<404>: The Drive-Thru

<404 Communication Error>:
The Drive-thru

Lin Jiang
MFA Design Management
Team 2
Chatsuree Isariyasereekul
Stephanie Krell
SDES 704-01: Applied Theory in Design

1
Introduction 1
Project Brief 2
- Goal
- Scope
- Opportunity
- Topics Of Consideration & Research
Market Survey 5
Research Questions 7
Process 8
- Methodology
- Working Wall
- Survey
- Inteview
- Archetype
Synthesis 14
- Ideation / Sketch
Deliverables 16
Value Proposition 17
25 Words Summary 18
Solution & Strategies 19
- A B C…Q
Sources 32
CONTENTSTABLEOFCONTENTS

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CONTENTS
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INTRODUCTION
America is a Fast Food Nation (Linklater, 2006). More people than ever are driven to use fast food facilities trying to
feed themselves, and hungry families, during fast paced life schedules. Sometimes they are driven by hunger and desire. Other
times, it is the price, timeliness, convenience, or the inability to get out of the car due to kids, pets, or disabilities.
Fast food companies have many kinds of customers such as; eat-in, carry-out, and drive-thru. In this instance we are
observing, specifically, the drive-thru user. Who uses these components the most? Why are they so profitable? What are the
variables that need attention?
Recent observation and experience made us aware that the most prominent variable that needs attention is
communication. From visual affordances (such as Enter signs), clearly interpreting the menu, communicating an order,
understanding which window to use for payment versus receiving an order, and the staff’s ability to accurately fulfill an order,
are all part of the process centered around interaction between the user and the company.
Studying these interactions with a holistic approach assists in optimizing current industry standards and facilitates
drive-thru efficiency. Addressing the functionality of legacy items such as the drive-thru path Layout, speaker systems, menu
board, customer service protocols, or cook-line procedure gives better insight into serving the drive-thru user. The future of the
fast food industry lines in improving drive-thru efficiency through innovation and reducing labor risk while increasing customer
satisfaction through streamlined interaction.

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PROJECTBRIEF
Goal
By identifying inefficiencies in the current system we will evaluate
the application of current industry best practices and restructure
communication and hardware design in response to trends in
technology as it pertains to the entire user experience.
Scope
Our task is to identify the crucial factors in the drive-thru system
where users experience an initial negative reaction. We will analyze
complications that occur during continued attendance of the same
or similar drive-thru systems. Our team will consider cultural,
technological, social, and socio-economical data while conducting
this research. Using experiential observation, interpersonal
interviews, online surveys, and secondary research will allow us to
use design to solve gaps in the current process.
Opportunity
In order to maintain the high volume of customers, several keys
issues must be established. Research shows that certain factors are
important to the consumer; Customer Service, Management, Look
& Feel, Technology, Operation, and Design (QSR Magazine, 2011).
Research identifies opportunities to recognize new ways to use
innovative technologies, consider psychological and
anthropomorphic changes to customer service interactions, and
design new structure elements.

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PROJECTBRIEF
Upcoming research will revolve around the topics listed below. Consideration and development of these issues will help
to identify which areas to focus on and what to avoid.
Topics of Consideration & Research
What kind of training or new protocols can be put in place in
order to create a positive, less pressured environment for both employees and
customers during their periods of interaction. Is it possible to create a positive
environment for the customer that places them in a good mood while ordering?
What aspects of the drive-thru system are communication
based and how can technology or better visual affordances be used to problem
solve and possibly save money.
How can customer’s and employee’s time and energy be saved by
more efficiently designing a new system? What causes the back-ups and what
can be done about it? Does this issue begin with the customer? The cookline?
The cashier? How can this process be sped up without creating a cost deficit?
Which stores are better served by the new designs and how can
it be implemented with as little inconvenience to the customer as possible. Is
there other ways to create convenience? Is there opportunity to provide
something that hasn’t before that would create more customers?
Communication :
Timeliness :
Convenience :
Customer Service :

