Technology
Can Applebee's, IHOP operate like fast casual brands?
June 10, 2021
The pandemic has hurt businesses of all types, but casual dining restaurants have suffered some of the steepest traffic declines of all. It's a trend that Applebee's and IHOP are hoping to reverse, however, by adopting Flybuy's off-premise pickup technology to help upgrade their offsite customer service.
"We're always looking for ways to enhance the guest experience in our restaurants," Justin Skelton, chief information officer of Dine Brands Global Inc., which owns both brands and recently invested in Flybuy to help improve carside and in-restaurant pickup and delivery.
Applebee's was one of the first casual dining brands to launch "Carside To Go" more than 15 years ago, Skelton said in a company press release, "and both brands have continued investing in emerging innovation and technology, like Flybuy Pickup, to meet our guests where they want to be — both inside and outside of our restaurants."
A case for tech
Off-premise sales made up about 33% of the sales mix at both Applebee's and IHOP as of March 30, 2021, and both have prioritized growing off-premise offerings. By year's end, Flybuy will be integrated directly into their mobile and online ordering experiences. Guests will place orders via mobile apps or on the brands' websites, then drive to pick up their meals with no further action required. Meanwhile, the restaurant receives guest or delivery driver location updates and estimated time of arrival. Each order is fulfilled and prioritized based on the guest's or delivery driver's arrival time, enabling a smooth, fast and efficient handoff immediately upon arrival.
"This new solution allows us to personalize the pickup experience and get food to guests faster so they can enjoy their meal fresh and hot," Skelton said.
Guest privacy was also a priority at Dine Brands, which is why it liked the fact that guests' location is only monitored with their full permission and is active only while they are using the service to pick up orders.
"Dine Brands is a leader in the industry with their off-premise program, and we are delighted to help them move seamlessly from a manual curbside pickup process to a location-based solution," Jeff Baskin, Flybuy's chief business officer, said in the release. "Curbside pickup and delivery is quickly becoming the norm for takeout orders, and guest expectations for a completely frictionless and fast experience are expected."
During the Flybuy pilot at Applebee's and IHOP, restaurants saw an increase in pickup orders and repeat visits and lower wait times. More importantly, however, team members provided great feedback on its efficiencies, which is extremely important with what is happening right now in the labor market, Baskin said.
Based in Glendale, California, Dine Brands has 3,500 restaurants in 17 countries.
