The Drive-Thru is More Than One Zone

Quick-service restaurants tend to think of the drive-thru as one area or “zone”—but it isn’t. Any drive-thru is actually comprised of many different customer operating zones. By clearly understanding each zone and how customers interact within a particular zone, drive-thru restaurants can develop merchandising and communications strategies that make the customer experience faster, easier, and more enjoyable. The right message in the right zone can maximize ticket, throughput, and margin while creating a distinct and competitive brand.

ASSESSOR™ is a merchandising assessment tool that helps quick-service drive-thru restaurants assess their existing merchandising and quickly and easily develop solutions for improvement. Each registrant gets a copy.

Based on a Proven Approach

The program and the accompanying copy of ASSESSOR™ use a proven zone-merchandising methodology pioneered by King-Casey. You benefit from decades of hands-on experience, as well as King-Casey’s and QSR magazine’s comprehensive “best-practice” database. The copy of ASSESSOR™ allows you to self-assess and improve drive-thru merchandising after completing the program, and to continually monitor adherence to best practices.

Here’s What You’ll Learn

With this program you’ll learn how consumers behave in each drive-thru zone, and which merchandising strategies have the most impact in each zone. You’ll learn how to use ASSESSOR™ to self-assess your own drive-thru strategies and how to make improvements that can increase sales and improve the customer experience. For each customer zone, we will explore the following:

• Consumer Behavior and Expectations. Learn how consumers use and behave in each zone of the drive-thru. This will help you develop zone merchandising strategies that are highly responsive to your customers’ needs, expectations, and behaviors.
• Merchandising Strategies that Work Best. Learn which communication strategies are proven to be most effective in a particular drive-thru zone, and which are not appropriate.
• How to Achieve the Greatest Business Impact. Learn what the potential impact on your business can be when making changes in a particular drive-thru zone. This understanding will allow you to prioritize efforts—concentrating first on making improvements in those drive-thru zones that have the biggest impact on the bottom line.
• Proven Design Tactics. Learn tricks of the trade and guidelines for developing merchandising and communications elements that have the greatest impact on increasing sales and improving the customer experience at the drive-thru. Learn what works, and those things you should never, ever do!
• Drive-Thru Menuboard Absolutes. Learn key design strategies for the menuboard at the drive-thru. How do customers use the menuboard? What works and what doesn’t? Why the drive-thru menuboard needs to be designed differently than the interior menuboard. What you can do to increase the sales of your most profitable menu items. What design tricks help ease-of-use and throughput?
• Best Practice Examples. Learn what other brands have done to grow sales and create a competitive customer experience. We’ll draw from our extensive database to share real examples of excellent zone merchandising practices.

Registration Includes ASSESSOR™

In addition to participation in the live 60-minute webinar and unlimited access to the archived version of the program for one year, each registrant gets a copy of ASSESSOR™—a step-by-step tool that you can use following the webinar to self-assess and improve merchandising and customer communications at the drive-thru.

What’s in the ASSESSOR™ Drive-Thru Toolkit

ASSESSOR™ (downloadable as a PDF file) contains a proven, step-by-step approach for self-assessing and improving merchandising and customer communications at the drive-thru. Use this tool following the webinar to optimize merchandising and customer communications, and to continually monitor adherence to best practices.

How the Webinar Works

The live audio and PowerPoint presentation are both delivered to your location via your computer, and you and your team will be able to have a live Q&A with the panel via questions submitted to the moderator. The session is lively, informative, and packed with practical information. Your downloadable copy of ASSESSOR™ will allow you to self-assess and improve your own merchandising and customer communications.