The drive-thru is enjoying somewhat of a resurgence as coffee shop and caf style franchises, rather than fast food chains, embrace the concept.
A number of franchises are jumping on the drive-thru bandwagon in a bid to provide the time-poor customer with a convenient alternative to traditional cafes or coffee outlets.
Rather than park their car, head into a food or beverage outlet and place their order, customers are able to order their morning coffee and raisin toast, for example, from the comfort of their car.
PIE FACE
Bakery-caf chain Pie Face opened its first drive-thru in Nerang, Queensland on 27 September.
The business is in operation 24 hours a day, and offers everything from pies and pastries through to cakes, muffins and of course coffee.
Commercial manager Andrew Lyme says the drive-thru forms part of the brand’s strategy to move away from capital cities and focus more on metropolitan and regional areas.
“It was determined, alongside other store formats that the drive-thru could provide consumers with a much higher level of convenience and accessibility to purchase our product.
“In many cases the format provides opportunity for late night or overnight trade, which would not be possible if the store was situated in a shopping centre environment, for example,” he adds.
The drive-thru is designed to provide customers with a quick and convenient service, which suits its brand’s product offering, he says.
“Pie Face is a grab-and-go offer by nature… and as such, we have the opportunity to achieve extremely fast transaction times comparative to some of our peers in this format.
“Speed of service and convenience are essential to a great customer experience, alongside engaging and friendly service. Pie Face is focused on successfully combining these components in the drive-thru.”
Lyme says Pie Face plans to open additional drive-thru outlets in metropolitan and regional areas across Australia.
“We are on track to open our second drive-thru store on Roberts Road, Greenacre in New South Wales this November and North Lakes in Queensland soon after.
“We are assessing several other drive-thru sites along the east coast of Australia. While its early days for Pie Face and this store format, it is highly likely that drive-thru’s could eventually make up the vast majority of our metropolitan and regional store network in the coming years.”
The Esquires Coffee drive-thru at Upper Coomera. Image: RFG
DONUT KING & ESQUIRES COFFEE
Retail Food Group (RFG) brands Esquries Coffee Houses and Donut King are embracing the drive-thru model with open arms, and director of franchise Gary Alford says convenience is driving the trend.
“The best way to provide convenience for people wanting their morning coffee is to offer a drive-thru service.
“Since opening our first drive thru coffee concept store, Esquires Upper Coomera, we have received positive feedback from customers as well as sales evidence that proves the drive thru model works,” Alford adds.
The first Esquires Coffee House drive-thru opened at Upper Coomera on the Gold Coast last December, and in July it began serving up slices of fresh pizza from another of RFG’s brands, Pizza Capers.
Customers can also order gourmet breads, wraps, melts, Turkish sandwiches and muffins via the drive-thru.
He assures the rise of the drive-thru does not signal the end of the eat-in coffee shop or cafe. “All of our drive-thru outlets also operate with the option for in store dining, so the drive-thru is an added bonus that provides an extra revenue stream for our franchisees,” says Alford.
Donut King will open its first drive-thru in Deagon, Queensland next February, and Alford says its offering will be completely different from all other franchises playing in the drive-thru market.
“It will offer coffee through the drive thru, its famous fresh cinnamon donuts, cake donuts and other sweets and treats as well as a range of cold drinks and savoury items,” he explains.
Alford says RFG has identified a number of potential sites across Australia for additional Esquires drive-thru outlets.
GLORIA JEAN’S
Coffee franchise Gloria Jean’s entered the drive-thru market in September with an outlet at North Lakes in Brisbane’s outer suburbs.
According to Matthew Wotton, head of operations at Gloria Jean’s, the move was prompted by the brand’s desire to provide its time poor customers with a more convenient service.
“With many guests commuting to work in their cars, Gloria Jean’s Coffees can now offer people a convenient alternative for that need for a quality cup of coffee,” he says.
In keeping in line with this approach, the drive-thru is open from 5am through to 10pm every day, and it also offers an indoor seating area for customers who have time to spare.
“With life getting busier for everyone, drive thru is a perfect fit for Gloria Jean’s hand crafted quality coffee,” Wotton explains.
The drive-thru not only offers coffee, but tea, a selection of cold drinks and food items that can be enjoyed on-the-go.
While Wotton won’t name any potential new drive thru sites, it seems they are in the works. “We’re enjoying the success of our first ever drive thru and do have plans for further openings in the future,” he says.
The Coffee Club’s new drive-thru at Tingalpa. Image: The Coffee Club
THE COFFEE CLUB
Queensland seems to be the drive-thru king, with caf and coffee franchise, The Coffee Club opening its first outlet in the Brisbane suburb of Tingalpa in October.
According to group PR and communications manager Sarah Broad, the site’s position in a high-traffic area within an emerging suburb influenced the brand’s decision to open the drive-thru.
“The suburb of Tingalpa was chosen to launch the drive-thru store as it is a developing suburb of Brisbane.
“A lot of commuter traffic passes through Tingalpa on their way to and from work each day which is why it is a perfect location for a drive thru store,” she says.
The drive-thru is designed to make customers’ lives easier, particularly during the morning commute. “The new drive-thru model reflects the brand’s desire to keep up with customer demand and an ongoing effort to modernise its offering,” Broad explains.
The drive-thru is open from 6am, and despite being more convenient, Broad stresses its product offering, which includes coffee and food items that can be enjoyed on-the-go, such as pastries and raisin toast, doesn’t compromise on quality.
“[It] has its own unique menu to cater for the speedy service that drive-thru customers expect while still delivering the high quality coffee and food we are known for.”
While additional drive-thru outlets are not in the works, The Coffee Club plans to open one new store each week in the lead up to Christmas.
“We are waiting to see how the drive-thru store at Tingalpa works in that market before planning any further drive-thru openings,” Broad says.