Gone in 60 Seconds: How Teriyaki Madness is Improving the Pickup Experience
Teriyaki Madness (TMAD) has been piloting Radius Network’s Flybuy technology in eight Colorado locations. The technology “enhances the whole curbside experience,” explains CMO Jodi Boyce. Early results have been positive, and the plan is to roll out the technology “probably in early September,” she adds.
FlyBuy tracks through opt-in GPS tracking, not geofencing, so that when the customer is a few minutes out from pulling into the shop, the shop is notified.” The goal is for us to be faster than a drive-thru,” Boyce said. “We want to be waiting out there on the curb for them when they arrive so their transaction is 30 seconds to a minute where we are handing off their food and they're on their way.”
Faster than a Drive-Thru
Recently TMAD put the tech to the test, offering half-off orders for curbside pickup. “We did that just to see how many orders we could get. The goal for us was to meet the person out front before they even had to park,” she explained. “It was really cool see people's faces when you're literally standing there holding their bag of food they pull up.”
Reducing friction in the order pickup experience can build customer loyalty. “The whole customer experience is so worth it, if you as a consumer can go get your food in 30 seconds to a minute,” Boyce explained. Busy consumers would be more apt to order from a brand knowing it's going to be a one-minute transaction, she added.
The Denver-based restaurant operator has more than 125 locations and during Q1 signed deals for 17 new locations.
As TMAD looks to expand the number of franchises, the fast-casual brand is targeting hoteliers who want to diversify their portfolios.
Darshak Patel in Sioux Falls, S.D., was one of the first hoteliers to open a TMAD location in 2019, and his success has inspired the push. “We just started to realize that people who own hotels – #1 they're used to customer experience and customer service being a big part of what they do,” explained Boyce. “Owning a restaurant obviously crosses over quite a bit. They not only have the skill set, but also the mindset of being very customer-service oriented, and we're a much simpler operation than running a hotel.”
No Experience Required
Because of TMAD’s training and support, the concept is ideal for hoteliers with zero experience in running a restaurant. Teriyaki Madness is a proven business model, with innovative technology and a streamlined staff model — with an average of 3-6 employees needed per shift and a total of 12-20 employees typically on payroll.
It’s also a concept that does not need a lot of square footage to capitalize on the ongoing demand for off-premises dining.
“Before COVID, probably 70% of our food went out the door anyway,” Boyce said. “Since COVID about 85% of our food goes out the door whether that's through third-party delivery, ordering through our app and picking it up, or just people taking it to go,” Boyce explained. “So we've been able to change our real estate quite a bit based on the fact that we don't need these huge dining rooms.” Going with smaller footprints, around 1600 square feet including seating, is “the sweet spot.”