How Drones Are Revolutionizing Chick-fil-A’s Operations

Atlanta-based Chick-fil-A has introduced Drone Technology as part of its comprehensive approach to analyzing and improving drive-through operations. The company dispatches Specialist teams to study traffic patterns and operations across its more than 3,000 restaurants, using drones to capture aerial footage of vehicle flow and service efficiency, reports the WSJ.

Technical Implementation

The company’s drone program, which began with a 2017 test in Sacramento, California, takes a straightforward but effective approach: drones capture aerial footage of traffic patterns, which team members then combine with ground-level video from kitchen and drive-through cameras to create comprehensive hourlong analysis videos for store owners. In February 2020, the company formalized this approach by establishing a drone-oriented Film Studies unit, which became particularly valuable during COVID-19 lockdowns when drive-through operations were critical.

From Sports Analysis to Restaurant Operations

The inspiration for this analytical approach came from an unexpected source. Will McFaddin, a Chick-fil-A executive tasked with improving service, found inspiration while watching NFL quarterback Drew Brees reviewing game footage. McFaddin recognized that the same principle of overhead analysis could be applied to drive-through operations. He took the drone and restaurant footage to the University of North Carolina-Chapel Hill’s basketball operations office, utilizing their software to create a restaurant “game film” that broke down drive-through operations for analysis.

Operational Impact of Drones

The aerial perspective has provided valuable insights into restaurant operations that weren’t visible from ground level. In earlier years, Chick-fil-A operators would physically climb onto restaurant roofs to study traffic flows. Now, the drone footage offers a comprehensive view of entire properties, helping identify operational bottlenecks and opportunities for improvement. For example, at the Rockford location, analysis led to better distribution of drive-through duties among staff and the addition of a service door for more efficient order delivery.

Business Context

The timing of this innovation has proved crucial for Chick-fil-A’s operations. By 2020, when the pandemic hit, nearly 60% of the chain’s sales came through drive-through lanes. The drone program helped the company adapt to this increased demand, though the company faced challenges beyond just order fulfillment. Some locations have encountered community resistance due to traffic concerns, including a 2020 Legal dispute in New Jersey where long drive-through lines affected neighboring businesses.

Current Applications

Today, the drone footage analysis continues to influence Chick-fil-A’s operational decisions and store designs. The recently opened McDonough, Georgia location demonstrates how insights from this program have shaped new store concepts, featuring an elevated kitchen and four drive-through lanes capable of serving meals every six seconds. These innovations, while not directly resulting from drone analysis alone, show how aerial perspectives have contributed to understanding and improving traffic flow patterns.

Industry Implications

This application of drone technology represents a pragmatic approach to retail operations analysis. Rather than deploying complex technical systems, Chick-fil-A has shown how targeted use of drone footage, combined with existing security camera systems and careful analysis, can provide valuable operational insights. The program’s evolution from a single test to an established analysis tool demonstrates the practical value of aerial perspectives in retail operations.

The success of this program comes at a critical time for the fast-food industry, which saw overall restaurant traffic decline 2.8% last year according to market-research firm Black Box Intelligence. While other chains focus on discounts to attract customers, Chick-fil-A has maintained its emphasis on operational efficiency and service quality, using tools like drone analysis to optimize its drive-through experience.

Photos courtesy of Apple Maps