OFF-PREMISE DINING
with more automated kitchen equipment and a change in typical kitchen layout.
Left: The new Chipotle Digital Kitchen. Above: Taco Bell unveiled its new restaurant design. Top: A feature of the new concepts is more drive-thru lanes
Accelerated changes It did not take 10 years to see the transformation of the restaurant industry. The pandemic accelerated these changes with the off-premise revolution becoming one of the strongest growth areas in the industry. At the end of 2021, Deloitte found that consumers were demanding convenience, digital experiences, and safety as permanent fixtures on the menu. 61% of consumers order take out or delivery at least once per week, up from 29% one year ago and 18% prior to the pandemic. Demand for frictionless digital experiences continue to be at the top of the menu, with 57% of consumers ordering take out or delivery preferring to use a digital app, nearly 67% of on- premise diners prefer to order digitally. Jean Chick, principal Deloitte Consulting LLP and US restaurant and food service leaders sums up nicely how restaurants should respond, “It has been said that the only constant is change, which holds true for the restaurant industry today. The pandemic has accelerated the progress of the restaurant of the future, calling for fundamental shifts in business models to meet new demands. Now, amid continued pressures in areas like supply chain, safety-related costs, and labor availability costs, restaurants should work strategically to build loyalty among on-premise and off- premise diners. Those that can quickly adapt and meet diners’ evolving demands for convenience, frictionless digital experiences and safety can be poised to not only survive, but thrive.” Chipotle was among those that
adapted quickly , opening its first ever digital-only restaurant called the
“The digital experience is as important as the in-house guest experience Whether ordering from a website, app or a third-party platform, the ease of use can make or break the customer relationship”
Chipotle Digital Kitchen in Highland Falls, New York in November 2020. It has no dining room or front-of-house service staff. Guests must order online via the Chipotle app or website. The digital kitchen is for pick-up and delivery only. Similarly, Taco Bell innovated its
restaurant design, opening its first Taco Bell Defy restaurant in Minnesota last June. It features a four-lane drive-thru, a proprietary vertical lift to transport Taco Bell menu items from kitchens straight to the customers. These innovations reduce service times to two minutes or less and include employing digital check- in screens for mobile order customers’ unique QR codes, to audio-video technology allowing customers to talk to a team member on the second floor.
Enhancing the digital experience Recognizing that off-premise dining is here to stay, Panera also redesigned its stores in November 2021. Each store is 20% smaller than its current location and offers digital only ordering and pick up, dual-lane drive-thru, and seating inside and outside has been reduced. It is working to significantly increase drive- thru services.
“The digital experience in today’s
environment is as important as the in-house guest experience. Whether ordering from a website, app or a third- party platform, the graphics, personality, and ease of use can make or break the customer relationship,” says Arlene Spiegel FCSI, president of Arlene Spiegel & Associates and a restaurant, retail, and foodservice consultant with over 25
113
THE AMERICAS
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124
