As the car culture has boomed and consumers increasingly seek out convenient ways to eat, easily two-thirds of their sales come through the windows. Patrons also tend to order more from their vehicles, often getting food for fellow passengers or to deliver to someone at home or work. The major reason is individuals are getting lazier and lazier, even don’t want to get out of their cars.

However, McDonald’s is running behind its rivals in the drive-through line. The annual report from industry publication QSR magazine in October showed cars waiting 189 seconds between ordering and pickup at McDonald’s, falling behind the 134 seconds at Wendy’s, 158 seconds at Taco Bell and 181 seconds at Taco John’s. McDonald’s average performance was its slowest ever, because of the more complicated menu items and an increase in the average number of vehicles in line at any given time. Because of the effects of heavy competition in the quick-service industry and high unemployment among its customers, McDonald’s has recently lost some of its momentum.

Currently, patrons in cars pull up to one window to pay for their order, then pick up their meal at another window. But starting next year in new and rebuilt restaurants, McDonald’s will implement what it calls a Fast Forward Drive-Thru. The arrangement will allow customers whose orders aren’t ready to bypass the second window and pull up to a third window to wait. The arrangement enable McDonald’s to better serve more customers quickly with the fast, friendly service they have come to expect from McDonald’s. McDonald’s, the world’s largest burger chain, is banking on a third drive-through window to speed things up.

http://www.latimes.com/business/la-fi-mcdonalds-drive-thru-20131116,0,6547977.story#axzz2kxE4rCq1