ask them right then and there. It [also] gives you an opportunity to sell the overall variety that we have."
HOW MUCH MENU? Another basic decision is what kind of menu board to put
outside. Th ere's only so much information a driver can absorb while waiting in line, so the outside menu board might have to be a whittled-down version of what's inside. "We went with a fairly simple menu board that didn't quite
cover everything that we had, but it covered the basics," Wilson says. "It probably leaves off about a quarter of what we have, and it doesn't really go into a lot of detail about bakery items." Taylor went one step further. Since his Java Heaven outlet
does almost all of its business with drivers, he pared his menu down. Now it comprises the main espresso drinks, chais, smoothies and blended drinks, with four basic fl avors. "Th e only time we really add a product is if people beat down
the doors asking for it," Taylor says. "I used to think, when I had my fi rst espresso bar, that everything that came along, you had to add it and give people all these choices. As years went on and I tried how fi gure out how to get people through quicker, I realized less is more."
Getting people through quickly entails more than a
simplifi ed menu. It requires workers trained to manage car lines and handle backups. Part of that is simply being able to work fast, and you can't really judge someone's ability in that regard until you see them in action. "Th at's a tricky process, because you can't really always
know how just how well they can multitask until you put them to work," Taylor says. "If you fi nd that they can't really turn it on, a lot of times we have to let them go." Wilson says that getting a jump on regular customers' orders
is a key component of good service. "Th e baristas that I have recognize cars, so they're working ahead," he says. "Th ey know who the regulars are, and they may just [want] a 20-ounce cup of coff ee, and [the barista] may have it ready when that customer arrives at the window." Th at could be a problem if the regular customer breaks his or her habit, but it seldom happens: "Most people are creatures of habit. You can rely on them ordering the same thing almost every day." Drive-thrus can be a good way to get commuters into the
habit of ordering at your shop. Whether it dominates your business or complements it, the drive-thru trade can be a window to success. SCR
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