The drive-thru business model has offered many restaurants solace during the COVID-19 pandemic. As consumers weren't able to engage in the dining outside ritual for a given period of time, and some still don't feel comfortable to do so, many companies switched to drive-thrus—a model that carries some nostalgic sensibilities with it.
Now, the drive-thru business model is permeating the fine dining ritual. The Atelier restaurant in Ottawa, Canada is a great example. The brand offered a high-end molecular gastronomy experience, thriving on Chef Marc Lepine's signature 12-course blind tasting menu.
In light of COVID-19, Atelier compressed its 12-course offerings into five. It sold limited tickets for $100 per person, appealing to exclusivity, and only 10 vehicles per service on weekends only. Since its launch, Atelier has "sold out every dinner."
Five-Course Drive-Thru Restaurants
Atelier Restaurant Embraces the Drive-Thru Business Model
Trend Themes
1. Drive-thru Fine Dining - The trend of drive-thru extends to the fine dining experience, allowing high-end restaurants to offer exclusive and convenient dining options.
2. Compressed Menu Offerings - Restaurants are adapting their menus by offering compressed versions of their usual offerings, providing a curated dining experience while maintaining efficiency.
3. Limited Ticket Sales - The limited ticket sales model creates a sense of exclusivity, driving demand and creating a unique opportunity for high-end restaurants to attract customers.
Industry Implications
1. Hospitality - The hospitality industry can explore the disruptive innovation opportunity of implementing drive-thru services in high-end restaurants to offer a unique dining experience.
2. Fine Dining - Fine dining establishments can leverage the trend of compressed menu offerings to streamline their operations while still offering a curated culinary experience.
3. Event Planning - Event planning companies can capitalize on the limited ticket sales model by organizing exclusive dining experiences in collaboration with high-end restaurants.