Chick-fil-A Is Reinventing the Drive-Thru with Drones

How drone footage has helped Chick-fil-A improve drive-thru efficiency

Chick-fil-A's first location with elevated drive-thru concept | ©Image Credit: Chick-fil-A
Chick-fil-A's first location with elevated drive-thru concept | ©Image Credit: Chick-fil-A

Chick-fil-A is taking its drive-thru innovation to new heights—literally. By utilizing drone footage to analyze traffic patterns and streamline service, the fast-food giant is finding new ways to enhance efficiency and reduce wait times. This cutting-edge approach allows the company to identify bottlenecks, optimize employee workflows, and improve overall customer experience. With drive-thru orders making up 60% of the chain’s sales, Chick-fil-A’s commitment to leveraging technology ensures that its service remains fast, smooth, and ahead of the competition. Keep reading to discover how exactly the fast-food chain is employing drone technology to enhance drive-thru efficiency.

How Chick-fil-A’s use of drone technology took flight

By 2020, nearly 60% of Chick-fil-A’s sales came from drive-thru orders, a surge that brought operational challenges. Long lines of cars spilled onto streets at various locations, causing frustration among customers, local businesses, and city officials. The congestion even led some municipalities to reject Chick-fil-A’s building permits over concerns about worsening traffic.

Despite consistently receiving top marks for quality, accuracy, and service, Chick-fil-A’s drive-thru times lagged behind competitors. On average, customers spent nearly eight minutes in line—two minutes longer than the industry standard, according to research firm Intouch Insight. However, when factoring in the number of cars served, the chain outperformed competitors in efficiency.

In the past, some Chick-fil-A operators would climb onto rooftops to observe traffic patterns firsthand. Today, as reported by The Wall Street Journal, the company has adopted a more advanced approach. Specialized traffic-analysis teams deploy drones to capture aerial footage, which is then combined with video from kitchen and drive-thru windows. These hourlong compilations provide store operators with valuable insights, helping them optimize service and keep customers moving faster than ever.

Will McFaddin, a Chick-fil-A executive tasked in 2017 with enhancing service efficiency, found inspiration in an unexpected place—NFL sidelines. One Sunday, as he watched New Orleans Saints quarterback Drew Brees review game replays, an idea struck. McFaddin became curious about the software the league used for game analysis.

“We can break down drive-through game film just like they break down football game film,” he recalled thinking.

Later that year, he put his theory to the test by hiring a pilot to fly a drone over a Chick-fil-A restaurant in Sacramento, California. The goal was to determine whether an aerial view could reveal insights to accelerate drive-thru service. In addition to the drone footage, McFaddin also analyzed security camera recordings that captured activity inside the restaurant’s “cockpit.”

A graduate of the University of North Carolina-Chapel Hill, McFaddin took the collected footage to the school’s basketball operations office. There, he utilized its software to create a “game film” that dissected drive-thru operations, mimicking the way sports teams analyze plays. He then brought his team together to review the findings and explore ways to implement this innovative tool to refine Chick-fil-A’s service strategy.

In February 2020, Chick-fil-A launched a drone-focused Film Studies unit, hiring drone pilots across the country to create game films analyzing drive-thru operations. The timing proved crucial, as drive-thru service became even more essential during the COVID-19 lockdowns.

Chick-fil-A’s drone and ‘game film’ analysis leads to real-world innovations

Chick-fil-A’s use of drone footage and game film analysis has led to practical, high-impact improvements across its drive-thru operations. In 2022, Rockford franchisee Everett turned to the company’s Film Studies team for help managing peak-hour congestion. The analysis revealed that better distributing drive-thru duties among his 120 employees and placing more order-takers outside would streamline service.

Everett quickly implemented these changes and other improvements. In 2023, he added a service door to his drive-thru, allowing employees to hand orders directly to waiting cars, improving speed and customer satisfaction. Since the 2022 film study, drive-thru transactions at his Rockford location have surged by 50%.

During a recent headquarters visit to the Rockford restaurant, the system was put to the test. One order—including two teas, eight-count nuggets, a banana pudding milkshake, a kale crunch salad, and waffle fries—was prepared in just three minutes. Order takers double-checked accuracy and offered extra sauces, while McFaddin, observing from the back seat, watched with satisfaction as the streamlined process unfolded.

Chick-fil-A has also been testing new restaurant designs to enhance efficiency. A McDonough, Georgia location that opened in August last year features an elevated, double-size kitchen and four drive-thru lanes, allowing meals to be dispatched to employees every six seconds—handling twice as many orders as a standard Chick-fil-A. It’s worth noting, however, that the McDonough location cost twice as much to build as a typical Chick-fil-A. The good this is the company covers all construction and remodeling expenses—unlike most fast-food chains where franchisees bear the cost.

Moreover, the company is also experimenting with urban, takeout-focused units, such as a new Brooklyn location that includes a dedicated pickup area for bike delivery workers. While these innovations are promising, their long-term impact remains to be seen.

Despite industry-wide slowdowns, Chick-fil-A remains focused on service efficiency rather than deep discounts to drive sales. Chick-fil-A is betting that faster, more efficient drive-thrus will keep customers coming back.

The growing focus on drive-thru service across fast-food chains

According to market research firm Circana, drive-thrus account for an estimated 43% of fast-food orders in the U.S., generating roughly $140 billion in annual revenue. Notably, many customers don’t even make it home before diving into their meals—27% of orders are consumed while still in the vehicle, illustrating how integral drive-thru service has become to the fast-food experience.

As the drive-thru continues to shape the fast-food industry, several major chains, in addition to Chick-fil-A, are doubling down on this service model. McDonald’s, for example, is testing a new space-themed concept called CosMc’s, which centers entirely around drive-thru service. Meanwhile, Chipotle Mexican Grill is expanding its presence by constructing hundreds of drive-up lanes dedicated to picking up digital orders. Even Shake Shack, traditionally focused on dine-in experiences, has been outfitting dozens of its locations with drive-thrus to keep pace with growing demand for contactless, convenience-driven service.

Source: The Wall Street Journal