The fast-food industry is a battlefield where speed, accuracy, and customer satisfaction clash. In 2025, Intouch Insight’s 25th Annual Drive-Thru Study, in partnership with QSR Magazine, shed light on which brands are winning the drive-thru wars. The study evaluated 13 leading QSR brands, including giants like McDonald’s, Burger King, Chick-fil-A, and Wendy’s, as well as popular chains such as Taco Bell, KFC, Raising Cane’s, and Dutch Bros. It also considered beverage-focused brands like Tim Hortons and Starbucks, offering a comprehensive overview of the drive-thru landscape.
This year’s report emphasizes that speed alone no longer guarantees success. While efficiency remains important, factors like friendly service, order accuracy, and food quality are increasingly crucial in determining customer satisfaction. The study also explores the impact of AI on the drive-thru experience, revealing both the potential benefits and limitations of voice-activated ordering systems.
Key findings from the study highlight that Dutch Bros and Chick-fil-A lead in customer satisfaction, Taco Bell excels in speed, and Raising Cane’s is recognized for its outstanding food quality. As the drive-thru evolves into a more complex digital fulfillment hub, brands must adapt their strategies to meet changing customer expectations.
The Need for Speed: Taco Bell’s Drive-Thru Dominance
In the fast-paced world of drive-thrus, speed remains a critical factor. According to Intouch Insight’s study, the average total time spent at the drive-thru was 3 seconds faster compared to the previous year. The “Classic” segment, which includes Burger King, McDonald’s, Taco Bell, Wendy’s, and Arby’s, led the pack with an average total time of 5 minutes and 9 seconds.
Taco Bell emerged as the speed champion, clocking in an impressive average total time of just 4 minutes and 16 seconds. This demonstrates Taco Bell’s efficiency in processing orders and serving customers quickly. KFC and Tim Hortons followed closely behind, with total times of 4 minutes and 21 seconds and 4 minutes and 25 seconds, respectively.
However, the study also suggests that prioritizing speed at the expense of other factors can be detrimental. While the Classic chains delivered the fastest times, they scored the lowest in terms of friendliness. This highlights the importance of finding a balance between speed and customer service to ensure a positive drive-thru experience.
The Friendliness Factor: Chick-fil-A and Dutch Bros Excel
While speed is undoubtedly important, customer satisfaction hinges on more than just efficiency. Intouch Insight’s study reveals that friendliness is a key driver of overall satisfaction. When service was perceived as friendly, overall satisfaction skyrocketed to 97%, compared to a mere 22% when service was not friendly.
Chick-fil-A and Dutch Bros emerged as the frontrunners in customer satisfaction, both achieving an impressive 98% satisfaction rate. Arby’s also scored high, with a 93% satisfaction rate. These brands have successfully created a welcoming and positive atmosphere for their customers, which translates into higher satisfaction levels.
Furthermore, friendly service has a positive impact on other aspects of the drive-thru experience. When orders were rated as friendly, order accuracy was higher (89% vs. 70%), and speed was faster (5 minutes and 23 seconds vs. 6 minutes and 57 seconds). This demonstrates that investing in friendly and attentive staff can lead to improvements across the board.
The Accuracy Imperative: Dutch Bros Leads the Way
Order accuracy is another crucial element of a successful drive-thru experience. Customers expect to receive exactly what they ordered, and any errors can lead to frustration and dissatisfaction. According to Intouch Insight’s study, Dutch Bros stood out for its exceptional order accuracy, achieving a remarkable 96% accuracy rate.
Burger King and Wendy’s also performed well in terms of accuracy, both achieving an 88% accuracy rate. Chick-fil-A and Raising Cane’s followed closely behind, with 87% accuracy rates. These brands have implemented effective systems and processes to ensure that orders are fulfilled correctly.
The study also highlights the importance of clear communication in achieving order accuracy. When drive-thru staff use clear speakers and take orders accurately, total waiting times can be significantly reduced, saving customers as much as 1 minute and 25 seconds per visit.
The Food Factor: Raising Cane’s Excels in Quality
Ultimately, the quality of the food is a major factor in determining customer satisfaction. Intouch Insight’s study reveals that Raising Cane’s is the undisputed leader in food quality, achieving a perfect 100% rating. Arby’s and Dutch Bros also scored high, with 99% food quality ratings.
These brands have demonstrated a commitment to using high-quality ingredients and preparing food with care. By prioritizing food quality, they have created a loyal customer base that appreciates their dedication to delivering a delicious and satisfying experience.
The AI Revolution: Balancing Speed and the Human Touch
This year’s Drive-Thru Study also explored the impact of AI on the drive-thru experience. The study examined 120 AI-enabled orders across three QSRs that are rolling out voice-activated ordering systems. The results revealed that AI can indeed improve speed, shaving service time (the time it takes to place an order and receive the food) to an average of 3 minutes and 53 seconds, compared to the overall average of 4 minutes and 15 seconds.
However, AI fell short in terms of accuracy, achieving an 83% accuracy rate compared to the overall average of 87%. The most common cause of errors was order customization. When staff stepped in to support the AI ordering system, accuracy jumped to 95%, indicating that human intervention is still necessary to ensure accuracy and customer satisfaction.
The study suggests that the key to successfully implementing AI in the drive-thru is to strike a balance between automation and the human touch. While AI can improve speed and efficiency, it cannot fully replace the friendly and attentive service that customers value.
Key Takeaways: The Drive-Thru of the Future
Intouch Insight’s 25th Annual Drive-Thru Study paints a detailed picture of an industry at a crossroads. While speed remains important, factors such as friendliness, accuracy, and food quality are increasingly crucial in determining customer satisfaction. The study also reveals the potential benefits and limitations of AI in the drive-thru, highlighting the importance of balancing automation with the human touch.
The brands that are winning the drive-thru wars are those that understand this balance. They are using technology to streamline operations while empowering their teams to deliver a friendly, accurate, and memorable customer experience. As the drive-thru continues to evolve, brands must adapt their strategies to meet changing customer expectations and stay ahead of the competition.
In conclusion, the drive-thru of the future will be characterized by a seamless integration of technology and human interaction. By prioritizing both efficiency and customer satisfaction, brands can create a drive-thru experience that is both fast and enjoyable, ensuring customer loyalty and long-term success.
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