“We don’t even fairly know what the precise long-term view of the drive-thru may truly seem like, proper?” Charlie Frankievich, Shake Shack’s director of client insights and analytics, instructed Adweek at Qualtrics’ X4 Summit in Salt Lake Metropolis final month. “We’re testing. Persevering with to develop that is actually a giant alternative for us.” Frankievich is experimenting with new methods to gather buyer suggestions within the drive-thru line, like asking staff 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 name loyalty and discovering the appropriate target market, Chatterjee acknowledged. The best prospects could show extra forgiving than anticipated when points come up.
“Let’s say you undergo the Starbucks drive-thru, and one thing just isn’t proper,” Chatterjee mentioned. “There are two methods you possibly can give it some thought: You possibly can say, ‘Hey, Starbucks sucks, I’ll go to Dunkin Donuts any more.’ Or, you would suppose, ‘You already know, the Starbucks drive-thru sucks, I’m going to cease [visiting] it and go into the shop.”
