Other elements of the Panera 2.0 concept include a mobile app, online ordering, digital table service, and Rapid-Pick Up. Many brands have integrated an in-store pickup process, but Panera’s attempt to fully streamline the process doesn’t go without notice. Customers simply placed their order online identifying their desired pickup time (ready in as soon as 10 minutes). Upon pickup, customers forgo the traditional ordering line and head straight to a designated Rapid-Pick Up shelf where they’ll find their food already waiting with a bag identified by name. It doesn’t get much easier than that, unless it had been delivered…which turns out is something the brand is also working on implementing.
How is all this playing with their bigger picture of ROI? According to Blaine Hurst, Panera’s EVP of transformation and growth, “Digital orders account for more than 20 percent of sales at Panera 2.0 cafés and about 9 percent of total company sales.” (Source: Nation’s Restaurant News)
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It takes a thoughtful strategy to integrate technology so it doesn’t take away from the customer experience but rather amplify. This approach often requires evaluating the customer journey experience to understand consumer pain points, as well as understanding the relationship between operations.
Photo Credit: Panera Bread