Five Guys’ customers are getting an improved guest experience, both in-store and through its delivery partners due to its continued investment in technology, Rory Scallan commercial director at Five Guys JV UK and Europe, told MCA’s Hostech conference.
While the process of integrating its delivery partners and their technology may seem “old hat”, it is one of the biggest contributors to the business’ ability to put time back in the pockets of time-poor consumers, he said.
Speaking on a ‘blue sky’ panel, hosted by Tech on Toast founder Chris Fletcher, Scallan said the premium burger chain had continued to invest in the integration of technology when it came to delivery, and appropriate upgrades, so that information was as accurate as possible in order to improve the efficiency of its delivery channels and the productivity of its employees.
“Our staff are spending as little time as possible thinking about those additional digital channels, such as delivery, so they can focus on in-store.”
Recent investment in technology, to make sure that prep times and riders times are as accurate as possible, was “helping our profile online – with shorter wait times and higher algorithm rankings”, Scallan added.
Lower rider time in-store was also helping to improve the guest experience for its restaurant customers because riders, “so from a guest experience, that’s better”. ”But also the crew looking after our customers can spend less time focused on the customers and couriers at home, and more time on the people in the restaurants.”
Scallan was speaking on the panel alongside David Rose, senior director – international digital & marketing technology – who discussed the trend for membership pricing and loyalty; Nick Fryer, CTO, Dojo; and Rob O’Beirne, VP of Revenue, Nory AI.
