Chick-fil-A has opened its first mobile pickup restaurant in New York City. This new location, focused on digital interactions, has no seating, ordering kiosks, or front-of-house staff.
This urban prototype, which launched in March, caters to busy New Yorkers who prioritize speed and convenience. In some markets, digital orders account for more than half of sales, and New York City exceeds this figure, according to Chick-fil-A.
The Atlanta-based chicken chain is renowned for its customer service. So, how does it maintain hospitality without order takers or a place to sit? Here’s an inside look at this Chick-fil-A pilot concept.
The Layout And Locale
The restaurant is situated in Manhattan’s residential Upper East Side, where most people get around on foot. Owner-Operator Jared Caldwell, who also runs another Chick-fil-A nearby, understands the customer base and the area well.
“When I opened my first restaurant in 2019, it was mainly dine-in,” Caldwell said. “But then Covid happened, and we shifted to delivery and takeout. Customers started ordering ahead, and delivery drivers began coming in, transforming the business.”
Caldwell and the Chick-fil-A team used their pandemic experience to inform the new location’s design. Caldwell’s background in the tech startup world made him comfortable with adopting a digital model.
Streamlined Ordering And Pickup
The goal from the beginning was to streamline the ordering and pickup process. Guests place their orders and pay through the Chick-fil-A app or online, choosing to pick up in-store or have it delivered. In New York City, delivery partners usually arrive by foot or bike.
Geofencing alerts the kitchen when a guest or delivery person is nearby, ensuring orders are ready for pickup. Location services in the app must be enabled for geofencing to work, tracking individuals within a few blocks and minutes away. This ensures food is fresh and hot upon arrival.
The restaurant is divided into two sections: deliveries go to the left of the entrance, and customer pickups go to the right.
These separate “paths” help avoid crowding at the counter or entrance during busy times. Screens above each section show real-time order statuses to speed up the process.
The kitchen and back-of-house area look similar to other Chick-fil-A locations but have a smaller footprint.
Hospitality in A High-Tech Setting
Chick-fil-A incorporates a touch of human interaction into this high-tech setup through its back-of-house team members.
When guests pick up their food, kitchen workers greet and engage with them. There’s also a QR code in the store for passersby who want to place an order.
During a visit, one happy customer who ordered via QR code and had to wait a bit told the team member that the experience was a “10 out of 10.”
“Customers love telling us how they feel,” Caldwell said. Surveys from the short time the digital location has been open show guests rate the digital model highly for customer service and hospitality.
“We’re measuring data and giving customers what they want,” Caldwell added. “Part of it is learning for the brand.”
This digital restaurant is the first of two Chick-fil-A is testing. The second will be an elevated drive-thru concept opening later this year, using similar technology but in a non-urban location.
“At Chick-fil-A, we are always looking for ways to innovate and enhance the guest experience,” said Nathaniel Cates, Sr., principal design lead for Chick-fil-A, Inc., in a March statement. “While digital concepts are becoming more prevalent, it’s important that we evolve in a uniquely Chick-fil-A way—meeting the changing needs of our customers without compromising the signature service and care they’ve grown to know and love.”