Article

Question: Is the service model of the future quick or experiential? Answer: Yes

Customers want fast food but an experience to go with it.

December 21, 2018 by Cherryh Cansler — Editor, FastCasual.com

Editor's note: In an effort to uncover the latest trends in the fast casual sector, FastCasual tapped a variety of experts for a multi-part series, called, "Trend Watch 2019." Part 1 focused on how customer expectations are changing service models. Part 2 explored how customer sentiment about the world and economy effects menu trends.

Predicting what customers want is never cut and dry. Who knows when they'll tire of the latest flavor craze and move on to the next thing or why some trends turn into menu staples? I'm looking at you, pumpkin spice and salted caramel. 

The same is true for service styles. Super speedy service is where it's at until the food isn't up to standard. And just when you think you've nailed the personalized customer experience from a friendly face, customers start demanding mobile apps, robots and kiosk ordering. 

And it's just getting more convoluted, Mark Siebert, founder of iFranchise Group, said in an interview with FastCasual. 

"Restaurants are reducing service staff and focusing more on social dining experiences vs. traditional sit-down and order formats," he said. "This fits in well with the 'build-your-own concept' but works well in other service models."

That means casual dining brands and even bars are competition for fast casuals. At Meadville, Pennsylvania's, Voodoo Brewery, for example, customers place orders through a tablet and grab them after getting buzzed.
 
"Ultimately, the way people are interacting when eating out is changing and is being driven interestingly by two polarizing concepts: the technology of food ordering is slowly eliminating interaction with traditional service industry roles, but at the same time, customers are seeking more social dining experiences to engage more with their family and network of friends and associates," Siebert said. 

Keeping the competitive edge

That's great for up-and-coming fast casuals, but it's also forcing them to stay competitive by adopting technology to become even more convenient. 

California-based Veggie Grill is no exception. CEO Steve Heeley said he's getting in the tech game as he sees delivery services expanding, more kiosk ordering on the horizon and the increased automation of guest help and customer services.

"We are testing tablet-based ordering," he said. "Robotics are coming along but not applicable yet. We are testing robotic delivery on college campuses this year."

Dallas-based Dillas Quesadillas Owner Kyle Gordon is banking on artificial intelligence as well. 

"We'll begin to see takeout beacons that detect your device pulling up and alert the restaurant," said the owner of the Texas-based restaurant. "Your food walks out without you having to check in or call the unit — virtual D/T essentially."

And while not all companies are ready to go that far, they're at the very least implementing enhanced drive-thru experiences, said Mark Parmerlee, president of Golden Tree Restaurants, parent company of Golden Chick, a 184-unit chain based in Texas. 

"While online/mobile ordering is increasing, the vast majority of customers continue to utilize traditional ordering practices and enjoy using drive-thrus for a hassle-free, convenient visit," he said during an interview with FastCasual. "In order for our industry to capitalize on the 60 percent of restaurant traffic generated from the drive-thru, we must create a ‘best in category' experience for our guests. This includes enhancing order confirmation and accuracy, as well as increased ambiance and décor. Restaurant drive-thrus should be reflective of the brand as a whole."

The only recipe for success, however, isn't simply to implement technology to cut wait times. Customers, after all, are only human, and that means they change their minds and want a  variety of options. That brings us to another trending service style, which is on he complete opposite spectrum of service style: experiential dining.

"Expect more experience in build-outs," Gordon said. "To attract night traffic, fast casual will take a page from 'hip' bowling alleys and movie theaters and try to combine food with fun and experience. Look for things that will engage you at your fast casual spots and draw you in for more than just a bit to eat."

That's exactly what inspired Dave & Buster's — which has always offered arcade games along with full-service dining in its 121 units — to test a fast casual taco concept inside one of its Dallas locations. Earlier this month, the company said it converted a special event room adjacent to the arcade into an area where guests can order street tacos and drinks. The room features a three-dimensional food truck façade, designed to add fun to the guest experience while meeting the need for convenience and speed, CEO Brian Jenkins said during a recent investor call.

"We continue to view quick casual as complementary to our casual dining offerings at our facilities," he said. "This area is designed to add fun to the guest experience while serving their need for convenience and speed. We continue to view quick casual as complementary to our casual dining offerings at our facilities."

Photo: iStock

About Cherryh Cansler

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Cherryh Cansler is VP of Events for Networld Media Group and publisher of FastCasual.com. She has been covering the restaurant industry since 2012. Her byline has appeared in Forbes, The Kansas City Star and American Fitness magazine, among many others.

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