In response to the increased use of mobile ordering, fast-casual chain Smashburger has debuted its first virtual drive-thru.
Located at the newest corporate restaurant in Houston, Texas, the lane is an extension of its traditional drive-thru experience. Customers can place an order online or through the Smashburger app, then pull through the designated parking lane where their food will be delivered.
“We understand consumers’ need for convenience and speed of service as a result of ever-evolving dining habits stemming from the pandemic,” said Carl Bachman, president of Smashburger. “This design provides both, by adding this element, our franchisees have more flexibility in their site selection process, and assurance that guest demand is consistently being met.”
The concept was first introduced as a prototype in 2022, coupled with a new interior design tailored to off-premises orders. The remodel included a cubby system to keep food hot until retrieved, for a fully contactless experience. 
Smashburger’s virtual drive-thru implements a digital ordering system by Curbit, which gives guests an exact wait time and the ability to track orders from start to finish. Curbit claims its wait-time technology enables a 30-percent lift in customer repeat rates.
Veronica Luna, director of digital business channels at Smashburger, says it allows customers to make informed decisions about their time and schedule, with the choice to pick up their food right away or at a later time.
The system also lets employees know when to start cooking items, to ensure a fresh, hot product.
“It will also provide significant benefits to our franchisees including increased speed of service, improved order accuracy, and reduced labor costs,” Luna added.
Installing and testing digital-forward drive-thrus has been the focus of many fast-casual chains, as mobile ordering and third-party delivery take a front seat in buying behavior.
McDonald’s launched a test restaurant in Fort Worth, Texas, that features a separate order-ahead lane for mobile order pickup, where items are received via a food and beverage conveyor. Taco Bell opened “Taco Bell Defy” in Brooklyn Park, Minnesota, with four drive-thru lanes, three of which are solely dedicated to orders placed by an app or third-party delivery.
Meanwhile, some chains are wading even further into advanced tech, like BurgerFi launching in-car ordering through a partnership with retail marketplace Mavi.io OnMyWay, so customers can view the menu and order ahead directly through the dashboard of their car.
Smashburger plans to partner with its operators to open virtual drive-thrus across the country. Founded in 2007 in Denver, Colorado, Smashburger operates in over 340 locations across 38 states and nine countries.
