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Can fast casual get any faster?

Nancy Shenker of MomentFeed offers five ways to speed up service without sacrificing food quality.

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December 30, 2019 by Nancy A Shenker — CEO, theONswitch, LLC

Although 95% of people polled in a new study said patience was a virtue, most people will move on if they have to wait in line more than 30 seconds. That goes for food, too, considering that one-third of consumers choose take-out or delivery twice a week and often make decisions based on arrival speed — not just food quality. They expect instant gratification on the road, too. This year, for example,  national media published a study ranking the speed of drive-thrus — measuring in seconds. 

According to Forrester, 66% of consumers believed that valuing their time is the most important thing a company can do for them to deliver a great customer experience.  

The need for speed doesn't just have an impact on how quickly you can deliver a great meal. Newer workers who have grown up with technologies that offer immediate gratification are looking for faster advancement and opportunities. The load time of your mobile site can have a significant impact on whether people choose your locations or go to a competitor.

Although impatience and stress are related and can result in health problems, according to Thrive Global, our industry shows no sign of slowing down. So how do you deliver speed without compromising quality?

1. Automation is, of course, the first possible solution. As robots, kiosks, and more sophisticated POS systems become commonplace, measuring task performance between people and machine (or, ideally, a combination of both) will be vital. When  utilizing new technologies, train your staff on how to troubleshoot and respond in case of systems failure. 
2. If you expect your employees to move fast, walk (or run) the talk. Invest in technologies for hiring that enable you to find, screen, interview, onboard, train, and even pay individuals and teams quickly without compromising quality or accuracy. Speed doesn't just apply to customer service. It applies to problem-solving as well. Make sure you're hiring people who are calm and efficient under pressure.
3. Take a close look at your mobile sites and load times. View the small screen through the eyes of the consumer. Google also enables you to test your mobile site's speed and compare it to others. Speed became a ranking factor in searches in 2018, and if you want consumers to find your brand easily, you need to move quickly to fix any issues.
4. Manage consumer expectations. Just as fine-dining restaurants tell consumers that they may need to wait a little longer for that amazing dessert, time can be positioned as a distinguishing factor in fast casual restaurants provided you're offering something special after the wait. 
5. Check and respond to reviews that mention speed and address any issues rapidly. You don't want to leave customers and their stomachs grumbling. Set goals for service speed and reward individuals and teams that deliver great service quickly. The customer of the future will want what they want within minutes.

About Nancy A Shenker

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Nancy A Shenker is a freelance content strategist and virtual CMO with extensive experience in the food, restaurant, and technology space. She is the Founder/CEO of theONswitch marketing and nunu ventures and a professional speaker.

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