Category
Lifestyle
Assisted Choices
Trend cluster
Category
Tactical
Drive-Thru
Brands take advantage of drive-thru nostalgia for promotional purposes.
4.5
Trend score
Trend
What is the Tactical Drive-Thru trend?
Tactical Drive-Thru: While the drive-thru was one of the first steps towards hyper-convenience for consumers, it's now being used as a promotional strategy for new products, while providing a place for meaningful consumer engagement. Veering from QSR traditions, drive-thrus have become a staple to advertise more than just food; lifestyle brands and beauty companies are among the industries that are reinventing the drive-thru. This tactic targets consumers that demand memorable moments paired with their products.
Trend themes
Themes within the Tactical Drive-Thru trend
Three behaviours holding the trend together01
Branded Drive-Thrus
Companies are using drive-thrus as a promotional strategy for new products and meaningful customer engagement.
02
Convenient Mobile Locations
Mobile fast food drive-thrus and taco-tracking taxi rides are bringing food directly to consumers and creating unique experiences.
03
On-The-Go Pop-Ups
Pop-up drive-thrus, like the Cinnamon Toast Crunch and rosé wine services, offer temporary locations to appeal to customers where they are.
Industry implications
What the Tactical Drive-Thru trend means for industry
Where the trend changes the playbookFor
Fast Food Industry
Companies like McDonald's are finding ways to bring their food to customers in new and unique ways.
For
Beauty Industry
Drive-thru beauty services, like GlastonBrow, allow for quick access to cosmetic services.
For
Beverage Industry
Wolffer Estate Vineyard's rosé drive-thru offers convenience to wine enthusiasts, providing them with an on-the-go option.
Workshop question
How can your brand reinvent a nostalgic experience to make it more meaningful for today's consumer?
Trend signals
Trend signals for Tactical Drive-Thru
Trend score 4.5 out of 10, from popularity 72%, activity 54%, freshness 8%.
Popularity72%
Activity54%
Freshness8%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Tactical Drive-Thru trend
5 featured examples from Jun 1 to Jul 26, 2017CategoryMarketing
Cinnamon Cereal Drive-Thrus
This Cinnamon Toast Crunch Pop-Up Helps Families on Road Trips Refuel
The food and beverage industry can leverage cereal-themed pop-ups to attract customers and create memorable experiences.
CategoryLifestyle
Rosé Drive-Thru Services
You Can Now Get Your Pink Wine Fix Via Drive-Thru in the Hamptons
The drive-thru service and premium alcohol retail industry could greatly benefit from creating a more accessible and convenient retail experience
CategoryMarketing
Beauty Service Drive-Thrus
Benefit is Launching 'GlastonBrow' for Brow and Beauty Services
Companies within the beauty and cosmetics industry can explore drive-thru or quick-service options to increase convenience and accessibility for customers.
CategoryAutos
Mobile Fast Food Drive-Thrus
McDonald's Dia Drive is a Roving "Drive-Thruck" on Wheels
The food delivery services industry can capitalize on the trend by creating mobile drive-thru options for customers to easily pick up their orders without leaving their vehicles.
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.
