# Drive-Thru Detour Fast food brands send customers on a detour to increase engagement. By [Mary Van Puymbroeck](https://www.trendhunter.com/Mary.Puymbroeck), Research Advisor at Trend Hunter | Published Dec 10, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/drivethru-detour ## Key Figures - Trend score: 4.3/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Jul 26, 2017 to Dec 5, 2018 - Published: Dec 10, 2018 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Gamification](https://www.trendhunter.com/megatrend/gamification), [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Experience](https://www.trendhunter.com/megatrend/experience) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America, South America, Europe, Asia ## Themes within the Drive-Thru Detour trend ### Branded Detour The use of drive-thrus to send customers on a branded detour enhances consumer engagement. ### Interactive Campaigns Consumers are more loyal to brands that offer interactive campaigns involving the consumer. ### Misleading Promotions Purposefully misleading promotions offer a humorous marketing ploy. ## What the Drive-Thru Detour trend means for industry ### For 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 for Drive-Thru Detour Trend score 4.3 out of 10, from popularity 73%, activity 49%, freshness 8%. - Popularity: 73% - Activity: 49% - Freshness: 8% ## Examples of the Drive-Thru Detour trend 4 featured examples from Jul 26, 2017 to Dec 5, 2018. - [Floating Drive-Thru Concepts](https://www.trendhunter.com/trends/salt-bay): Dubai's Salt Bay is a Sustainable and Floating Fast Casual Restaurant (Category: Autos) Implication: 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. - [Purposefully Misleading Burger Promotions](https://www.trendhunter.com/trends/whopper-detour): The Whopper Detour Sends Consumers to McDonald's (Category: Marketing) Implication: Opportunity for fast food chains to use creative and funny promotions to differentiate themselves from competitors and drive customer traffic. - [Taco-Tracking Taxi Rides](https://www.trendhunter.com/trends/taco-mode): Lyft's New 'Taco Mode' Brings Riders to the Nearest Taco Bell Drive-Thru (Category: Autos) Implication: Lyft, Uber, and other ride sharing services can explore expanded partnerships with fast food chains to cater to their customers. - [Remote Fast Food Drive-Thrus](https://www.trendhunter.com/trends/fast-food-drivethru): Popeyes' '12-Hr Drive Thru' Spotlights Its 12-Hour Marinated Chicken (Category: Marketing) Implication: Fast food chains can explore remote drive-thru experiences to attract customers and stand out from competitors. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)