Show summary Hide summary
A new industry study finds that automated ordering systems shave seconds off wait times at fast-food windows ? but they can leave customers feeling less attended to. The results suggest restaurants weighing AI investments must balance speed gains against declines in perceived warmth and order precision.
The 25th Annual Drive-Thru Study, conducted by Intouch Insight and QSR Magazine, evaluated more than 2,000 undercover visits to 13 national brands between June and July. Trained evaluators posed as regular customers, completing roughly 165 visits per brand to assess speed, accuracy and overall experience.
What the researchers measured and why it matters now
Frozen vegetables can taste sweeter: why one common pick beats fresh
Hot toddy finds fiery upgrade in a surprising pantry staple
Drive-thrus are evolving into what the study calls ?digital fulfillment hubs,? handling more complex orders and integrating technology across the customer journey. That shift matters because small changes in wait time, accuracy or staff interaction can affect repeat visits and brand perception ? especially as chains roll out AI solutions to reduce labor pressure.
Overall figures show an average total drive-thru time of 5 minutes 35 seconds. That is slightly slower than last year?s result; however, when excluding four brands newly added to this year?s sample (Popeyes, Dutch Bros, Starbucks and Tim Hortons), the average improves by about three seconds.
Standouts by speed, service and satisfaction
Taco Bell posted the quickest average transaction time ? roughly four minutes ? while Chick-fil-A recorded the longest waits. Despite slower service, Chick-fil-A tied with Dutch Bros for the highest customer satisfaction.
| Metric | Top performers | Notes |
|---|---|---|
| Speed leader | Taco Bell | Fastest average drive-thru time (~4:00) |
| Highest satisfaction | Chick-fil-A, Dutch Bros | Highest overall guest scores despite differences in speed |
| Most accurate orders | Dutch Bros | Led accuracy rankings, followed by Chick-fil-A and Raising Cane?s |
| Category leader ? Classic | Taco Bell, Arby?s | Fastest category and 87% average order accuracy |
| Category leader ? Chicken | Chick-fil-A, Raising Cane?s | Highest satisfaction and food quality, but longest waits and lower accuracy |
| Category leader ? Beverage | Dutch Bros, Tim Hortons | Balanced speed and accuracy; least upselling |
Across all 13 brands the study reported an average order accuracy of 87%, food quality at 97% and overall satisfaction of 91%.
AI in the lane: faster service, warmer scores dip
For the first time, the study isolated AI-powered drive-thru interactions. Researchers reviewed 120 AI-handled orders at three restaurants and compared them with human-staffed lanes.
Key comparisons:
- Average service time: 3 minutes 53 seconds for AI vs. 4 minutes 15 seconds for human attendants.
- Order accuracy: 83% for AI versus 87% for humans.
- Overall satisfaction: 97% for AI lanes compared with 91% for traditional service.
The study notes a novelty effect may be contributing to higher satisfaction scores for AI. Customers often found the technology engaging, which can offset minor mistakes. Still, roughly 62% of AI errors involved customized requests ? special modifications or unavailable items ? and human intervention improved accuracy when clerks assisted AI orders.
Takeaways for customers and operators
- Consumers: Faster service via AI can be appealing, but expect occasional errors with customizations. If order precision and friendly interaction matter most to you, some brands still prioritize human-led service.
- Operators: Technology reduces throughput times, but investment in staff training and fallback procedures for custom orders is essential to preserve quality and satisfaction.
- Brands: Combining speed, personable service and reliable tech appears to be the strongest path to higher repeat business.
The broader implication is clear: restaurants that successfully fuse automation with attentive human support stand to win in the next phase of drive-thru evolution. For customers, the result is more choice ? faster lanes when convenience is a priority, and human interaction when precision or friendliness is the deciding factor.
Study: 25th Annual Drive-Thru Study, Intouch Insight & QSR Magazine; fieldwork: June?July (more than 2,000 visits).
Team USA hockey goalie turns Caesar salad obsession into Instagram phenomenon
Candy-bar stuffed cookies spark lines at viral pop-up
