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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