How stress leads to smaller check sizes
We surveyed 2,000 customers of quick-service restaurants (QSRs) across the US. The majority feel some level of stress before they even place their order β and itβs silently shrinking your average check.
default to their usual order when they feel rushed. That means safe choices and smaller baskets.
60%
have walked away without ordering at all when the process felt rushed or unclear. Another 26% have seriously thought about it.
37%
are extremely or very aware of the people waiting behind them in line. That awareness alone affects what they order.
64%
What 2,000 US consumers revealed about the ordering moment
More stressful than public speaking
Nearly 25% said ordering at a QSR is more stressful than scenarios like public
speaking and airport security. Order anxiety isn't a
one-off experience, but an everyday one.
Drive thru is the channel where customers feel least in control β only 15% say it's where they make their best decisions. High volume and high stress turn out to go hand in hand.
The drive-thru trap
Half of US consumers find large menus at least moderately overwhelming when they're trying to order fast. Cognitive overload at the counter costs you big time.
Menu overload
48% of US consumers say they'd customize their order more if ordering felt easier. The intent to spend more is already there. Friction is the only thing standing between you and that revenue.
The lost upcharge
The revenue gap
The order might have happened, but the upgrade didn't.
of US consumers say they'd try new menu items if ordering was less difficult.
45%
Most operators are chasing new customers, but honestly? The potential revenue from existing ones is already waiting.
Every transaction has a gap: what the customer ordered vs. what they almost ordered.
Order anxiety is a revenue problem hiding in the ordering moment. Whether they're at the counter or in the drive-thru lane, the appetite is there.
What would your customers order if they weren't stressed?
The question hiding in every transaction
Discover the top five data points in the full report
The #1 stressor in QSR ordering β and why it survives even the
fastest checkout times
The most and least stressful ways to order (and the gap between them)
The behaviors that shrink basket size without showing up in your abandonment metrics
The small experience changes that directly grow revenue at the ordering moment
What US consumers say they'd do if ordering just felt easier
Disclaimer: This report is provided for informational purposes only and reflects data collected from a survey of 2,000 U.S.-based consumers conducted in March 2026. While every effort has been made to ensure the accuracy and reliability of the information contained herein, Global Payments makes no representations or warranties as to the completeness or accuracy of the data or any conclusions drawn from it.
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