Here are some tips from 2022 Takeout Bracket Challenge sponsor Society Insurance to improve the food pickup experience at your restaurant.
1. Ensure a Seamless Customer Journey
The goal of any business is to make the customer experience as quick and convenient as possible. Some easy ways to do this are:
- Include downloadable menus on all social channels and website homepage
- Clear, concise calls to action (CTA) on website for ordering/pickup
- Updated business hours/delivery info on Google My Business profile
- Consider the use of 3rd-party delivery apps (though it may not be right for every business)
While most restaurants have traditionally relied on local foot traffic, people now prefer to do many things online – from browsing the menu, to ordering and paying. Contactless delivery to minimize the amount of time spent in the restaurant is trending, so having the infrastructure to support it is crucial.
2. Food Prep & Order Tracking
A recent survey from Rakuten Ready found that two of the most important factors for customers when placing online orders are knowing when the order is ready and clear details on how to pick up the order.
If you’ve ever ordered online via an app like DoorDash, you’ve probably noticed that as soon as you place the order, they give live updates on its status – from when the food is being made to when it’s ready for pickup. If you’ve ordered delivery, they will show exactly where the delivery driver is via GPS tracking.
Keeping the customer engaged and in-the-know about their order increases transparency and trustworthiness. If setting up GPS tracking seems overwhelming, consider text message updates.
3. Customer Engagement Through Transparency
Rethinking your marketing efforts to concentrate on aspects of pickup and delivery orders can also increase trustworthiness. Ask yourself these questions:
- Am I providing details on pickup and delivery protocol on my website and Google?
- Am I leveraging my social media accounts to provide timely updates regarding in-store policies?
Open, honest, and frequent updates will help win customers.
4. Remain Contactless
Many restaurants have been adopting contactless delivery and pickup methods. With delivery, the driver simply leaves the food at the doorstep and either calls, texts, or sends picture confirmation that the food has arrived.
By implementing curbside pickup or designating pickup areas, you signal to the customer that you are dedicated to making the dining process as easy as possible.