By Dora Furman
Head of Client Strategy
Drive-thrus have long been a cornerstone of quick-service restaurants (QSRs). While the drive-thru still commands the majority of QSR sales, changing consumer expectations and behaviors are driving new drive-thru trends. Once the star of pandemic dining, the drive-thru is facing a steady traffic decline.
Despite new lanes, upgraded tech and faster service times, Revenue Management Solutions (RMS) drive-thru data shows drive-thru visits are down 5%–8% year-over-year in 2025. The percentage of total QSR orders coming through the drive-thru has decreased from 83% in 2020 to 65% this year.
But fast-food operators can keep drive-thru traffic in high gear if they consider the following from RMS experts.
Why Drive-Thru Traffic Is Slipping
Our experts point to several factors impacting drive-thru traffic in 2025:
- Economic pressure: Inflation and higher menu prices have reduced overall restaurant visits, shifting consumer spending.
- More dining options: Customers who turned to drive-thrus out of necessity during the pandemic now have dine-in, takeout and delivery back in the mix, creating more off-premise dining choices.
- Changing routines: Busy schedules and app-based ordering have shifted where and how customers buy their meals.
RMS estimates that 1 in 5 visits have been lost compared to pre-pandemic levels.
“During the pandemic, drive-thru was the go-to option by necessity,” says Richard Delvallée, Senior Vice President of Consulting Services at RMS. “But in 2025, customers have more choices and they’re using them, from dine-in and takeout to off-premises dining via delivery.”
He adds that customers are reducing their restaurant visits overall, so they want to make those count and are dropping some of the quick drive-thru visits that are “replaceable.”
When reviewing QSR channel performance in Q2 2025 compared to Q2 2024, we see trends arise:
- Takeout is growing – fast. Traffic is up +15.5% YOY (versus +9.5% in 2024), signaling a consumer preference for flexibility and app-enabled convenience.
- Delivery increased in popularity during the pandemic. While growth slowed slightly, delivery remains strong, up +13.5% YOY compared to 18.0% in 2024.
- Dine-in is regaining popularity. The rapid growth in 2024 (+6.3% YOY) slowed in 2025 (+1.2% YOY), yet more consumers are choosing to eat inside, according to Restaurant Business, citing better order accuracy, faster service and higher perceived value than drive-thru.
- Drive-thru is losing out. Declines have eased, from -11.9% YOY in 2024 to -5.8% YOY in 2025, but RMS’ recent consumer research found that 1 in 3 consumers plan to reduce their drive-thru visits.
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The Drive-Thru’s Future: Evolution, Not Extinction
Despite softer traffic, drive-thru still accounts for 65% of total fast-food sales in 2025, down from its pandemic peak of 83% in 2020.
Experts agree: it’s not going away, but it is changing. RMS believes that brands investing in speed, personalization and digital integration will be best positioned to win customers back.
Restaurant technologies gaining traction in 2025 include:
- AI ordering for improved accuracy and faster drive-thru times
- Dual or triple lanes to reduce drive-thru wait times
- Smart menu boards that guide guests toward high-margin items and support menu optimization
- Loyalty-integrated apps that convert digital users into repeat drive-thru customers
Price strategy also matters. QSR pricing strategies that balance fast food pricing, meal deals, value menus and value bundling strategies can help fast-food brands appeal to price-sensitive customers while protecting restaurant profit and overall restaurant revenue.
The Bottom Line
The drive-thru isn’t dead, it’s just adapting. Ultimately, as restaurant brands work to balance digital convenience with in-person experience, the drive-thru remains a vital, but not singular, piece of the puzzle.
Stay Ahead With RMS
RMS equips QSR operators with actionable customer insights and profitable strategies to thrive in an evolving market. From QSR performance reports to advanced menu engineering strategies, pricing insights and targeted price promotions, we give restaurant leaders the solutions to adapt, compete and grow.
Want to understand how your brand’s performance stacks up?
Contact RMS today for a risk-free consultation with our QSR experts and discover how to prepare for what’s next.
