Three experts decided to figure out how much we value our time while we’re waiting in line for fast food:

• According to their data, for every extra second that we have to wait in a drive-thru line, fast food companies have to reduce their prices by four cents to keep us coming back.
• This means that while we’re waiting to order our food, we value our time at a rate of $144 an hour.
• Surprisingly we only value our time at one third that rate while we’re driving to the fast food place. It’s the act of waiting in line that drives up our prices.

Read more about the methodology of the study, and the models used to come to its conclusions over here.

Source: Kellogg Insight