Establishing a chicken franchise that can stand out from the competition can be difficult in today’s competitive market. Entrepreneurs who want to accomplish this must find other ways to attract customers than just having good food on the menu. Some have found success by adding drive-thru and delivery capabilities and optimizing them where possible. In the past, many quick-service restaurants (QSRs) treated drive-thru and delivery options as afterthoughts. The QSR industry largely felt that these options were more appropriate for other types of restaurants, such as traditional fast-food establishments and pizza shops.
However, the priorities of today’s consumers are driving the demand for delivery and drive-thru. Incorporating these capabilities has become essential for nearly every QSR aiming to establish itself as a market leader. But like the food they serve, a restaurant’s drive-thru and delivery options cannot be the same as competitors. Doing so will make a QSR seem like all the rest and not much more appealing to potential consumers.
The Golden Chick team has worked tirelessly over the years to add these capabilities to each of our locations. Not only do we ensure that they function as intended, but we also look to optimize them as much as possible. This gives our customer base even more reason to order from their nearest Golden Chick store since they know their experience will be as seamless as possible.
In addition to the positive impact this has made on our overall brand, individual Golden Chick franchisees have experienced the benefits of delivery and drive-thru ordering. In fact, some of our locations report that up to 35% of their total orders have been delivery orders!
The Value of Flexible Ordering Options
Drive-thru and delivery ordering have both played a significant role in the success and growth of many brands in the chicken franchise industry. These capabilities have improved operations and performance in the following ways for many businesses:
Convenience: Drive-thrus provide customers with a quick and convenient way to satisfy their food cravings without leaving their vehicles. Meanwhile, delivery allows them to order fully prepared meals without leaving home. In today’s fast-paced world, drive-thru and delivery are both time-saving options for busy individuals who may not have the time to dine in a restaurant or cook for themselves.
Speed and Efficiency: The primary advantage of drive-thru and delivery options is their ability to expedite the process of ordering and receiving food. Customers can simply roll up to the drive-thru speaker, place their order, and receive their food within minutes. When ordering via delivery, they can simply call the restaurant or tap a few buttons on their favorite mobile app. Drive-thrus and delivery ensure a more streamlined ordering process and, when done right, increased customer satisfaction.
Increased Sales and Revenue: Utilizing both food-service options can significantly boost a restaurant’s sales and revenue. These options appeal to customers who prefer the convenience of staying in their cars or at home while ordering restaurant-quality food, including families with young children, individuals with mobility issues, or those seeking a quick bite during their commute. By providing these capabilities, QSRs can capture additional business that they may have otherwise missed.
Adaptation to Consumer Habits: Nearly every QSR has experienced indoor dining restrictions. In such instances, delivery and drive-thru functionality became a lifeline. These options allow restaurants to continue serving while keeping wait times short and meeting customers’ standards.
Competitive Advantage: Unfortunately, not every QSR can run a well-managed drive-thru or delivery service – if they even offer either option. Restaurants with efficient drive-thru and delivery operations can differentiate themselves by offering a convenient alternative to their competitors. This advantage can attract new customers, foster customer loyalty, and influence their decision-making when choosing where to dine.
Upselling Opportunities: Both options present ample opportunities for upselling and increasing average transaction values. By training staff to suggest additional items or promotions during the ordering process, restaurants can boost sales and maximize revenue. The convenience and speed of drive-thrus and delivery make it easier to capture these additional sales, as customers are already in a purchasing mindset when speaking to an employee.
Extended Operating Hours: Drive-thrus can enable QSRs to extend their operating hours. Late-night drive-thrus are particularly popular, catering to customers seeking a quick meal during non-traditional hours. This extended accessibility enhances the restaurant’s revenue potential and strengthens its presence in the market.
Golden Chick has already demonstrated our ability to win repeat customers consistently thanks to our drive-thru and delivery capabilities. Entrepreneurs looking to gain a leg up in a competitive QSR industry should strongly consider franchising with a team like Golden Chick that can enable them to stand out!
Want to learn more about how valuable our delivery and drive-thru services have been for our guests and our Golden Chick franchises? Reach out to us today for more information!