Restaurant: everything you need to know about Click & Collect
September 23, 2024
It's 12:30pm, 15 order forms are already piling up on the plancha, the delivery tablets are beeping non-stop and for the 5th time, you're asked if it's possible to change the burger sauce, the salad accompaniment, etc. and dessert on the menu. It's going to be a long day.
The rush of orders piling up, impatient customers, and a team trying to juggle the kitchen and takeaway orders. But why complicate life when a simple solution exists?
Click & Collect is here to save your organization (and probably avoid a few white hairs in the kitchen).
In just a few clicks, your customers order online, choose a pick-up time and you're ready to go. No more rush orders that disorganize everything, and hello peace of mind!
This service, which exploded with the pandemic, is now a must-have: 70% adopted by major restaurant chains.
And it's not a trend without a future: Click & Collect is becoming a permanent fixture in the habits of customers, who are always on the lookout for speed and convenience.
So why not take the plunge? We take you on a tour of Click & Collect in 2024, looking at how it works, the benefits it offers, how it's set up and how it communicates.
What is Click & Collect?
Visit Click & Collect is a service that allows customers to order online and pick up their purchases directly at the point of sale, without having to wait for home delivery.
The process is simple and intuitive. Customers select their dishes on the website or via the restaurant's mobile app. Once the order has been validated, they choose a time slot to collect their meal. For their part, the kitchen teams can anticipate the preparation process, enabling them to optimize their time and avoid rushes.
On collection, the customer simply has to go to the restaurant to collect his order. via a dedicated corner for maximum efficiency.
This service is particularly useful for customers who want to avoid delays or the use of home delivery platforms. It also guarantees fresher dishes, as customers can pick up their meals immediately after preparation.
What's the difference between Click & Collect and Drive?
Although Click & Collect and Drive share a number of similaritiesThey differ in the way they operate and the way they are set up.
With Click & Collect, the customer orders online and goes to the store to collect the order from a dedicated collection point. This service is often favored by restaurants and shops that don't necessarily have the infrastructure for a drive-thru service. It enables restaurateurs to offer a fast, seamless experience without the need for large additional spaces.
This model is particularly well-suited to downtown locations or in high-density areas.
The Drive, on the other hand, allows customers to pick up their order directly from their vehicle, without having to enter the premises. Although convenient, it requires a more specific infrastructureThis may not be suitable for all types of establishment.
In short, Click & Collect is a flexible and accessible solution for a wide range of restaurants and shops, offering both simplicity for the customer and optimization for restaurateurs.
Is it too late to integrate Click & Collect into my business?
Absolutely not! Click & Collect is more relevant than ever.
Click & Collect is not a passing trend, it's a strategic tool that enhances the customer experience and optimizes in-house management. You can quickly implement this service with tools adapted to your size and needs, without having to turn your operations upside down.
By integrating Click & Collect today, you place yourself at the heart of demand, while increasing your sales and building loyalty with an increasingly connected customer base. It's never too late to upgrade your offering and offer a service that combines convenience, speed and satisfaction.
In short, not only does it enable you to meet current consumer expectations, it also opens up new prospects for growth and profitability.
Taking action today means anticipating tomorrow's needs.
The benefits of Click & Collect for your customers and restaurant management
1. Saves time
Click & Collect saves both restaurateurs and customers precious time.
On the restaurant side, receiving orders in advance optimizes kitchen preparation. The team can anticipate the dishes to be prepared, reduce errors and limit rushes.
For customers, this means they can pick up their order quickly, without having to wait or queue.
IN BRIEF
For restaurateurs
✔ Better order flow management
✔ Optimization of preparation time
✔ Fewer errors and delays in the kitchen
On the customer side
✔ No time wasted queuing
✔ Order picked up at selected time
2. Better customer flow management
With Click & Collect, customer flows are more predictable, enabling restaurateurs to better manage busy periods. By distributing order pick-ups over pre-selected time slots, avoid activity peaks and unnecessary queues.
For customers, this translates into a more pleasant experience, with no need to wait or interact at length at the time of collection. Everything is ready when they arrive.
IN BRIEF
For restaurateurs
✔ Reducing counter queues
✔ Better inventory and preparation planning
✔ Increase in off-peak orders
On the customer side
✔ Freedom to order at any time
✔ Adaptability of the withdrawal to their schedule
✔ Less stress linked to opening hours
3. Cost reduction
For customers, Click & Collect is an excellent alternative to home delivery, not least because it avoids the delivery charges that can quickly add up.
For restaurateurs, Click & Collect reduces logistics costs by limiting dependence on delivery platforms. By avoiding the often high commissions charged by delivery services, plants can maximize their margins while offering customers an attractive service.
IN BRIEF
For restaurateurs
✔ Lower delivery platform costs
✔ Better management of operating costs
✔ Increased margins thanks to the elimination of intermediaries
On the customer side
✔ Save on delivery costs
✔ More freedom and flexibility in your choice of order
✔ High-performance service at no extra cost
4. Loyalty
Click & Collect is an excellent way to increase customer satisfaction, but it goes even further, as a powerful loyalty-building tool. Thanks to this system, restaurateurs can not only offer a smooth and fast experience, but also integrate their loyalty program directly to online ordering.
By linking the loyalty program to Click & Collect, customers earn points for every order placed online, which encourages them to return more often to take advantage of their benefits (discounts, free meals, etc.). This also enables us to better understand their preferences via order data, and adjust offers according to their purchasing habits.
