Freddy’s Pivots to Meet Consumer Preferences

Design tweaks, plus hot- and cold-side equipment additions, meld to make operations run smoothly at the prototypical location in Belleville, Ill.

Freddys Belleville
Photo courtesy of Freddy's Frozen Custard and Steakburgers.

Freddy’s Frozen Custard and Steakburgers is rethinking the way it does business in Belleville, Ill., (and beyond) with the introduction of a new design geared to meet a majority demand for off-premise dining.

The new format features a drive-thru as well as a mobile pickup window, plus a kitchen layout that allows each channel to “maintain high efficiency.” Equipment additions include that of an upper heated platen that presses the brand’s burger patties, “making grill operations less physically demanding while increasing consistency for guests” as well as a custard freezer in the designated digital pickup area to avoid overlap with the dine-in order queue.

The back-of-house also features a “transformed bagging station with a simplified, easy-to-interpret display, and a shared expo counter to give the shift lead the ability to manage every aspect of the operation from one location,” details the press release.

The design, which is now available to prospective Freddy’s franchisees, can fit in two footprints: 2,800 square feet or 2,400 square feet.

“With nearly 70% of sales being consumed off-premise, our team has been focused on developing restaurant prototypes that cater to this preferred method of dining by increasing convenience and ease of use for our guests,” says Chris Dull, CEO of the brand.

The brand says it will look to gather insights and data from the Belleville location in order to “continue refining real estate options” for franchisees.

Freddy’s, which currently operates over 460 locations across 36 states, seeks to double its footprint in the next three years, and plans to open more than 60 locations in 2023. The brand’s franchise plans are currently targeting the Northeast, Upper Midwest, California, Florida, Oregon, and Washington, and large metro areas such as Pittsburgh in the U.S., plus nine of Canada’s provinces, excluding Quebec.

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