An ROI study, released this week by order-ahead platform Rakuten Ready found that consumers' beliefs about the quickest ways to order and get their food at limited-service brands fail to match reality. According to the study's results, most diners said they thought ordering in person or using the drive-thru would be the fastest route to getting their food, according to a news release 

In reality, though, Rakuten Ready found that "order-for-pickup" wait times can be up to 2.4 times faster than those aforementioned access points. The company said the results indicate that order-for-pickup can be a solid route to "happier customers" and increased revenue for brands. 

The company also said that order-for-pickup affords brands more control of the customer's experience, particularly in regard to the overwhelming customer priority on speedy receipt of their food. The study found that customers are willing, too, with 75% of consumers surveyed claiming they would use order-for-pickup as a first alternative to bypass a QSR line via other ordering points.

Additional data points from the Rakuten Ready ROI study include:

• Taco Bell order-for-pickup was 3.6 times faster than order-in-person. 
• Taco Bell order-for-pickup was 2.5 times faster than drive-thru.
• Chick-fil-A order-for-pickup was three times faster than order-in-person. 
• Chick-fil-A order-for-pickup was two times faster than drive-thru. 
• 67% of consumers would check the drive-thru line or parking lot volume before choosing a fast food restaurant. 
• 75% of consumers would use order-for-pickup to avoid lines. 
• 80% of consumers said they would use order-for-pickup over delivery if they knew their orders would be ready when they arrived.