The decline in customer service within the fast food industry is becoming increasingly evident, with many customers left feeling frustrated and unappreciated. Once upon a time, fast food employees were recognised for their exceptional customer service skills, often receiving thorough training that emphasised the importance of the customer experience. Today, however the story is different. The fast food industry once a paragon of quick yet friendly service, seems to be succumbing to a robotic and impersonal approach, leaving customers wondering if genuine service has become a thing of the past.
One glaring example of this decline can be seen in the interaction at the drive thru. You tell the staff member that you would like a Coke with your meal, only to be met with the redundant question, “Would you like Coke for your drink?” This interaction, far from being a simple mistake, highlights a worrying trend: employees are no longer listening to customers. Instead, they are operating on autopilot, following a script that leaves no room for genuine human interaction. This robotic approach strips away the personal touch that once made even a fast food transaction feel welcoming.
The issue doesn’t stop there. When you arrive at the payment window, you’re often greeted not with a smile or even eye contact, but with a cold, mechanical gesture—a card terminal thrust out at you while the employee continues a conversation with someone else. This lack of basic customer service etiquette suggests that the focus is no longer on making the customer feel valued, but on moving through transactions as quickly as possible, with little regard for the experience itself.
What is perhaps most concerning is that this decline in customer service seems to be acceptable to both management and those responsible for internal training. Rather than addressing the issues and retraining staff to prioritise customer interaction, the behavior is often overlooked or worse encouraged in the name of efficiency. The emphasis has shifted from service to speed, and as a result, the customer is left out of the equation.
So, are the days of true customer service in fast food gone for good? They don’t have to be. The solution lies in recognising the value of external training providers. Unlike internal trainers, who may be too close to the operation to see its flaws, external providers bring a fresh, unbiased perspective. They can identify areas where customer service is lacking and implement training programs that focus on bringing back the human element that is so crucial in customer interactions.
External trainers are not just about ticking boxes when you select an ethical training company, they offer the opportunity to reinvigorate a workforce with new ideas and approaches that can lead to genuine improvements in customer satisfaction. By reintroducing a focus on customer service, fast food establishments can ensure that customers leave happy and eager to return, which is ultimately the key to long term success in a competitive market.
It’s important to remember that fast food is no longer the budget option it once was. With prices steadily rising, customers are becoming more discerning about where they spend their money. If the service they receive doesn’t match the cost of their meal, they will soon take their business elsewhere. It’s time for the fast food industry to wake up to the importance of customer service and recognise that a little investment in training today could lead to significant rewards tomorrow.