Quick-service restaurants take great strides to refresh their brands and redesign interiors.
Dining rooms immerse guests in brand experiences, but more than 60 percent of guests prefer to receive fast food through the drive-thru.
Big Red Rooster, a multidimensional brand experience firm with quick serve clients such as Five Guys Burgers and Fries, White Castle, Columbus, Ohio-based Piada Italian Street Food, and Chicago-based Tom & Eddie's, identified opportunities to differentiate drive-thru experiences in its latest Point of View (POV) report.
"Although fast food drive-thrus improved operational efficiency over the last four decades, the impersonal, drive-around-back experience remained relatively the same," says Executive Vice President Dan Stanek.
"Big Red Rooster sees the drive-thru as an incredible opportunity to innovate."
Stanek said reimagining and advancing the drive-thru experience will help quick serves connect with guests and build loyalty.
Opportunities highlighted in Big Red Rooster's POV include:
Meeting guests' personalization needs
Catering to the mobile (in-car) dining experience
Shifting for societal changes
"QSRs need to evaluate their drive-thru experiences and create touchpoints that support their brands," Stanek says.
"Drive-thru solutions can be as varied and unique as the QSRs that choose to pull forward."
Visit bigredrooster.com to view the full report.
Founded in 2002 by Martin Beck and Aaron Spiess, Big Red Rooster (www.bigredrooster.com) is a multidimensional brand experience firm that creates the touchpoints, environments, communications, products and services of tomorrow.
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