DRIVE THRU TECHNOLOGY

Get Your Game Face On: Driving Healthy Competition for QSR Drive Thru Success

How To Apply Gamification to Your Drive Thru and Increase Employee Satisfaction


Work hard play hard, as the old adage goes. But who says that work and play can’t be one and the same? Enter gamification. In recent years, gamification has made its way into a myriad of activities that once seemed mundane—like occupational training, project management, and even personal banking.

With 70 percent of business transformations failing due to a lack of engagement1, it’s clear that gamification, which is the act of increasing motivation and engagement by introducing gaming elements to non-gaming activities, can make all the difference for QSRs—an environment with consistently high turnover.

Gamification’s potential is particularly exciting when it comes to the drive thru, where employees are under constant pressure to deliver speedy, accurate, and friendly service.

Let’s explore how gamifying your drive thru can lead to company-wide service improvements and more satisfied employees:

Drive Thru Times Fly When You’re Having Fun

Gamification increases employee satisfaction and productivity.

Having fun at work doesn’t just make employees happy; it improves your bottom line. Productivity has been shown to improve 12 percent when employees are happy2, but decreases 10 percent when they aren’t, making it clear the customer experience isn’t the only experience QSR brands and operators should be considering.

By its very nature, gamification brings an element of fun into daily processes. In the case of the QSR drive thru, it transforms high-pressure drive thru service into a friendly competition between restaurants. Which restaurant takes the gold? Which restaurant is lagging behind?

As crew members energetically engage in the game to improve their ranking, they are simultaneously taking a substantial interest in speed of service and performance metrics and actively contributing to their own improvement. It’s a win-win for everyone.

Speed is the Name of the Game

Gamification elevates speed of service without elevating service pressure.

Fast isn’t always fast enough—especially in the high-traffic drive thru. With 70 percent of QSR orders stemming from drive thru lanes3, it’s important to keep your drive thru moving. At the same time, if undue pressure is placed on kitchen staff to fulfill orders, speedy service may come at the expense of order accuracy—which can be detrimental to guest loyalty.

By gamifying the drive thru, the stress of fast delivery is replaced with self-motivated, friendly competition. Crew members, empowered by data insights and friendly rivalries, can then perform better, leading to a cycle of faster delivery times across all your locations.

Play Hard, Work Harder

Gamification plays on natural human competitiveness to motivate performance.

The desire to win is in our nature4. Gamification translates this desire into action by leveraging score-keeping and ranking elements in the work environment. The more you play, the harder you work, and the faster your service becomes.

When paired with a robust speed of service solution, gamification can improve drive thru times by substantial margins, all while making the service experience more enjoyable and energizing for your crew and your guests.

A Closer Look at Rack-N-Stack

At SICOM, we’re applying gamification principles to change the game for the QSR drive thru. Our Drive-Thru Director™ augments advanced drive thru and order management with Rack-N-Stack™, a gamified speed of service ranking board that shows each of your restaurants how it stacks up against the rest, creating a franchise-wide commitment to the fast service that sets your entire operation apart.

Drive-Thru Director 

It's time to kick your drive thru into the next gear.

Contact SICOM Today

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Ryan Hildebrand
April 17, 2018

Our resident expert in all things middle of house, Ryan provides an insightful perspective on how kitchen and drive thru technologies can be harnessed to make a meaningful impact on speed of service and food quality.

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