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Case Study: How a Fast Food Franchise Helped Consumers Speed Through the Drive-Thru—and Drove up Sales

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Company: Miami Management
Contact: Brian Fields, Miami Management's director of operations
Location: Lexington, Kentucky (US headquarters in Cincinnati, Ohio)
Industry: Fast food franchises (B2C)
Annual revenue: Confidential
Number of employees: 600

Quick Read:

Fast food consumers are rarely loyal—if they see a shorter line across the street, that's usually where they'll go. Accordingly, Miami Management—which owns 16 Wendy's franchises in Kentucky—implemented new technology that changes the drive-thru process by adding multiple lanes and a remote order center. The long-term payoff: quicker, more accurate service for customers and increased sales for the restaurants. First, however, franchise owners had to encourage customers to try the new system.

Challenge:

The drive-thru process has remained virtually unchanged for decades. Moreover, fast food is a fungible commodity—consumers are willing to go to a rival if they think that will satisfy their hunger quickly. In an effort to differentiate itself from competitors, and ultimately increase sales via the drive-thru, Miami Management tried a new technology that required the physical addition of extra drive-thru lanes.


Campaign:


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Christian Gulliksen is a writer who has authored several of the Get to the Po!nt newsletters for MarketingProfs. A former editor at Robb Report, he has also contributed to Worth, Variety, and The Hollywood Reporter.

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