Leading Fast-Casual Poke Chain Plans to Test Mobile Pick-Up Lane in Q1 As Convenience Drives Demand
Pokeworks has released a prototype for its first-ever Cruise-Thru Lane – a mobile order pick-up lane developed with ‘on-the-go’ guests in mind. Customers will be able to order ahead online and pickup without having to leave their vehicles. The first Cruise-Thru Lane is set to debut in Knoxville, Tennessee in the spring of 2021.
Pokeworks’ Cruise-Thru Lane is not the traditional drive-thru model, but rather the authentic design, which pays tribute to the brand’s Hawaiian-inspired roots, allows guests to place a mobile order on the Pokeworks Rewards App prior to arriving at the restaurant. After placing a mobile order, guests can make their way to the restaurant – upon arrival, they will be able to skip the in-store line and cruise right up to the window to pick up their order quickly and efficiently – without ever stepping foot out of their vehicle.
The brand has plans to integrate Cruise-Thru Lanes into its future restaurant build-outs – primarily in suburban areas, where the concept is most poised for success – in order to better serve the modern, convenience-driven consumer. The new design rollout rides on the heels of rapid expansion and optimization of Pokeworks’ digital and in-store experience to better serve the ever-changing consumer lifestyle, while maintaining profitability for its franchise partners through this added revenue stream.
“This year we’ve seen that safety, comfort and convenience have become the top priority for today’s consumers. The Cruise-Thru Lane is just one way we’ve leaned into our commitment to innovation and adapting to better serve the needs of our guests, while maintaining delicious, high quality cuisine,” said Peter Yang, Chief Development Officer and Co-Founder of Pokeworks. “It’s our responsibility to listen to our guests and their needs while providing a solution without losing sight of the essence of our brand, which is the epitome of what the Cruise-Thru Lane is for Pokeworks. We look forward to testing the prototype and continuing to grow as we continue to serve communities nationwide.”
