The Habit Burger Grill Debuts its First Mobile Pickup Lane
The Habit Burger Grill will open a new location in Garden Grove, Calif., next week that will feature the growing chain’s first mobile pickup lane. Guests can place their orders in advance through The Habit mobile app or website and choose the “Mobile Pickup Lane” option. Upon receiving a notification that their order is ready, guests can drive through the dedicated lane to collect their food. The 2,800 square-foot Garden Grove restaurant will also offer dine-in, takeout, and delivery.
“As the birthplace of The Habit Burger Grill, launching a new restaurant in SoCal holds special significance for us, particularly as this marks our second location in Garden Grove,” CFO Tiffany Furman said in a statement. “What’s more, we’re thrilled to introduce our mobile pickup lane at this restaurant, a testament to our commitment to ease and convenience for our guests.”
The Habit Burger Grill will host exclusive pre-opening VIP events for CharClub and mobile app members, including free Charburger Day Dec. 9 and free Habit Day, Dec. 11 and Dec. 12.
The Habit was acquired by Yum Brands in 2020. During Yum’s investor day late last year, Habit CEO Shannon Hennessy said the chain has “bold ambitions for growth” as part of the fast casual burger category, which is also growing quickly. She added that the company has expanded its footprint by 10% or more for the past 15 years. The Habit Burger Grill now counts over 370 restaurants in 14 states, as well as international restaurants in China and Cambodia.
In support of that growth, Chief Business Development Officer John Phillips wrote in a recent blog that buildout models have become increasingly flexible alongside the growth of digital and drive-thru business.
“Our design models and operational strategies are evolving to strike that right balance, ensuring that both dine-in guests and those seeking on-the-go convenience have a great experience,” he said. “Our long-term vision involves exploring different operating models that accommodate the evolving landscape of dining preferences. This could include an increase in curbside pickup, drive-thru options, and digital pick-up lanes.”
Several chains, from Chipotle to McDonald’s to Chick-fil-A, have accelerated mobile order-ahead pickup lanes, with 80% of Chipotle’s new restaurants featuring its Chipotlane. The company’s executives have shared that the feature drives higher sales and margins versus traditional drive-thru units.