NEW FORMATS
Quick-Service Chains Focus on Convenience New, smaller formats boast smaller footprints, digital integration By Marianne Wilson The pandemic is causing some of the nation’s leading fast-food chains to rethink their restaurant designs, with an eye on convenience, contactless pickup and a drive-thru experience enhanced by technology. The interior space is taking a backseat to exterior elements as consumers continue to favor online ordering and drive-thru lanes. In many instances, footprints are getting smaller as operators streamline customer access points. “Retailers can learn a lot from quickservice restaurants that are enabling their digital-first customers,” said Michael Brown, partner and retail lead for the Americas at global strategy and management consulting firm Kearney. “Contactless and frictionless are preferred ways of payment. Consumers will expect BOPIS to evolve to in-vehicle curbside in every situation. Retailers who can successfully execute on in-vehicle curbside have the potential to convert consumers from ship-to-home to curbside, thus significantly reducing costs.” Here’s a look at how several quick-service chains are reimagining their designs. Taco Bell
Burger King
Taco Bell: The new “Taco Bell Go Mobile” concept, which will debut in the first quarter of 2021, is designed to enhance the digital and drive-thru experience for customers. It has two drive-thru lanes, including a new priority pick-up lane with quick service for customers who have ordered online via the Taco Bell app. (Customers can still walk into the restaurant and order at the counter.)
To streamline the experiences even further, the eateries will also include tablet ordering in drive-thrus, which along with curbside pickup, will be operated by a “concierge service” of employee “bellhops.” Other features include smart kitchen technology that is integrated with the brand’s app. The technology detects when customers have arrived and alerts them to the quickest route for pick-up: curbside, the express lane or carry-out. At 1,325 sq. ft., Taco Go Mobile locations will have a much smaller footprint compared to the average 2,500-sq.-ft. Taco Bell. McDonald’s: The fast-food giant is testing a number of drive-thru concepts and initiatives, including automating ordering and payments by identifying customers at the display screen. In addition, new technology will alert store employees to prep orders when customers are nearby, with dedicated parking spaces helping to ensure fast pick-up. McDonald’s is also piloting a new express drive-thru lane that lets customers using its get their food even faster, with some stores delivering express drive-thru orders via conveyor belt.
CHAINSTOREAGE.COM
JANUARY/FEBRUARY 2021
11
