George Sheldon/Shutterstock
Since the start of the pandemic, many dining options have found their unfortunate doom while others successfully turned to delivery and pick-up options. That’s exactly why Applebee’s drive-thru option is expanding in the United States in 2022.
About Applebee’s Drive-Thru
Postmodern Studio/Shutterstock
Although Applebee's is a little late to the trend, the chain is finally moving away from its initial composition. Now, Applebee's drive-thru is getting more and more recognition around the nation. But it's not the only one – every type of restaurant, from pizzerias to fast-food chains, have turned to drive-thru window shopping in recent years.
Why did it take Applebee's so much time to upgrade? Well, neither the locations nor the logistics of the buildings are made for that option. Unfortunately, this caused a big loss in sales at the beginning. Soon, the company realized that pickup and delivery orders had more than doubled, even when the dining rooms re-opened! Applebee’s received 27% of all sales though pick-ups in 2021. Yet only two locations have drive-thru windows. One is in Texarkana, Texas and one is in Monroe, Louisiana.
Applebee’s president, John Cywinski, is planning to change that. According to his statement, they'll open up to 15 Applebee’s drive-thru locations in the United States. However, it won't be the usual drive-thru window other fast-food chains have. There won't be a speaker or menu – the new windows will only be for pre-orders. Customers can order through the restaurant’s website or mobile app. Moreover, these drive-thru windows will help delivery drivers, who won’t have to come inside to pick up the food. Logically, the process will become faster and easier for many employees and consumers.
Are Applebee's Drive-Thrus A Viable Option?
applebees/Instagram
Nowadays, customers have to pay for skyrocketing delivery costs. When these costs reach their maximum, the same customers might opt for the drive-thru themselves. However, Cywinski admitted that many consumers don't think about Applebee's when it comes to the drive-thru. “If you didn’t have 1.5 hours to dine-in and you were on the go...you’re probably thinking about McDonald’s, Wendy’s, and Burger King, and maybe a burger, fries, and a Pepsi through a drive-thru window,” he said at the investor day in March.
Sadly, even if it becomes a success, not all Applebee’s will have a drive-thru. First of all, the design of the buildings doesn’t support the idea. Secondly, you must have a municipality that's supportive of the construction. Franchise owners also have to agree to the plan. Apart from Texas and Louisiana, new windows will open in West Columbia; South Carolina; and Colonial Heights, Virginia. Among 1,600 Applebee's restaurants across the nation, that’s a considerably small number. Cywinski explained that 15 locations should be enough at first – the company will test the waters before diving head first into the drive-thru business. Later, he would understand if the chain needed more.
Cywinski can't say how many Applebee's drive-thrus will eventually be in the U.S. He’s hoping for the best regarding those plans, though, and personally wants them to work out. "We think there's a really strong argument for it," Cywinski told CNN Business. "We will scale it, should the business case be clear. My instinct says yes, there's a genuine need."
Sources: CNN, Eater, The Takeout
