When Ryan Bernard purchased what used to be a bank to serve as his funeral home, he wondered, what could he do with the old drive-thru window? Then he remembered what he once saw in California, a funeral home that offered drive-thru viewings. He realized that this new idea could really catch people’s attention, and it would also serve as the perfect way to stand out among his competitors in the Memphis area. It was a win-win situation for Bernard, and now all of the customers of R. Bernard Funeral Services are spreading the word.
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According to Bernard, the drive-thru viewings are not only a novelty that helps him stand out from the rest, but they also offer accessibility and convenience to some of us that truly need it. There are many people who have mobility issues, and they may not be able to park their cars and get out and walk around the funeral home. This type of concept helps them say goodbye to their loved one without causing them too much unnecessary stress. There are also people in today’s world that may have panic attacks or are just too frightened to venture into a funeral home. For some people this scene may creep them out. By allowing them a drive-thru viewing, they can see their loved one one more time without having to stress over the idea of walking into the funeral home.
Drive-thru viewings are not an entirely new idea, even though Bernard’s funeral home in Memphis is the first one to offer it in the Mid-South. There are a few funeral homes outside of Memphis that offer them, and the one in California where Bernard got the idea. Paradise Funeral Chapel in Michigan started offering these services in 2014. According to their owner Ivan Phillips, when they first started offering the services everybody was talking about it. It has now calmed down a little, and they are doing about two to three drive-thru viewings a week.
Bernard says that his funeral home still offers the traditional viewing, and the drive thru viewing is simply an added bonus to those who want it. The viewing is included in the regular funeral package at no additional charge. It is entirely up to the families involved if they want to use it. He adds that since they have began operations in January, a total of six families have decided to use the drive-thru viewing services in addition to the regular viewing services.
At Bernard’s funeral home a drive-thru viewing usually lasts around an hour. There is a black and gold sign reading “Drive Thru Viewing” to direct customers to the viewing window. They are then greeted by an employee who uses an iPad to supplement the usual guestbook. The employee will type in the names of the visitors and collect any cards, flowers or other gifts for the family. Once the visitor is checked in, they will proceed through a gated area to the window. There is an overhang to provide the visitor with shade and privacy. Each visitor is allotted three minutes to view the body and pay their respects before allowing the next group of visitors through.
This is a new and innovative idea, and Bernard states that most of the feedback has been quite positive. Unfortunately, there are some who do not like this new approach to viewings and feel that it is disrespectful. However, Bernard seems to be unfazed by their negativity and hopes this new approach catches on quickly. He notes that the funeral industry is always changing and seeking out those new and innovative ideas. He looks forward to bringing in new concepts to the industry, in addition to the traditional funeral services that he offers. He realizes that it is always helpful to your customers to allow them a chance at all the options available.