What is Check Average?
Check average, also called average ticket size, measures the mean transaction value across drive-thru orders. Calculated by dividing total revenue by number of transactions, this metric directly reflects revenue per customer opportunity. Industry averages range from $8-15+ depending on segment and brand. Voice AI impacts check average primarily through consistent upselling—offering add-ons and upgrades on every order rather than the 30-60% offer rate typical of human staff.
Check average determines how much revenue you capture from each customer who chooses your drive-thru.
Why Check Average Matters for QSR
Revenue Multiplication
Higher check average means:
- More revenue per transaction
- Same customer count, more sales
- Improved labor efficiency (same staff, more revenue)
- Better fixed cost leverage
Growth Calculation
Impact example:
- 500 orders per day
- Current average: $11.00
- 5% improvement: $11.55
- Daily increase: $275
- Annual impact: $100,375 per location
Profitability Indicator
Check average affects margins:
- Upsell items often high-margin
- Fixed labor cost spread over more revenue
- Operational efficiency gains
- Better return on marketing spend
Calculating Check Average
Basic Formula
Check Average = Total Revenue / Number of Transactions
Variations
Gross check average: Before discounts and promotions—shows ordering behavior
Net check average: After discounts applied—reflects actual revenue
Daypart check average: Breakfast vs. lunch vs. dinner—different baselines expected
Check Average Benchmarks
By QSR Segment
| Segment | Typical Range | Premium Range |
|---|---|---|
| Burger | $9-12 | $12-15 |
| Chicken | $10-13 | $13-17 |
| Mexican | $9-12 | $12-15 |
| Coffee/breakfast | $6-9 | $9-12 |
| Pizza | $15-22 | $22-30 |
Components of Check Average
Base Order
Foundation purchase:
- Entree items
- Combo/meal selection
- Size choices
Add-Ons
Additional items:
- Side items
- Beverages
- Desserts
- Extras (sauces, toppings)
Upgrades
Size and quality improvements:
- Size upgrades (medium to large)
- Premium options
- Combo additions
Driving Check Average Growth
Upselling
Suggestive selling:
- “Would you like to make that a large?”
- “Add a cookie for $1.29?”
- “Complete the meal with a drink?”
Staff Training
Consistent execution:
- Upsell scripts
- Timing guidance
- Product knowledge
- Enthusiasm training
Voice AI Impact on Check Average
The Consistency Advantage
Human upselling challenges:
- Forgotten during rush (30-60% offer rate)
- Inconsistent phrasing
- Varies by staff member
- Declines with fatigue
Voice AI advantages:
- 100% offer rate on appropriate orders
- Optimized phrasing every time
- Consistent across all locations
- Same performance hour 1 and hour 10
Typical Results
Well-implemented Voice AI:
- 25-40% upsell acceptance rate
- 1.5-3% check average improvement
- Consistent execution across locations
- Higher impact during peak hours
Hi Auto’s Approach
Across ~1,000 stores, Hi Auto drives check average through:
- 100% upsell offer rate on every appropriate order
- Optimized upsell phrasing based on performance data
- Context-aware suggestions (time of day, order contents)
- Continuous A/B testing of upsell approaches
Common Misconceptions About Check Average
Misconception: “Upselling annoys customers and hurts loyalty.”
Reality: Relevant, well-timed upsell suggestions are often appreciated as helpful recommendations. Aggressive or irrelevant upselling annoys customers; thoughtful suggestions enhance their experience.
Misconception: “Check average is fixed by our menu and prices.”
Reality: Menu and pricing set the ceiling, but execution determines where you land within the possible range. Consistent upselling can improve check average 2-5% without any menu changes.
Misconception: “Focus on transaction count, not check average.”
Reality: Both matter, and they’re complementary. A restaurant with high traffic and low check average leaves money on the table. Optimize both for maximum revenue.