Global Franchise 10.2

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 AdamNoyes points out that positive personal interactions matter just as much. “We encourage our associates to bring their unique personalities into creating GoodVibes with our customers,” he emphasizes. “All our shops use customer surveys and social listening to monitor progress and drive system results. This, along with other operations assessment tools, help us identify opportunities for continuous improvement.” THE HABIT BURGER GRILL “Genuine world-class hospitality and high-quality ingredients” For The Habit Burger Grill, providing genuine world-class hospitality and high-quality ingredients is central to delivering the elevated experience customers expect from a leading craft burger joint. The American fast-casual restaurant, with its laidback Californian vibe, specializes in award-winning Charburgers grilled over an open flame, but knows that to achieve its vision of being the ‘number one better burger brand globally’, next-level customer service is as important as the quality of burgers they’re renowned for. This hinges on creating consistency and ease of use across all customer touchpoints. “We are, and will continue to be, forward-thinking about the experience we create for our guests, both in-store or digital,” says John Phillips, chief business development officer at The Habit Burger Grill. “We want to be an all-access brand – mobile, web and in-store,” he explains. “It’s not all about the tech – it’s just as important to still maintain strong guest interaction at our restaurants, including having guest service representatives taking phone orders.” While the brand has invested in a raft of measures to ensure a smooth ordering process, it remains focused on what it knows is key to customer loyalty – food and service. “Enhanced packaging allows for better transportation of orders for off-premise dining and, since we have 35 percent of our guests utilizing in-store dining, we continue to elevate our dining rooms and guest interaction with teammembers,” adds John, showing that when it comes to maximising customer experience, no stone is left unturned. “From a tech standpoint, we’re committed to staying at the leading edge of convenience, ease of use and accessibility for our guests, starting with our website which is completely accessible on all devices, optimized for speed and convenience and as streamlined as possible. Guests can order for pick-up or delivery using the site.” Regular customers can also use The Habit Burger Grill app with just as much speed and convenience as through the website. The brand has invested Franchises are learning that great hospitality isn’t about choosing between people and technology – it’s about blending the two. Here’s where smart operators are investing to get it right. Frictionless ordering Mobile and kiosk ordering are table stakes, but the winners are using real-time data to anticipate needs, from suggesting favourite orders to syncing loyalty rewards automatically. Connected kitchens AI-powered prep systems reduce waste and wait times, keeping quality high and operations smooth. The result? Hotter food, happier teams, and fewer mistakes. Human-first design Even the best tech can’t fake warmth. Brands are training teams to blend digital efficiency with emotional intelligence – greeting names, reading moods, and knowing when not to rush. Feedback that fuels Instant post-visit surveys and sentiment tracking turn customer voices into action. When data meets empathy, small tweaks can make a big impact. T E C H M E E T S H U M A N T O U C H 44 GLOBAL FRANCHISE Issue 10.2