Smashburger, a fast-casual restaurant chain, has launched its first Virtual Drive-Thru located at the newest corporate-owned restaurant in Houston, Texas. The feature allows customers to place an order online or through the brand’s app, then pull through the designated parking lane where their food is delivered.
First introduced in 2022, the Virtual Drive-Thru prototype, coupled with Smashburger's refreshed kitchen design, reinforces the brand's commitment to meeting consumer demand for convenience and accessibility, according to the company.
"Smashburger wants to meet our customers where they want to be met, and the increased use of mobile ordering has led us to this new Virtual Drive Thru design," said Carl Bachman, president of Smashburger, in a statement. "We understand consumers' need for convenience, and speed of service as a result of ever-evolving dining habits stemming from the pandemic. This design provides both. By adding this element, our franchisees have more flexibility in their site selection process, and assurance that guest demand is consistently being met.”
Smashburger's Virtual Drive-Thru implements Curbit's digital ordering system that gives users an exact wait time for their order and the ability to track the order from start to finish.
"With the new Virtual Drive-Thru prototype providing real-time updates on order status and estimated wait times, customers can make informed decisions about their time and schedule," says Veronica Luna, director of digital business channels at Smashburger, in a statement. "Although this new technology will work to streamline the customer experience, it will also provide significant benefits to our franchisees including increased speed of service, improved order accuracy, and reduced labor costs."
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