The drive-thru became a major part of McDonald's branding after its first U.S. location opened in 1975.
McDonald's opened its first drive-thru in the United States in Sierra Vista, Arizona, in 1975. The location served nearby military personnel who could not easily leave their vehicles while wearing duty gear. Customers could order and receive food without entering the restaurant.
The feature is sometimes confused with the earlier drive-in restaurant model, where customers were served at parked vehicles. A drive-thru uses a dedicated lane, speaker or ordering point, payment window, and pickup window. McDonald's later made this service format central to its convenience-focused identity.
Drive-thru design influenced restaurant layouts, signage, menus, and advertising. It also helped McDonald's present speed and accessibility as visible parts of the brand experience.