Latin chicken chain’s new restaurants designed for American consumer

For years, the majority of cash at quick service restaurants has gone “through the window.” The growing car culture has dictated a focus on drive-thru efficiency to the point where the dining room has become an afterthought to operators and subsequently a barrier to customers.

The cost of updating and maintaining a dining room has seemed cost prohibitive to many QSR chains and their franchisees, especially in light of the high drive-thru ratio. But by not offering a unique, pleasant dining experience, they have let the brand image wither on the vine. And it’s now coming back to haunt them. I contend that the high drive-thru ratio is in large part due to customers avoiding the “ick” factor of enduring outdated, smelly, deteriorating environments with no sense of place or brand personality. The dining room is the brand.

Have you ever seen a client celebrate as if they’d just won Wimbledon? I got to experience that last night at the Association for Retail Environments awards dinner. The Burger King Whopper Bar took first place in the fast food restaurant category. We were thrilled to see a client who embraces innovation be rewarded for

Recession or no, our research shows that shoppers enjoy finding something new in the store. It’s human nature. Whenever retailers bring energy and inspiration to the game—even when shoppers are thinking long and hard before opening their wallets—they still give the store credit for a better shopping experience. And from a better experience comes all