Shake Shack Announces Long-Awaited Change to Drive-Thru
Earlier this month Shake Shack held it Q1 earnings call where CEO Rob Lynch raved about the burger chain's speed of service.
While it leans into the fast casual demographic, Shake Shack has made it abundantly clear speeding up service and providing more accurate orders was a major focus ppint for the company.
“We are focused on maintaining the high levels of guest service that we have delivered over the last six months,” Lynch said, via CX Dive. “While we’ve gotten more productive, we’ve also increased our guest satisfaction. That is our No. 1 priority.”
Shake Shake previously announced it reduced the average order wait time by one minute last year and with the latest change that wait time will continue to dwindle. The burger joint made a big change with its drive-thru experience with digital ordering boards that feature clear combo options to reduce the time it takes to order.
“It’s been a long time coming for this brand on drive-thru. We’ve tested a lot of different models to try and improve a unique drive-thru dynamic,” Lynch said. “I mean, the reality is it takes us longer to make our food than a lot of our competitors, and our guests freak [out] at those other competitors as well.”
The combo boards are already in place at eight restaurants and will roll out to 40 by the end of May. Lynch claimed the drive-thrus with the digital menu boards have delivered significant improvements in ordering time, speed of service, accuracy and customer satisfaction.
“We are getting better every day and uncovering ways to continue to improve the guest experience, push the envelope on our culinary leadership, outperform what guests expect from us and all while reducing our operating and build costs,” Lynch said. “I’m extremely excited about the potential that lies ahead.”