What does it take to run a successful drive-through? Here we ask Red Rooster CEO Chris Green to share some insights…
Why is this model growing in appeal?
People today are busier than ever and the drive through provides the convenience for customers to either take away on the go or get a meal quickly to take home or to work. As the Australian population grows so does the number of cars on the road.
What are the challenges for the franchisor, and for the franchisee?
Drive through sites are not easier to find, they cost more and take longer to get approved than other formats.
What sort of costs are involved in setting up a drive-through franchise?
Red Rooster drive through typically cost the franchisee from $650,000 to $900,000 depending on the size. Rents vary from $100,000 right up to $250,000 depending on the location and size.
What does it take to make it a success?
The key to success for drive through locations is either car counts or household populations. Traffic drivers are usually related to either work, home, shop or play. You must have good visibility and access is key, the more ins and outs the better.
How much is technology a driver of the drive-through business?
There have been massive developments in drive through technology including: menu boards, speaker and headset systems, camera and timing, and POS and payment systems.
How important is drive-way layout and what tips do you offer franchisees?
Drive through layouts are super critical. The critical items are visibility of the entry, length from entry to speaker, length from speaker to pick-up, and of course the angles of any turns. Higher volume locations may need an additional order point and cash window.
It is also important to have a waiting bay to move customers with larger orders so not slow the lane down for everybody else.
The biggest tip is seconds saved equals dollars made, drive through is all about speed.
How many ordering stations do you need?
Our drive through restaurants typically have 4: 2 for drive through and two for front counter. In busier restaurants we sometimes have a cash window which means we need an additional register. Tablets can also be used for more flexibility.
What state-of-the-art technology are you employing for customer ordering?
We are installing a speaker box with digital headsets and customer order display. We also put in the Summit Timing System that times every car and benchmarks speed live across the network. In the future, we will be looking to utilise our delivery app and online ordering site for pick up in the drive through.
How should franchisees maximise their production crew?
Our Point of sale system ensures that our production crew are maximized. All orders go straight to the kitchen screens and tell the staff everything they need to know. It is also best practice to have kitchen crew wear drive through headsets so they can hear the customer. Using CCTV systems can also be beneficial so the kitchen staff can see the drive through lane and front counter.
How do you ensure accurate and swift service?
There are two key areas to focus on accuracy; the ordering and the packing process. At the ordering point you need to have an easy to read well-lit menu board, good quality headset & speaker system and well trained staff. We spend a lot of time making sure our POS system is designed so the restaurant teams can get it right.
Speed is not just about the drive through lane and equipment, it’s about the culture develops in the team.
At the restaurant support centre it is important that we are always considering the impact of menu development and marketing to our drive through operations, our menu must be able to be eaten on the go and the preparation time cannot impact our speed.
Our best drive through also have one thing in common – a franchisee who is fanatical about speed and accuracy!