The Drive Thru. It’s a cold place where we try to avoid the weather or having to unbuckle kids from their car seats. We roll down our windows and yell at an outdated machine in hopes of communicating with someone on the other side.
In the past, companies used to measure their Drive Thru’s effectiveness by speed. It was like an assembly line. Keep wait times short and get through as many cars as quickly as possible.
But maybe it should be about the customer experience? Starbucks thinks so.
Presently, 63 out of the company’s 200 Drive Thru locations in the GTA are equipped with a two-way video screen allowing customers and baristas to see each other while the order is being placed.
The first-of-its-kind technology will continue to rollout to all future Starbucks Drive Thrus which will be roughly half of all the new stores in Canada.
“Starbucks is a leader in creating personalized customer experiences and this new technology creates the same interaction our customers have come to love and expect in our cafés,” says Rossann Williams, president, Starbucks Canada. “We expect our customers will appreciate the moment of connection with their barista, which is at the heart of the Starbucks Experience.”
At a time when technology is making retail experiences more self-serve and automated, maybe a more personalized experience will make the Drive Thru a nicer place.