First, let’s make sure we’re on the same page and describe what order confirmation screens (OCS) are as they pertain to quick service restaurants (QSRs). Whether you are at the counter or at the drive-thru some restaurants have forward-facing screens that display your order back to you as it is being entered into the point-of-sale system. This information typically includes the menu items and any additions or omissions to them. Also, there is a price associated with each and a total dollar amount for everything that has been ordered. Many view OCSs as a convenience for the person placing the order along with those taking the orders. However, is adding this kind of technology a 100% “no doubter?”
Let’s look at some benefits and potential drawbacks of adding an order confirmation screen to your location.
Benefits of Order Confirmation Screens
1. Order Accuracy
Rather than having to repeat an entire order back to the customer, they can visually confirm if their order is correct. This improves accuracy. It is better to notice the mistakes at the counter or at the drive-thru rather than when you receive the food. This way, you’ll get those “extra tomatoes” you asked for and not “no tomatoes.”
2. Transparency
Being able to see your order displayed back to you in (close to) real-time can build a sense of comfort knowing that you are being heard correctly and that the tweaks and preferences to your order are being heard then entered correctly. This acknowledgement in digital form can have a positive impact on your customers.
3. Faster Problem Resolution
Because of the nature in which your order is quickly displayed back to you, confirmation screens assist in noticing mistakes before it is “too late.” With a screen, errors can be corrected instantly, reducing the likelihood of complaints and refunds later on.
4. Accessibility
There are those who speak English as a second language along with those who may be hard of hearing. Any visual aid can assist these demographics navigate the world we live in. The OCSs are no different. They help these group overcome and avoid ordering issues that may be unintentionally brought on themselves.
5. Upselling Opportunities
Order confirmation screens can be used strategically to promote combo upgrades, desserts, or limited-time offers, nudging customers toward higher-value purchases. Many times, your ordering behavior will dictate what “pops up” and is suggested.
Drawbacks of Order Confirmation Screens
1. Added Cost
Order Confirmation Screen costs can vary. Indoors, you may have smaller screens that are facing you at each register. These do not have to be weatherproof or ultra bright, that makes the spending less than outside. In addition, many solutions are accompanied by on-going costs for the life of the system. For small, independent outfits, the cost may outweigh the potential benefits.
2. Technical Glitches
Like any other technological endeavors, there is the possibility that the screen or content playback experiences issues. The screen could freeze, go black, display the incorrect menu items, etc. that would only serve to confuse customers rather than help.
3. Slower Order Process (Sometimes)
While the goal is to speed up and verify the order, some customers spend longer double-checking the screen, or correcting perceived errors, which can slow down the line, especially during peak hours.
4. Spooked By the Total
As mentioned above, one piece of information that is provided to the customer is the total cost at the bottom of the screen. Much like shopping for that new pair of shoes or jacket, there is usually a point where you search for that price tag and make a decision from there. More recently, we have removed OCS playback at a handful of locations because they found some of their customers becoming fixated on the tally as it grows. This has led to the customers removing or altering their order to bring the total cost down.
5. Customer & Employee Dependence
Some customers may rely too heavily on the screen and disengage from the verbal interaction, making it harder for staff to communicate nuances or confirm items that aren’t displayed clearly. Conversely, the order accuracy is solely left to the persons preparing the food; often while looking at their own POS screen inside. This means, even if it was confirmed “correct” at the drive-thru or counter, it all ends up in the hands of those preparing the food to get it right.
Final Thoughts
Order confirmation screens at fast food drive-thrus aren’t perfect, but they are generally a step forward in customer service and order accuracy. They’re particularly useful for busy locations where errors can quickly snowball into longer waiting times and unhappy guests.
Still, they’re not a silver bullet. Restaurants need to balance technology with human interaction, and ensure staff are trained to handle both high-tech tools and old-fashioned communication.
As technology evolves, we may see smarter, voice-activated, AI-integrated systems take this even further. For now, though, a simple screen can make a big difference—if it’s used wisely.
