Instead of the usual row of cash desks, visitors will find a number of driveways for cars.
Fast food chain KFC is testing a new format for an "automobile" restaurant in Newcastle, Australia. Visitors are waiting for 5 driveways at once, 3 of which are intended for those who placed an order through the application - they need to drive up and enter their order code. You can also place an order right on the spot. As soon as it is ready, the barrier will open and the owner of the car will be able to drive and pick it up.
2 more driveways are for customers who want to make a purchase in a traditional way, that is, interacting with a live person, and not a mobile application or a touch screen. The company is in no hurry to abandon the "classic" concept, just gives it less priority. Especially against the background of forecasts that the number of people choosing smartphones for checkout will only grow.
Despite the growing popularity of delivery services like Uber Eats, the company believes that the idea of giving customers the opportunity to place an order in advance, and then come on their own and pick it up at a convenient time for them, may turn out to be successful.
The small Australian town of Newcastle was chosen for a number of reasons. According to company representatives, KFC is loved in this city, several restaurants are already open there. In addition, a not too loaded site was required to test the concept. Coincidentally, the company already had a piece of land in Newcastle, conveniently located at an equal distance from other establishments of the brand.
The restaurant is in test mode, and the company expects a number of operational issues to be resolved before opening similar establishments in other parts of Australia. The latter will happen only if the new idea justifies the hopes placed on it. However, KFC is confident that the second such restaurant will open in 2020.
