Drive-thru profit is built on speed. Every extra step adds seconds, and seconds turn into fewer cars and smaller profit.
Quick Summary
- Price for speed, not just food cost
- Keep modifiers limited and portions standardized
- Combos should simplify decisions, not create more choices
- Packaging and condiments belong in every item cost
The Drive-Thru Pricing Formula
Item cost = Food + Condiments + Packaging + Waste
Menu price = Item cost / Target food cost %If your drive-thru menu ignores packaging or waste, your prices are already wrong.
Speed Is Your Hidden Cost
Annual drive-thru studies consistently show that average total time is measured in minutes, not seconds. That means every slow item drags total throughput down.
If a new LTO adds 20 seconds to average order time, that’s fewer cars per hour. Fewer cars per hour means every item must earn more margin to cover the same labor.
Use speed like a cost line item:
Throughput = 3600 / Average total time (seconds)
Revenue per hour = Throughput × Average ticketMenu Design That Protects Speed
- One base, three builds. Make add-ons optional but limited.
- Pre-portion proteins. Speed beats perfect customization.
- Standardize sides. One fry size, one sauce count, clear rules.
Combo Pricing That Helps (Not Hurts)
Bad combo: 10 choices, 3 sides, 5 drinks. Good combo: 2 sizes, 1 core side, 1 drink size.
Keep it simple:
Combo price = (Item cost sum - Small discount) / Target food cost %If the combo discount is too big, the combo becomes a loss leader.
Packaging and Condiments Are Not Free
Drive-thru is packaging-heavy. That means cups, bags, napkins, lids, and sauce cups are real costs.
Add a default packaging cost per item, then update quarterly.
Pricing Example (Simple)
- Burger cost: $1.60
- Packaging + condiments: $0.40
- Total item cost: $2.00
- Target food cost: 30%
$2.00 / 0.30 = $6.67Round to $6.99 or bundle in a combo to raise the ticket.
Do This Now
- Time your average order from greeting to payment (measure 20 orders)
- Calculate your throughput: 3600 / average time in seconds
- List your core items and calculate cost including packaging
- Divide item cost by 0.30 to find your menu price at 30% food cost
- Simplify your combo options (2 sizes, 1 side, 1 drink)
- Set a reminder to reprice quarterly as supplier costs move
When to Reprice
- After any supplier change on core proteins
- Quarterly if volume is stable
- Immediately if order time is getting longer