Taco Bell and the Golden Age of Drive-Thru

Link: Taco Bell and the Golden Age of Drive-Thru

After a while, I do begin to detect a pleasing, steady rhythm to the system, the transaction, the delivery of the food. Each is a discrete, predictable, scripted interaction. When the order is input correctly, the customer drives up to the window, the money is paid, the Frutista Freeze or Atomic Bacon Bombers (a test item specific to this Taco Bell) handed over, and you send people on their way with a smile and a “Thank you for coming to Taco Bell,” you feel a moment of accomplishment. And so does Harkins, for it has all gone exactly as he has planned.

– Karl Taro Greenfeld

110505 Businessweek