Depending on what you read or who you talk to, the amount of quick-service traffic that is funneled through the drive-thru tends to range between 60 and 70%. Even if on the low end (60%) we are talking about some significant numbers. The reason for this is one part convenience and another part laziness, however, the way it should be interpreted is that the majority of QSR customers prefer to use the drive-thru. Shed in another light, to enhance customer satisfaction, put a drive-thru up at your location. In addition, drive-thrus grab you sales that you would otherwise not get; the mother with 3 young kids in the car, the unseasonable cold weather, the unattractive wardrobe someone’s rocking, or whatever it may be, a drive-thru dissipates any and all of these types of concerns.
The Skinny on the Fast Casual Scene
This week I decided to shake things up a bit. Instead of writing another blog on menu boards, digital menu boards, drive-thrus or in-store signage, I’ll take this blog to provide you a quick low-down on what’s going on in the world of fast casual restaurants. My compilation is based on information gathered from Fast Casual’s website (www.fastcasual.com). For a more in-depth look at each restaurant update, check out their website.
Okay, here we go…
Increase Sales with Strategically Placed Signage
Have you driven by a McDonalds lately? What about a Burger King? Have you been inside a Dunkin Donuts in the last, well, forever? What about a 7/11? Other than being monsters in their industry, what do they all have in common? (I am guessing the title may have given it away) Signs, signs and more signs! If the simple fact that all of these types use a variety of displays isn’t evidence enough, consider this – according to the Point of Purchase Advertising Institute, in-store advertising such as point of purchase (POP) displays influence 53 to 60 percent of consumer purchases. Put another way, over HALF of the people that walk in to your location can be influenced by signage. Now does it make sense why all the giants are signage heavy? Talk about an area to increase sales volume!
