With 80 percent of orders going out the door, it only makes sense for Teriyaki Madness to further invest in streamlining its off-premises operations.
The Denver-based fast-casual recently introduced ‘Mad Dash’ a technology designed to make curbside pickup fast—super fast.
Mad Dash lets customers place their orders via the TMAD app, which then tracks their real-time location as they approach the restaurant. Using what the brand calls “Teriyaki Space Tracking Technology” powered by Flybuy, the system alerts employees when customers are just minutes away, and again when they are pulling up to the curb. This ensures staff are ready for a quick drive-by-pickup.
Like many restaurants, Teriyaki Madness added curbside pickup during the pandemic. However, while others have pivoted, the chain remains bullish.
“We not only still have it, but we’ve brought it back on steroids,” said Jodi Boyce, chief marketing officer at Teriyaki Madness.
Boyce explained that the TMAD app uses GPS tracking to know when a customer is about two minutes away. If executed perfectly, customers shouldn’t even need to put their car in park. Users can opt in to allow their location to be tracked by the app.
Jodi Boyce, CMO at Teriyaki Madness
Given that many Teriyaki Madness locations are in shopping centers without drive-thrus, Boyce added that this tech serves as a way to compete directly with traditional drive-thrus.
So far customers are giving it the thumbs up. “It’s fun because they’re surprised. They pull up and say, ‘Whoa, how did you know I was here?’” Boyce explained. “There are also those who have a dog in the car, a child, or even a broken leg who can’t go inside. For them, it’s a relief not to have to go inside.”
Having a menu that travels well also helps contribute to the success of the service. Teriyaki Madness offers build-your-own bowls, with options like chicken, steak, veggies, rice and noodles, among others.
Pickup vs. delivery
Additionally, the technology aims to reduce the reliance on third-party delivery.
“Third-party delivery is very much still part of our business,” said Joyce. “But as everyone knows, it’s expensive to work with these companies. With commission and just the whole business side of it, is tough. So eventually we’re hoping that this helps pull some of that away from delivery.”
Boyce added, “With inflation and prices going up, consumers are pickier at how they spend their dollars. If they can hop in the car and get the food even faster and save a ton of money…that’s the best scenario.”
Mad Dash technology is currently live in almost all of the chains’ near-160 locations, excluding a few non-traditional sites like casinos. The brand aims to open 200 locations by the end of 2024.
