When it comes to systematizing guest encounters at a high level, some fast food chains are leading the way by combining effective processes, technology, and employee training. Here are some of the best, and how they do it:
McDonald's
– Detailed workflows: Every step, from order to delivery, is standardized down to the smallest detail to ensure a consistent experience globally.
– Kiosks & Mobile Orders: Automation via self-service kiosks reduces wait times and frees up staff for more value-creating interactions.
– Service training: Crew members receive clear instructions on how to greet, interact and handle complaints.
– Speed of Service: KPIs are measured accurately, such as time from order to delivery.
Chick-fil-A
– Values at the center: The chain is built on strong values-driven leadership, where courtesy (“My pleasure” instead of “You're welcome”) and personal interaction are prioritized.
– Clerks in the parking lot: Improves drive-thru flow by having staff take orders in person instead of via loudspeaker.
– Service follow-up: Chick-fil-A focuses on measuring and training employees on how they create a positive customer experience, not just on speed.
Starbucks
– Personalization: The customer's name is written on the cup, creating a sense of recognition and personal service.
– Barista training: Employees are trained to adapt their approach and small talk based on customer response.
– App & loyalty program: Enables a smoother ordering experience and rewards frequent guests, creating a repeat customer base.
Five Guys
– Personal guest contact: Cashiers are encouraged to have small conversations with guests and create a personal experience.
– Live food preparation: The guest can see their order being made in real time, which increases transparency and anticipation.
– Free refills & open culture: The customer gets extra fries and feels like they are getting more value.
Domino's
– Real-time order tracking: The guest can follow their order via Domino's Tracker, reducing frustration and wait time issues.
– AI & automation: Tests with AI-powered pizza robots and drone deliveries streamline processes.
– Customer feedback system: Domino's has a strong feedback loop where customer satisfaction is analyzed and actions are taken quickly.
Shake Shack
– Storytelling training: Employees are trained to talk about the brand and ingredients to create a more premium feel.
– High level of service despite being fast food: Hosts on the floor welcome and assist, like a casual dining experience.
– Effective app and loyalty program: Digital ordering reduces stress in the restaurant while providing guests with fast service.
Common denominators for the best fast food chains:
– Standardized processes – Minimizes variation and ensures fast service.
– Technology & automation – Reduces friction in the ordering process.
– Values-driven leadership – The best chains have clear guidelines for how guests should be treated.
– Personalization & storytelling – Creating a connection with the guest, even in a fast-paced environment, provides competitive advantages.
– Training & KPIs – Those who measure service and follow up on performance succeed the best.
