Do you have any tips on how to best negotiate a new, well-publicized restaurant, such as the Hi-Pointe Drive-In? — Jason R, St. Louis
The opening of the Hi-Pointe Drive-In was like the perfect storm. The new concept from the most successful restaurant company in recent memory (Sugarfire Smoke House) is located on a busy street and on the site of two iconic restaurants (Del Taco and Naugles) and built out of brightly painted shipping containers. The restaurant is small with limited parking, the menu is appealing, and the pre-hype was pervasive and intense. Oh, and it was late in opening. How could it not be a madhouse on day one?
And it was. Not so much when the doors opened at 10 a.m. last Thursday (possibly due to inclement weather), but by noon a line of burger-hungry diners had snaked through the restaurant. Waiting lines have been hit and miss since then.
Although every new restaurant is different, here are a few tips on how to handle this one:
1. Go at an off-peak hour. While one might think the best time to visit would be at 3 in the afternoon, Hi-Pointe stays busy most of the day, according to the owners. The least busy times have been the hours closest to opening and closing (the restaurant is currently open from 10 a.m.–10 p.m. daily).
2. Call for a carryout order. Similar to Sugarfire, its sister restaurant, the Hi-Pointe has a dedicated area for pick-up orders (as well as a mirror-image kitchen where they are prepared). Call ahead, and avoid the line. Note: A Hi-Pointe app will be introduced soon to make pick-ups even easier.
3. Call for delivery. When the Hi-Pointe gets into full-delivery mode (the owners predict it will be within 30 days or so), this will be a viable option for those living or working nearby.
4. Park on a side street. Don’t be intimidated by the small, nearly always-full parking lot. The residential neighborhood behind the restaurant is deceivingly large. Parking spaces are relatively easy to find, and the walk is short.
5. Don’t “reserve” a table. As I explained in this article from a few years ago, the fast-casual dining model falls apart when customers snag open tables before ordering. (The situation is similar to when full-service restaurants seat incomplete parties during busy meal periods. Tables fill up with diners not ready to order, which causes a waiting line of complete parties who are ready to sit down and eat. I wrote more completely about that scenario here.)
If you have a question for George, email him at gmahe@stlmag.com.
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