Chick-fil-A is making dine-in easier.
It’s customary at Chick-fil-A to deliver a dine-in customer’s order to their table. However, the company is upping its game with a mobile app that allows you to order from your table. As a result, customers can bypass standing in line.
Simply place your order through the app, tap your table number, and your meal will be delivered table-side.
Chick-fil-A plans to continue its high level of service. The new app is an additional tactic to ensure a good experience when you decide to dine in the restaurant.
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This post is based on the Forbes article, Chick-fil-A Removes the Need to Wait In Line, by Alicia Kelso, October 18, 2019, and the YouTube video, Former Chick-fil-A exec explains how core values bring success, by Fox Business, October 2, 2019. Image source: Shutterstock / Goran Bogicevic
1. How does this impact Chick-fil-A’s service process?
Guidance: The company is actually removing one step from its service process. For people ordering with the app, Chick-fil-A will no longer need to take the order from the customer at the cash register. As orders are already delivered to tables, this will not add a step to the process. Overall, this will reduce the amount of labor needed to process an order.
2. Are there any negative consequences to using the app to order and delivering it to the table?
Guidance: The app ordering process eliminates the customer waiting in line to place an order. However, one issue is that it removes one contact point between employees and customers. This contact point is at the beginning of the process making it even more important.
Chick-fil-A is very concerned with customer service. Their restaurants are named as having the best customer service in the fast food industry. Chick-fil-A will probably want to ensure that customers are greeted soon after entering the restaurant, and will want to examine its service process to ensure the customer is still receiving the same high level of service.
Another consideration will be the quality of the mobile ordering app. The app must be easy to use to ensure that customers want to use the app.