In the last few years, curbside restaurant pickup has become vital, offering convenience and safety for customers and restaurant owners alike. With online ordering becoming the norm, restaurant owners are adapting to meet the demands of today’s diners, setting up a designated curbside pickup zone and streamlining the restaurant’s processes.
In this article, we explain curbside pickup orders and how restaurants take advantage of adding curbside service to their offer. Let’s take a closer look at the specifics.
What is the curbside pickup?
The curbside pickup option allows customers to order items online or by phone and then have them delivered by restaurant staff directly to a customer waiting in their parked car, either at the curb outside the restaurant or at another designated area (pickup location) outside the establishment without the need to enter the store or restaurant.
It provides added convenience, reduces customer waiting time, and ensures a contactless customer experience, crucial for safety or due to customer preferences, to minimize physical contact.
During the COVID-19 pandemic, curbside pickup gained popularity among restaurants as a safer and more convenient option for customers. According to a report by NACS, 33% of adults under 50 who adopted curbside pickup during the pandemic plan to continue using it. Retailers recognize curbside pickup as a competitive advantage, with many integrating it into their operations.
Additionally, a study by PYMNTS Intelligence revealed that 55% of all restaurants have implemented curbside pickup, rising to 63% for quick-service restaurants (QSRs). This adoption rate surpasses any other technology or digital feature in the industry.
PYMNTS Intelligence highlights an instance where Domino’s Pizza integrated with Apple CarPlay, allowing customers to order directly through the app on their car’s console. This innovation eliminates the need for lengthy drive-thru queues, allowing customers to place orders from their vehicles without waiting.
Curbside takeout vs. Curbside pickup
“Curbside takeout” and “curbside pickup” are terms often used interchangeably, but they can have slightly different connotations:
- Curbside takeout: It emphasizes taking out food from a restaurant for consumption elsewhere. It typically involves customers driving to the restaurant, bringing their order to them, and then leaving with the food.
- Curbside pickup: This term focuses more on picking up pre-ordered items from a designated location (pickup spot) outside the restaurant. It may include food orders and other items like groceries or merchandise.
How does curbside pickup work?
While curbside pickup has evolved significantly in recent years, its origins can be traced back to drive-in restaurants with carhops. Originally, staff would serve and deliver food to guests waiting in their cars.
Nowadays, curbside pickup typically works in the following way:
- Placing Order: Customers order online, through a mobile app, or by phone, selecting items from the restaurant’s menu.
- Payment: Customers provide payment information and make an online payment or decide to pay when receiving their order at a designated spot.
- Confirmation: A customer is notified by the restaurant that the order has been received and is being processed.
- Notification: Once the order is ready for pickup, the restaurant notifies the customer through text message, email, or the restaurant’s app.
- Arrival: Customers drive to the designated curbside pickup area or parking spot outside the restaurant.
- Pickup: A staff member then brings the order to the off-premises customer.
Thanks to curbside pickup, customers take their food and enjoy their meals in their homes or wherever they choose.
What are the pros and cons of curbside pickup?
Below we listed the advantages and disadvantages of starting to offer curbside pickup in your restaurant.
Pros of curbside pickup
- Convenience: Curbside pickup offers customers the convenience of ordering food online via the restaurant website’s online ordering system, restaurant mobile app, food delivery apps, or by phone and picking it up without entering the restaurant or even leaving their vehicle, saving time and effort.
- Contactless experience: It provides a contactless customer experience, reducing the risk of exposure to germs, which is especially important in situations like the COVID-19 pandemic.
- Safety: Curbside pickup allows customers to maintain social distancing protocols and minimize contact with others, enhancing overall safety.
- Flexibility: Customers can schedule pickups conveniently, offering greater control over their dining experience.
- Cost-efficiency: For restaurants, curbside pickup can be cost-effective compared to traditional dine-in services, as it requires fewer staff and overhead expenses.
- Customer satisfaction: Curbside pickup enhances customer satisfaction by reducing wait times typically experienced in indoor dining settings.
- Reduced traffic: It reduces traffic inside the restaurant, allowing it to provide better and faster customer service to dine-in customers.
- Faster than in-store pickup: Curbside pickup can often be faster than in-store pickup, as customers bypass waiting in line, resulting in quicker service.
Cons of curbside pickup
- Limited menu options: Some restaurants may offer a limited menu for curbside pickup, restricting choices for customers compared to dining in.
- Waiting times: Customers may experience longer wait times during peak hours or if the restaurant is understaffed, leading to potential frustration.
- Lack of personal interaction: Unlike dine-in experiences, curbside pickup lowers personal interaction between customers and restaurant staff, which may diminish the overall dining experience.
- Miscommunication: Potential miscommunication may arise between customers and staff, particularly in cases where orders are placed via phone rather than through an online ordering system or mobile app, leading to delays or errors in order fulfillment.
