Our local Fazoli’s restaurant has been heavily promoting their drive through service. I frequent their dining room (only), but I didn’t mind that they had ads about the other way you could order.
But the push to drive through has escalated. First they offered a free cookie. Then it was a free upgrade to a combo meal. Then only drive through customers were entered into a drawing for Taylor Swift concert tickets, a $100 gas card and a free entree every week for a year! Every time I go in there, it seems that there is a sign telling me about the rewards I could have if I had stayed in my car.
I really don’t understand the drive to get me to stay curbside.
Companies are always using incentives to influence your behavior, but think about your loyal customers when you hatch a plan to woo new ones. How will they feel? Amazon offered discounted Prime memberships to newbies, but loyalists had to pay the full freight. Magazines are notorious for first-time subscriber rates that are lower than renewals. Those who use the ATMs pay a fee whereas those who go inside do not.
Don’t run the risk that your growth strategy will cause customers to drive by instead of drive through.