Operations
How pizza drive-thrus can help pizzerias thrive
Pizza drive-thrus can help restaurants improve order accuracy and increase overall sales.
July 25, 2024 by Mandy Wolf Detwiler — Editor, Networld Media Group
For decades, the drive-thru has been synonymous with fast food — burgers, fries, and the occasional chicken nugget. But lately, a new contender has been vying for a spot in the carside lane: pizza drive-thru. Pizza Hut's "Hut Lane" concept, dedicated to quick pick-up of online orders, has been popping up across the country. The idea? To combine America's love affair with pizza with the time-saving convenience of the drive-thru.
However, the pizza drive-thru revolution isn't without its challenges. Unlike a burger or fries, a piping hot pizza presents unique logistical hurdles. Maintaining a pizza's structural integrity during that handoff from window to car can be tricky. Additionally, real estate limitations often make it difficult for existing pizza places to retrofit a drive-thru lane.
A place where convenience reigns supreme, the ability to grab a hot pizza without leaving your car holds significant appeal. This is especially true for busy families or those seeking a contactless pick-up option.
The question remains: will the pizza drive-thru become a permanent fixture in the fast-food landscape, or is it a fad destined to fizzle out?
Less than 10% of Marco's Pizza locations have a pick-up window as it is an emerging concept in the industry, said Tim Brown, EVP and chief of operations for the Ohio-based brand. Brown said more than half of his own 17 locations have pizza drive-thru windows.
"The industry has shifted in the past few years with delivery and take-out amounting for an overwhelming majority of our sales," Brown said in an email interview. "Pick-up windows offer a convenient way for our locations to meet consumers where they are, and in return, we have seen a positive response as stores with pick-up windows tend to trend stronger in overall sales. Orders are placed and typically paid for 10 to 20 minutes in advance, then picked up at the window from the convenience of a guest's car."
Little Caesars has also added pizza drive-thrus to many of its stores.
"Our three pillars are quality, value and convenience," Patrick Cunningham, VP of U.S. development for the Detroit-based pizza brand, said in a phone interview. "From a convenience standpoint we always have to be thinking about what the guest wants and how they want it. … Adding a drive-up window or a drive-thru window is something we look to do for added convenience. It's something that we look to do when and where appropriate."
Both Brown and Cunningham say they've seen a rise in the need for pizza drive-thrus as mobile and online orders continue to rise.
If you're thinking about opening a pizza drive-thru in your own business, here are five reasons to consider it.
Opening a pizza drive-thru aids in staffing
First, a pizza drive-thru helps you optimize staffing levels. Drive-thrus streamline the ordering and payment process. Instead of needing a cashier and potentially someone to greet customers inside, a single employee can take orders and payment at the drive-thru window.
Drive-thrus can handle a higher volume of customers compared to dine-in service. This means you can potentially serve more people with the same number of staff members in the kitchen preparing the food.
Remember you'll still need the same number of cooks and prep staff in the kitchen to handle the increased order volume. With a reduction in staff comes a reduction in labor costs.
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Photo: Little Caesars |
Improved order efficiency
A pick-up window allows for a dedicated space for takeout orders. This keeps foot traffic separate from dine-in customers, reducing congestion and confusion around the main counter or hostess stand. Staff can focus on completing takeout orders quickly and efficiently without interruptions from incoming dine-in customers.
Reduced wait times
With a pizza drive-thru, customers can grab their pizzas and go without waiting in line for payment or order updates. This improves customer satisfaction, especially during busy hours when wait times might be longer.
Enhanced convenience for online orders
A pizza drive-thru is ideal for online or mobile orders. Customers can simply pull up, identify themselves and receive their pizzas without having to come inside. This caters to customers who prefer a contactless experience or are short on time.
Pizza drive thrus increase order capacity
A dedicated pickup window frees up space at the main counter for dine-in orders. This allows the pizzeria to handle a higher volume of drive-thru orders without sacrificing dine-in service. This can be particularly beneficial during peak hours or for special promotions.
Conclusion
While pizza drive-thrus may not be the right choice for every brand, they hold a great deal of promise for the industry. By expanding operational efficiency and improving the overall customer experience, pizzerias have a lot to gain by adding drive-thru options.
About Mandy Wolf Detwiler
Mandy Wolf Detwiler is the managing editor at Networld Media Group and the site editor for PizzaMarketplace.com and QSRweb.com. She has more than 20 years’ experience covering food, people and places.
An award-winning print journalist, Mandy brings more than 20 years’ experience to Networld Media Group. She has spent nearly two decades covering the pizza industry, from independent pizzerias to multi-unit chains and every size business in between. Mandy has been featured on the Food Network and has won numerous awards for her coverage of the restaurant industry. She has an insatiable appetite for learning, and can tell you where to find the best slices in the country after spending 15 years traveling and eating pizza for a living.
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