Drive-Thru Tech Gets a Thumbs-Up from 92% of Customers
Simple upgrades are helping QSRs tune into what customers really want behind the wheel
It’s 7:30 AM, and you’re already running late when you pull into your usual coffee spot’s drive-thru. The speaker crackles to life with a garbled greeting you can’t quite make out. You place your order twice, wait four minutes in line, and drive away with someone else’s drink.
This scenario plays out thousands of times daily across America, and it’s shaping where customers choose to eat. Our 2024 Drive-Thru Experience Survey found that 54% of customers “always” or “very often” pick drive-thru over dining in. These brief car-window interactions have become critical moments that build or break brand loyalty.
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92% of customers notice improvements, like visible order confirmations on digital menu boards
But here’s what might surprise you: customers aren’t demanding revolutionary changes. They want the basics done brilliantly. Fast service, accurate orders, and clear communication top their wish lists. When quick-service restaurants (QSRs) nail these fundamentals and add thoughtful touches like visible order confirmations on digital menu boards, 92% of customers notice the improvement.
Drive-thru visits happen during life’s in-between moments: the coffee grab before a big presentation, the dinner run after a long day when nobody wants to cook, and the quick lunch between back-to-back meetings. These interactions might last three minutes, but they happen when people are already stressed, rushed, or juggling multiple priorities.
When these touchpoints work seamlessly, they build trust. When they fail, customers remember. Long wait times frustrate 64% of drive-thru users, while 58% cite incorrect orders as their biggest pain point. That’s why getting them right is so important.
The Three Non-Negotiables
Across every demographic and time of day, three elements separate great drive-thru experiences from forgettable ones: speed, accuracy, and clarity. Here’s why:
Accuracy matters most. Half of Boomers and customers 77+ call this their single biggest priority. Unlike dining in, there’s rarely a chance to fix mistakes on the spot. Drive away with the wrong order, and that frustration follows you to your destination. It’s the clearest test of whether a QSR has its operations dialled in.
Whether you’re managing 500+ locations for a global brand or running a single neighbourhood spot, these friction points have straightforward solutions. Better restaurant audio systems, digital signage for restaurant solutions, and visible totals address the core issues. Small upgrades that transform first impressions.
Different Generations, Different Expectations
Half of Millennials use mobile ordering to skip the speaker entirely. Gen Z takes it further, with 40% wanting real-time order displays. For them, visual confirmation eliminates the guesswork that older systems created. No more wondering if the cashier heard “oat milk” or “whole milk.”
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Millennials & Gen Z make up 65% of drive-thru lane customers
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40% of Gen Z customers want real-time order displays
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63% of Boomers avoid mobile apps altogether for ordering
Boomers approach the drive-thru differently. Most skip the digital extras entirely, with only 5% caring about order screens and 63% avoiding mobile apps altogether. They prioritise human interaction and straightforward service. A friendly greeting, clear communication, and getting exactly what they ordered matters more than technological bells and whistles.
The most successful QSRs bridge this gap without forcing anyone to adapt. Clear audio systems help all customers communicate better. Restaurant digital signage reassures tech-savvy drivers. Meanwhile, older customers can focus on the personal interaction. Consistent service protocols ensure everyone gets what they need.
Rather than choosing between high-tech and high-touch, smart operators create flexible experiences. A 22-year-old can breeze through with mobile ordering while a 65-year-old enjoys chatting with staff. Both drive away satisfied.
Digital Tools Enhance the Visit
Customers aren’t necessarily choosing where to eat based on technology alone. Still, 92% of those surveyed said digital features like confirmation screens or visible totals improve their overall experience once they’re in line.
These small touches make a difference. Sixty-one percent said they like seeing what they’re ordering on a screen, while nearly half want to see their total before they pay. And one-third appreciate estimated wait times or dedicated lanes for mobile orders. These features bring reassurance and momentum to an experience that can otherwise feel rushed or uncertain.
Consider the stressed executive grabbing lunch between meetings. Seeing the total before reaching the window lets them have payment ready. Or the parent juggling three kids who can glance at the confirmation screen instead of mentally double-checking the order. Digital features work best when they quietly eliminate friction rather than demanding attention.
