HT Talks Tech 2024: Kris Douglas, VP, Technology at Smalls Sliders
When we spoke with Kris Douglas, VP, Technology in July 2023, the industry vet had recently joined Smalls Sliders; he previously led IT strategy and PMO execution at Inspire Brands (Arby’s, Baskin-Robbins, Buffalo Wild Wings, Jimmy John’s, Sonic and Dunkin’). Douglas was charged with reimagining the brand’s digital strategic roadmap. HT caught up with Douglas last week for an update.
With 16 locations open and 300+ franchises in development, Smalls Sliders is rapidly expanding its signature orange modular can concept, made from recycled cans, creating efficient and visually striking locations. Predominantly an off-premises business, Smalls Sliders features a dual-lane drive-thru; and some locations include an awning with a patio concept. The speed of deployment — typically just 8 to 10 weeks from installation to opening — has been a major draw for franchisees.
At the core of Smalls Sliders’ success is its focus on simplicity and quality. The brand prides itself on offering a straightforward menu centered around cheeseburger sliders, allowing it to excel in product quality while maintaining a disruptive presence in the QSR landscape. “We focus on making the best cheeseburger sliders. That’s our goal,” Douglas explained.
In addition to physical expansion, Smalls Sliders has made strides in enhancing its digital presence. Earlier this year, Smalls Sliders debuted an integrated digital ordering experience, an updated mobile app and a loyalty program powered by Thanx. Customers can now order third- and first-party delivery via the loyalty app.
“Thanx has been a very strategic unlock for us especially at this part of our journey,” Douglas explained. “Since we launched in February, we are trending towards 40,000 members, which is phenomenal. It speaks to the momentum and the intrigue of the brand. We only have 16 cans (open) on the ground. What we've been able to secure in our database and CRM has been great. People are curious, and they're signing up to participate in the loyalty platform. It gives them broader exposure to everything we're doing and how we engage with them. This is the foundation of building that relationship. It’s going to evolve and get better over time.”
Douglas emphasizes that customer feedback is crucial for ongoing improvement. The company employs various methods to gauge customer sentiment, including direct from customers via its loyalty platform, and GuestXM to monitor social media sentiment. This data-driven approach allows Smalls Sliders to adapt and evolve continuously.
With dual-lane drive-thru configurations designed for optimal efficiency, Smalls Sliders is exploring technological advancements to enhance service speed and customer experience further.
“Ensuring throughput through the drive-thru has been the focus for us,” he explained. “The dual lane drive-thru concept provides the best efficiency for us going forward. From a technology perspective, we are also being very vigilant in what we want to deploy and how we do it.”
Although AI integration is on the horizon, Douglas stressed the importance of thoughtful implementation to ensure it aligns with customer needs. Sustainability remains a priority as well.
“We are continuously evolving and managing it going forward,” Douglas explained. There ongoing evaluations of modular design for improved recyclability and reduced carbon footprints. The company is committed to not only enhancing operational efficiency but also ensuring that its growth is environmentally responsible.
Looking ahead, Douglas expresses excitement about future technologies that could further differentiate Smalls Sliders’ customer experience. With plans for equipment innovation and local marketing initiatives featuring local influencers, the brand aims to maintain momentum as it continues to open new locations.
Reflecting on the past year, Douglas notes the exhilarating journey of growth and innovation at Smalls Sliders. “We have a lot of plans in place that we're working through internally to bring that to life. We want to make sure that we do it in the right and meaningful way,” he said.
