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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Simulating the Impact of Mobile Ordering at Chick-Fil-A
Author(s): Brooke Glover Emery, Blake Hodges, Andrew Tiger
Citation: Brooke Glover Emery, Blake Hodges, Andrew Tiger, (2017)"Simulating the Impact of Mobile Ordering at Chick-Fil-A," Journal of Marketing Development and Competitiveness Vol. 11, Iss. 1, pp. 51-58
Article Type: Research paper
Publisher: North American Business Press
Abstract:
In 2015, Chick-fil-A launched a mobile ordering app allowing customers to order and pay for their food on the app rather than in person. With correct implementation, ordering via the app offers better service. Successful implementation includes both educating consumers on the benefits and functionality of the app as well as understanding the impact of increased demand on system performance. A discrete-event simulation model for a specific high-volume Chick-fil-A restaurant was developed. The model included demand from drive-thru, dine-in, carryout, and mobile ordering. Outputs, in the form of graphs, include queuing statistics, customer revenue, and lost sales.ps.
