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."
Image Credit: Justin Tse, Bronwyn Lambert