When the pandemic worn out dine-in enterprise early in 2020, Chick-fil-A didn’t require any large evolution with its service mannequin, because it already relied closely on drive-thru. However the firm nonetheless invested in defending its industry-best hospitality and making a easy drive-thru expertise utilizing know-how. Khalilah Cooper, the model’s senior director of service and hospitality, talks about how the corporate realized from its operators because it ensured a contemporary but pleasant drive-thru expertise.
Be part of us in Denver Oct. 4-6 for CREATE: The Future of Foodservice, the place Cooper will share extra on Chick-fil-A’s digital technique.
How did Chick-fil-A sustain its best-in-class hospitality as all enterprise was directed to the drive-thru?
From the very starting of the pandemic, we had been in eating places, boots on the bottom making an attempt to determine in partnership with operators what had been the issues that they wanted early on and the way we might assist them help their groups and really rapidly get options out to assist them pivot their enterprise. We closed our eating rooms earlier than that was even a requirement as a result of we noticed what was coming and we felt like we actually needed to be on the entrance finish of this to make it possible for we had been making a secure expertise.
We had been very clear about it so that everyone could possibly be singing off the identical sheet of music, and that was to deal with secure service first. That’s one thing that has been constant all through this whole pandemic. All of our options, the response, it’s all been via the lens of creating positive that we’re serving in a secure method, that we’re elevating all of our contact factors to make it possible for we had been defending workforce members and visitors from COVID as greatest as we might. That was one thing that was paramount in bringing that hospitality to bear.
What are some issues Chick-fil-A has realized about innovation prior to now yr and a half?
We’ve been innovating for years. Our operators are actually nice at this. They’re those who’re engaged on options of their eating places, tinkering even earlier than we’re seeing some kinds of alternatives or challenges throughout our whole system. And so we intention to study from our operators, as a result of they’re on the entrance traces. They’re those fixing these issues each day.
Our know-how is there to facilitate an interplay between folks, and so if we will take duties off of our workforce members to permit them to offer that heat welcome or that real smile to a visitor, these are the kinds of issues that we’re trying to proceed to lean into — whether or not that’s the Chick-fil-A One app, iPads within the drive through or different applied sciences that may actually enable for workforce members to serve these visitors with a excessive stage of excellence.
How has know-how advanced over the previous yr and a half all through the system?
Every thing has modified, so know-how is only a piece of that and we’re making an attempt to have a look at our enterprise and our expertise with contemporary eyes, what our visitors anticipate now that they didn’t anticipate two years in the past. We discuss how we’ve fast-forwarded 5 years from the place we thought we may be in 2021. We’re doing a little issues and exploring issues and visitors expect experiences that we would not have seen come to fruition till 2024-2025.
Every thing has modified; how will we do issues in another way with a contemporary perspective with out dropping these issues that prospects have come to know and love about their Chick-fil-A expertise?