For industry insiders, Chick-fil-A remains a riddle wrapped in a mystery inside an enigmatic sandwich bun. The Atlanta-based chain with Christian roots continually tops customer-satisfaction surveys despite its Sunday closures and occasional calls for boycotts. And despite controversies about its founder’s beliefs, Chick-fil-A has been labeled “one of the most socially advanced companies in terms of treatment of employees and its role in the community.”
Now a new report reveals that the chicken-sandwich giant ranks last in drive-thru service time (10th out of 10 fast-food chains) yet first in customer service, order accuracy, and overall satisfaction. The 2023 QSR Drive-Thru Report calls the phenomenon the “Chick-fil-A” paradox, saying despite longer wait times, the chain “blew out the competition” in other key categories.
The ‘Magic of Chick-fil-A’s Drive-Thru Experience’
In its annual report, QSR evaluated experiences at America’s top quick-service restaurants. Chick-fil-A came in last in both “speed of service” (312 seconds) and “average wait time” (124 seconds), with an average total time of 436 seconds. By comparison, Taco Bell, which came in first, had an average total time of 279 seconds.
Chick-fil-A’s personalized focus prevents customers from heading to shorter lines elsewhere, according to the report. “This is where the magic of Chick-fil-A’s drive-thru experience ignites,” it stated. “It’s become a common sight to see [Chick-fil-A] at the bottom of QSR’s total time ranking. But it’s hardly a negative truth. Chick-fil-A’s drive-thru is a long-running amalgam of perception, execution, and customer experience delivered at unrivaled volumes.”
Several “levers” play into that phenomenon, the report noted. Employees with tablets greet guests at their vehicles, take their orders, and check in with them along the way. “So from a perception standpoint, customers don’t feel unattended to or like they’re stagnating, despite how lengthy the line might get.”
In terms of customer service, Chick-fil-A came in first with a “friendly” rating of 91%. The two competitors tied at second, Taco Bell and Hardee’s, came in at 79%. For order accuracy, Chick-fil-A also topped the chart, at 92%. Burger King came in second at 90%.
Overall, 97% of customers said they were satisfied with their order and visit. “You generally can’t achieve speed or accuracy at the drive-thru without having employees who care about the guest experience,” the report concluded.
‘Constantly Evolving’ to Meet Guests’ Needs
The increase in mobile-app orders is affecting how Americans buy fast-food and where they eat it. Senior director of service and hospitality, Matt Abercrombie, said the company is “constantly evolving to meet the changing needs of our guests.”
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