A new study from the National Restaurant Association found that dine-in orders only made up just over 25% of restaurant traffic. Said another way, almost 75% of restaurant sales are takeout (pickups, drive-thru orders, deliveries, etc). So, what does this mean for marketing?
This is nothing new to traditional QSRs, they should have perfected the drive-thru experience by now. But for other categories, they need to meet the challenge by stepping up the entire “to-go” experience, from ordering all the way to hand-off. If I am in that business, I am committing marketing funds to the service experience to make sure it’s as good as the dining room.
The pick-up window, curbside and delivery positions are no longer entry-level. Your very best people should be involved in the 75% of your sales that keep you open. The training of this staff is more crucial than ever. Each and every customer should be treated the same as if they were in the dining room: Professional greetings, clear communication, eye contact and a sincere thank you are necessary.
If you have not perfected the takeaway ordering process yet, this is your wake-up call. Whether online, through an app, a delivery service, over the phone or in person, the consumer demands ease. The customer is trying to buy what you’re selling, so you better not make it difficult for them. 57% of adults have recently used mobile ordering. I frequent several restaurants that are owned by the same group, mostly because the service is always good and the food is consistent. Just this week, however, I found myself hesitant to choose them for carry-out because their ordering process is cumbersome (aka frustrating). If a customer chooses another restaurant just once per day because of this friction, and they have about ten restaurant brands, that’s at least 3,650 lost orders annually.
Ease of payment plays into the ordering process as well. There are a lot of options and preferences in how and when the customer pays for these orders. If people are abandoning a full cart, that’s a clear indicator that you need to simplify. Again, don’t make it hard for people to purchase what you are selling.
Your packaging also just got a lot more important. It’s a guaranteed touch point, so take advantage of it. Reinforce the consumer’s choice, promote a new item, encourage a repeat order, support your chosen charity — you get it. Don’t skip this crucial opportunity. In the case of delivery services, consumers want to know that the driver didn’t stick their paws into your bag. It’s pretty gross to receive an order through a service and the outer packaging is not secured. Everyone has seen the gross videos online from unscrupulous delivery drivers.
Because your customer gave you some sort of information to place their order, you have the opportunity to reinforce your brand and their choice. How was it? Rate our service? Did it arrive? Download our app. Share a photo with us. Give us a review. And here’s an incentive to return. Chances are, you commit resources to your social media channels soliciting engagement. Your follow-up on their order is your easiest and best chance to capitalize on that.
Bonus suggestion: What’s your relationship with delivery service drivers? Do you treat them as brand ambassadors? Or even potential customers? I often give the guys who mow my lawn a beer (or water). Yes, I have gotten to know them. But I know that they can do a 95% job or give 100% effort. That beer ensures they spend the extra minute to sweep that last area of clippings or pull that weed in my flower bed. They take one last look around to make sure everything looks good. So, give the delivery driver a fountain drink, a cookie, a smile. They are representing you — encourage them to do it well.
