Innovative Traffic Analysis Aims to Enhance Customer Experience
According to a recent article in RetailWire, Chick-fil-A is using drone technology to refine its drive-thru operations. By analyzing traffic flow and service efficiency, the company aims to enhance customer experience at its more than 3,000 locations.
Drones in Drive-Thru Optimization
The fast-food chain has long been focused on improving drive-thru service, with drive-up windows accounting for about 60% of total sales in 2024. As part of its strategy, Chick-fil-A has adopted drone technology to gain aerial insights into customer traffic patterns.
In February 2020, the company launched a drone-focused Film Studies unit, employing drone pilots to record and analyze service efficiency. “We can break down drive-thru game film just like they break down football game film,” Will McFaddin, the executive responsible for enhancing service, told RetailWire.
Previously, some Chick-fil-A operators would climb onto their restaurant roofs to observe traffic flow. Now, drone footage is combined with in-store video from kitchens and drive-thru lanes to create detailed hour-long analysis videos for franchise owners.
Real-World Impact of Drone Analysis
One Chick-fil-A franchisee, Philip Everett of Rockford, reached out to the team in 2022 for support in handling peak-hour congestion. The analysis determined that redistributing drive-thru work among more employees and deploying additional order-takers outside could improve efficiency.
Following these recommendations, Everett implemented several operational changes, including installing a service door that allows employees to deliver orders directly to cars in line. Since implementing these modifications, drive-thru sales at the Rockford location have increased by 50%.
Despite these advancements, industry data from Intouch Insight indicates that Chick-fil-A’s drive-thru wait time averages over eight minutes, compared to the industry average of under six minutes. However, when considering the number of cars served, Chick-fil-A outperforms competitors in efficiency.
Expanding Beyond the U.S.
While Chick-fil-A continues to refine its domestic operations, the company is also expanding internationally. It recently announced plans to open five to seven new restaurants in British Columbia, Canada, by 2030. This follows an earlier expansion into Alberta, where the brand aims to establish up to 20 locations by the end of the decade.
Beyond Canada, Chick-fil-A is also entering the United Kingdom, with plans to open five locations within the next two years, including in Belfast, Leeds, Liverpool, and London. The company has committed more than $100 million to this expansion over the next decade. Additionally, Chick-fil-A is set to open its first location in Singapore in late 2025 as part of a $75 million investment to expand across Asia.
Chick-fil-A’s use of drones for drive-thru analysis demonstrates the growing role of aerial technology in retail operations, beyond drone delivery. By leveraging drone footage alongside other service enhancements, the company continues to refine its approach to customer service and operational efficiency.
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Miriam McNabb is the Editor-in-Chief of DRONELIFE and CEO of JobForDrones, a professional drone services marketplace, and a fascinated observer of the emerging drone industry and the regulatory environment for drones. Miriam has penned over 3,000 articles focused on the commercial drone space and is an international speaker and recognized figure in the industry. Miriam has a degree from the University of Chicago and over 20 years of experience in high tech sales and marketing for new technologies.
For drone industry consulting or writing, Email Miriam.
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