7 ways to boost value for guests at the drive-thru

Meet diners where they are — at the drive‑thru

These days, operators have a window of opportunity to improve business and increase profits. That window is at the drive-thru. The numbers speak for themselves. Forty‑two percent of U.S. consumers use the drive‑thru every week, and the momentum is even stronger among younger diners: More than six-in-ten younger adults say they’re using takeout, drive‑thru and delivery more often than they did a year ago.¹

And that trend shows no signs of slowing — 60% of Gen Z and Millennials now rely on takeout or the drive‑thru at least weekly.² Together, these habits highlight just how powerful the drive‑thru has become as a channel for growth and profit.

Here are some tips that can help you and your drive-thru:

1.  Use promotional signage

Create a drive-thru promotion. Offer discounts. Then drive traffic with window clings, yard signs and other promotional materials. Boost profits by giving customers a reason to stay in their cars and pull into your drive-thru.

Limited‑time offers (LTOs) continue to be a powerful motivator for diners. In fact, 91% of consumers say they’re more likely to visit a chain when it introduces LTOs or new menu items,³ showing just how much novelty drives traffic. That appetite for fresh experiences goes even further — 72% of consumers agree they enjoy trying items that are only available for a limited time.⁴ Together, these insights highlight how strategic LTOs can spark curiosity, boost visits and create meaningful lifts in sales. 

1. Suggest value add-ons

Instead of traditional upselling, train your team to highlight options that add value to the guest’s order, such as bundled meals, shareables or pairings that stretch dollars further. A simple prompt such as, “Would you like to make that a combo for more savings?” or “Our mozzarella sticks pair really well with that — want to add some for a better deal?” can feel helpful rather than pushy. 

This approach aligns with today’s guest priorities: 68% of consumers say they’re more likely to order a bundled meal when it offers strong value and convenience.⁵ Combo meals and bundles have grown 12% in menu presence over the past year as diners seek simplicity and savings.⁶ These deals are now one of the top strategies operators lean on to drive traffic and manage food costs.⁸

1. Boost drive-thru speed

Your customers don’t have time to wait. Simplify your menu or add new technologies inside the restaurant and at the drive-thru to get them in and out in no time. 

AI‑assisted ordering is still a work in progress. According to QSR’s 2025 Drive‑Thru Report, locations using voice‑AI systems achieved 83% order accuracy, compared with 87% at standard drive‑thrus, which is a noticeable gap. The report also found a 21% employee‑intervention rate during AI‑assisted transactions, underscoring that the technology still needs refinement before it can reliably match human performance.¹⁰

For now, operators may be best served by continuing to test emerging tools like voice‑AI with thoughtful human oversight to ensure consistency and guest satisfaction. 

1. Adapt your menu to shifting mealtimes

Consider extending breakfast hours — drive‑thru breakfast is shifting from a quick solo meal to a later‑day family ritual. And let’s not forget about the growing demand for snack items. 

Consumers, especially Gen Z, are snacking more and eating out at more non-traditional times, gravitating toward smaller shareable items, snacks elevated to mains, “anytime” type offerings.¹¹ Seventy-five percent of Americans surveyed snacked at least once a day in 2024, and 52% snacked at least twice daily, up slightly from 50% in 2021.¹²

1. Keep your dining rooms closed

Focus on drive-thru, curbside, pickup and even delivery. It’ll be easier on your staff and safer for your customers. 

Off‑premises demand is growing across every geography, but the needs look different depending on where consumers live. Urban diners overwhelmingly see takeout or drive‑thru as essential to their routines, while 67% of rural consumers wish they had more takeout options, signaling a clear opportunity for expansion in less densely populated areas.¹³ This divide highlights not just shifting consumer expectations but also the potential for restaurants to capture untapped demand by investing in more accessible off‑premises solutions. 

1. Devote a lane for mobile pickup

Make the whole experience faster and easier for consumers on the go. Limited‑service operators continue to lead the way in off‑premises expansion, with 65% now offering delivery. Full‑service restaurants, while currently less invested in off‑premises models, are increasingly recognizing the opportunity: 43% anticipate growth in curbside pickup, 31% foresee adding more dedicated takeout counters, and 12% expect to introduce additional drive‑thru lanes.¹³ 

For many operators, these aren’t just operational adjustments. They represent strategic pathways to capture demand and drive growth in a rapidly evolving market. 

1. Deliver the same great taste at home

Capitalize on the snacking trend by making sure your menu travels well. Use products like McCain^® SureCrisp^® Shoestring Fries with a coating that maintains crispness for up to 30 minutes or the Anchor^® Wisconsin Cheese Curds and Stuffed Jalapeños to keep your drive-thru busy. 

As habits shift and convenience wins the day, the drive‑thru remains a powerful engine for growth. Keep refining, keep innovating and deliver the speed, quality and experience that keep guests coming back. 

SOURCES
¹National Restaurant Association; Off‑Premises Restaurant Trends 2025.
²Modern Restaurant Management; Research Roundup: To‑Go Trends, State of the Plate, and Black‑Market Reservations.
³Circana; Report on the Strategic Influence and Timeless Impact of Limited‑Time Offers.
⁴Mintel; Multicultural America: Dining Out, US 2024.
⁵Technomic; 2024 Value & Pricing Report.
⁶Datassential; 2025 Menu Trends.
⁷Toast; Restaurant Trends Report 2024.
⁹National Restaurant Association; 2024 State of the Industry Report.
¹⁰QSR Magazine; The 2025 QSR Drive‑Thru Report.
¹¹Restaurant Business Online; 7 Mega Trends Driving Restaurant Menus in 2025.
¹²Nation’s Restaurant News; Snacks Boom as Opportunity for Incremental Sales & Guest Frequency.
¹³National Restaurant Association; From Trend to Transformation: Off-Premises Dining Now Essential for Restaurant Consumers, Operators.