Kiosks are king for Dairy Queen franchisee

5 minutes

When Michael Clarke jumped to the forefront of Dairy Queen franchises that had introduced Panasonic’s self-service kiosks in his location, he took the opportunity to analyze the ensuing data. The results of this connected restaurant solution, he said, speak for themselves. One of the most positive distinctions of the kiosk program is the increase of the average check size per order, he said. Across the two of his eight locations that piloted the kiosks, the average check is 35 to 40 percent higher on the kiosks in comparison to counter and drive-thru orders.

“That’s one of the most common Key Performance Indicators that the QSR industry looks at: What is the average check and how can we lift that,” Mr. Clarke said. “So, when you find something that works like the kiosks, it’s just a truth whether you compare it to the same store’s drive-thru or counter – before or after implementation – it’s consistently higher every time.”

Location, Location, Location

But, not only did the data indicate the pilot was a success—it also highlighted areas for improvement. This meant reassessing where the kiosks were placed in the store in order to best drive customer traffic to them and maximize the amount of visitors that would utilize this technology. During the first phase of the kiosk pilot program, Clarke didn’t deploy free-standing kiosks because he wanted to defer the expense and disruption until he had the data to warrant the investment and minimal re-model. As a soft launch, Panasonic installed self-service tablets on the countertop. When Clarke’s company, Lickety Split Food Services, launch the kiosk technology across all its restaurants in Q4 2018, it is opting for the free-standing kiosks.

The plan is to place the kiosks in the lobby of the restaurant so that customers approach the kiosk prior to the front counter. Clarke does not plan to reduce the number of service staff, rather his team will be trained to assist guests in how to use the kiosk and spend more time interacting (and less time transacting) with guests. Explains Clarke, “The kiosks have proven that they will drive a significantly higher check and that those guests using them have an overall satisfaction similar to or greater than those placing their orders directly with staff.”

Similar to Mr. Clarke, technology leaders in food service, hospitality & retail increasingly rely on disruptive technologies to accelerate their businesses. They’re investing to improve things like personalization and communication, and see a time when artificial intelligence will play a critical role in their business. These industries and others are adopting 10 leading disruptive technologies expected to generate trillions in economic value in the decade ahead.

Panasonic is deeply engaged in these technologies. We believe that connecting them into integrated solutions is essential to creating entirely new experiences. To understand the role they play in other organizations, Panasonic Corporation of North America commissioned a new research series, Moving Forward, on how disruptive technologies are impacting businesses, government agencies and entire industries.

Food service, hospitality & retail firms are especially bullish on artificial intelligence (AI), which can help them better understand the needs and behavior of their customers. Learn more about how tech leaders see disruptive technologies impacting restaurants and other businesses in Moving Forward.

And for more information on how Michael Clarke improved outcomes for his Dairy Queen locations, read our case study.

Authors

Faisal Pandit - Senior Vice President & Chief Digital Officer of Panasonic System Solutions Company of North America

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