2008 QSR Performance Study

Category Definitions
The 2008 QSR Performance Study is currently in progress. The data to be collected will cover the following categories: SPEED Speed was determined in two different time segments. Those segments were: Wait Time Time from when the test vehicle enters the line to when the vehicle stops at the order station (speaker). Service Time Time from when the vehicle stops at the order station to when the entire order is received. Total Time Another speed measurement, called “total time” has been included in the analysis. Total time is simply wait time plus service time, or the time from when a vehicle enters the drive-thru line until the entire order is received. ACCURACY The objective of the order accuracy measurement was to determine which chains were most accurate. During each visit, the researcher ordered a main item, a side item and a drink. One special request was made for each order. For example, a field researcher could order a Whopper with no pickles at Burger King, and then a taco combo with a request for hot sauce packets at Taco John’s. After receiving the order all food and drink items were checked for complete accuracy. Any food or drink item received that was not exactly as ordered was listed as inaccurate. Similarly, orders were considered inaccurate if a requested condiment was not received, if the order failed to contain at least one napkin or one straw, or if the cashier gave incorrect change. In the tables each chain is listed in rank order, based on its percentage of accurate orders. Any order that contained one or more inaccuracies was listed as inaccurate. SPEAKER CLARITY The objective of the speaker clarity category was to determine the chain that had the clearest and most understandable interaction, from a customer’s perspective, via the speaker. During each visit, researchers determined the clarity of the speaker interaction. Speakers that had an excessive amount of static, a volume level that was too high or too low, were out of order, or were simply unclear, were logged as being unacceptable. Each chain was then ranked based on the percentage of acceptable speakers. MENUBOARD APPEARANCE Menuboards were checked for missing panels, damaged faces or frames, handwritten signs, exposed interior lighting, decals or stickers on the face, and general cleanliness. Menuboards were given an acceptable appearance score if they did not contain any of the above-mentioned flaws. In the tables of this report each chain is ranked based on its percentage of acceptable menuboards. LANES IN USE As chains work to manage greater volume via the drive-thru, several have developed configurations that utilize more than one drive-thru lane at the same restaurant. The “lanes in use” analysis examines the impact on service speed of multiple lanes. CUSTOMER SERVICE ANALYSIS Customer service can be a very subjective assessment. We have, however, identified several specific actions that have an impact on a customer’s perception of service levels. Included in this analysis is documentation on several such actions including whether or not the associate at the pay window thanked the researcher, offered a smile, eye contact, said please, or more subjectively, had an overall pleasant demeanor. PAYMENT CARD ACCEPTANCE Researchers documented the types of electronic payment forms that were accepted by each restaurant, and where the electronic payment was processed when applicable. EXTERIOR APPEARANCE Researchers documented the overall condition of the exterior appearance at each restaurant. This included a subjective assessment as to whether the overall exterior appearance left a favorable impression, and if not, why it did not. ORDER CONFIRMATION BOARDS Researchers documented the restaurants that utilized an order confirmation board, as well as the type of board (LCD vs. LED) being used. With that information several cross tabulations have been run in an attempt to understand the impact this equipment has on drive-thru operations. PRE-SELL BOARDS For the purposes of this study, a pre-sell board was a permanent board displaying product offerings positioned in the drive-thru lane for customers to review prior to reaching the primary menuboard. Comparisons on wait, service, and total times were then made comparing restaurants with a pre-sell board vs. those without. SUGGESTIVE SELLING Researchers were instructed to order a main item, side item, and beverage with every order. Any suggestion offered by the restaurant associate to enhance the order was considered a suggestive sell. In some cases this was as simple as suggestion that an order be placed as a “value” or “combo” meal, in other cases it was a specific suggestion such as a larger size or a specific menu item. Up \| Down \| Top \| Bottom

Category Definitions

The 2008 QSR Performance Study is currently in progress. The data to be collected will cover the following categories:

SPEED

Speed was determined in two different time segments. Those segments were:

Wait Time

Time from when the test vehicle enters the line to when the vehicle stops at the order station (speaker).

Service Time

Time from when the vehicle stops at the order station to when the entire order is received.

Total Time

Another speed measurement, called “total time” has been included in the analysis. Total time is simply wait time plus service time, or the time from when a vehicle enters the drive-thru line until the entire order is received.

ACCURACY

The objective of the order accuracy measurement was to determine which chains were most accurate. During each visit, the researcher ordered a main item, a side item and a drink. One special request was made for each order. For example, a field researcher could order a Whopper with no pickles at Burger King, and then a taco combo with a request for hot sauce packets at Taco John’s. After receiving the order all food and drink items were checked for complete accuracy. Any food or drink item received that was not exactly as ordered was listed as inaccurate. Similarly, orders were considered inaccurate if a requested condiment was not received, if the order failed to contain at least one napkin or one straw, or if the cashier gave incorrect change. In the tables each chain is listed in rank order, based on its percentage of accurate orders. Any order that contained one or more inaccuracies was listed as inaccurate.

SPEAKER CLARITY

The objective of the speaker clarity category was to determine the chain that had the clearest and most understandable interaction, from a customer’s perspective, via the speaker. During each visit, researchers determined the clarity of the speaker interaction. Speakers that had an excessive amount of static, a volume level that was too high or too low, were out of order, or were simply unclear, were logged as being unacceptable. Each chain was then ranked based on the percentage of acceptable speakers.

MENUBOARD APPEARANCE

Menuboards were checked for missing panels, damaged faces or frames, handwritten signs, exposed interior lighting, decals or stickers on the face, and general cleanliness. Menuboards were given an acceptable appearance score if they did not contain any of the above-mentioned flaws. In the tables of this report each chain is ranked based on its percentage of acceptable menuboards.

LANES IN USE

As chains work to manage greater volume via the drive-thru, several have developed configurations that utilize more than one drive-thru lane at the same restaurant. The “lanes in use” analysis examines the impact on service speed of multiple lanes.

CUSTOMER SERVICE ANALYSIS

Customer service can be a very subjective assessment. We have, however, identified several specific actions that have an impact on a customer’s perception of service levels. Included in this analysis is documentation on several such actions including whether or not the associate at the pay window thanked the researcher, offered a smile, eye contact, said please, or more subjectively, had an overall pleasant demeanor.

PAYMENT CARD ACCEPTANCE

Researchers documented the types of electronic payment forms that were accepted by each restaurant, and where the electronic payment was processed when applicable.

EXTERIOR APPEARANCE

Researchers documented the overall condition of the exterior appearance at each restaurant. This included a subjective assessment as to whether the overall exterior appearance left a favorable impression, and if not, why it did not.

ORDER CONFIRMATION BOARDS

Researchers documented the restaurants that utilized an order confirmation board, as well as the type of board (LCD vs. LED) being used. With that information several cross tabulations have been run in an attempt to understand the impact this equipment has on drive-thru operations.

PRE-SELL BOARDS

For the purposes of this study, a pre-sell board was a permanent board displaying product offerings positioned in the drive-thru lane for customers to review prior to reaching the primary menuboard. Comparisons on wait, service, and total times were then made comparing restaurants with a pre-sell board vs. those without.

SUGGESTIVE SELLING

Researchers were instructed to order a main item, side item, and beverage with every order. Any suggestion offered by the restaurant associate to enhance the order was considered a suggestive sell. In some cases this was as simple as suggestion that an order be placed as a “value” or “combo” meal, in other cases it was a specific suggestion such as a larger size or a specific menu item.


The 2008 Quick Serve Restaurant Performance Study
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