A modern food purchase can happen faster than opening a social app. One moment someone’s thinking, I’m hungry — the next, they’re walking away with a confirmed order and a pickup time. But that speed isn’t automatic. It’s designed. And it depends on removing friction at every stage of the customer journey: the moments where people hesitate, second-guess themselves, or abandon the decision entirely. From the outside, it looks like a simple path: see food → pick food → pay. In reality, it’s a chain of tiny choices, each one vulnerable to delays. Menu confusion. Line anxiety. Slow payment. Even one awkward step can turn a 60-second order into a two-minute stall… or a lost customer. Below is a step-by-step look at the modern customer journey, where it breaks down, and what it takes to keep it moving. Step 1: The craving moment (“I’m hungry”) Every journey starts with a trigger. It might be a lunch break, a train platform, a school run, or a late-night snack decision. The customer isn’t looking for a brand at this point — they’re looking for a solution. This is where convenience wins. If ordering feels effortless, they stay. If it feels like work, they move on. Common friction here: Too many decisions too soon (“What do I even want?”) Unclear pricing (“Is this going to be expensive?”) Too much effort required to browse At this stage, the fastest brand isn’t the one with the fanciest menu — it’s the one that helps the customer decide quickly. Step 2: Arriving at the ordering moment (in-store, on mobile, or both) The modern customer doesn’t always follow a straight path. Some browse on mobile and buy in-store. Others walk in and decide there. Some do both: they join the queue while scanning options. What matters is this: the ordering moment has to feel controlled. Because even if the food is great, a chaotic environment makes people anxious. The more uncertain the process feels, the more the customer wants to escape it. Common friction here: Not knowing where to queue Feeling rushed while deciding Not knowing how long it will take This is “line anxiety” — the quiet pressure people feel when others are behind them and they don’t want to be the slow one. Step 3: Choosing what to order (where most delays happen) This is the biggest friction point in the journey, and it’s often underestimated. The customer is now doing mental work: Reading and comparing items Trying to understand what’s included Checking for allergens or preferences Calculating value Deciding between familiar and new If they’re in-store, all of that happens under pressure. Even a well-designed menu can be hard to use when the customer is hungry, distracted, or in a rush. And if the menu is large (or full of categories that overlap), decision time balloons. Where friction shows up most: Confusing item names with unclear descriptions Too many combinations without guidance Add-ons buried in small print “Build your own” choices that feel overwhelming Unclear customisation options (or fear of getting them wrong) People don’t abandon because they dislike choice — they abandon when choice feels risky. If they’re not confident they’ll get what they want, they delay or step away. Where Digital Ordering can remove the hesitation (anchor section) This is exactly where digital ordering systems can make the customer journey feel smoother and more intuitive. Instead of scanning a wall menu or rushing through a spoken order, customers can browse at their own pace with clear categories, photos, and simple prompts that reduce uncertainty. Good digital menus also make customisation feel easy — tapping “no mayo” or “extra spice” is faster (and less awkward) than trying to explain changes under pressure. The best digital order solutions also improve accessibility in a way that benefits everyone. Clear visuals, larger text, and consistent layouts help customers process options quickly, while modifier buttons reduce errors for dietary needs or personal preferences. Over time, features like “repeat favourites” and saved preferences can turn a multi-step decision into a few taps — which is exactly how you move from I’m hungry to checkout in under 60 seconds. Step 4: Placing the order (the confidence test) Once the customer chooses, they need to feel confident that the order is correct. This is where a surprising amount of friction occurs, especially in busy environments. Even a small misunderstanding can break momentum: “Did they hear me right?” “Was that the meal deal price?” “Did I ask for it without cheese?” When customers have to repeat themselves, correct mistakes, or clarify options, the journey slows — and stress rises. Common friction here: Staff having to confirm details verbally Customisations missed or misunderstood Customers forgetting to mention key modifiers Miscommunication caused by noise or rush The smoother the selection stage is, the less time this step takes. Step 5: Payment (the silent bottleneck) Payment should be the easiest part — but it often becomes the slowest. It’s not just the payment itself. It’s everything around it: The customer reaching for a card or phone Waiting for the terminal to wake up Selecting a tip option Declined payments or lagging connections Receipts, loyalty codes, and discounts This is where “micro-delays” stack up. Each one is only a few seconds, but combined they can double the time-to-checkout. Common friction here: Slow POS response times Too many steps before contactless works Unclear prompts on the screen Bottlenecks at a single till When queues form, customers re-enter that line anxiety zone — and the experience feels slower than it is. Step 6: Confirmation and completion (the moment that decides return visits) The final step is often overlooked: closure. The customer needs a clean signal that the transaction worked and they’re done. That might be a screen confirmation, an order number, a pickup time, or a simple “you’re all set.” If the customer is left unsure — Did it go through? Where do I go now? How long will it be? — you’ve added friction after payment, which is the worst place to add it. Common friction here: No clear next step after ordering Confusing pickup process Customers hovering near the counter Lack of visible order status Smooth completion is what turns a fast order into a satisfying experience. What “under 60 seconds” really requires A sub-60-second checkout isn’t about rushing customers. It’s about designing a journey where the default behaviour is fast because each step supports the next. To get there, the customer needs: Clarity (know what to do and what to choose) Confidence (feel sure the order is correct) Control (avoid pressure and uncertainty) Speed (no waiting for slow systems) And the biggest opportunities are simple: remove menu confusion, reduce line anxiety, and eliminate slow payment moments. Because in 2026, the competition isn’t just the place next door — it’s every other experience in the customer’s life that feels quicker. When the journey is smooth, customers don’t just order faster. They come back more often, spend more confidently, and recommend the experience without thinking twice.