The Low-tech/no-tech Approach

(Thursday, July 01, 2004) - No, the headline is not a misprint. While previous columns have espoused the benefits of leveraging technology, like e-learning, drive-thru systems, and self-service kiosks, to enhance business, it's time to step back and learn about some "technology-free" (read: inexpensive) solutions to enhance training and service levels. While I am a firm believer in and early adopter of technology who doesn't miss "training fluid" (otherwise known as White-Out®), potential expenses and a lack of knowledge and time prevent many companies from using the latest gadgets on the market. Others have had bad experiences with past technological undertakings—usually because the technology was expected to cure all. Thanks to technology, today's employee is more concerned with where to find the information (e.g., Spell Check or programmed into their cell phone) than actually learning the information (e.g., spelling or phone numbers). Luckily, there are a few low-tech methods to achieve the desired results. So, what are they? Ordering Systems In many restaurants, guests become frustrated with cashiers who have little menu knowledge and little to no hospitality or communication skills. People want to interact with foodservice workers, as long as that interaction adds value to their visit. Self-ordering kiosks are a possibility, but here is an idea to minimize the labor while enhancing the experience: At Which Wich in Dallas, arriving guests are given a pre-printed bag and instructed to indicate the type of sandwich and condiments they want. The guest writes their name at the bottom of the bag. The counter help then calls out that name when the order is ready. (Many guests have begun writing the name of their favorite song, nickname, or something else fun.) No long, drawn out ordering process trying to explain the order to a cashier or food-production employee (and slowing down the line). Hand the bag to a cashier to pay. While the guest fills their beverage and sits down, the bag is hooked to a clip and moved down to assembly. In a few short minutes, the expediter calls out the order (e.g., "Buffalo Chicken for QSR TJ") to be picked up. Guests have fun explaining the ordering process to rookies as they wait in line. Founder Jeff Sinelli calls that the "chamber of commerce" effect. Does it work? On my stealth visit, rather than complain loudly, a guest let Sinelli know that Which Wich was running low on lids. Set the positive tone and the guest will reciprocate! Pal's Sudden Service, a major proponent of systems technology, shuns such machinery in their ordering system. No remote printers or monitors on their line. Orders are simply passed down on the line in manner similar to that used at Which Wich. Does it work? With a 20 second average time at the drive-thru window and one error for every 3,300 orders, it would be hard to argue that it doesn't.

For more information please contact us. Which Wich Inc. or Which Wich Franchise, Inc. 866-WHICHWICH phone info@whichwich.com www.whichwich.com

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