Category
Lifestyle
Assisted Choices
Trend cluster
Category
Drive-Thru
Detour
Fast food brands send customers on a detour to increase engagement.
4.3
Trend score
Trend
What is the Drive-Thru Detour trend?
Drive-Thru Detour: Historically, drive-thru fast food counters have centered on convenience as their main point of value. The recent evolution of convenience culture and food delivery has caused some brands to subvert this idea and actually use drive-thrus to send customers on a branded detour.
Insight
The consumer insight behind the Drive-Thru Detour trend
As branded engagement continues to modernize, consumers are no longer satisfied with brands simply offering more of the same when it comes to the experiences and campaigns they curate. Activations and campaigns that directly involve the consumer have appeal because they're interactive, and as a result consumers feel more loyalty to the brands that offer them.
Trend themes
Themes within the Drive-Thru Detour trend
Three behaviours holding the trend together01
Branded Detour
The use of drive-thrus to send customers on a branded detour enhances consumer engagement.
02
Interactive Campaigns
Consumers are more loyal to brands that offer interactive campaigns involving the consumer.
03
Misleading Promotions
Purposefully misleading promotions offer a humorous marketing ploy.
Industry implications
What the Drive-Thru Detour trend means for industry
Where the trend changes the playbookFor
Quick Service Restaurants
Fast food chains could enhance their customer experience by adopting fun and interactive drive-thru features.
For
Transportation
Ridesharing companies could collaborate with food outlets to provide customers with convenient yet unique detours.
For
Marketing
Marketers could leverage humorous and attention-grabbing promotions to promote their brands.
Workshop question
Identify the parts of your business that aren't working hard enough to deliver value for the consumer. Is there a way to reposition or reframe them to create value?
Trend signals
Trend signals for Drive-Thru Detour
Trend score 4.3 out of 10, from popularity 73%, activity 49%, freshness 8%.
Popularity73%
Activity49%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X (not a primary audience)
- Boomer (not a primary audience)
Market
North America
Europe
Asia-Pacific
South America
Evidence
Examples of the Drive-Thru Detour trend
4 featured examples from Jul 26, 2017 to Dec 5, 2018CategoryAutos
Floating Drive-Thru Concepts
Dubai's Salt Bay is a Sustainable and Floating Fast Casual Restaurant
Create an eco-friendly platform with store fronts that not only offer fast food but also highlights businesses that actively work to reduce carbon footprint.
CategoryMarketing
Purposefully Misleading Burger Promotions
The Whopper Detour Sends Consumers to McDonald's
Opportunity for fast food chains to use creative and funny promotions to differentiate themselves from competitors and drive customer traffic.
CategoryAutos
Taco-Tracking Taxi Rides
Lyft's New 'Taco Mode' Brings Riders to the Nearest Taco Bell Drive-Thru
Lyft, Uber, and other ride sharing services can explore expanded partnerships with fast food chains to cater to their customers.
CategoryMarketing
Remote Fast Food Drive-Thrus
Popeyes' '12-Hr Drive Thru' Spotlights Its 12-Hour Marinated Chicken
Fast food chains can explore remote drive-thru experiences to attract customers and stand out from competitors.
