How Archmill House Can Help You Innovate While Staying True to Your Brand Identity
At the recent RestaurantSpaces Spring conference in Austin, Texas, Danny Klein, the Editorial Director of QSR and FSR Magazines moderated a panel of industry experts to discuss the state of the restaurant and retail sector. As any in the industry can tell you, we are living in a very unique time, spurred on by the adoption of new technology, social media, and fast-changing customer habits.
The discussion was wide ranging, covering everything from the development and adoption of AI to the importance of making data-driven decisions, and it really highlighted the challenges and opportunities facing QSRs today.
In this blog post, we'll look at some of their insights, and explore how Archmill House can help you integrate and adopt tech innovations, while still staying true to your brand's identity.
QSRs Need to Meet Customers Where They Are
We recently wrote about QSR design trends, and some of the big ideas driving design decisions is being adaptable and focusing on creating great customer experiences. It’s clear that the increased demand for delivery and mobile ordering has changed customer expectations, and this is showing no sign of slowing down. CBRE has reported that revenue from app-based food orders is expected to increase 62% by 2025 – and online delivery is already expected to generate $154.34 billion by the end of this year.
The demand for mobile ordering and delivery are here to stay and a comfortable dine-in area is important, but it’s not enough. Do you have specific lines and counters for delivery? Have you set aside space for mobile order and curbside pick-ups? More and more, these considerations matter. According to a study by Oracle 58% of consumers, in fact, now say they are more inclined to pick a restaurant offering curbside pickup.
If you’re not sure how to make these changes, Archmill’s Rapid Re-Image Solution was created to help QSRs and retailers quickly and easily update the look, layout, and function of your establishment.
We can help you refresh everything from your interior design and furnishings to your exterior signage and branding, with:
A reduced construction schedule. The goal of our Rapid Re-Image Solution is to give you a new, refreshed layout and get you back to regular operations as soon as possible.
No staff deployment. A reduced construction schedule limits any HR hassles trying to relocate staff impacted by construction work.
Minimal to no dark time. The Archmill team works at night when your establishment is closed, limiting disruption, and maximizing your ROI.
See photos of a Tim Hortons project in Hamilton, where the Archmil team renovated all public-facing areas, including service counters, seating, walls, a decorative curved ceiling area, wainscoting, and chair rails – in just 5 days.
Create Frictionless Omnichannel Journeys
The panelists made the point that customers now expect a consistent experience across all these channels. To achieve this, many of the largest QSRs are investing in mobile apps and things like loyalty programs to deliver a consistent brand experience, drive engagement, and incentivize repeat purchases.
The most successful QSRs in this area are those that are also focusing on personalization and customization, such as allowing customers to save their preferences and past orders, adjust their orders, or get access to promotions based on their past behavior or birthdays. Chipotle, for example, gave customers the ability to make their own burritos, and saw a 5% growth in sales.
This might seem trivial, but details like this can enhance the overall customer experience and increase repeat purchase and visits. To help in this area, some panelists at RestaurantSpaces suggest looking out for potential tech partners, who can help you stay ahead of the curve and provide innovative solutions.
Archmill House’s Rapid Re-Image Solution can also help you design and build spaces that seamlessly integrate online and offline channels, and optimize your operations for speed and efficiency, ensuring that deliveries are always fast and fresh. As an example, Popeyes recently asked Archmill to develop a design solution that would streamline the mobile order process for their franchisees. Our in-house design team came up with a Mobile Order Pick Up Unit that integrates with the front service counter rather than at a standalone section. This has improved the flow of traffic and allowed for a quicker transfer from kitchen staff to the customer.
Image credit: Freepik.com
Nail the Basics
The panelists at RestaurantSpaces stressed the importance of QSRs updating their spaces and tech to account for customer experiences and expectations, but with a couple of caveats. First, they emphasized that any update to your establishment should make sure to stay true to your brand identity. What are your brand’s values? What is the aesthetic your customers are used to? What do they love about your restaurant? Trust and familiarity is the foundation of a strong brand, and if you keep it in mind when updating your restaurant, you can increase sales and foot traffic.
The second point was to make sure you’re nailing the basics, otherwise, Re-Imaging your establishment will be for naught.
By basics, we mean ensuring:
Excellent customer service
The best quality products
Consistency in food preparation, delivery, and service
Ultimately, these three points work together. While customer service can go a long way toward creating a positive experience and building trust and loyalty, it’s not going to count for much if the quality and consistency of your establishment is lacking.
As we’ve recently covered, many QSRs have taken advantage of Re-Imaging projects to reevaluate their space, optimize their workflow, and increase staff productivity.
Get Started Today
Archmill House’s Rapid Re-Image program lets you refresh your establishment without the cost and time delays of a full renovation. Take a look at a recent project we completed for a Popeyes location to see the impact Re-Imaging can have, and get in touch today to get a quote.
