Drive-Thru Coffee Shop: 8 Strategies to Maximize Profits in 2025

Drive-thru coffee shops continue to succeed in 2025, thanks to busy consumers who crave speed, convenience, and great-tasting coffee. But opening a drive-thru stand doesn’t automatically guarantee success. Profitability depends on how efficiently you run your operations — from staffing and service flow to equipment and customer experience.

Whether you’re a first-time coffee entrepreneur or trying to level up your existing stand, understanding the mechanics behind a successful drive-thru model can make a huge difference. In this guide, we’ll walk through practical strategies to help you reduce wait times, increase order volume, and boost customer satisfaction — all key ingredients for growing a profitable coffee business.

1. Schedule at least two people in the afternoon/evening

If you ask any drive-thru café owner why they only staff one person in the afternoon, they’ll tell you business is slow and doesn’t support staffing more people. It seems logical at first. No business should staff more people than sales justify. However, in the drive-thru coffee business, sales that only justify staffing one person are a symptom of a bigger problem.

Drive-thru coffee appeals to people for three main reasons. One, people like tasty coffee. Two, people don’t want to get out of their car. And three, people perceive drive-thru options as faster than parking and walking into a store. What people expect from a drive-thru coffee shop is tasty coffee served quickly. It’s that simple.

However, if you’re not busy enough to staff more than one person, either your coffee is bad, or you’re not delivering on speed.

Not staffing enough people is (likely) causing your low profits; it’s not an unfortunate side effect. It just seems like an unfortunate side effect because you don’t know how to use staff members to increase speed and, therefore, increase the number of cars that drive through.

Your service speed depends on at least three staff members at all times. It’s possible to get by with two, but the ideal numbers are five during the morning rush (usually 7am-11am), and three at all other times. This only works when you put staff members into specific and dedicated positions to maximize speed and efficiency (more on this in a moment). Remember, increasing sales is all about speed, and you increase speed by maximizing the efficiency of staff positions.

2. Have dedicated positions

All staff members should be dedicated to a single position and not allowed to deviate for a moment. It sounds harsh, but it’s essential for success. Drive-thru coffee shops become chaotic when staff members don’t have dedicated roles and are encouraged to go into other people’s spaces, reach over people to grab supplies “really quick,” or make someone’s drink “really fast.” Those actions seem normal, but they throw people out of their groove. If you want speed, you need to allow people to get into a routine that goes undisturbed by other staff members.

Here’s a sample breakdown of what each staff member could be doing to maximize speed:

Position 1: Bar

You should have one dedicated person on bar working the espresso machines, and nobody else should be allowed into their space.

You need a dedicated bar position during all hours of operation. For example, say you staff two people in the afternoon. One person should take orders, and the other person should stay on the bar to make the drinks. Allowing both people to make drinks and also greet customers will slow down drink prep time.

Positions 2 & 3: Window/Cashier

Each window needs a dedicated cash register and cashier. Otherwise, your speed will suffer, and so will your sales. The worst thing you can do to your customers is provide two windows but only one worker. The perception of an open window is no wait time. When the customer pulls up and has to wait because there isn’t a staff member manning that window, reality hits hard.

A successful drive-thru coffee shop can pull in $1,500-$2,000 per day in sales and serve each customer in 60 seconds or less. You can’t reach that level of speed without a dedicated staff member for the window.

Position 4: Greeter

For larger shops, the greeter is probably the most important position of all, but you only need a dedicated greeter during the morning rush (small shops might be able to do without this role). The greeter’s job is to take orders from cars as they’re waiting in line and give the bar person a heads-up on what drinks to make next. Greeters make lines move faster and make customers in line feel taken care of. Customers who are greeted are less likely to bail out of line.

Just be sure your greeter is a dedicated greeter. If cashiers double as greeters, greeting will be inconsistent; cars will only be greeted between the cashier’s other duties, or when they happen to notice a long line.

Position 5: Expediter

An expediter is someone positioned somewhere in the store to perform tasks that would otherwise be difficult for other positions to perform when things are busy. For example, if your drip coffee and snacks are kept at the back of the store, you want an expeditor to handle those orders. They can run back and forth while the person manning the espresso machine stays at their station.

