How it all began: The history of the drive-thru

Drive-thus have been around for over 70 years–can you believe it?! Yes, this quintessential slice of Americana has spread throughout the world and it's now estimated that there are over half a million of these worldwide. Inspired in the drive-ins, this new concept answered a demand for access to food in a fast, convenient, and efficient manner.

Browse through the following gallery to learn more about the past, the present, and the future of the drive-thru.

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Roots -

Before drive-thrus became a common presence all over the world, we had drive-ins popping up around the US.

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Roots -

Carhops would take orders and bring food to people in their cars.

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American dream -

Cars became more affordable and therefore popular. A demand for a fast and efficient service grew over the years, and the drive-in concept evolved.

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History -

The first drive-thru is believed to have opened in 1947 at Red’s Giant Hamburg on Route 66 in Springfield, Missouri. One year later, In-N-Out Burger opened in Baldwin Park in the Los Angeles area.

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Game changer -

In 1948, In-N-Out Burger introduced an innovative way to take orders: a two-way speaker box.

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First drive-thru-only -

Taking advantage of car culture in California, the first drive-thru chain opened in 1951. The original Jack in the Box in San Diego was actually drive-thru only.

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What about McDonald's? -

It wasn’t until 1975 that the fast food chain opened its first drive-thru in Sierra Vista, Arizona.

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They’re everywhere -

It’s estimated that there are drive-thrus in over half a million locations around the world.

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Highly profitable -

Reportedly, some fast food restaurants can make around 70% of their yearly revenue from the drive-thru lane.

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Carbon footprint -

It’s estimated that each year millions of gallons of fuel are wasted idling in drive-thru lanes.

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Drive-thru menu strategies -

Yard signs with specials and particular meals help the customer make a decision. These are, of course, also used to influence the customer’s order.

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Drive-thru menu strategies -

These should be easy to read from at least two cars back in the stack, and angled to avoid sun glare.

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The positioning of menu boards can help with upselling -

“There are many studies that indicate customers are most likely to order from the right side of the menu board [...] The position of the menu board is key when considering add-on purchases,” says Michele Vig, vice president of marketing at Caribou Coffee.

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The future of drive-thrus -

Touchscreens will potentially take over human interaction. It helps that people who order through screens usually spend more money.

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The future of drive-thrus -

Artificial intelligence is likely to take over in the following years. McDonald's, for instance, acquired the personalization company Dynamic Yield in 2019.

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The future of drive-thrus -

“McDonald’s will utilize this decision technology to provide an even more personalized customer experience by varying outdoor digital Drive Thru menu displays to show food based on time of day, weather, current restaurant traffic and trending menu items,” according to their press release.

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McDonald’s AI -

The fast food company added: “The decision technology can also instantly suggest and display additional items to a customer’s order based on their current selections.”

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Drive-thrus are slower -

According to QRS magazine's drive-thru performance study, drive-thrus in the US got 20 seconds slower in 2019. Dunkin' Donuts rated the fastest amongst the chains.

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Order accuracy went down -

Also according to the study, accuracy decreased after a two-year improvement. In 2019, Burger King rated the highest for order accuracy at 90.3%.

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Human customer service still matters -

Chick-fil-A takes the trophy for the friendliest experience in 2019, with 65% of customers rating them as “very friendly,” 91.3% saying the employees smiled, and 93.4% confirming they made eye contact.

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Suggestive selling -

Which chain engages most with customers and tries to sell extra items on the menu? In 2019, it was Carl's Jr.

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Drive-thru lanes were less busy in 2019 -

Chick-fil-A remains the busiest, with six or more cars in the drive-thru lane 35.5% of the time.

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Digital menu boards -

Only 19.3% of all visits in the 2019 study included a digital menu board. Some 60.6% of McDonald's drive-thrus have one of these.

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Order-confirmation boards (OCB) -

OCBs can help the customer verify their order, but not every restaurant chain uses them. Taco Bell rated the highest in 2019, with 84.8% of locations featuring this technology.

