The Client & Their Challenge

Our client, the iconic fast-food chain with over 3,500 locations across America, has always been about more than burgers and tots. It’s about the experience — families pulling into the drive-in, carhops rolling out meals, and fans expecting a fun, reliable connection with the brand.

But with a franchise model spanning thousands of independently run stores and the rise of mobile ordering, our client faced mounting challenges:

  • Inconsistent experiences: A wrong order, missing item, or cold meal could sour a guest’s perception of the entire brand.
  • Overloaded stores: Managers were fielding complaints directly, taking focus away from running operations.
  • Digital urgency: Mobile app orders introduced new complexities — if something went wrong, customers expected immediate resolution.

Our client needed a way to protect brand trust at scale while giving franchisees relief from the burden of call handling.

Our Approach: Introducing the TOT LINE

Harte Hanks partnered with our client to design and manage the TOT LINE, a customer support channel named after our client’s beloved tater tots. It became the brand’s central safety net — a place where customers could turn directly to our client for support, rather than relying on individual store managers.

Here’s how it worked:

  • Specialized Training: Agents were trained to handle everything from order errors to serious health and safety concerns, blending empathy with clear resolution paths.
  • Digital-First Support: SMS and digital channels absorbed much of the traffic, lowering costs and delivering faster answers.
  • Resolution Tools: Frontline agents could issue coupons or gift cards instantly; more complex issues escalated seamlessly to supervisors.
  • Accountability for Franchisees: Complaints were logged into a central database, creating franchisee scorecards and a feedback loop that improved accountability while protecting store operators from issues outside their control.

The Results

The TOT LINE became more than a support channel — it became a way to protect the joy of the drive-in’s experience.

  • 67% first-call resolution meant most guests had their concerns solved in the moment, so they could get back to enjoying their Cherry Limeade or tots without frustration lingering.
  • 99% of mobile app incidents resolved before ever reaching the restaurant meant fewer awkward confrontations at the drive-in window, and a smoother digital-to-dining journey.
  • Reduced burden on managers — with only 33% of complaints needing to be handled at the store level, franchisees and crew members could focus on delivering hot food, fast service, and those signature drive-in smiles.
  • Cost efficiency gains freed resources that could be reinvested into making the guest experience even better.

For our client, the real success wasn’t just about efficiency. It was about protecting moments — the family night out, the after-practice stop, the nostalgia of pulling into a drive-in — and ensuring every customer left feeling cared for.

The Harte Hanks Difference

For our client, this wasn’t just about answering phones. It was about protecting a brand experience woven into American culture.

By blending people, process, and technology, Harte Hanks delivered:

  • Faster resolutions for guests.
  • Relief for franchisees and managers.
  • A framework our client could build on for the future.

That’s the kind of partnership that keeps customers — and clients — coming back.

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