Drive-Thru: Window of Opportunity
Quick-service customers prefer to sit in the car, especially when they are alone. More than 40 percent of fast-food goes through the drive-thru.
By Mary Boltz Chapman, Editor-in-Chief -- Chain Leader, 2/1/2008
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Drive-Thru Data |
- 37.9 percent of respondents who used the drive-thru were alone, while 27.2 percent of all QSR customers were, a 21-quarter average shows. Average party size was also smaller for those at the window than all fast-food users (2.2 vs. 2.7), as was the mean amount spent per party ($9.66 vs. $13.73).
- The average amount spent per person is also smaller for those using the drive-thru on their most recent occasion ($4.32 vs. $5.00), even though drive-thru users were less likely to take advantage of a special deal (11.2 percent did vs. 20.2 percent of all QSR users) and more apt to buy side dishes (63.7 percent vs. 57.0 percent).
- Drive-thru customers using a special deal on their last occasion were most likely made aware of the special via signs at the restaurant (37.3 percent) or television ads (20.4 percent), according to a 21-quarter average. The top sources of awareness for all QSR users were direct-mail fliers (27.5 percent), signs at the unit (24.8 percent) and newspapers (23.5 percent).
37.5 percent of fast-food customers using the drive-thru on their last visit had a hamburger; 15.5 percent ordered a chicken, submarine or other sandwich; 13.3 percent ate chicken either bone-in or in strips or nuggets; and 8.1 percent had Mexican food.- The window is busiest during lunch. According to a 21-quarter average, 43.7 percent of QSR customers who used the drive-thru on their most recent occasion did so at lunch; 40.4 percent, at dinner; 10.0 percent, breakfast; and 5.9 percent, snacks. Of all most recent fast-food occasions, 39.7 percent were at lunch; 49.3 percent, dinner; 6.6 percent, breakfast; and 4.4 percent, snacks.
Customer trend data is based on the quarterly Quick-Track survey by Sandelman & Associates, a San Clemente, Calif.-based research firm. Quick-Track queries a nationally representative sample of 600 fast-food customers on a host of demographic and usage questions. The firm defines “QSR drive-thru users” as those who have purchased food via the drive-thru from a QSR at least once in the past month. Most-recent purchase data is based on all QSR users whose dining type was drive-thru on their last QSR occasion.
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