Written by: JR Robinson

West Memphis, AR – Chick-fil-A has introduced a groundbreaking Mobile Thru service, marking an industry first in the fast-food sector. This innovative service aims to enhance the convenience and speed of its drive-thru experience, catering to the growing demand for digital ordering. The Mobile Thru service is being rolled out at over 300 locations nationwide, including the West Memphis location at 206 W Service Rd.

What is Mobile Thru?

Mobile Thru is a dedicated lane in the drive-thru for customers who place their orders ahead of time using the Chick-fil-A mobile app. This initiative is designed to streamline the pickup process, reducing wait times and improving overall efficiency.

How It Works

1. Order Ahead: Customers select their desired Chick-fil-A location on the mobile app and choose "Mobile Thru" as their pickup option.
2. QR Code: The app generates a QR code, which customers scan at the Mobile Thru lane. Stop and scan the sign at the Mobile Thru lane.
3. Pickup: Customers proceed to the designated lane to pick up their order from an employee.

Expected Impact on Mobile Ordering and Delivery

The introduction of the Mobile Thru lane aims to increase efficiencies for mobile orders and expedite pickup in the drive-thru. Digital orders have already grown to account for more than half of the brand’s sales in some markets. By providing a more efficient and convenient pickup option, Chick-fil-A aims to further ease and streamline mobile orders, thereby enhancing customer satisfaction and loyalty.

Industry Context

Chick-fil-A's move to introduce a Mobile Thru service is part of a broader trend in the fast-food industry towards digital and contactless ordering options. The company has also opened its first-ever mobile pickup restaurant in New York City, which focuses solely on delivery and mobile app ordering. This digital-focused approach is designed to manage wait times better and meet the changing needs of customers in urban areas with heavy foot traffic.

Chick-fil-A's History of Customer Service

Chick-fil-A is renowned for its exceptional customer service, a cornerstone of its brand identity. Founded in 1967 by S. Truett Cathy, the company has always prioritized hospitality and quality. The phrase "My pleasure," used by Chick-fil-A employees, has become emblematic of the company's commitment to creating exceptional customer experiences.

Chick-fil-A's dedication to customer service is also reflected in its various community initiatives, such as the Shared Table program, which redirects surplus food to local soup kitchens, shelters, and food banks. This commitment to service and community engagement has helped Chick-fil-A build a loyal customer base and achieve remarkable growth over the years.

Local Impact

The West Memphis Chick-fil-A, located at 206 W Service Rd, is expected to benefit from this new service, providing local customers with a quicker and more efficient way to enjoy their favorite meals. The Mobile Thru service is poised to enhance the overall customer experience, aligning with Chick-fil-A's long-standing tradition of hospitality and quality.