17 Jul Rethink Drive-Thru Manufacturing
Most quick serve, fast casual and other food-centric brands with drive-thrus concentrate on speed of transaction and order accuracy. This is because historical research studies have indicated that these are the strongest needs of drive-thru customers. However, customer attitudes and behaviors have shifted tremendously in recent years, and will continue to do so.
Customer Experience Is the Key
The key to success at the drive thru is the customer experience. This soft benefit goes beyond the speed of transaction and order accuracy to deliver a customer experience that surpass your competition. The process begins by clearly understanding what consumers want and need at the drive thru in general. This, coupled with key brand attributes, equity elements and brand essence, will form a strategic framework from which you can develop a differentiated, proprietary and branded drive thru experience.
Today, when it comes to dining, no matter if it’s quick serve, fast casual or dine-in restaurants, customers place a significant premium on the overall experience. And while this concept is not lost on interior restaurant planners, marketing communicators can often overlook the exterior moneymaker: the drive-thru.
Identifying Customer-Centric Solutions
Instead of thinking about the drive-thru as a whole, leading franchises have recently adopted the zone methodology; a way to start thinking about the different and distinct customer zones. These zones mark key points of communication transfer, information exchange, marketing, direction, and transactions. Being able to dissect the drive-thru into key customer operating zones helps drive-thru businesses to think through and identify many different improvement opportunities. Depending on the specific brand along with each owner’s business concept, zone-specific strategies can be developed and tailored for varying customer zones.
As a contract manufacturer specializing in drive thru solutions, OrderMatic Corporation is cognizant of customer needs, attitudes and behaviors, and designs communications and messaging that can be tailored to meet specific, zone-appropriate business objectives. Once these key objectives are mapped, designers and engineers can then begin manufacturing products to propel the drive thru toward new innovations.
These changes alone can make a big difference in sales performance and customer satisfaction that will exceed expectations. A few examples of OrderMatic product development include:
• Directional Signage
• Presence and Touch-Free Sensors
• Monitoring Technology
• Digital Menu Boards
• Pavement Traffic Flow
Dramatic Business Results
2018 consumer reports show that average store sales are approximately 50 percent greater in locations that have a drive-thru. This is positive proof of the continued and growing importance of drive-thrus to today’s busy and time-starved consumers.