Chipotle recently celebrated the opening of its 1,000th drive-thru location 2. This milestone not only highlights the fast-casual giant's expansion but also signals a significant shift in how we think about c-store dining.
The Drive-Thru Revolution
As c-stores step further into the foodservice arena, drive-thru provides an alternative that allows them to increase their competition with QSRs.
62% of consumers reported that they would visit a c-store more often if drive-thru was available.
If you already have an established foodservice offering, drive-thru lets you expand on convenience and enter a previously untapped market for c-stores. It's no longer just QSRs that can cater to busy individuals looking to grab a meal or snack quickly.
Different Ways to Drive-Thru
Your drive-thru doesn’t have to match how the neighboring QSRs use it.
Maybe you don’t even use it for foodservice and just sell c-store items in a more convenient way.
Maybe its best use is for customers to pick up their mobile orders.
Designing Your Operations for Success
Implementing a drive-thru service requires careful planning and execution. Here are a few essential components:
- Build Your Own Destiny: Not all c-stores are created equal. It’s important to think about how drive-thru could best work for your customer demographic.
- Spreading the Word: Once your drive-thru is up and running, getting the word out is essential for success, especially in those high traffic areas.
- Layout: If it’s just being used for order pickup, you’d only need one window. If it’s a full foodservice ordering, you’d need an order taking location and an order fulfillment location.
- Menu Design: Ensure your menu is clear, concise, and easy to read from a distance. It could be printed, or you could use digital signage for easy updating.
Metrics That Matter
To ensure your drive-thru is operating at peak efficiency, it's crucial to establish metrics for tracking performance. Consider things like:
- Car counts per day/week/month
- Basket size
- Order tracking via mobile ordering service
- Sales
Regularly reviewing these metrics will help you make informed decisions to improve operations and customer satisfaction.
The Bottom Line
The integration of drive-thru services in c-stores represents a significant evolution in the way we access food on the go. As consumers increasingly seek convenience and variety, c-stores that embrace this model will find themselves well-positioned to thrive in a competitive marketplace.
1 - https://www.restaurantbusinessonline.com/operations/nearly-half-consumers-will-skip-place-has-no-drive-thru-study-finds
2 -https://www.convenience.org/Media/Daily/2024/November/25/3-1000-Chipotle-Locations-Feature-Drive-Thru_Ops?utm_content=NACS+Daily+112524%3a+newsarticle3+(1%2c000+Chipotle+Locations+Now+Feature+a+Drive-thru)&utm_source=NACS+Daily&utm_campaign=NACS+Daily+112524&utm_medium=email&utm_term=C-00142034