Mujtaba Ayub

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Operations, Demand Modelling

Can a more relevant menu board lead to faster service?

Reducing Drive-Thru Service Times

Demand-driven dynamic menu rotation to reduce drive-thru service times

McDonald's

A dynamic drive-thru menu board adapting to demand, shortening the queue and service time. On the left, a digital menu board whose items change by time and demand. On the right, a queue of cars and a falling service-time trend. DYNAMIC MENU rotates by time · demand · promo shorter queue service time trending down

The problem

Drive-thru times dragged because the menu shown didn't match what people actually ordered at a given moment.

The approach

Worked cross-functionally to rotate the dynamic drive-thru menu by demand: time of day, month, season, events, and promotions, so the highest-likelihood items surfaced when they mattered.

What it revealed

Lower service times from a smarter menu, not more staff. An operations win driven by demand patterns.

Under the hood

demand modelling · operations analysis