3. Don’t emulate big chains

Finally, don’t emulate the big chains. They’re not fast. For example, speed is something Starbucks has perpetually failed to accomplish. You could argue that their lackluster speed comes from rules like the person at the bar can’t use both espresso machines, and they can’t steam milk for multiple beverages in one pitcher. While these “rules” exist for a reason at Starbucks, they aren’t health code regulations. You don’t have to follow them yourself.

Of course, take this advice with a grain of salt: the big chains got to be big chains for a reason; they do many things right when it comes to coffee. But don’t adopt every single practice they follow just because you can. Odds are, their processes won’t fit your small coffee shop.

Increasing sales is simple (in theory). Dedicated positions will increase speed, and once your customers get used to that speed, business will pick up. People are more likely to drive away if the coffee shop has a line that drags all the way to the street.

4. Invest in the right equipment for speed and consistency

Speed is your greatest asset in a drive-thru, and equipment can either help or hurt your performance. Many first-time owners cut costs by buying secondhand espresso machines or blenders, only to regret it when the equipment breaks during peak hours. Investing in reliable commercial-grade machines that can handle high volume will reduce downtime and allow your staff to operate efficiently under pressure.

Prioritize dual-group espresso machines, high-speed grinders, and quality refrigeration for milk and perishables. Use automatic timers and portion control tools to minimize mistakes and maximize consistency. If your layout allows, consider doubling key equipment like blenders and brewing stations so your team can prep multiple drinks simultaneously during a rush. Reliable equipment doesn’t just improve performance — it helps protect your brand reputation.

5. Know your licensing and health requirements

Drive-thru coffee stands may seem low-key, but they’re subject to the same business and food safety regulations as brick-and-mortar cafés. Local laws will vary, but you should expect to need a business license, food service permit, health department inspection, and in some areas, zoning or environmental permits for water runoff or waste.

You’ll also need to ensure that any employees handling food or drinks have proper food handler certifications. Some counties may have special ordinances for mobile units or drive-thru structures. Skipping licensing steps can lead to costly fines or even business shutdowns. Talk with your city or county business office early in the process, and work these timelines into your launch or expansion strategy.

6. Hire and train staff for precision, not just personality

Most small coffee stands look for upbeat, friendly baristas — and that’s important — but don’t stop there. You need people who are comfortable with repetition, have attention to detail, and can thrive under pressure. Training should focus heavily on process discipline. Your staff should know how to run their stations like clockwork, with minimal crossover and maximum efficiency.

Set clear expectations during hiring: speed, consistency, and teamwork are non-negotiable. Cross-train every employee to fill at least two roles (bar, window, greeter, etc.) so they can adapt during staff shortages or growth periods. And finally, create a system for performance tracking and coaching. The best drive-thru teams operate more like high-performing pit crews than traditional retail staff — every second counts.

7. Consider location-specific strategies

Your operations — and profits — are heavily influenced by your location. A stand near a commuter highway will need to be extremely fast during morning hours and may benefit from more outdoor signage and traffic flow planning. A shop in a college town might do better with extended evening hours, seasonal menu changes, and student discounts. A shop located in a road trip destination might benefit from hiring extra workers during the summer holidays.

The gist: know what your shop needs to succeed. Base your operational decisions on the real-world behavior of your local customers.

Understanding your specific traffic patterns, local demographics, and even weather can help you tailor your hours, staffing levels, and promotions. If you’re in a region with harsh winters, invest in heaters for employees and consider menu tweaks to highlight warm beverages. If foot traffic is more common than vehicle traffic, adding a walk-up window might be a better investment than a second drive-thru lane. If you have more senior citizens as customers than tech-savvy professionals, favor traditional payment methods over platforms like Google or Apple Pay.

8. Simplify your menu without sacrificing appeal

A long, complicated menu slows down operations and increases the likelihood of errors. To improve speed and consistency, streamline your offerings to highlight your most popular and profitable drinks. Eliminate underperforming items that require extra prep time or specialized ingredients. This helps staff stay focused, reduces inventory costs, and keeps the line moving.

