Drive-Thru Hot Beverages: Still a Risk?

Stella Liebeck brought to light the risk for operators who serve hot beverages through their drive-thru windows when she successfully sued McDonald’s in 1994 for the burns she received when coffee spilled in her lap. The current study replicated 1998 research on a national level, where 1,585 coffee temperatures collected from drive-thru windows were analyzed to determine if operators had lowered their coffee temperatures as a result of this widely-publicized case.

Customer Perception of Drive-Thru Service

The rapid growth of off-premise dining and, consequently, drive- thru service, presents the challenge of building customer loyalty in a highly competitive marketplace. In this study, customer perceptions of drive-thru service associated with quick service restaurants were examined. Results suggest that service time appears to differ among quick service restaurants, even those within the same chain. Employee courtesy was rated positively at all restaurants, as was food quality. The implications of these results for restaurateurs who offer drive-thru service are discussed.