Sources: (QSR) (Fast Company)

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How it all began: The history of the drive-thru -

0 / 25 Fotos

Roots -

Before drive-thrus became a common presence all over the world, we had drive-ins popping up around the US.

Getty Images

1 / 25 Fotos

Roots -

Carhops would take orders and bring food to people in their cars.

Getty Images

2 / 25 Fotos

American dream -

Cars became more affordable and therefore popular. A demand for a fast and efficient service grew over the years, and the drive-in concept evolved.

Getty Images

3 / 25 Fotos

History -

The first drive-thru is believed to have opened in 1947 at Red’s Giant Hamburg on Route 66 in Springfield, Missouri. One year later, In-N-Out Burger opened in Baldwin Park in the Los Angeles area.

Getty Images

4 / 25 Fotos

Game changer -

In 1948, In-N-Out Burger introduced an innovative way to take orders: a two-way speaker box.

Shutterstock

5 / 25 Fotos

First drive-thru-only -

Taking advantage of car culture in California, the first drive-thru chain opened in 1951. The original Jack in the Box in San Diego was actually drive-thru only.

Getty Images

6 / 25 Fotos

What about McDonald's? -

It wasn’t until 1975 that the fast food chain opened its first drive-thru in Sierra Vista, Arizona.

Getty Images

7 / 25 Fotos

They’re everywhere -

It’s estimated that there are drive-thrus in over half a million locations around the world.

Shutterstock

8 / 25 Fotos

Highly profitable -

Reportedly, some fast food restaurants can make around 70% of their yearly revenue from the drive-thru lane.

Shutterstock

9 / 25 Fotos

Carbon footprint -

It’s estimated that each year millions of gallons of fuel are wasted idling in drive-thru lanes.

Shutterstock

10 / 25 Fotos

Drive-thru menu strategies -

Yard signs with specials and particular meals help the customer make a decision. These are, of course, also used to influence the customer’s order.

Shutterstock

11 / 25 Fotos

Drive-thru menu strategies -

These should be easy to read from at least two cars back in the stack, and angled to avoid sun glare.

Shutterstock

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The positioning of menu boards can help with upselling -

Shutterstock

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The future of drive-thrus -

Touchscreens will potentially take over human interaction. It helps that people who order through screens usually spend more money.

Shutterstock

14 / 25 Fotos

The future of drive-thrus -

Artificial intelligence is likely to take over in the following years. McDonald's, for instance, acquired the personalization company Dynamic Yield in 2019.

Getty Images

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The future of drive-thrus -

Shutterstock

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McDonald’s AI -

The fast food company added: “The decision technology can also instantly suggest and display additional items to a customer’s order based on their current selections.”

Shutterstock

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Drive-thrus are slower -

According to QRS magazine's drive-thru performance study, drive-thrus in the US got 20 seconds slower in 2019. Dunkin' Donuts rated the fastest amongst the chains.

Shutterstock

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Order accuracy went down -

Also according to the study, accuracy decreased after a two-year improvement. In 2019, Burger King rated the highest for order accuracy at 90.3%.

Shutterstock

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Human customer service still matters -

Shutterstock

20 / 25 Fotos

Suggestive selling -

Which chain engages most with customers and tries to sell extra items on the menu? In 2019, it was Carl's Jr.

Shutterstock

21 / 25 Fotos

Drive-thru lanes were less busy in 2019 -

Chick-fil-A remains the busiest, with six or more cars in the drive-thru lane 35.5% of the time.

Shutterstock

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Digital menu boards -

Only 19.3% of all visits in the 2019 study included a digital menu board. Some 60.6% of McDonald's drive-thrus have one of these.

Shutterstock

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Order-confirmation boards (OCB) -

OCBs can help the customer verify their order, but not every restaurant chain uses them. Taco Bell rated the highest in 2019, with 84.8% of locations featuring this technology.

Sources: (QSR) (Fast Company)

Shutterstock

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