A personal touch
Although technology is a driving force of many restaurants’ off-premise initiatives, some operators are hiring staff for roles that fulfill a relatively old-school function, but offer a more personalized approach via call centers, telephone ordering and curbside pickup.
Olive Garden’s new Delivery Specialist personally assists customers placing catering orders via phone, helping them pick the best selection for each diner’s needs. Previously, Olive Garden only offered pickup for catering orders, but these delivery specialists also deliver the meals, bringing that personalized service right to a customer’s door.
Red Robin’s focus on off-premise includes an increased push for call centers that accept phone orders. In May, CEO Denny Post told investors that guests prefer to speak to a human to make sure orders are accurate given the level of customization Red Robin’s burgers offer. Employees at its call center submit orders directly into an integrated KDS system through an online platform. Currently, Post said, the call center services about 100 units with the brand continuing in batches to expand the reach across the country.
Red Robin has also introduced To-Go Specialists, team members at each corporate store to help facilitate these off-premise orders. Their role includes bringing orders to customer’s cars curbside, something the chain’s guests—especially moms with young children—have expressed interest in, Post says.