{"id":2256,"date":"2020-12-23T03:34:54","date_gmt":"2020-12-23T03:34:54","guid":{"rendered":"http:\/\/thepongroup.com\/delphi\/?p=2256"},"modified":"2020-12-23T03:34:54","modified_gmt":"2020-12-23T03:34:54","slug":"order-accuracy-trumps-order-time","status":"publish","type":"post","link":"http:\/\/thepongroup.com\/delphi\/order-accuracy-trumps-order-time\/","title":{"rendered":"ORDER ACCURACY TRUMPS ORDER TIME!"},"content":{"rendered":"

EYE-OPENING RESULTS FROM THE 2016 QSR DRIVE-THRU PERFORMANCE STUDY<\/strong><\/h4>\n

After two years exploring how certain dayparts and menu categories shaped the drive-thru experience, the\u00a0QSR Drive-Thru Performance Study<\/strong><\/a>\u00a0returned this year, breaking down the data by chain, researching 11 quick serves \u2014 and, for the first time ever, four fast casuals \u2014 to find out where they land when it comes to\u00a0critical\u00a0<\/strong>drive-thru metrics.<\/p>\n

In this article, I\u2019ll explore\u00a0excerpts from\u00a0key\u00a0<\/strong>industry insiders, as they interpret the most important findings from the study, including speed-of-service, order accuracy, customer service, and best practices in the drive-thru and fast casual business, shared by real, successful operators.<\/p>\n

Accurate\u00a0is better than\u00a0fast, as times increase alongside customer satisfaction<\/strong><\/p>\n

One interesting finding from the study was the increase in wait and service times. In past years, the total target time expectation was 210 seconds, while this study uncovered that time\u00a0soaring<\/strong>\u00a0to 286.65 seconds. Certainly, the inclusion of fast casual was\u00a0influential,<\/strong>\u00a0but more telling is the very apparent\u00a0shift<\/strong>\u00a0to order accuracy, and the underlying technologies that provide drive-thrus with\u00a0improved<\/strong>\u00a0performance<\/strong>\u00a0visibility<\/strong>\u00a0and best practices, enabling quick service and fast casual restaurants to achieve\u00a0real<\/strong>\u00a0improvements.<\/p>\n

 <\/p>\n\n\n\n\n\n\n\n
Wait<\/strong>\u00a0times by brand
\n(in line up<\/strong>\u2192order placement)<\/strong><\/td>\n		Service<\/strong>\u00a0times by brand
\n(order placed \u2192 food delivered)<\/strong><\/td>\n<\/tr>\n
Average speed:
\n60.35 seconds<\/td>\n		Average speed:
\n226.30 seconds<\/td>\n<\/tr>\n
Fastest speed:
\nCarl\u2019s Jr. @ 22.30 seconds<\/td>\n		Fastest speed:
\nWendy\u2019s @ 169.11 seconds<\/td>\n<\/tr>\n
Slowest speed:
\nChick-fil-A @ 155.33 seconds<\/td>\n		Slowest speed:
\nStarbucks @ 299.80 seconds<\/td>\n<\/tr>\n

\nTotal average time = 286.65<\/strong><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n


\nLet\u2019s hear what key industry insiders had to say about the study results.<\/strong><\/p>\n

What does the future hold for the QSR space?<\/strong><\/em><\/p>\n

Steven Maskell<\/a><\/strong>
\nPartner
\nSeeLevel HX<\/strong>\u00a0(see bio below)<\/p>\n

Steven: \u201cIn order to really remain profitable and really to grow, capitalizing on every transaction whether it\u2019s an upsell or a suggestive sell, the use of technology through\u00a0order confirmation boards<\/strong>\u00a0or really making sure that each transaction is accurate is also proving that this is part of what the future holds. We recommend that our operators make very wise capital investments, especially in\u00a0technology<\/strong>. There\u2019s new solutions that have been emerging in the marketplace that really help throughput, help\u00a0order accuracy<\/strong>, [and] help ensure that each location is able to really capitalize on that narrow window of time where they\u2019re looking to make a profit.\u201d<\/p>\n

Sam Oches<\/strong><\/a>
\nEditorial director
\nFood News Media<\/strong>\u00a0(see bio below)<\/p>\n

Sam: \u201cFocus on order accuracy<\/strong>, first and foremost. A lot of operators will tell you that a customer leaving the lot with an incorrect order is a\u00a0much<\/strong>\u00a0worse situation than a customer going through a slow drive-thru. We\u2019re also seeing that several chains are investing in\u00a0equipment<\/strong>\u00a0that can really\u00a0improve the efficiency<\/strong>\u00a0of the drive-thru. That does probably lead to some improvements in speed-of-service, but it really seems that a lot of this is also focused on getting the order right, with\u00a0Order Confirmation boards<\/strong>\u00a0or improved speaker boxes \u2013 these things seem to really be helping the order accuracy piece, so that, on the whole, customers will not have to drive off the lot with inaccurate orders.\u201d<\/p>\n

Rick Gestring<\/strong><\/a>
\nVice President of Brand and Operations Integration
\nArby\u2019s Restaurant Group, Inc.<\/strong>\u00a0(see bio below)<\/p>\n