AI Ordering: Promise and Hesitation
The next frontier in drive-thru technology is already arriving, but customer attitudes reveal a more complex picture than simple adoption curves suggest. Nearly half of customers (47%) are open to AI-powered ordering or have used it without major issues. Yet 40% remain uninterested or concerned about the technology.
The hesitation is less about rejecting innovation and more about needing practical concerns addressed. Thirty-seven percent of guests worry AI won’t understand their specific requests, and 24% fear losing the ability to modify orders mid-conversation. Anyone who’s tried to explain “light ice, extra foam, with oat milk instead of almond” to a voice assistant understands the challenge.
Gender differences add another layer of complexity. Women show more resistance to AI ordering, with 36% expressing no interest compared to 25% of men. Meanwhile, men are more likely to worry about comprehension issues — 40% versus 34% of women — suggesting different concerns drive the skepticism.
The QSRs testing AI ordering are learning that success depends on designing systems that feel like helpful assistants rather than replacements for human cashiers. The technology works best when it handles straightforward orders while seamlessly transferring complex requests to human staff. Customers want the option, not the obligation.
As AI capabilities improve, early adopters will likely gain competitive advantages, but the data suggests a gradual rollout that preserves customer choice will outperform forced adoption strategies.
Personalisation Adds Value When It’s Relevant
Customers welcome personalisation more than many brands realise. Eighty-two percent feel neutral to positive about QSRs collecting drive-thru data to customise offers. This acceptance spans generations. Even older customers who typically resist digital changes see the benefit when it’s done thoughtfully.
The key is relevance over novelty. When a regular customer sees “Your usual medium coffee?” or gets a recommendation based on past orders, it feels like recognition rather than sales pressure. Generic upsells feel pushy. Personalised suggestions based on actual behaviour feel helpful.
This approach builds loyalty through small moments of acknowledgement. Customers notice when brands remember their preferences, creating the foundation for long-term relationships that extend beyond individual transactions.
The Takeaway: Practical Upgrades Build Better Drive-Thrus
Customers return to drive-thrus that feel dependable. They value an experience that moves quickly, gets the order right, and communicates clearly from start to finish.
The good news? The solutions don’t require massive overhauls. Our survey data points to specific improvements that deliver outsized impact:
Audio infrastructure. Upgrade to crystal-clear speaker systems that eliminate the guesswork. When ordering becomes effortless, everything downstream improves.
Dynamic visual systems. Deploy smart digital screens that adapt throughout the day — bright promotional content during peak hours, softer messaging during slower periods. This visual signage should feel alive, not static.
Predictive personalisation. Move beyond basic order history to anticipate needs. If someone typically orders coffee on weekday mornings but switches to smoothies on weekends, surface the right option at the right time.
Seamless payment integration. Enable digital payment solutions that work across all payment types. Frictionless checkout keeps the momentum going right through to pickup.
Adaptive lane management. Design flexible systems that can shift between traditional and mobile-first service based on real-time demand. Smart operators build systems that respond to changing customer flow.
The drive-thru landscape is evolving fast, and the brands that adapt thoughtfully will own the next decade of quick service. These upgrades work together to create drive-thrus that fit seamlessly into busy routines without adding stress. Customers may not consciously notice the technology, but they’ll definitely notice how the experience feels when everything clicks.
Ready to transform your drive-thru experience with solutions that actually work? Mood Media’s comprehensive drive-thru system solutions, whether audio, visual, or messaging platform, help QSRs create seamless customer journeys that build loyalty one interaction at a time. Contact us today to discover how the right QSR technology solutions can turn routine visits into memorable brand experiences.
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About the Survey
Mood Media surveyed 1,000 U.S. adults ages 18+ in 2024, in partnership with Dynata, a leading global data and insights platform that connects researchers with consumers and business professionals. The study examined drive-thru preferences, pain points, and technology adoption across different demographics, analysing customer behaviour patterns, generational differences, and attitudes toward emerging technologies like AI ordering and personalisation in quick-service restaurant drive-thru experiences.
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