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MeD'S SERVICE STALLS AT DRIVE-THRU Survey shows decline accuracy, speed; some franchisees blame menu changes BY JULIE JARGON Drive-through traffic is snarling McDonald's service-improvement campaign. Oak Brook-based McDonald's Corp. ranked last out of 25 fast-food chains in a recent study of drive-through order accuracy, down from 20th in 2004. When it comes to drive-through speed, McDonald's went from being the fourth-fastest chain to the sixth, according to a widely watched survey by QSR Magazine, an in-dustry trade journal. McDonald's franchisees polled about the results by New York-based equity research firm . Buckingham Research Group as part of a separate survey re-leased last month blamed the problems on new menu items and pressure from Oak Brook to speed up service at the drive-through, where McDonald's generates 60% of its sales. Mc-Donald's goal is for customers behind the wheel to wait no longer than 90 seconds-a long drop from the average 167.9-second wait time QSR clocked See McDONALD'S on Page S
Drive-through delays jamming McD's plans for improvement for McDonald's in 2005 and even the 152.5 seconds in 2004. To be sure, the lengthening waits partly reflect McDonald's success in attracting more customers. But they also highlight a challenge fac-ing the chain as it tries to extend a