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PROJECTBRIEF
How can the industry achieve the best possible accuracy with orders?
Does is start with communication? Customer service? Management? Menu?
Protocols? Procedures? What can be done to simplify the system? Take out the
middle-man and keep it to a basic functions process?
Where is the breakdown in the system? Observation of
everything from the drive-thru car path to the infrastructure of the restaurant
will occur to find a more efficient system of service. Looking at the customer
process vs the employee process will give better insight. What decisions does
a customer make while (hungry, under pressure, happy?) As well as what
pressures do the employees face? What can be done to solve some of those
pressures? Does a happy employee create a positive experience for a customer?
What kind of expectations does management place on the employees and does
that affect their interactions with customers?
Who is the customer? Why do these people use a drive-thru? Is there
a way to better serve them? A better way to market a product to them? What
are their needs? What are their main‘wants’? How can this become the best
experience possible for them?
What kind of environment is most pleasing to the customer? Is
there a new design that works best? Is there anything in the current system
that needs improving? Is there anything in the current design that works
extremely well?
Research will begin of more technology options and the possibility
of incorporating these ideas into current industry standards.
System & Process :
Customer :
Environment :
Technology :
Accuracy :

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MARKETSURVEY
We identified many drive-thru restaurants around town. We randomly selected three
to test the user experience. We documented our visit to each one with photographs and
notations. Immediately following we logged how each one of us felt during our experience,
and what we felt while observing the others. Our findings show strengths and weaknesses at
all three restaurants. Some issues were more prevalent and there was a definitive connection
to how we feel during our individual experiences.
We observed some specific issues including; signage, menus, speaker clarity, use of
window #1 and window #2, taste of food, attitude of employee, wait times, assessment of
personal emotions during the experience.
Market Survey

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MARKETSURVEY
Absence of visual direction for the entrance
Observed no wait time as we were the only vehicle
Customer Service was abrupt/ almost rude
Experienced pressure and felt the need to rush the order
Menu visuals were poor: pictures and letters were small
Verbal direction to proceed to the 2nd window but no visual direction or indication
Team members who were not familiar with the concept of what moving to the 2nd window means
Facility only utilized one of two available windows
The french fries delivered were tasty and the order was accurate
Confirmed this facility did have a small‘Enter’sign but hard to see in the dark
A larger menu was easier to see but blocked from the back seat and was not organized well
The menu visuals were bigger
Customer service was friendlier- lead to ability to calmly order
The time it took to get to order and receive our order was slow (4 cars ahead of us)
Utilized both windows (pay and food delivery)
Fries were not good tasting, the Frosty was good, and the order was accurate
During the customer interaction phase the communication was terrible, it took over four tries
to order a 6-piece chicken nugget
Attempted to order a 4-piece nugget but neither the menu nor representative were clear that we
could only order a 6-piece
The cashier was obviously frustrated
Observed no wait time as we were the only vehicle
Menu visuals were the best menu setup and we enjoyed pre-menu
Provided visual order confirmation on screen right underneath the speaker
Observed a conflict of interest; cashier was handling both purchases and orders at the same time
Taste of the french fries was by far the best, but our order was not accurate, no ketchup was provided
after it was requested

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RESEARCHQUESTIONS
1. What is a Drive-Thru Experience?
a. What is the process?
- How does one communicate their need?
- Where does that function happen?
- How to reinforce a correct order?
b. How does it work?
- From beginning to end what are the stages?
c. Why was it created?
d. Is it still used for this purpose?
2. Who uses the Drive-Thru?
a. What demographic uses drive-thru most?
Fast food
- Moms
- Low income
- Disabled?
- Busy people
- Cops (i.e. people who primarily work in vehicles)
Non-Fast food options (Starbucks/ Ice Creams/ Etc.)
- People with disposable income
- Moms/ pet owners
- Disabled?
- Busy people
- Cops (i.e. people who primarily work in vehicles)
b. Why do people use the drive-thru?
Cheap/Affordable
Convenient/ Easy
Fast/ Time
Taste/ Marketing
Circumstances: Safety/Children/Pets/Disability/
Laziness
c. Why do companies have them?
Cost Effective
- Overhead
- Less paid workers
Expand business
Convenience
3. What is the client Drive-Thru Experience and how can it be improved?
a. What negative issues does a person encounter?
How can it be improved?
b. What positive issues does a person encounter?
How can it be improved upon?
c. Once the issues are identified how can they be solved?
Would technology to help?
Technology is the hindrance?
Research Questions

