Discount Tire wanted to develop a prototype to reinvent the guest journey. The new store concept, called Pit Pass, elevates the customer experience and sets a new standard for service. Upon arrival at the canopied Pit Pass drive-thru lane, the digital displays guide customers into their assigned work bay. They remain in their car during their appointment where they can watch technicians service their vehicle, like they are in the pit lane for Formula One or NASCAR. Through the branded mobile app and website, customers can schedule an appointment and select and purchase tires.