2 minutes 36 seconds is the industry average for a McDonald’s drive-thru transaction. How does Steven Bigari keep his 12 franchises under half that?

Outsourcing.

All the drive-thru orders at his Missouri resturants are taken by a call center in Colorado Springs – increasing his capacity 15%.

Brilliant.

Original Article: New York Times, 18 July 2004.

Thanks to Brand Autopsy.