Burgerville, was a staple for our Grocerant Guru® back in the day
when he was commuting to college. A local Pacific Northwest concept that has
focused on freshness, local, and customers since it opened according to our
Grocerant Guru®. They serve burgers,
fries, and shakes made with ingredients from local farmers, ranchers and
producers, is celebrating their 60th birthday in March. The secret to Burgerville current success?
Digital transformation.
The consumer is dynamic not static and Burgerville has evolved with consumers
maintaining customer relevance, even build new brand electricity with
technology, fresh local food in season, and relevant messaging according to
Johnson.
Local companies the ilk of Burgerville, can
have the same foresight to invest in a solid suite of technology for
off-premises orders. As an early adopter of third-party delivery, curbside
pickup, and completely digital ordering, Burgerville has focused on creating a
five-star digital consumer experience. After trial and error with a manual
curbside solution, Burgerville partnered with FlyBuy Pickup to create
a smooth experience for all off-premise orders.
Here’s how FlyBuy Pickup works:
o The
customer places an order for pickup online at burgerville.com or
through the BV app, available at the App Store or from Google
Play.
o The
customer receives a text from Burgerville initiating the FlyBuy app download.
o When
the customer leaves for Burgerville, they tap, “I'm on my way.”
o Staff
is alerted that the customer is on the way and an accurate arrival time is
displayed on the FlyBuy Dashboard.
o Staff
receives location updates including arrival at the restaurant and when the
customer or delivery driver has parked in the curbside zone.
o The
staff meets the customer or delivery driver at their car immediately upon
arrival!
Stacey Chapman, Director of Marketing at
Burgerville, stated, “FlyBuy has changed our whole business,”. “Our volume in
drive-thru and curbside had become so high that our crew had a hard time
keeping up. FlyBuy makes it simple for our staff, enabling them to do what they
do best: serve our delicious food to the customer right when they arrive, with
no wait.”
So, after launching FlyBuy, customer wait
times are significantly lower, and Burgerville’s loyalty program is thriving.
Customers speak very highly of their experience, leaving 5/5 star reviews with
overwhelming comments.
Jeff Baskin, FlyBuy’s Chief Sales Officer,
stated, “You don’t have to be a 3,000-store chain to have state-of-the-art
technology to provide your guests a great experience,” .. “As they shifted to
an entirely digital ordering model, it was imperative that they added
technology to their existing curbside solution to completely eliminate friction
for both the staff and the customer. FlyBuy makes it simple and eliminates all
guesswork inside the store and at the curb. Burgerville has a great team and
implemented FlyBuy’s technology seamlessly and extremely fast. How are you
creating new relevant brand or customer electricity?
Johnson stated “that in my minds-eye the
new electricity must be very efficient for the supply chain and includes such
things as; corporate partnerships, fresh foods, smell, online ordering,
delivery, self-driving cars, plant-based foods, music, streaming,
food sampling, toy’s, podcast, movies, cereal,
developing brands, grocerant positioning, fresh food messaging,
autonomous delivery, cashier-less retail, plates, glasses, cash-less payments,
digital hand-held marketing.
All food and beverage retailers to
survive the next generation of retail must embrace the artificial intelligence
revolution while simultaneously embracing fresh food and beverages that
are portable, fresh, with differentiation that is familiar not different and this
fits that bill according to Johnson.
Don’t over reach. Are
you ready for some fresh ideations? Do your food marketing ideations look more
like yesterday than tomorrow? Interested in learning how Foodservice Solutions®
can edify your retail food brand while creating a platform for consumer convenient
meal participation, differentiation and individualization? Email us at: Steve@FoodserviceSolutions.us or visit us on our social media sites by clicking the
following links: Facebook, LinkedIn, or Twitter
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