At Blaze Pizza, It’s Not (Quite) Delivery | QSR magazine

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Rick Wetzel wasn ’ t actually thinking about delivery when he and his wife Elise founded Blaze Pizza in 2012. part of what differentiated the build-your-own pizza concept from competitors like Domino ’ sulfur and Papa John ’ south was the fast casual ’ sulfur stress on dining in the restaurant. Wetzel says he kept the theme of rescue on the backburner until a host of independent pitch services forced the mark to focus on the issue preferably than expected. “ We had to very quickly get our point around it, and say, ‘ How do we manage this thing ? And how do we make certain that we optimize the experience for our guest ? ’ ” Wetzel says. Blaze Pizza began to work with third-party rescue avail Postmates, which has besides partnered with the likes of McDonald ’ s and Chipotle to test manner of speaking options in diverse markets. ( Read more about these programs in QSR ’ s web single. )

alike to the ride-sharing app Uber, Postmates alerts nearby couriers when an ordering is placed, and they have the option to accept or decline the occupation. once accepted, couriers make the order at the restaurant and then deliver it to the customer. Wetzel says that it ’ s about impossible to distinguish these couriers from other customers. “ We want to not only improve the experience for our guests so that they ’ re getting a great merchandise, but we want to improve the experience for the driver so he can get in and out fast and not disrupt our restaurant, ” Wetzel says. For example, when a messenger is placing a carryout ordering for multiple pizza, it can slow throughput for dine-in customers. Some solutions Wetzel says they are exploring include couriers identifying themselves and then moving to a divide line up. Although Postmates, which at weight-lift fourth dimension covers 68 Blaze markets, is not the lone messenger service delivering the pizza, but Wetzel says there are just besides many to coordinate with each one. As a foodservice veteran who cofounded Wetzel ’ second Pretzels before Blaze, Wetzel is message to not be in the middle of this battle for market share. Regardless of which messenger services come out on top, the consumer—and the restaurant operators—win. other brands did not embrace the idea of outsourcing to these third base parties as Blaze did. Initially Chipotle slapped Postmates with a cease-and-desist ordering before deciding to work with the ship’s company rather than against it.

But as Wetzel observes, overturning the status quo is the new norm—and not just in foodservice. “ We kind of live in this era right immediately of disturbance, or at least disruptive brands, ” Wetzel says. Apple dethroned record stores ; Netflix killed Blockbuster ; and Starbucks is decimating Folgers and Maxwell House, he adds. “ We ’ ra in this era where our company understands and not entirely accepts it, but kind of roots and relishes it. We ’ ra killing off big brands with other brands. ” Wetzel says the advance of the share economy—in which technology facilitates access to shared products and services—could be another murder to traditional fast-food pizza. already, Blaze Pizza offers ranking choice, he says, but now they can compete in the rescue zone a well.

“ I think it ’ randomness going to be a big blow to those guys. This could be arguably a game record changer, ” Wetzel says. By Nicole Duncan