GF Issue 54

are tech-enabled to provide immediate customer feedback,” says Gregg Majewski, CEO and founder of Craveworthy Brands. “Giving all our guests direct and instant access to our restaurant leadership teams and our corporate support departments after an in-store visit or digital experience is critical,” says Gregg. “Why? Because if there’s a problem, we’re spotting trends immediately and resolving them. Every time there is any type of issue, we require the stores to do write-ups on themselves. We take customer feedback serious, because customers are the lifeline of the brand. “Unfortunately, too many restaurants in America take shortcuts when it comes to hospitality,” he continues. “We are proud of the training and guidance we’ve implemented across our brands to keep hospitality at the forefront. For off-premise dining, our tech- enabled solutions create convenience and ease of ordering/ payment, as well as top-level packaging to ensure our food travels well. But, when you come into our restaurants, we ensure the human touch is the reason why our guests want to come back. Our training programs focus on customer service and building customer relationships instead of just being a transaction. Don’t be misled, the small things add up, both positively and potentially negatively.” Tech can’t solve every challenge, especially in today’s competitive QSR landscape where customers vote with their feet and word travels fast online and through social media. “The foundations of hospitality and great-tasting food are at the top of the must-do list,” adds Gregg. “We’ve elevated our approach to hospitality by introducing new training programs and restaurant operations processes. Across the board, we’ve introduced new menu introductions and higher- quality menu items with better ingredients. Keeping menus fresh is integral to customer satisfaction, loyalty and foot traffic. And for our guests dining in, we’ve introduced new, improved restaurant designs to maximize efficiencies in our kitchens and ordering counters. Consumer habits are changing, and we simply don’t require as much space for eating in anymore, thanks to the rise in popularity of off-premise dining.” POTBELLY “Exceeding expections through every touchpoint” Potbelly Sandwich Works, better known as Potbelly to its fans, is one of many brands who have utilized technology to meet and serve customers “where they want to be met.” According to chief marketing officer David Daniels, this investment has enabled Potbelly to “exceed customer’s expectations through every touchpoint,” providing accessibility and convenience as well as high quality food. In providing simple and efficient digital ordering channels, Potbelly has leveraged technology to improve execution and create a one-of-a-kind energy and atmosphere in its shops. “Specifically, the Potbelly Digital Kitchen is a platform created to improve our shops’ ability to manage digital orders and improve efficiency,” David explains. “The enhanced Tech Stack, which includes our website, app and Perks Loyalty Program, has improved ordering efficiency, brand access, convenience, and engagement, all of which provides a greater value exchange for the customer.” While the in-shop tech enhancements have worked to improve overall guest experience, Potbelly has addressed another key customer concern – value and ambience. “We revamped our menu in the second half of 2021 aimed at delivering greater value to the customer through improved portions and variety, while upholding our standards of serving the highest quality food. These investments have led to stronger shop performance metrics and improved customer loyalty,” David continues. “Additionally, our one-of-a-kind sandwich shop interiors feature a distinct ambience that deliver a fun, energetic vibe and a place our customers want to sit down to enjoy a meal.” While the franchisor has utilized all the tech needed for improving the digital pick-up experience as well as tablets and in-line-order takers during high-volume lunch periods to maximize throughput and speed up service, Potbelly’s COO Adam Noyes points out that positive personal interactions matter just as much. “We encourage our associates to bring their unique personalities into creating Good Vibes with our customers,” he emphasizes. “All our shops use “Too many restaurants in America take shortcuts when it comes to hospitality” GLOBAL FRANCHISE.COM 41