Rick: \u201c[In regards to technology] Arby\u2019s had not really played out, as many of the other competitors on the call have done, around\u00a0order confirmation boards<\/strong>, and what we\u2019ve come to learn is that the ability to connect with the guest, first at the menu board and then again at the pick-up window is critically important. The value of not only being able to repeat the order, but to have the guest confirm the order in an\u00a0order confirmation environment<\/strong>\u00a0is key. It\u2019s our belief that we can deliver a level of service that\u2019s equal to or better than the fast-casual dining experience\u2026\u201d<\/p>\n

What\u2019s your take on what smaller, emerging brands care most about?<\/em>
\n<\/strong>
\nSam: \u201cFor emerging chains,\u00a0customer service<\/strong>\u00a0has to be number one. When we look across the data points we see that customer service\u00a0must<\/strong>\u00a0play an important role in that\u00a0premium experience<\/strong>, but I would challenge them to focus on the\u00a0speed<\/strong>\u00a0and the\u00a0accuracy<\/strong>\u00a0as well, especially the\u00a0order accuracy<\/strong>. Speed, customers will wait for, especially if they understand when they go to a fast casual they\u2019re going to get something higher quality. Order accuracy, however, that\u2019s got to fall in that premium experience touch-point, so, if you go to a fast casual you\u2019re going to be willing to wait, but again you\u2019re going to be\u00a0very<\/strong>\u00a0disappointed if you get an inaccurate order, because you thought that this would maybe be a premium experience and then the inaccurate order made it not so. So, I would suggest that focusing on\u00a0speed of service<\/strong>\u00a0and\u00a0order accuracy<\/strong>\u00a0has got to be a point for fast casuals moving into the future, if they\u2019re going to want to be able to step up to the quick serves that have been in this industry for so long.\u201d<\/p>\n

Presenter Bios<\/strong><\/p>\n

Steven Maskell, Partner, SeeLevel HX<\/a><\/strong><\/p>\n

Steven\u2019s been in the mystery shopping and customer experience management industry for 20 years. As one of the leaders of Shop\u2019n Chek Worldwide, Steven focused on growing the company into a global organization. After some time with IKEA helping a specialty division grow, Steven returned to Customer Experience Management as GfK\u2019s North American lead on Customer Experience Management. After winning and managing some of the industry\u2019s largest programs, Steven took his experience and branched out into consulting. He\u2019s now delighted to be the clients\u2019 advocate within SeeLevel, where his responsibilities include helping new organizations improve their Human Experience.<\/p>\n

 <\/p>\n

Sam Oches, Editorial Director, Food News Media<\/strong><\/a><\/p>\n

Sam Oches is editorial director of Food News Media, publisher of QSR and FSR magazines and editor of QSR magazine. As an expert in foodservice trends, his insights have been shared in national media outlets such as the New York Times, USA Today, National Public Radio, and CNBC.<\/p>\n

 <\/p>\n

Rick Gestring, Vice President, Arby\u2019s Restaurant Group<\/strong><\/a><\/p>\n

Rick Gestring is the vice president of brand and operations integration for Arby\u2019s Restaurant Group, where he is responsible for ensuring the integrity of the Arby\u2019s brand in all aspects of the guest experience and restaurant operations. Prior to Arby\u2019s he held leadership positions at a variety of food service brands.<\/p>\n

Conclusion
\n<\/strong>Insights uncovered in this year\u2019s\u00a0QSR Drive-Thru Performance Study<\/strong><\/a>\u00a0are\u00a0clear. Leveraging technological advances in Order Confirmation Systems (OCS) is the\u00a0key\u00a0<\/strong>to increasing order accuracy, improving\u00a0customer satisfaction, and engendering long-term loyalty. I\u2019ve personally seen the\u00a0real-world<\/strong>\u00a0benefits of order confirmation at McDonald\u2019s restaurants across the U.S.\u00a0BTW \u2013 McDonald\u2019s calls them Customer Order Displays (COD)<\/em>.\u00a0McDonald\u2019s quick service restaurants are\u00a0highly focused on\u00a0getting it right<\/strong>\u00a0for the customer, and\u00a0order confirmation<\/strong>\u00a0has been a huge part of their recent turnaround.<\/p>\n

Delphi Display Systems<\/strong>
\nDelphi has been a\u00a0market leader<\/strong>\u00a0in digital display solutions since 1990, in use globally by most major quick service restaurants. Order Confirmation solutions are just one part of Delphi\u2019s all-encompassing, end-to-end drive-thru offering, including outdoor and indoor digital menu boards, headset communications, and vehicle timer solutions.<\/p>\n","protected":false},"excerpt":{"rendered":"

EYE-OPENING RESULTS FROM THE 2016 QSR DRIVE-THRU PERFORMANCE STUDY After two years exploring how certain dayparts and menu categories shaped the drive-thru experience, the\u00a0QSR Drive-Thru Performance Study\u00a0returned this year, breaking down the data by chain, researching 11 quick serves \u2014 and, for the first time ever, four fast casuals \u2014 to find out where they land when it comes to\u00a0critical\u00a0drive-thru metrics. In this article, I\u2019ll explore\u00a0excerpts from\u00a0key\u00a0industry insiders, as they interpret the most important findings from the study, including speed-of-service, […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"_links":{"self":[{"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/posts\/2256"}],"collection":[{"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/comments?post=2256"}],"version-history":[{"count":1,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/posts\/2256\/revisions"}],"predecessor-version":[{"id":2259,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/posts\/2256\/revisions\/2259"}],"wp:attachment":[{"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/media?parent=2256"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/categories?post=2256"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/thepongroup.com\/delphi\/wp-json\/wp\/v2\/tags?post=2256"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}