Article
Schlotzsky's changes service model
In an effort to enhance the brand experience, the sandwich chain is beefing up service and operational procedures.
April 13, 2009 by Valerie Killifer — senior editor, NetWorld Alliance
Schlotzsky's Deli is in the process of shifting its service model at the company's approximately 365 locations. The switch is part of the brand's refocus on the customer experience and includes the new tagline, "lotz better."
"From now on, anything we do has got to be lotz better or we're not going to do it," said Schlotzsky's Deli president Kelly Roddy. "While some competitors and restaurants are focused on price, we feel like we already have a good price and value proposition. So, we're really focused on how we improve the environment."
The company had looked at enhancing the brand across all aspects of restaurant operations - from updating store design to enhancing catering and customer services.
When guests ordered at the restaurant they were issued a numbered receipt. Once their order was ready, the number was called out over an intercom system heard throughout the restaurant. Now, guests are given a number that is displayed on the table. The food is then brought to the table by a Schlotzsky's employee. The method is similar to that used by McAlister's Deli, owned by Schlotzsky's parent company FOCUS Brands, although there have been some modifications.
Roddy said the company looked at what other restaurant brands were doing, and at other service models such as pagers, before making the final decision. The system was launched in a test market of 45 restaurants and has since rolled out to nearly 200 locations. The company expects to have 95 percent of its restaurants using the new method by December.
While the new service model has required some additional training, employees and managers have positively adjusted to the shift, Roddy said.
"For me, the biggest issue was just the noise. It has improved noise clutter," Roddy said.
Additionally, the new system has decreased the number of customers who pick up the wrong order, and improved accuracy. Using the number call-out system, customers would often pick up the wrong order, or if the sandwich wasn't made to a customer's specifications, the guest would have to wait in line again to fix the problem. Now, if an order is incorrect, the problem is immediately addressed.
"There have been no problems," Roddy said.
Fast casuals shift service models
While Schlotzsky's Deli changed its in-store service model, other fast casual operators are looking at curbside and drive-thru options to enhance the customer experience.
"I think you're going to see more curbside delivery because of the convenience factor," said Darren Tristano, executive vice president at Chicago-based Technomic. "You're going to start to see takeaway emerge as a bigger component of the industry and I think with fast casual, it's kind of a weakness for the chains that don't have a drive thru. So the call ahead, curbside delivery is going to be a great option."
Boudin SF launched curbside delivery in September at its California and Illinois locations. The service is available from 8 a.m. to 9 p.m. and guests can call in advance and listen to the phone menu to select appropriate prompts for the service.
Tristano said in an effort to compete with quick-service restaurants, fast casual brands will require some type of takeaway component to compete.
"However, they shouldn't add drive thru, but the ability to call ahead would be a good option because you're not changing your model. Any fast casual chain that wants to be successful has to have high speed of service and ideally delivery to the table," he said. "Most fast casual restaurants believe they're doing a good job and are going to continue doing what's worked for them and what's been successful."
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