Chick-fil-A to test two new digital-focused concepts — including walk-up format
Chick-fil-A is reimagining its customer experience for a digital-focused world.
The quick-service chain will testing two new concepts: a new elevated drive-thru format and a walk-up design. The drive-thru concept will be located in the Atlanta metro area and the walk-up concept will open in New York City.
The concepts, both of which are slated in 2024, lean heavily into digital ordering. Digital orders make up more than half of Chick-fil’A’s total sales in some markets and the number is growing, according to Khalilah Cooper, executive director, restaurant design, Chick-fil-A.
“We know our customers have an appetite for convenience,” he said. “Understanding this desire for convenience, the locations for these tests were intentionally selected with the customers in mind, giving them more control over their desired experience and cutting down wait-time, while continuing to provide genuine hospitality and care to every guest.”
Walk-Up Concept
Chick-fil-A’s new walk-up restaurant concept is designed to fit seamlessly in urban areas with heavy foot traffic. It will serve as a pick-up point for orders. Customers order ahead of time on the Chick-fil-A App so that when they arrive, their freshly prepared order is ready and “handed to them with a smile,” the company stated. With everything ordered and paid for, the site will have no point-of-sale or drink towers.
Drive-Thru
The new drive-thru concept is designed for greater ease and efficient service, while still providing the friendly and warm hospitality customers have come to know and love, the company said. Customers can place their order on site with an employee or use the dedicated mobile thru lanes for orders placed ahead in the Chick-fil-A App.
The kitchen will be built above four drive-thru lanes, allowing meals to be expedited to the employee who delivers the order directly to the customer in a space protected by the upper level.
Every decade of the Chick-fil-A ordering experience has looked a little bit different, noted Cooper, as the company has evolved to deliver a better experience for both its customers and employees.
“We want to leverage technology to elevate the human touchpoints in our restaurants,” he said. “These new digital formats make the customer and team member experience more seamless, and therefore more memorable, and give back precious time to connect with each other.”
“Regardless of how you choose to order your meal, the restaurant design is made to elevate and accelerate the experience but keep the human interaction at its core,” the company said.