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PROCESS
Methodology
1. Primary Research
a. First & Third Party Experience
Go to Drive-Thru and see how it works?
Observe other people as they use the drive-thru
b. Personal Observation
Go through the Drive-Thru
- Document with pictures
- Take notes: how was the experience?
c. Draft Online Survey
Draft questions related to the topic
Post online survey
Analyze results
d. Interpersonal Interviews
Interview customers with various backgrounds
- What is their POV?
- Cultural probe
Interview employees from various restaurants
and positions
- What is their POV?
e. Summary: Analyze results and Synthesize Data
Define issues, problem solve using reframing methods
Focus research and design concepts on certain areas
2. Secondary Research
a. Scholarly research
b. Online website
c. Journals/ articles/ statistics
d. Background/ history
3. Analysis & Synthesis
a. Analyze primary research we found to identify
trends
Mind-mapping
Affinity diagram
b. Synthesize secondary research to limit framework
Brainstorming
Heuristic approach
c. Design Models
Ideation
2-D Sketches
3-D Prototyping
Refinement Model
4. Strategic Execution
a. Visualize the plan
b. Develop and modify the strategy
c. Align Management and Organizational team
d. Plan Procedure
e. Actualize Design

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PROCESS
Experience
Working Wall
Discussion
Survey Synthesis

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PROCESS
Survey
Why people use the drive-thru? When using the drive-thru what kind of
problems do you encounter?
Would you use new technologies during
your drive-thru experience?
yes 60%
no 40%
convenience 29.6%
in a rush 20.4%
eating alone 17.3%
general laziness 13.3%
kids/pets in car 13.3%
small order 2%
disabled 1%
other 3.1%
cannot read the menu 15.2%
cannot hear speaker 15.2%
inaccurate order 13.4%
speaker cannot hear 13.4%
waiting too long 13.4%
bad weather 10.7%
window problem 5.4%
entrance confusion 5.4%
employee attitude 4.5%
other 4.5%

11
PROCESS
Interview
An interview was conducted with an employee of McDonalds. The Employee is an 18 year old female located in small-town Ohio.
The Transcribed Interview is below:
I: Interviewer
E: Employee
I: So I know you are an employee at McDonalds. Please answer the following questions.
I: When customers use the drive-thru what kind of problems do you encounter as an employee?
E: Most of the time the customers want to just get out of there as quick as possible. They are mostly polite but the slower we
are the ruder people become.
I: What are the biggest problems you encounter with the drive-thru? What do people complain about?
E: Since our extra sauces have gone up in price most customers complain about that.
I: What do you think could fix it?
E: Making them(the cost) go back down.
I:Do you think a touch screen menu system would work better over speaking with a cashier?
E: Yes because if something goes wrong then it's their own fault and they have no one to blame but themselves.
I: Do you think it would increase wait time if customers could swipe their own card at the time of order?
E: No I think it would decrease so that it's in order and not all over the place.
I: Do you think that having a smartphone app with early ordering would help shorten wait time for drive-thru customer?
E: Yes. It would be easier for is as the crew to have things ready and waiting for the customer to pick up.
I: Any other comments about the drive-thru that you would like to share?
E:Not at this time.

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PROCESS
Archetype
Working Wall
Brainstorming Diagram Chart
Drive-thru Customers/Archetype
- Picky Girlfriend
- The Usual Suspects
- The Late Night Snacker

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PROCESS
Picky Girlfriend The Usual Suspects The Late Night Snacker
Who are they?
- Indecisive
- Special order
- Finicky
- Change mind during order
- Causes long waits
- Princess
- Cannot commit to an order
- Calm & friendly customer service can
assist this fussy orderer in making good
and timely decisions
- The“in”&“out”-er
- Knows what they want; prepared
decisive
- Orders same thing every time
- Possibly workaholic and often a lone-
ranger
- The franchise in near work or on
route to home and convenience is the
biggest factor
- Constantly hungry and ready for some
deep fried fulfillment; this person is up
late hours possibly a gamer
- Thied-shift worker or partier
- Calorie counter, they are NOT; this
person relies on convenience
- Technology is a plus and the less
personal interaction, the better
What do they do?
know?
understand?
- This person lives in leisure time!
Who cares?!
- Might be high-school, college kids,
trust-fund baby or typically someone
who has less concern for time and
decisive action
- They know that they DON’T know what
they want to eat
- Their day is just full of time
- Single guy or girl, Workaholic, Type-A,
Secretary, or Construction worker
- This person’s is almost always the same
- They like things a certain way and live
on a tight budget
- They know what time is easiest to get
through the drive-thru and know the
menu items they like by heart
- They enjoy getting in and out of the
drive-thru in under 5 minutes
- Typically night owl
- Third-shift worker
- College students
- Club or bar goers - these people like
the late night menu
- Don’t mind if its not as robust
- Generally don’t order salads, they
prefer sugary and fatty foods
What challenges
do they face?
- Holding up the line
- Possible difficult customer service
- Difficult and slow
- Communication
- Pressured to make decision causes
them to make a wrong order
- Menu clarity could be a problem
- Accuracy of order
- Getting stuck in long lines
- If menu changes or shifts it cause
confusion
- Any change in the system can cause
problems for this user
- Don’t enjoy change
- Might have a more limited menu
- Slower service
- Less healthy options?
- Drunk drivers
- Annoying bar and club goers
- Order accuracy
Archetype

