Burger King на этой неделе показал прототипы новых ресторанов сети, которые предлагают полностью бесконтактный опыт для гостя.
На фоне пандемии многие крупные сети США такие как Shake Shak, Starbucks и Taco Bell уже презентовали новые концепции ресторанов. Теперь и владелец бренда Burger King, компания The Restaurant Brands International, последовала этому тренду. Тестовые рестораны нового формата будут построены в следующем году в Латинской Америке, на Карибах и в Майами, где находится штаб-квартира Burger King.
По словам главного операционного директора Restaurant Brands Джоша Кобза, компания приняла во внимание, как меняется потребительское поведение и как, в связи с этим, гости захотят взаимодействовать с ресторанами. Так появились два новых дизайна заведений.
Вариант под названием Your Way – сравнительно небольшая точка без зала, требующая на 60% меньше площади, чем обычный ресторан Burger King. Она оборудована двумя подъездами для drive thru и еще одной линией с окном для выдачи заказов пешим посетителям. Здесь также можно будет припарковать автомобиль в патио, крыша которого покрыта солнечными батареями, и получить заказ в машину. Для этого потребуется отсканировать QR-код на своем парковочном месте и разместить заказ в мобильном приложении Burger King.
Другой вариант дизайна называется Next Level. Это двухэтажная Т‑образная конструкция с тремя подъездами для drive thru, один из которых предназначен для водителей доставки. Кухня и посадочная зона на крытых верандах находятся на втором этаже: конструкция из стального каркаса и бетона нависает над зоной drive thru. За счет этого точка занимает значительно меньшую площадь, чем одноэтажный ресторан. Суть в том, чтобы заказать и получить еду через drive thru, а при желании подняться и поесть на месте. При этом заказ с кухни на втором этаже спускается в окно выдачи drive thru по конвейерной ленте.
Кроме окон выдачи получить заказ можно из ячеек, защищенных постоянно меняющимся кодом. Гость размещает заказ в приложении, паркуется, заходит в небольшое стеклянное помещение с ячейками, забирает еду и уезжает. Во всех точках возможного контакта с кассиром в обеих концепциях этого контакта не предусмотрено.
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