On top of face-to-face ordering, Chick-fil-A is employing more double drive-thru lanes to avoid bottlenecking in the drive thru and also tested a new outside payment process last year that it will soon roll out nationwide. “Face-to-face ordering allows us to use technology to increase speed, and to leverage our greatest asset: our Chick-fil-A team members who are interacting with customers in the drive-thru line,” he says. Moraitakis says the strategy first started among local operators in Houston, but is now rolling out to Chick-fil-A locations nationwide. The fast-food giant noted that after a two-year test, 'Mobile Thru' is launching at more than 300 restaurants across the U.S. Chick-fil-A is doubling down on mobile order drive-thru lanes, following a growing trend across the quick-service industry. Recently, Chick-fil-A also implemented a new “face-to-face ordering” component in which employees line-bust using tablets in the drive-thru lane. Chick-fil-A revealed its mobile order lane test in June 2022. To ensure customer service stays top-shelf, Chick-fil-A establishes dedicated drive-thru teams who are consistent and work well together. “Eye contact and smiling go a long way in the drive-thru experience.” Four lawsuits linked to drive-thru lines have been filed since the pandemic began. “It’s all about speed and accuracy, but we know our customers appreciate that we can be nice while being fast and accurate,” he says. Chick-fil-A is facing complaints from businesses and customers over its massive drive-thru lines. Mark Moraitakis, senior director of hospitality and service design, says employees are the company’s “secret recipe,” and the drive-thru strategy is designed around people as much as it is technology and systems. Employee service attributes, from smiling and saying “please” and “thank you” to making eye contact and having an overall pleasant demeanor, were sky-high at Chick-fil-A and cumulatively far ahead of the rest of the pack. Atlanta-based chicken chain Chick-fil-A is famous for its customer service, and the company didn’t disappoint in this year’s drive-thru data.
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