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CONTENTSSYNTHESIS
Ideation
14

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SYNTHESIS
Sketches

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DELIVERABLES
Timeline
March April May June
April 7
Project Brief (first draft)
April 9
Delivery Project Brief
April 16
Conceptualization
May 7
Design Process
and Prototyping
May 19
Digital Presentation
for Final (draft)
May 28
Delivery Final Presentation
and Process book
March 31
Research: Primary and
Secondary research
April 23
Midterm Video/
Presentation

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VALUEPROPOSITION
For fast food businesses who operate drive-thru systems that value a faster, more discernible way of delivering
their product, Sterling Stainless Systems will offer easier ordering, shorter waits, and innovative new ways of providing
services to current and new customers that could establish new markets.
This will be accomplished by redesigning the layout of vehicle approach while creating a clear ordering process
and integration with customers’personal digital devices, and synchronization with the enterprise software system.
Unlike other systems, this product minimizes the amount of error caused by the breakdown in verbal communica-
tion, sales have the potential to increase between 10-15% with touch screen technologies, allows the client to reach new
markets (such as international speakers or the non-hearing communities), and through additional options they would be
able to link with a third party delivery service to reach people who have up-until-now been inaccessible.
Value Proposition

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25WORDSSUMMARY
Provide a solution and identify problems within the drive-thru
market and develop a strategic plan that integrates current and
innovative designs into a unified system.
25 Words Summary

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SOLUTIONS&STRATEGIES
Digital System
In phase one of design, a Digital System is created to reduce communication error.
Digital software that connects a Pre-menu to a touch screen menu, to an internal cookline, to an accuracy checklist on cashier screen to an
accuracy checklist at car pick-up window is added for better efficiency and viewing. The customer external checklist and internal employee
checklist assist users to feels like each order is personalized and correct.
It might be considered to add pressure sensors in the drive-thru path so that when activated, it pushes and pulls the screen towards and
away from the car to assist in protecting cars from getting too close and damage to the screens.
Installation of touch-screen menus, with video assistance, is connected to a central call center and is available for people in need of
service. Research shows touch screens can increase sales by 10-15%.
An itemized menu system will make ordering easier for both customers and employees by increasing clarity in finding the item a
customer wants.
This phase of design allows Sterling to upgrade from a parts distributor to a systems designer: all stages and software work together as a
unit AND solves for the current market flaws of accuracy and communication error-- the cost of the upgrade should not outweigh the benefits of

20
Method A: Mechanical Arms
Mechanical arms that are extendable and foldable, let the customers
move and rotate the screen to the right angle that is easiest to use.

121
Method A: Digital System
i
car sensor transmitter
pre-menu
touch screen
external checklist
internal checklist
internal
cook-line
traffic area
accuracy scanner

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SOLUTION&STRATEGIES
Touch Screen Menu
Menu Page Video Assistance
My Order Page Check-Out Page

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PROJECTBRIEFSOLUTIONS&STRATEGIES
Customer Loyalty
In phase two the client’s request for a unified system requires more services to be available to their customers. In preparation of offering
long term services a Customer Loyalty feature has been designed to increase customer traffic and assist in brand identification.
An Application for smart media was created. This includes: customer data, automatic payment, company media, Menu, Stored billing
data, Express Ordering, Games, Locator, and Reward points.
This App will wirelessly send the customer’s pre-order to the intended restaurant once they reach a certain distance .
The more the customer interacts with the App and features, the more reward points and free items they receive.
By adding this feature to the basic systems package it encourages customer interaction with brand technology. This allows the client to
design and add logos, mascots and integrate corporate information into the user’s daily life.

