They Really FU At The Drive Thru

One of the lines that I always remember in Lethal Weapon 2 is when Leo Getz (Joe Pesci) tells Martin Riggs (Mel Gibson) that “They f*** you at the drive through.” It turns out that Pesci was right in his assessment of fast food experiences. According to a new report from QSR Magazine, here’s how often fast food restaurants give customers what they ordered in a drive through.Drive through

My take: First of all, congrats to Chick-fil-A which actually came out on top of QSR’s overall analysis. The fast food restaurant made a mistake in less than 1 out of 25 customer orders. The big burger chains, McDonalds, Burger King, and Wendy’s, got it wrong for about 1 in 10 customers while KFC, Checkers, and Popeyes messed up about 1 in 7 orders.

I can’t imagine running any business where 1 out of 10 of my customers (or more) didn’t get what they ordered. That’s terrible! Any company should, at a minimum, consistently give customers what they pay for. It doesn’t take any customer research to realize that this is an incredibly important (and broken)  moment of truth.

The bottom line: Check what’s in your bag before you drive away.

About Bruce Temkin, CCXP
I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about these topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

2 Responses to They Really FU At The Drive Thru

  1. It would be interesting to map these quality metrics against the other 2 “big” service metrics: speed and price. Although I’m not too impressed with 1 in 7 chances of getting the right order, the trade-off between quality and cost/price may be acceptable to certain customers. In such a case, perhaps Popeye’s _is_ making a logical business decision.

  2. Bruce Temkin says:

    Andrew: That’s a fair point; business decisions are based on trade-offs. But I would find it hard to believe that any algorithm would be optimized with 1 out of 7 customers not getting what they ordered and paid for.

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