Pokeworks to Debut Digital Pickup Lane

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Pokeworks to Debut Digital Pickup Lane

By Anna Wolfe - 01/08/2021
Pokeworks is among the brands adding a pickup lane for digital orders.

Pokeworks has released a prototype for its first-ever Cruise-Thru Lane, a mobile order pick-up lane. Customers will be able to order ahead online and pickup without having to leave their vehicles. The first Cruise-Thru Lane is set to debut in Knoxville, Tennessee, in the spring.

Pokeworks' move comes as consumer demand for drive-thru has spurred QSR and fast casual brands to revisit their store development plans, adding drive-thrus and contactless pickup options to their new designs. 

Pokeworks’ Cruise-Thru Lane is not a traditional drive-thru model, but rather allows guests to place a mobile order on the Pokeworks Rewards App prior to arriving at the restaurant.  After placing a mobile order, guests can make their way to the restaurant – upon arrival, they will be able to skip the in-store line and cruise right up to the window to pick up their order quickly and efficiently – without ever stepping foot out of their vehicle.

The brand has plans to integrate Cruise-Thru Lanes into its future restaurant build-outs – primarily in suburban areas in order to better serve the modern, convenience-driven consumer. The new design rollout rides on the heels of rapid expansion and optimization of Pokeworks’ digital and in-store experience to better serve guests.

Convenience-Minded Consumer

“This year we’ve seen that safety, comfort and convenience have become the top priority for today’s consumers. The Cruise-Thru Lane is just one way we’ve leaned into our commitment to innovation and adapting to better serve the needs of our guests, while maintaining delicious, high quality cuisine,” said Peter Yang, Chief Development Officer and Co-Founder of Pokeworks. “It’s our responsibility to listen to our guests and their needs while providing a solution without losing sight of the essence of our brand, which is the epitome of what the Cruise-Thru Lane is for Pokeworks. We look forward to testing the prototype and continuing to grow as we continue to serve communities nationwide.”

The majority of consumers prefer to pick up off-premise orders, whether it’s due to health and safety or financial concerns, according to SMG’s third annual study. With concerns about health and safety front and center, consumer demand for contactless transactions has surged during the pandemic. 

Pokeworks has been taking enhanced precautions to ensure the safety of its guests and team members based on recommendations from the National Restaurant Association (NRA), and the CDC. For a full list of safety protocols, visit: www.pokeworks.com/safetysteps.