The new concept opens tomorrow on Third Avenue on New York's Upper East Side. It will feature the subtle Chick-fil-A branding, but not the chain's signature chicken sandwich. In fact, nothing will sell.
The "Brake Room," as it's known, is a temporary space created by the chain exclusively for the city's 65,000+ food service drivers. That goes for any caterer, whether they deliver to Chick-fil-A or not. The Brake Room is located at 1477 Third Ave. Open from February 16 to April 13, Monday to Saturday, 11:00 a.m. to 7:00 p.m. These include restrooms, phone charging stations, private corners, comfortable seating, free WiFi and free drinks. The timing of the flyers was intentional because New York winters can be harsh for these employees, many of whom deliver groceries by bicycle.
According to Kathy Joyner, Chick-fil-A's senior marketing team leader who is overseeing the initiative, the idea for this type of space came before the pandemic, when the company was starting to see an increase in sales. Covid has accelerated the sales mix for Chick-fil-A and the industry as a whole, and this project is a little more urgent. New York City is the network's largest freight market, although the network did not provide specific numbers.
“The delivery community has been on our minds for a long time. For many of our guests who don't come to our restaurants, the driver is the connection to our brand,” Joyner said in a recent interview at Chick-fil-A's Atlanta headquarters. "We started thinking about how to show interest in this group. key workers who help us in our daily lives. Our business depends on them, and we want to present ourselves in an exceptional way and express our gratitude."
Joyner and his team conducted seven rider focus groups in August and September to understand what the community needs in this area. Feedback also provides opening hours and a relaxed, cafe-like style.
"It is a very diverse group. Some do it part time, some do it full time, some are entrepreneurs and their bikes are their business. We want to make sure we meet all their needs,” he said. Cyclists can come here to relax. We heard they wanted a comfortable place because they've been cycling all day and we said, “Okay, we can do it. ". Another thing we heard is that they have to store their bikes during the break. We have a place to store about 40 bicycles on the first floor."
The brake hall is guarded and has a check-in system to check who is allowed to use the area; drivers must prove they have delivered for a major delivery company within the last week. In total, there are about 5000 square meters. It used to be a gym until Covid hit and it sat vacant for a few years. Joiner said Chick-fil-A is paying for more real estate and features, and Chick-fil-A operators throughout the city will also offer "wow and fun" pop-up tours complete with food and treats. .for free. and drinks, Sunday 20 February.
The Rem Room may not have the same return on investment as larger Chick-fil-A restaurants, but Joiner insists there is a business case for the project.
"We have had a lot of experience working with couriers and we consider this as an opportunity to say thank you. We think it is right to take care of people who help our business," he said. "There is no problem here."
Chick-fil-A conveys this appreciation with a narrative component that fills the space. For example, photographs of real drivers are displayed on building facades and in targeted advertisements throughout the city. Inside is a wall with thank you messages from delivery customers across the country.
"We want them to feel special and valued, helping us reach more of our guests," Joyner says.
After the brake room shutters in April, the company expects more such experiences to grow across its Chick-fil-A system. According to Joiner, many couriers currently offer free meals or snacks to drivers, and the company has prepared an "activation guide" that outlines "our standard way of looking after delivery drivers" as well as additional insights.
"We've put a lot of thought into making sure these people come in and get what they need while trying to be as respectful of their time as possible," Joyner said. "This company is always looking for ways to showcase our diverse community, and this is one of the ways we do that."
Contact Alicia Kelso at [email protected].
The interior of Chick-fil-A's brake booth