Consider organizing your menu visually around bestsellers and seasonal items. Keep customization options limited but appealing, such as a short list of flavored syrups or milk alternatives. A simplified menu also helps new customers make faster decisions, which increases drive-thru throughput and customer satisfaction.

When you are ready to expand into food ventures, check out some of our food business ideas for fun inspiration for expanding your shop or starting a new one.

Drive-Thru Coffee Shop Startup Checklist

If you’re about to get started with your new coffee shop, you might be feeling overwhelmed; there are lots of tasks to tackle. Here’s a quick checklist of things to do before the first car pulls up to your drive-thru window.

1. Write a business plan

A business plan can help guide your venture. Outline your startup costs, target market, pricing strategy, projected revenue, and daily customer goals. This plan will help guide your decisions and can be essential for securing loans or investor funding. Revisit and update it regularly as your business evolves.

2. Choose the right location

Scout optimal locations near busy intersections, commuter routes, or shopping centers. Make sure the lot has enough room for drive-thru traffic to flow safely and efficiently. Visibility and convenience are key to getting repeat customers.

3. Secure necessary permits and licenses

Before you can serve coffee, you’ll need to get licenses and permits. You should expect to obtain a food service license, business license, health department approval, and, if applicable, drive-thru zoning approval. Please note that this list isn’t comprehensive; licenses vary a lot from location to location. Start early because sometimes permits can take weeks to process.

Our business license report can help with this step.

4. Register your business structure

Make your business official by starting a limited liability company (LLC) or corporation. These business models can help you protect your personal assets and look professional to your potential customers.

If registering a business sounds overwhelming, don’t panic; our formation services can help. Whether you’re looking to start an LLC or corporation, we can help you manage the paperwork.

5. Design an efficient site layout

Plan for smooth vehicle flow, dual-lane drive-thru options if possible, and safe employee access points. Keep in mind that zoning laws can greatly affect how your site looks, and you may need to get city approval for substantive changes to entry and exit points to your location.

6. Purchase reliable equipment

Drive-thrus don’t need dining spaces, but they still need a lot of equipment. Purchase high-quality espresso machines, grinders, blenders, refrigeration units, and a point-of-sale (POS) system. Choose models built for speed and high-volume service. Don’t forget about backups like surge protectors and a generator in case of power outages.

7. Set up a simplified, profitable menu

Start with a small menu of high-margin, easy-to-prepare drinks. Signature items can help set you apart, but don’t overload your offerings early on. Focus on good coffee at the start, then use feedback to expand strategically based on what your customers love most. You could even have fun by having your repeat customers suggest or vote on new menu items.

8. Hire and train your team

Staff your shop with friendly, fast learners who can handle pressure and multitasking. Train them thoroughly in your operational model, including dedicated roles during peak hours. The right team will treat peak time like a comfort zone, which can dramatically improve your service speed and customer loyalty.

9. Build your brand presence

Create a memorable name, logo, and color scheme that all reflect your vibe. Launch a website, set up social media accounts, and create a Google Business profile. Focus on brand consistency to make your coffee shop easy to recognize and remember.

10. Test your operations

Before your grand opening, hold a soft launch with friends, family, or select locals to test systems, train your staff, and gather feedback. It’s a great way to identify issues and improve your customer experience before you have a lineup of customers desperate for a caffeine fix.

Conclusion

A profitable drive-thru coffee business isn’t built on luck — it’s built on systems. By fine-tuning your operations, hiring strategically, and prioritizing speed and consistency, you can serve more customers in less time and keep them coming back. Don’t fall into the trap of thinking small-scale means small profits. With the right staffing model, equipment setup, and local awareness, even a modest coffee stand can outperform larger competitors.

As you grow, keep refining your process. Revisit your business plan regularly, track performance, and adapt quickly to what your customers respond to. That combination of agility and structure is what turns a neighborhood drive-thru into a long-lasting, revenue-generating favorite.

Disclaimer: The content on this page is for information purposes only and does not constitute legal, tax, or accounting advice. If you have specific questions about any of these topics, seek the counsel of a licensed professional.