“We don’t even fairly know what the precise long-term view of the drive-thru might really appear to be, proper?” Charlie Frankievich, Shake Shack’s director of client insights and analytics, informed Adweek at Qualtrics’ X4 Summit in Salt Lake Metropolis final month. “We’re testing. Persevering with to develop that is actually an enormous alternative for us.” Frankievich is experimenting with new methods to gather buyer suggestions within the drive-thru line, like asking workforce members to ask prospects CX questions as they take their order.
Although time will inform, the chance would possibly outweigh the dangers due to the sheer energy of brand name loyalty and discovering the suitable target market, Chatterjee acknowledged. The fitting prospects might show extra forgiving than anticipated when points come up.
“Let’s say you undergo the Starbucks drive-thru, and one thing shouldn’t be proper,” Chatterjee mentioned. “There are two methods you’ll be able to give it some thought: You may say, ‘Hey, Starbucks sucks, I’ll go to Dunkin Donuts any further.’ Or, you would assume, ‘You understand, the Starbucks drive-thru sucks, I’m going to cease [visiting] it and go into the shop.”
