“We don’t even quite know what the actual long-term view of the drive-thru could actually look like, right?” Charlie Frankievich, Shake Shack’s director of consumer insights and analytics, told Adweek at Qualtrics’ X4 Summit in Salt Lake City last month.

“We’re testing,” he added. “Continuing to develop this is really a big opportunity for us.” Frankievich is experimenting with new ways to collect customer feedback in the drive-thru line, like asking team members to ask customers CX questions as they take their order.

Though time will tell, the opportunity might outweigh the risks because of the sheer power of brand loyalty and finding the right target audience, Chatterjee acknowledged. The right customers may prove more forgiving than expected when issues arise.

“Let’s say you go through the Starbucks drive-thru, and something is not right,” Chatterjee said. “There are two ways you can think about it: You can say, ‘Hey, Starbucks sucks, I’ll go to Dunkin’ Donuts from now on.’ Or, you could think, ‘You know, the Starbucks drive-thru sucks, I’m going to stop [visiting] it and go into the store.”