Method B: Customer Loyalty
Design a series of Apps to help the customer to order and manage their meals
Customer Data
Automatic Payment
Company Media
Menu
Stored
Billing Data
Express Order
Games
Location
Reward Points
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Method B: Customer Loyalty
Increased Activity
=
Added Rewards

1
Mobile Application
Application Icon Home Screen Menu Page My Order page Check-Out Page
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Express Lane
127
Express customers are the future, with smart phones, apps, and technology so prevalent we will see an upsurge of
customers using this feature. The express customer should have access to quick pick-up, there are two feasible options for this:
The first is adding a second lane for express customers who have pre-ordered through their customer loyalty App.
There is both a traditional and express lane available for customers.
The second (for smaller satellite stores) includes 3-10‘Pick-up’parking spots where food can be delivered straight to
your car. This reduces wait time for both express & traditional customers. This connects aspects of all three phases of the system
allowing it to be used as an integrated whole.

128
Method C: Layout
pick-up
window
order area
traffic area
car sensor
transmitter
pre-menu
pick-up
window
order area
traffic area
car sensor
transmitter
pre-menu
Express Lane
Pick-Up Section
pick-up
window
order area
‘pick-up’ section
Adding a Second Lane

Delivery
The second (for smaller satellite stores) includes 3-10‘Pick-up’parking spots where food can be delivered straight to your car
This reduces wait time for both express & traditional customers. This connects aspects of all three phases of the system allowing it to be used as an
integrated whole.
There are currently hundreds of available delivery apps, these are still new in American culture and have not yet populated, however they
have the capacity to be the new innovation for the drive-thru.
While some of these technologies are already being used in similar markets, this design is the first of its kind to combine multiple tools to create a
faster more convenient way to receive food.
This app can track the customer’s order as it moves through the system, from receiving the order, to it being picked up by your driver, to
the route in which it is being delivered as well as to the customer location for the final delivery.
App Feedback allows the customer to rate the accuracy of their order, the speed of receiving their order, the level of difficulty using the app, as well
as any customer service interaction.
With this feature I could see the possibility of phasing out the drive-thru for the wave of the future. Who needs a drive-thru when your
order is ready when you get there? Or if it can be delivered to your destination? When feeding your family or yourself is no longer inconvenient and
where the food chases you instead of you chasing the food!
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130
Method D: Delivery
Hunger App Order Express Select “Delivery”
Order information transferOrder is picked up
Order is delivered Cash or digital payment
Customer Satisfaction

131
Locator

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PROJECTBRIEFSOURCES
Brindal, Emily. (2010) Exploring fast food consumption behaviours and social influence
HM Electronic, Inc.(2013) “ HME presents: Optimize Drive-thru Operations with
Speed-of-Service Timers”. Retrieved from http://www.hme.com/qsr/link/pr08-13_timer_white_paper.pdf
Insula Research.(2006) “IR presents: Impact of Digital Communication Systems On
Drive-Thru Customer Experience”. Retrieved from http://www.hme.com/qsr/link/insula_research_study_impact_of_digital_speakers.pdf
Quick Service Restaurants. (2014) “QSR presents：The Drive Thru Experience”. Retrieved from http://www.qsrmagazine.com/reports/drive-thru-
experience
Quick Service Restaurants.(2014) “QSR presents：The Drive-Thru Performance Study: Order Accuracy”. Retrieved from http://www.qsrmagazine.com
/content/drive-thru-performance-study-order-accuracy
Quick Service Restaurants.(2014) “QSR presents 2011 Drive-thru Study: Order Accuracy”, Retrieved from http://www.qsrmagazine.com/con-
tent/2011-drive-thru-study-order-accuracy
Slawsky, R. “NEXTEP Helps an Asian Restaurant Move Its Buns”, Kiosk Marketplace Self Service News, Trends & Commentary, Retrieved from http://
global.networldalliance.com/downloads/white_paperstep_CS_Wow%20Bao_To%20Launch.pdf
Villalobos, R. (2009), “New fast food self-order kiosks released”, The Renegade
Rip: Bakersfield College. Retrieved from http://www.therip.com/reviews/2009/10/07/new-fast-food-selforder-kiosks-released/
References

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