With consumer behavior continuing to be shaped by the fast-paced world we live in, it makes perfect sense to consider adding a drive-thru to your location should you not already have one. Sales through the drive-thru lane have never been higher and with the added convenience of this setup it will improve customer satisfaction making return trips more likely. While you may think it is as simple as throwing a drive-thru menu board up with a communication system, there are several steps involved before your first “welcome to good burger, home of the good burger may I take your order?” at the drive-thru window.
Step 1: Property and Location Viability
For some, it’ll be a quick resolution to the fact that a drive-thru simply won’t work at their location. In an ideal scenario, you’d want a minimum queue to consist of one car at the window, two following that and the fourth car at the drive-thru with room for those behind. Road access, parking lots, pedestrian traffic, etc. all must be looked at before taking the next step. You cannot block neighboring businessed and handicap access or have lines spill into the road.
Step 2: Local Zoning and Permits
If you get past “Step 1” and you still think you might have something “cooking”, your next stop should be with your township. Across the country it is a mixed bag of how stringent towns, counties and states are when it comes to drive-thrus. Some have strict zoning laws that can either prohibit or limit what you can do versus what you want to do. You may need to apply for a variance or special permit, which could involve public hearings, fees that can lead to weeks, if not months or more of waiting. All of this with no guarantee of approval.
Step 3: Design the Layout
With zoning clearance and your permit in hand, which is a huge step, you’ll then have to coordinate your efforts with an engineer, or architect to map out the drive-thru lane. Some menu board companies, like Origin Displays, offer consultative services to assist with this as well. Factors to consider include, but are not limited to, the following:
- the flow of traffic from the time you enter the premises along with exit strategies. Will there be one lane, two lanes or a two to one lane filtered setup
- the positioning of your payment window and pickup window as it relates to the kitchen
- the type of drive-thru (digital, static or hybrid) and its placement on the property
- Speaker post positioning and the communication system. Namely, how many headsets would be appropriate for the operation
- Safety features like bollards, canopies, lighting, directional signage, painted arrows and crosswalks, etc.
A poor layout can lead to congestion, long wait times, and frustrated customers, so careful planning is essential.
Step 4: Equipment Investments
At minimum, you’ll need a drive-thru window, menu board, communication system and vehicle detection for a traditional drive-thru setup. However, there are other essential items to maximize the outcome. For example:
- a POS system that accommodates drive-thru order taking
- Order Confirmation Screens that display the order back to your customer
- Surveillance cameras for added security and potential insurance claims
- Timers and other analytic systems to track speed of service
In addition, you should do a spaghetti diagram of your kitchen. If it isn’t optimized for high-volume, fast service, you may need to invest in reshuffling work, cooking and POS stations for more efficiency.
Step 5: Building Permits for Construction or Renovation
With your architectural and/or stamped engineered plans in hand, you’ll need to acquire a building permit for your new build or renovation of your existing location. This may involve additional inspections and code compliance (ADA, fire safety, etc.). Once approved, you can begin construction.
Summary
Introducing a drive-thru to your locations is an ideal way to meet the needs of customers’ busy lives. Beyond traditional order placement and pickup at the time of reaching the drive-thru menu board, these lanes can be used for mobile, call-in and app orders as well. While this all sounds good, we’ve outlined the homework that is required to pull this off. A strategic, thorough approach utilizing industry experts will alleviate additional expenses to your already running meters. If executed correctly, it can be the driving force for the restaurant you’re opening or the game-changer of your existing one.
Give us a call today at 888-235-2579, email us at info@origindisplays.com or contact us here to speak with a solutions specialist.
