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This research, rooted in the study of drive-through shopping experiences, aims to identify the cognitive and affective representations linked to the consumption experience. A methodological approach based on the Album On Line was carried out with two groups, the first exposed to a cognitive scenario, the second an affective one. Analysis of pictorial and textual data reveals three cognitive dimensions (utilitarian, temporal, and financial), as well as three affective dimensions linked to transaction speed, product availability, and social interaction. These findings enable us to formulate managerial recommendations that are based on the perception of drive-through shopping as an experience in which the customer is the main player. The customer becomes a carrier of data (during the order phase), products (during the pick-up phase), and values throughout this process-based approach designed to guarantee a pleasant and enjoyable consumer experience.