THIS PAST FALL, Discount Tire (Scottsdale, Ariz.) launched its newest drive-thru format – Pit Pass – debuting in Flowery Branch, Ga. Pit Pass gets its name from the concept of a racing pit crew and incorporates a variety of technologies, including digital displays, embedded tire scanners and online ordering.
Customers simply maneuver their cars into the drive-thru lane, which is covered by a canopy. A Discount Tire employee, with the help of the digital displays, will then guide customers to one of three bays. Customers are able to remain in the comfort of their own vehicles during maintenance and can easily watch the servicing crew as they work.
With a “digital-first” approach, Pit Pass is Discount Tire’s latest immersive concept. 📷 Mark Steele, Columbus, Ohio
Discount Tire partnered with Dayton, Ohio-based ChangeUp to design the new concept, along with the Pit Pass brand and visual identity. “Partnering with Discount Tire on this new concept allowed us to reimagine the guest journey and set a new standard for service. From removing the showroom entirely, to taking a digital-first approach, we were able to reinvent the way tires are purchased and sold and design a retail experience built for the customer of today and the future,” says ChangeUp’s Executive Creative Director, Jamie Cornelius.
Set at 5000-square-feet, with an additional 2600-square-foot subsurface workspace, customers can stop by for an array of different services.
“The expansion of the buy-online trend for tire and wheel purchases creates an opportunity to test new ways to meet the changing needs customers expect today,” says Tom Williams, CEO, Discount Tire. “Pit Pass allows us to meet these needs and potentially change the traditional tire, wheel and service experience moving forward.”
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📷 Mark Steele, Columbus, Ohio
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