Which QSR Model is For You: Dine In, Take Away, Drive Thru or Pop Up?
When QSRs set up a new store, more time is now spent deciding the right service model to adopt. QSRs can still choose to focus on dine in and take away service for their traditional appeal, but more operators are exploring the relatively newer drive thru and pop up to appeal to the younger, on-the-go diners.
“What we can see here is flexibility,” says a spokesperson for The Coffee Emporium. “QSRs are working tirelessly to offer consumers multiple touch-points through which they can interact with and consume a brand's products and services.”
The spokesperson said that take away and dine have long been the industry staples, while drive thrus have been very popular among burger and chicken chains, especially those with stores in different sizes, formats, and locations.
For Soul Origin, the quick take away option has worked splendidly for its fresh food concept, says Chris Mavris, general manager at Soul Origin, but the brand has been open to trying the pop up model and is considering a food truck concept.
Soul Origin recently held the Pop Up at Footy Show Grand Final plus a pop up at Broadway Shopping Centre during the food court refurbishment, the latter drawing in more than 60,000 customers over the 5 months it was open.
“Pop up locations are a great way to add to an occasion and speak to a specific target audience,” says Mavris.
For its part, The Coffee Emporium reckons that a pop up is a clever way for aspiring brands to enhance brand awareness and generate instant product trial.
“Pop ups are popular because they allow a brand to gain quick access to a particular market and location for a short period of time to 'test the waters' before deciding to move-in on a more permanent basis,” he says.
As for the drive thru model, Mavris shares that Soul Origin is discussing internally whether this is something that they can take on, saying “It won’t occur in the short term however the prospect is well advanced.”
With four viable models to choose from, QSRs can get caught up with the pros and cons, and make the mistake of getting stuck in decision paralysis. But operators must always go back to the most important question for a QSR: What will provide the best customer experience?
“Choosing the right QSR model depends completely on each brand and its menu offerings. At the end of the day, it comes down to ensuring your guests have the best experience with you,” says Mark Hawthorne, CEO at Guzman Y Gomez.
“Each format has its own advantages but we’re very interested in the possibilities of drive-thru as the business continues to grow,” he adds, explaining that Guzman y Gomez has adopted three store formats: Food courts, strips and drive thru.
The Mexican fast food chain opened a drive thru in the Northern Territory, and a heavy investment in technology and training has ensured that the store format delivers fresh food at fast food speed.
“Guests have absolutely loved it. The response has been overwhelming,” says Hawthorne.
Photo credit: The Coffee Emporium Australia Facebook page
