For years, the majority of cash at quick service restaurants has gone “through the window.”  The growing car culture has dictated a focus on drive-thru efficiency to the point where the dining room has become an afterthought to operators and subsequently a barrier to customers.

The cost of updating and maintaining a dining room has seemed cost prohibitive to many QSR chains and their franchisees, especially in light of the high drive-thru ratio. But by not offering a unique, pleasant dining experience, they have let the brand image wither on the vine. And it’s now coming back to haunt them. I contend that the high drive-thru ratio is in large part due to customers avoiding the “ick” factor of enduring outdated, smelly, deteriorating environments with no sense of place or brand personality.

The dining room is the brand.
Most customers will, at some point, come inside and that is the greatest opportunity to make a connection. Panera and Starbucks understood this a long time ago and snagged loads of customers that wanted a clean and cozy place to enjoy the product. McDonalds and Burger King have seen the light and announced major remodeling and prototype initiatives that appear to be paying off.

So to my friends in the QSR and Fast Casual game: differentiated, branded and engaging experiences win with customers; there is only so much connection you can make at the pay window. So elevate your brand with every possible touchpoint including the most important and substantial asset you have—your dining room.

It was a surprise to see major players like McDonald’s, Subway and Panera were not included in Nation’s Restaurant News, Top Ten Fastest Growing Restaurant Chains. The article focused instead on the “up & coming” brands beginning to populate the restaurant landscape.

I’m always looking for restaurant innovation that goes beyond new menu items and expanded dayparts. That’s why I was gratified to see that Which Wich? was #1 on the list. They have been on my radar screen for quite some time, because they have transformed the customary submarine sandwich experience. They have a guest experience that brings new meaning to the phase “brown bagging” it. Their unique ordering system puts the guest in control while improving the process for employees. Plus, it’s clever and simple. At Which Wich? customers place their orders by using custom red Sharpie pens to mark up pre-printed menus on sandwich bags.

The article made me think of a famous quote, “If we’re growing, we’re always going to be out of our comfort zone.” And if you think about brands that take chances and continue to be successful they are always searching for new ways to connect and engage with their guests, and in many cases, their franchisees and employees. Delivering a unique experience that is aligned with the brand vision while keeping it simple—in today’s marketplace, that is being innovative.