Article Review/Reflection #2

Speeding up the Drive-Thru
From Hospitality Technology

Drive-thru restaurants are at the heart of Quick Service Restaurant Sales. Speed and accuracy are two components of what makes a drive-thru work efficiently. In more than 200 locations, companies now use AccuView order confirmation boards and Acclaro drive-thru timers from Texas Digital. These technologies are enhancing drive-thru efficiency, which in turn increases drive-thru capacity. This, of course, increases profits.
The Acclaro timer is based on timers which alert the employees if a customer has been waiting too long. There is a green light, yellow light, and red light which all represent a certain amount of waiting time. The order confirmation boards have also been known to increase profits because they reduce glare in the sun and allow for customers to make sure their orders are correct before they reach the window. Another technology advancement is NCR's. Over 500 companies have installed these credit card readers at their drive-thru restaurants. Customers like the security of being able to swipe their own card because it never leaves their hand. All of these technologies have been used to increase company profits and also to create more efficiency.

With the advancement of technology in today's world, companies are having an easier time making more money and making happier customers. Although the card reader and the order confirmation boards, for example, allow the customer to feel more secure, I think that it actually decreases customer/employee interaction. Part of creating great service begins with how the employee interacts with the customer. By making them feel welcome and special, the customer will be more likely to return. I can see how companies want to make drive-thrus quicker, but at the same time, I feel it has become superficial.