restaurants are now adjusting their procedures and even their physical structures to meet the needs of a modern customer base that, generally, desires less interaction, faster service, more information and personalized attention. As customers increasingly head to the drive-thru instead of walking...