Dramatic KPI Improvements
Killer Burger later added a second KDS screen in the back-of-house to streamline kitchen operations. The results were dramatic: wait times dropped by up to 78%, and 90% of orders are now completed in under 10 minutes. Currently, about 60% of orders are takeout, and 40% are dine-in.
Catering: A New Growth Opportunity
To diversify its revenue streams, Killer Burger recently partnered with ezCater to launch catering across all locations, targeting office lunches with its Burger Box of 12 slider-sized burgers. Individual box lunches are also being considered. “Catering has been growing slowly, but we see a lot of potential,” said Glesmann.
Piloting Self-Serve Kiosks
To improve the guest ordering experience, Killer Burger is piloting self-serve kiosks at select locations. With 70% of guests being first-time visitors, kiosks offer an opportunity to explore the menu without the pressure of waiting in line or asking questions at the register.
“Kiosks allow guests to take their time and place orders without judgment,” Glesmann said, adding that screen size plays a role in guest comfort. “Smaller screens feel more private. With larger, flashier screens, everyone in the restaurant can see what you’re ordering.”
The ideal placement of kiosks is still under debate. Currently, kiosks are near the counter, but Killer Burger is testing locations along the travel path from the door to the counter to enhance convenience. “We’re also experimenting with expanding table service so guests can order a beer at the kiosk and have it brought to their table,” Glesmann shared.
When it comes to marketing, word of mouth and social media is essential. For new store openings, including the San Antonio, Texas, opening in November, the brand partners with local influencers to drive awareness.
Future Plans
As Killer Burger continues to expand its company-owned and franchise locations, it’s considering adding more drive-thrus to its footprint. Currently, two locations feature drive-thrus, and the brand is exploring how digital ordering can play a bigger role in its growth strategy.
