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Frisch�s
Big Boy Restaurants Reveals Secrets
of
the Drive-Through Window
|
More than
half of American consumers (53 percent) won�t
drive off
without checking the bag, 39 percent eat in the
car while
35 percent wait until they get there
|
Cincinnati,
OH � August 2016 / Newsmaker Alert / Eight out of 10 U.S. consumers
(83 percent) have enjoyed a meal or a snack at a restaurant drive-through
this year, according to a Frisch�s Big
Boy Restaurants nationwide survey that underscores the enduring popularity
of this quintessentially American activity.
|
At
Frisch�s, the drive-through service now accounts for 30 percent of overall
revenue. Additionally, drive-through sales have been on the rise for the
past five years at the Ohio, Kentucky and Indiana locations.
To
celebrate the introduction of three new car-friendly, portable breakfast
burritos, plus free coffee with any drive-through burrito purchase in September,
Frisch�s asked diners across the nation about their drive-through preferences.
In
one key finding, the survey shows that Americans crave flexibility. Seven
out of 10 consumers (70 percent) said they�d order a burger for breakfast.
More men (82 percent) would order a burger for breakfast than women (58
percent).
�Our
drive-through opens at 6 a.m. and if you want a burger, we�ll make it fresh.
Unlike other restaurants, at Frisch�s, you can get anything you want anytime,�
Frisch�s CEO Jason Vaughn said.
Here
are other drive-through secrets revealed by the survey:
-
42 percent
of Americans said that other than speed or convenience, the main reason
they choose the drive-through is they just don�t feel like parking and
walking inside. That far outdistanced the next closest response � I don�t
feel like dealing with people (16 percent). Other reasons were having kids
in the car, being on the phone and not being dressed appropriately.
-
A much
higher number of 18-to-24-year-old millennials, 31 percent, said they use
the drive through because they don�t feel like dealing with people.
-
There
are two kinds of people, those who check the bag and those who don�t. Those
who never leave the window without checking are the majority, at 53 percent.
Just 35 percent said they trust the drive-through attendant to get the
order correct.
-
The split
is far more even on the eat-in-the-car versus wait-until-you-get-there
issue: 39 percent eat in the car, 35 percent wait.
�These
results will come as no surprise to burger fans,� said Chef Greg Grisanti,
Frisch�s director of research and development. �Big Boy is not just for
lunch anymore.� In fact, the Big Boy sandwich is one of the top ten most
sold items at Frisch�s between 6 a.m. and 10 a.m.
The
Frisch�s survey shows that Americans are sold on exchanging pleasantries,
but not sold on drive-through upselling. Fifty-nine percent of consumers
said they are appreciative if the attendant asks about their day, versus
just 14 percent who don�t like to chat, while 38 percent said they prefer
not to be asked if they�d like to order additional menu items, versus 34
percent who appreciate being asked.
Get
nervous ordering at the drive-through? Nearly six out of 10 Americans (59
percent) said the drive-through menu is hard to read, especially when there
is a line behind them.
The
three new Frisch�s breakfast burritos include a sausage, egg, cheese and
hash brown burrito; a bacon, egg, cheese and hash brown burrito; and Hog
Heaven, featuring sausage, bacon, egg, cheese and hash browns.
�Now
that school is back in session, we developed these new breakfast burritos
to give busy families a fresh way to eat on the go,� CEO Jason Vaughn said.
Other
highlights from the drive-through survey:
-
57 percent
of consumers said extra condiments or sauces are the items they most often
request at the drive-through; napkins followed at 52 percent. Fifteen percent
requested water or ice.
-
25 percent
of consumers said they feel satisfied when they eat in the car, while 25
percent said they feel sloppy when they eat in the car.
-
70 percent
said their parents allowed them to eat in the car.
-
56 percent
said the meal they�re most likely to visit the drive-through for is lunch
(27 percent dinner, 17 percent breakfast).
The Frisch�s
survey had 523 respondents and was conducted across the United States from
August 2 to August 5. Respondents were males and females over the age of
18.
About
Frisch�s Big Boy
Founded
in 1939, Frisch�s Big Boy restaurants are located in Ohio, Indiana and
Kentucky. NRD Capital, a private equity firm based in Atlanta, Georgia,
acquired the company in August 2015. Frisch�s (www.frischs.com)
operates 95 Big Boy restaurants and franchises another 25 restaurants to
independent operators.
Media
Contact:
Northlich
For
Frisch�s Big Boy
Bryce
Anslinger
513-426-1273 |
