Drive-thru locations are at a distinct advantage given their mere existence provides an additional revenue stream. However, with it comes certain expectations from your customers. Speed of service, convenience and good communication come to mind. Yet, if your signage is inadequate and your communication system cuts in and out it will lead to delays, confusion and frustration for both your customers and employees. Without realizing it, you’re putting yourself at a distinct disadvantage to retain them as return customers.
Bad Drive-Thru Signage: The Silent Problem
One of the most preventable issues is also the most common one, poorly designed or unmaintained signage. Most signage looks OK the day it is installed. It is over time when weathered, faded graphics make it difficult to read, stickers or tape is used to block out items or pricing all resulting in a confusing ordering process. Couple these with poorly designed, cluttered graphics and the situation becomes worse.
In 2023 there was a study by SeeLevel HX that revealed that 57% of customers have decided what to order prior to reaching the drive-thru menu board and adjoining speaker / mic enclosure. It doesn’t take a mathematician to point out that it leaves 43% of people who can be impacted positively, or negatively by presell signage and the actual drive-thru menu board. Well designed and updated presell signage can speed up the ordering process and suggest “ad-ons” to those who have already decided on their “main course.” In both cases (presell and main unit), poorly lit, difficult to read and confusing boards will lead to more questions and delays in the drive-thru queue.
Speed of Service Impacted
While the menu signage plays a major role in speed, or lack thereof, in the drive-thru lane, there are other factors that impact the service as well. For instance, wayfinding signage. When pulling into a QSR for the first time, it is not always obvious where to enter the drive-thru lanes. Using directional signs and painted arrows on the asphalt assist with this. That said, you can have the best, most strategic signage setup but if the communication system isn’t up to par, none of that will matter. Using high-definition audio equipment, like the HME Nexeo system, ensures that the two-way communication between employees and customers does not sound like the teacher on Charlie Brown.
Clean & Clear Messaging = Sales Lift!
We’ve discussed the importance of well-designed, updated graphics for good reasons. With your captive audience, the signage acts as your silent salesperson. While it may be through trial and error, it is important to keep the messaging fresh to find what strikes a chord with your customers. Focusing on those high-margin items that are quick to prepare with your marketing efforts will have a positive impact on your bottom-line.
The positioning of the signage is important as well. Vehicles of varying lengths and heights will enter your lane. You must strategically place these signs to get the most eyeballs on them. This means more than just the driver’s side.
Drive-thru as a Brand Extension
It shouldn’t be lost on owner/operators that their signage is an extension of their brand. Ask yourself, what kind of impression are you giving people if you have outdated signage that looks neglected and dilapidated? Are you customers more likely to assume that your food, service and quality will be above or below par? Clean, clear, crisp, sometimes dynamic signage provides a contemporary impression that builds the subconscious trust that enhances your customer’s experience. If you build up equity in a consumer’s mind’s eye with a professional appearance, it can help offset the error of putting those tomatoes on when a customer asked them not to be.
Summary
If your drive-thru is falling short of expectations, it is important to take a step back before playing “whack a mole” with your team and workflow. While those could be the cause of your issues, be sure to look outside. Is the signage falling apart? Can your customers not hear you clearly or vice versa? Are you not stacking enough cars between the drive-thru and window and too many from the drive-thru to the parking lot? Is your vehicle detection acting temperamental? Assess it all because if you dial it all in, your drive-thru will be that competitive edge that you’re lucky to take advantage of.
Do you need help making these determinations for your business? 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.
