Drive-Thru Determination: Three Tips for Opening a Successful Drive-Thru Business

1. Choose the Right Location – Location is the name of the game when it comes to establishing a successful drive-thru business. There are many factors for potential franchisees or independent business owners to consider, a few of which include: 

• Traffic, Accessibility, and Visibility: These factors are essential when it comes to launching a successful new business. Areas near busy intersections, highways, or popular retail developments can attract more customers. The site should also be easily accessible and have ample signage. Good visibility from the road helps attract passing traffic and will make your drive-thru a convenient choice for repeat, on-the-go customers.
• Demographics: Before securing a location through a purchase and sale or signing a lease agreement, it’s important to understand the local demographics and ensure that they align with the predominant characteristics of your target audience. Most franchise brands have identified the demographic attributes common in their customers and will assist you in finding a location likely to draw from a similar audience. For coffee franchises like Aroma Joe’s, demographic variables heavily impact which markets the brand chooses to prioritize; variables that include everything from average age to traffic count or daytime population within a certain trade area.
• Competition: Evaluating the presence of competitors near a potential location is also a key consideration during the site selection process. Too many similar businesses in one location might dilute your potential customer base. On the other hand, in the right markets the presence of a competitor may signify a growing demand for your product or service. Select a location where your business can stand out and meet the unique needs of the community.

2. Focus on Exceptional Customer Service – The drive-thru industry is especially competitive and exceptional customer service can set you apart. Some key areas to focus on are: 

• Personal Connections: At Aroma Joe’s, our mission statement of Positively Impacting People, is reflected not only in our day to day operations, but our entire business model. By eliminating intercom-based ordering, human interaction and personal connections have become one of our core differentiators and a driver of success. Without sacrificing speed of service, we drive loyalty by positively impacting each of our customers at every visit.
• Training and Growth: If you’re looking at drive-thru franchise opportunities, look for brands that provide comprehensive and ongoing training not only for franchisees, but also offer educational opportunities and pathways for growth at every level of the organization. As a franchisee and business owner, it’s important to understand your role as a leader and motivator because if you treat your employees well they’ll treat your customers well. If you’re leaning toward starting a drive-thru business on your own, an effective employee training program is something you’ll likely build over time as your business matures. 
• Speed and Accuracy: Drive-thru customers expect fast, accurate service meaning the setup, processes, training, and staff communications of your drive-thru business need to be simple, yet effective. Your drive-thru’s interior layout, as well as the equipment setup should lend itself to making it easy for your employees to get customers the right order as quickly as possible.

3. Invest in Technology and Marketing – As a franchisee, you’ll want to work with a brand that provides access to the latest technology as well as to quality, strategic marketing materials and practices. 

• • Technology: Items to look for include robust Point of Sales (POS) systems which can speed up transactions and monitor inventory levels while implementing features like promotional offers, mobile ordering, and loyalty programs. Additionally, order management systems and digital menu boards that allow for up-to-date promotional offerings and dynamic content can boost your business by encouraging upsells and impulse purchases. 
  • Marketing: New business owners should be prepared to spend time promoting their location and offerings through community outreach, even before they are open and operating. Let other local business owners know you’re coming to town and entice them to try your product with a free or highly discounted offer. Be sure to continue this practice periodically to keep community engagement up. With a franchise, make sure to ask about the strategic marketing support that the franchise brand provides. Local media relations, advertising, and even influencer marketing can easily drive traffic and set new businesses up for long-term success. Lastly, make sure to invest a good amount of time and money for grand opening events, offering corresponding promotions and providing an exceptional experience will help you start building a loyal customer base. 

Start a Drive-Thru Business with Aroma Joe’s 

Aroma Joe’s is a Maine-based coffee drive-thru franchise that focuses on positively impacting people through its core values of caring, passion, and commitment to excellence. With over 117 locations across Maine, New Hampshire, Massachusetts, Pennsylvania, Florida, Rhode Island, Connecticut and New York, each Aroma Joe’s is designed to provide a superior coffee drive-thru experience. No intercoms means each customer is greeted by a smiling barista and a genuinely positive human interaction to start your day or get you through the afternoon. Aroma Joe’s is actively expanding into new and within existing markets and single or multi-unit franchise opportunities are available. Advantages include one of the best support teams in franchising, a low franchise fee, varying build-out options and models, and the chance to be part of a growing brand that stays true to its core values and mission statement. 

To learn more about Aroma Joe’s franchising, visit https://franchising.aromajoes.com/ or fill out the form below to get started.