What Grill’d is banking on in its first drive-thru concept launch
The brand is also trialling a Park & Collect service.
Whether it's online ordering or in-store, meeting consumers in the format that they desire is often the most important factor for quick-service restaurants to consider, and for Grill’d this means launching its first drive-thru concept as an answer to the growing demand for more on-the-go options.
Simon Crowe, Founder &Managing Director, of Grill’d told QSR Media that as they approach 165 restaurants in Australia, they have recognised the importance of the ‘stand-alone’ segment.
“We recognised once you expand out of Australia’s inner city you need to meet consumers in a format they desire. This coupled with the rise in demand for healthy on-the-go options gave us the confidence to pursue the opportunity,” Simon said.
The concept allows Grill’d to cater to guests who are looking for speed and convenience. The concept has a new and improved POS software that allows for live ordering which significantly reduces transaction time
“To improve order accuracy we are also using a customer order display which relays the order to guests in real-time on a digital menu board. But it’s not all new tech when it comes to your all-important Local Matters token, where you’ll still be able to vote for your favourite local community group at the collection window via a toll booth-style system,” Simon said.
Curbside delivery and click and collect
As for other innovations, the next step for Grill’d is trialling a Park & Collect service.
“Obviously curbside delivery and click and collect have been massive in retail. When guests order ahead we’re able to deliver directly to the comfort of their vehicle upon their arrival.
Healthy convenience is another. People want healthy options on the go not just fast food which puts our drive-thru in a great position to capitalise,” Simon explained.
Simon said they plan to use the number of market and operational insights from this new concept to shape their future plans. However, he believes that drive-thrus will be a pivotal strategy in meeting Australian consumers where they desire.
