A popular breakfast chain plans to solve increasing customer issues

Introduction: Expansion and Challenges in the Breakfast Market

In recent years, breakfast has been re-evaluated as "a time to set the tone for the day," becoming a fiercely competitive area for restaurant chains and cafes. In the United States, in particular, it has been linked to "brunch culture," leading to the rapid growth of breakfast-specialized chains. However, with this growth, the "growing pains" such as overcrowding, long wait times, and declining service have also become apparent.

Chapter 1: The Current State of Popular Breakfast Chains

The major chains in question have garnered support with menus centered around pancakes, egg dishes, and coffee, expanding to hundreds of locations nationwide. Particularly during weekend mornings and pre-commute hours, many customers flock to these establishments, and it is not uncommon for it to take over 30 minutes from order to service. On social media, comments like "the food is delicious but the wait is long" and "the staff seems busy and the service is sloppy" are spreading, making it urgent to implement measures to maintain brand strength.

Chapter 2: Pillars of Solutions

1. Strengthening Digital Orders
   Expanding pre-orders through mobile apps and kiosk terminals to reduce wait times at the store.

2. Improving Store Operations Efficiency
   Revising cooking processes, optimizing staff allocation, and introducing automated equipment in the kitchen.

3. Takeout and Delivery Support
   Considering the trial introduction of an independent delivery network in addition to collaboration with external services like Uber Eats.

4. AI Congestion Prediction System
   Predicting congestion in advance based on weather, day of the week, and event data, allowing for flexible adjustments in cooking and staffing.

5. Revamping Seating Design
   Changing spatial design to avoid long stays and arranging tables with a focus on improving turnover rates.

Chapter 3: Enhancing Customer Experience

The goal of the new plan is not just efficiency but also maintaining and improving customer satisfaction. For example, digital orders not only "shorten wait times" but also provide convenience to users through custom orders and point systems via the app. Additionally, strengthening takeout and delivery aligns with the needs of busy modern people and is expected to lead to an expansion of the customer base.

Chapter 4: Comparison with Overseas: What About Japanese Breakfast Chains?

Japanese family restaurants and cafe chains are also capturing breakfast demand, but digitalization is lagging compared to the United States. While "morning culture" is established in Japan, mobile ordering and AI congestion prediction are still in the diffusion stage. The examples of U.S. chains could provide hints for the Japanese market in terms of "shortening wait times × maintaining customer satisfaction."

Chapter 5: Ripple Effects on the Entire Dining Industry

This initiative is not limited to the improvement of a single chain but could impact the entire dining industry. Especially after the pandemic, the demand for contactless ordering and efficient operational models has increased, and competing chains will likely be forced to introduce similar systems. Furthermore, since customers are sensitive to convenience, it is expected that support will concentrate on stores where improvements are progressing.

Conclusion: Future Prospects

The plan of popular breakfast chains is a challenge to balance digitalization and customer experience. If successful, it could create a new industry standard and have a ripple effect on the dining industry worldwide. Similar challenges exist in Japan, and the ability to provide customers with a "time-valued breakfast experience" will likely influence future competitiveness.

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