How can curbside pickup be implemented in your restaurant?
Step 1. Incorporate online ordering
If you don’t have a restaurant website, start by creating it. The restaurant website builder can help you do this.
Begin by selecting and customizing a restaurant template, choosing the appropriate colors, and attaching a logo. Your restaurant website may also include a description of the establishment, the menu you offer with descriptions and photos of the dishes, contact details, and opening hours.
After creating a website, you can launch online orders for your customers. You can use one of the many online ordering systems on the market.
Step 2. Create your restaurant menu
While creating your restaurant menu, consider whether you want to offer curbside pickup for your entire menu or create a separate menu for takeout items.
While creating your restaurant menu, follow the rules of menu engineering to increase the restaurant’s profitability. Also, remember to add menu descriptions and appetizing photos to encourage customers to order. Here are some helpful food photography tips.
Step 3. Choose suitable pickup packaging
Selecting appropriate pickup packaging is crucial to ensuring that orders remain fresh and intact during transportation. Opt for durable, leak-proof containers that can withstand heat and maintain food quality.
Additionally, eco-friendly options should be considered to align with sustainability goals and reduce environmental impact. By prioritizing quality packaging, restaurants can enhance the customer experience and maintain the integrity of their offerings.
Step 4. Designate a pickup area
Some restaurants are in quiet neighborhoods, suburbs, or small housing estates with plenty of parking spaces. However, only some restaurants are so lucky.
If your restaurant has its own parking lot, you can designate curbside pickup spaces for customers, for instance, using bollards. These spots should be marked and visible to customers, situated within walking distance of the premises to facilitate efficient and prompt order delivery by your staff.
If your restaurant lacks its own parking lot, consider consulting local authorities and applying for permission to establish one in front of your premises for efficient pickup selection. If denied, opt for a dedicated location, such as a street behind your establishment.
Whichever option you choose, remember to provide clear instructions for customers when placing orders, ensuring they know precisely where to go for curbside pickup.
Step 5. Enable online payments
Nowadays, most applications and online ordering systems allow customers to pay for their orders using online payments, which is a very convenient solution.
However, if you don’t offer online payments or take orders over the phone, you need to be able to collect payments when customers come to pick up their orders. In this case, credit card readers that allow you to accept contactless payments will be helpful.
Step 6. Train staff
Instruct your staff on handling curbside pickup orders, emphasizing the importance of securely and efficiently packaging them. Provide training on the proper procedures for delivering orders to customers’ vehicles to ensure a seamless and satisfactory experience.
Equipping your staff with the necessary skills and knowledge guarantees curbside pickup operations run smoothly and efficiently.
Step 7. Promote curbside pickup among customers
In addition to clearly communicating pickup instructions to customers, leverage various channels to effectively promote your curbside pickup service.
To accommodate different preferences, offer online ordering options through your restaurant’s website or mobile app or provide a phone number for call-in orders.
To attract customers, employ a multi-faceted restaurant marketing plan using restaurant marketing tools like
- social media platforms,
- restaurant newsletter,
- email campaigns,
- SMS campaigns,
- push notifications,
- signage outside your establishment.
Promoting your curbside pickup service across these channels can increase visibility and engagement, ultimately driving more traffic and orders to your restaurant.
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Step 8. Gather restaurant feedback
Listening to what customers say about their curbside pickup experience is important. You can ask them for feedback through surveys or online reviews.
Pay attention to their suggestions and see if there are any common issues, like how orders are placed or pickups are handled. Making changes based on customer feedback can improve the curbside pickup experience and keep customers happy.
Key Takeaways
- In curbside pickup customers order menu items online, through a mobile app, or by phone, receive confirmation from the restaurant, then drive to the designated curbside pickup area to collect their order from a staff member.
- Curbside pickup offers customers a convenient way to enjoy restaurant meals without leaving their vehicles, saving time and effort.
- Customers can schedule pickups conveniently, avoiding long wait times and crowded dining areas.
- Curbside pickup can serve as an additional revenue stream for restaurants, expanding their reach to customers who prefer takeaway options over traditional dining.
- Curbside pickup can streamline restaurant operations by optimizing order fulfillment and reducing congestion inside the establishment.
Frequently Asked Questions (FAQ)
What's the difference between pickup and curbside?
“Pickup” involves retrieving pre-ordered items from inside the store or at a designated counter, while “curbside pickup” entails customers remaining in their vehicles while orders are brought to them outside the establishment. The latter provides a contactless ordering option for those who prefer to avoid entering the store or restaurant.
What is a pick up at a restaurant?
A pickup at a restaurant refers to collecting pre-ordered items, typically food or beverages, from the restaurant’s designated pickup location. This could involve retrieving the order from inside the restaurant or a dedicated pickup counter.
