FESmag

Joseph Carbonara

Old Acquaintances Checkers and Starbucks Take on New Roles
July 15, 2008

The challenging economy has spurred all sorts of businesses to adapt to the changing environment and the foodservice industry is no exception. Here are two notable examples that caught my eye this week.

Checkers
Checkers Drive-In Restaurants announced it was developing new formats, including end-cap and in-line options, to add flexibility for franchisees. The design of the in-line unit allows for placement anywhere in a shopping mall, which would include seating but not necessarily a drive-thru.

This represents a tremendous development for the burger chain known for its iconic dual drive-thru concept. It will be interesting to see how this plays out for Checkers as it places them into a new world from an operational perspective.

On an unrelated note, the burgers appearing in Checkers’ new ads, available here on their web site, left my mouth watering. Probably best for me not to watch these ads around lunch time.

Starbucks
In addition, Starbucks added smoothies to its venerable beverage lineup. In fact, the store I visit each day has jumped into the fray as of this morning.

Operating under the brand name of Vivanno Nourishing Blends, the base of each drink consists of a whole banana and Starbucks’ proprietary whey protein and fiber powder. Staying true to its brand hallmark that allows and even encourages consumers to customize their beverage, you can then choose to add your choice of milk, fruit juice and ice. And in a press release, Starbucks also offered tips on how to caffeinate these beverages using espresso, and green tea.

While the in-store marketing piqued my curiosity, I could not be swayed from ordering my usual morning coffee. It’s my ally in my daily battle with Chicago’s legendary traffic congestion.

Some observers have labeled this a low-risk move, and I am inclined to agree with them. While you wait for your next Starbucks latte, take a moment to stop staring at your shoes and peer over the counter to look at the setup. I did this morning and it seems like most of the key pieces of equipment are already in place.

From an outsider’s view, the biggest challenge individual Starbucks stores will face is incorporating these new menu items while not increasing customer wait times. Of course we all know holding down wait times is easier said than done but it’s something, no doubt, that Starbucks will monitor and address should this become an issue.

Your Turn
Any foodservice-oriented operational developments catch your eye lately? If so, let me know. We at FE&S welcome the opportunity to know what you’re seeing on the street these days.

Posted by Joseph Carbonara on July 15, 2008 | Comments (0)