Drive-Thru Success Secrets

Taco Bell Menu - Drive-Thru Success Secrets

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Preparing for a franchise convention keynote on drive-through excellence, I spent six hours visiting drive-through after drive-through. Great menuboards. Messy, hard-to-read menuboards. Dumpsters wide open within my sight line when ordering. Enclosed, spotless dumpsters. Trash strewn in the lane. Immaculate drive-thrus. I saw it all.

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Taco Bell Menu

When was the last time you went straight through your drive-through? What do you see and hear? It's 11:30 p.m. (or 5:30 p.m.)-do you know what your drive-through guests are looking and hearing? Get out of the box, look and listen to customers going straight through the drive-through. Here are a few suggestions:

Order Taker At Peak Times. Andrew Arvay, director of training for an Arby's franchisee in Tulsa, Oklahoma, trains busy shop to center an laborer with a headset just prior to the speaker box. It serves two purposes: (1) to advise items and come to be a "human preview board" to help guests who are indecisive, and (2) to take the order of every other car. While one car is ordering at the speaker box, the laborer takes the order of the car behind and calls it to the cashier. Two cars move up at a time, and the orders get placed more quickly. They wave the next car to the speaker box and take the order of the following one. Ten extra cars per half-hour of the two peak hours at lunch and dinner equates to over 0 in further sales per day! Well worth the extra labor.

Guarantee Message. On a modern trip straight through McDonald's in Nashville, I saw a "30-second guarantee" sign. Once you pull up to the window, if you don't receive your order in 30 seconds, it's free. Talk about raising the bar. As a customer, I see the clock ticking and the citizen moving! Try the same thing with your up-sizing. "If we fail to advise ______, you get it free." It's astonishing how well citizen perform when man is watching!

Accuracy. Although not a drive-through per se, Sonic gets my order right every time. Why? They read my order to me as it's handed to me. Don't just hand out a bag. Recite what the guest is getting. It allows you to catch mistakes right on the spot.

Frequency. Thank the guest and invite them back: "Thanks again! Next time don't forget to try one of our great new salads!" Wendy's in my neighborhood has a fastener on the drive-through that reads, "See you tomorrow!" Do it right and quick and they'll be back again and again.

Hospitality. Nobody does it best than Chick-fil-A. Hire friendly, model friendly, expect friendly, and you'll get friendly. I'm not sure how long I sit at the window, but when man is talking to me and looking out how my day is going, the time passes by much more quickly.

Condiment Requests. Taco Bell does a astonishing job request if I'd like any hot or mild salsa while I'm at the speaker box. Saves time and eliminates mistakes at the window. If you're not asking, or are request at the window, shift it to save time and build sales: "Would you like any ketchup, dipping sauces, or an ice cream for dessert?"

Selling Strategy. Drop the "Would you like to up-size?" change it to, "We highlight two sizes of value meal. Which would you prefer?" A 10-cent growth in check mean is huge, and it's as easy as turning a sandwich into a value meal every 20th customer.

Menu Clarity. Why limit yourself to a set whole of value meals (and clutter the menu)? At Subway, it's a set price to make any sandwich a value meal. For extra get it with medium fries and a medium soda, or for .50 extra get it with large fries and a large soda. Offer it with a side salad and diet soda for a set price for health-conscious customers.

Perk The Parked Customer. Curt Archambault of Jack in the Box says all the time perk a guest if their food isn't ready when they reach the window. The McDonald's next to the Orange County convention town in Orlando made my day in late September. My food wasn't ready when I got to the window, so I was parked. Soon they delivered my food and let me know they added two further chicken strips for the inconvenience. The negative became a "Wow." Curt, you were right-it makes a difference!

Incentives. Have contests for time, accuracy, or product quality. Talking about drive-through times is important, but rewarding those who do it right makes an impact.

My high school let us out of final exams if we had a C mean or best and no more than one absence the second semester of the year. Think there was an attendance question in school? No way. By focusing on the safe bet and providing an incentive to perform, they got what they wanted (students in class) and we got what we wanted (no finals). Put as much energy and endeavor into rewarding those who deliver superior speed and hospitality as you do punishing those who don't. Incentives and contests ensure it can happen!

It all boils down to speed, hospitality, accuracy and quality. Nail these four things and you'll be a success.

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