Foodservice & Technology: Technology Beefs Up Restaurant Drive-Through Experience

A number of McDonald's franchises across the country are using a software system to enhance the drive-through ordering process. Nine stores in Colorado Springs, Colorado, seven stores in Cape Girardeau, Missouri and one store in Brainerd, Minnesota are currently using a software system designed by EXIT41, a software developer in Andover, Massachusetts. Hardee's -- part of CKE Restaurants Inc. in Carpinteria, California, which also operates Carl's Jr., La Salsa Fresh Mexican Grill and Green Burrito brands -- is one of the restaurant chains testing new technology that allows remote order taking. At these stores, customers order from multiple drive-through lanes outside. Inside, customers order from phones located in the seating area or play area. Or, they have the option of ordering the traditional way at the counter. All of these locations are coordinated on one Windows-based platform using Java technology and T1 lines. The system uses digital photos of the cars to match the car with the order. It also uses Voice over Internet Protocol or VOIP to link the restaurant with call centers. Pop-up windows alert the remote order-takers to any potential problems inside the store. The software system is supposed to be able to increase drive-through orders during peak times from 100 to 110 orders an hour to 140 to 160 orders an hour. Additionally, the order ac-curacy will be increased along with customer service. “Other technological advances may be in the works,” said Rob Grimes, chief executive at Accuvia, a consultant to the hospitality, food service and retail industries in Germantown, Mary-land. He said that some restaurants are putting cameras on top of their buildings. The restaurants want to develop a correlation between the type of car and what the people inside might order. This would ensure the right food is ready to serve. “Faster service and good service are the key,” said Grimes. "You are able to get more checks through, because you are able to speed people through the drive-through. Then customers are happier because you get the order right the first time." Source: www.crmbuyer.com