Drive Thru - Face-to-Face or Intercom System?

So, how many of you have ever encountered a drive thru face-to-face system at a fast food restaurant? I’ve only experienced this at McDonalds, but I’ve heard some other franchises also have them.

Basically, instead of using an intercom speaker, you drive up to the window and place your order “face-to-face” with an employee. While historically this was how drive thru systems were first introduced to the public, it’s interesting that McDonalds has promoted the “face-to-face” system, complete with big splashy signs, as the new and better way to serve customers.

Can anyone explain to me how that system is better than investing in a high quality intercom system?

First and foremost, there’s no menu at the ordering window! What’s up with that? I have to memorize my order, then drive around the building and repeat everything to the employee before I forget it. If there’s a long line, by the time I leave sight of the menu and make it to the window, I’ve had a good 3-5 minutes to forget what I wanted. It gets worse if I’m ordering for a full carload. Yes, I do know the McDonalds basics (Big Mac, Quarter Pounder, Fries) that haven’t changed on the menu, but I don’t know the whole menu, especially the newer items—and at the rate McDonalds is pumping out new products, the menu does change enough to confuse the occasional customer. If a waiter took my menu then came back in a few minutes to get my order, it would just feel weird.

Secondly, is face-to-face supposed to speed up the overall service time? Unlike when communicating via an intercom and headset, the employee can’t be doing other things while taking a face-to-face order (such as counting change, refilling supplies, or whatever they do walking around with those headsets). Surely, face-to-face chit chat doesn’t help speed up the ordering process either. The employee has to stand there and be “on stage” smiling while I try to recreate the menu in my head and order.

Lastly, and no offense to any McDonald employees or ex-employees, but offering consistently excellent personal service is a tough skill (that's why I'm not good at sales). The average rank and file McD's employee typically lacks the skills and experience to provide such great consistent personal service that consumers will want to visit McDonalds for their deligtful employees rather than fast service--even if it means waiting in an extra long line while next door Burger King is zipping customers through.

So why are they doing it? Is it to create a personal service atmosphere? You know, "service with a smile", to set them apart from Burger King? It’s great you’re giving me a smile and personal attention, but if it’s costing me several extra minutes of time to get through the line, put the speakers back. McD’s is barking up the wrong tree to improve customer delight.

Maybe it’s so the order doesn’t get messed up because of communication error through the intercom? How about upgrading the intercom, or installing a screen that details each item and price? I’ve seen many Taco Bells in Dallas implement such a system and it’s great! I can see my order details and make any corrections on the spot. Plus, it’s not like your having a cozy conversation in a quiet restaurant with your waiter. There’s still engine and traffic noise, all kinds of timer alarms and yelling coming from inside the McD’s, and you’re still a few feet away from the window—plenty of opportunity for miscommunication.

A face-to-face system probably cuts down on noise pollution. You can avoid shouting matches with the employee through the intercom speaker. “WHAT DID YOU SAY? I SAID I WANTED FRIES! DO YOU HEAR ME? HELLOOO! THAT’S SEVEN FIFTY, DRIVE THRU! WHAT? DRIVE UP TO THE WINDOW! YOU DON’T SELL NINTENDO? WHAT?” But again, investing in a better intercom system would likely help reduce noise pollution to the surrounding neighbors.

Face-to-face is probably less expensive…ding ding ding! I bet we have a winner!

Maybe I’m wrong. Maybe there's a lot of people out there that prefer face-to-face ordering. If anyone is well connected within the fast food service industry, or knows why these face-to-face systems are springing up, please enlighten my ignorance.

While your at it, tell me why at many donut shops a worker will use a tissue to grab the donut (to avoid unfriendly germs) but then shove the tissue in the bag with the donut, letting the germs incubate not only my donut but kolache as well. I guess I did order those germs to go.