IN BRIEF
For restaurateurs
✔ Improve customer loyalty with personalized offers and rewards
✔ Improved customer return rate
On the customer side
✔ Earn points or benefits with every Click & Collect order
✔ More personalized service with exclusive offers
✔ An optimized experience that keeps you coming back for more
In short, Click & Collect is a winning solution for restaurateurs and customers alike.
By offering speed, flexibility and better flow management, this service enhances the customer experience while optimizing internal operations. It also enables restaurateurs to reduce costs, increase margins, and build customer loyalty through integrated programs.
And we saved the best for last.
Click & Collect is not only a practical solution, it's also a highly effective tool for increasing your sales and the average amount spent per customer.
Thanks to online ordering, restaurateurs can offer additional sales (also called up-selling and cross-selling) via automatic suggestions such as adding a drink, dessert or side dish.
These recommendations are particularly effective, as customers have more time to think about and personalize their order.
On average, the average shopping basket increased by up to +20%A significant difference when you add it all up at the end of the month!
Now that we've talked about the many benefits of Click & Collect, you may be left with one final concern:
"Complicated to set up, isn't it?"
No. Follow the guide!
How do you set up Click & Collect in your establishment?
Set up a Click & Collect in your restaurant is simpler than it sounds.
Here are the 5 steps to an effective and successful integration:
Step 1: Choose the right solution for your structure and internal organization
The first step is to choose a solution adapted to the size and needs of your establishment. Many Click & Collect platforms exist, some specialized in catering, others more generalist.
Look for a solution that offers :
➜ An easy-to-use website or mobile app for your customers.
➜ On-line command integrations that interface easily with your cash register and management systems.
➜ An intuitive dashboard for managing orders and pick-up slots.
➜ A system for configuring a maximum volume of orders per time slot so as not to be exceeded and end up with the opposite desired effect.
Step 2: Configure the digital menu
Once you've selected a platform, the next step is to optimize your online menu. It's essential to make your dishes easy to customize to offer your customers a tailor-made experience. Take the opportunity to highlight your star dishes with attractive visuals and engaging descriptions.
Don't forget to use automatic recommendations that encourage the purchase of additional items, such as a drink or dessert, to increase the average basket. Offer special deals and promotions to grab customers' attention and encourage them to order more.
➜ Make sure each dish is well described and the images are attractive.
➜ Offer additional sales (e.g. drinks, desserts)
➜ Add customization options (choice of accompaniments, types of sauce, etc.) to suit your customers' preferences.
Step 3: Integrate Click & Collect into your production chain
For Click & Collect to be effective, it needs to fit easily into your organization. You may need to adapt your kitchen management to accommodate peaks in online ordering.
➜ Train your team to handle advance orders.
➜ Use a dedicated collection point to facilitate order retrieval.
Step 4: Delivering an optimal user experience
Make sure the process runs smoothly for your customers. A simple ordering interface, ample time slots, and effective communication are key to ensuring a good experience.
➜ Make sure your site or app is easy to use, with a clear design and simple instructions.
➜ Offer several payment methods (credit card, luncheon vouchers, etc.).
➜ Communicate proactively with your customers at every stage of the order (order confirmation, reminder of pick-up slot, etc.).
Step 5: Monitor, measure, adjust
Once the service has been launched, it's important to track performance indicators (number of orders, average basket, customer satisfaction).
This will enable you to adjust offers, time slots or marketing tools to maximize Click & Collect efficiency.
How can you integrate Click & Collect into your marketing strategy?
Update your communication channels
Make sure all your communication platforms (website, social networks, newsletters...) mention the new Click & Collect service.
➜ Website Click & Collect: integrate a visible button or banner dedicated to Click & Collect on your home page.
➜ Social networking : publish regular posts or stories highlighting the advantages of Click & Collect, such as speed or no delivery charges.
➜ Newsletters use your emailing campaigns to keep your customers informed, with exclusive offers when they use this service.
➜ Google Maps : Update your Google My Business page, adding a link to your Click & Collect so that your customers can place orders directly (more on that later!).
Create promotional offers
To encourage your customers to try Click & Collect, offer special promotions. For example, offer a discount on the first order, or offer benefits such as extra loyalty points or a free drink for Click & Collect users.
➜ Loyalty : Link your digital loyalty program Click & Collect by offering extra points for each order.
Use local search engine optimization (SEO)
To attract more customers to your Click & Collect service, optimize your presence on search engines (Google, Bing, Yahoo, etc.). When users search for restaurants in your area, make sure your establishment appears at the top of the search results with the mention of this service.
➜ Google My Business : Make sure your listing is up to date, with a clear mention of Click & Collect service, pick-up times, and a direct link to your online ordering system.
➜ Local referencing via keywords : Optimize your website with keywords such as "Click & Collect in [city]". or "take-away restaurant in [city]". to capture the searches of customers close to you.
Encourage customer reviews
We don't teach you, online reviews play an important role in a customer's decision-making process.
Encourage your customers to leave reviews after using Click & Collect, whether on Google, TripAdvisor or your social networks. These reviews reinforce the credibility of your service and improve your local SEO.
➜ Encouragements: Send follow-up emails or insert flyers with QR Codes in the bags to invite customers to leave their opinion.
➜ Awards: Offer discounts or benefits to those who share their online experience.
Use the data collected to personalize offers
Thanks to the information collected via Click & Collect orders and the loyalty program, you can analyze your customers' behavior and personalize your offers. Send targeted promotions based on their shopping habits or favorite dishes.
➜ Customized offers : Use a data management tool to segment your customers and provide them with personalized offers.
Accelerate your success with Click & Collect
Today, Click & Collect is an essential solution for meeting consumers' expectations, while optimizing restaurateurs' internal operations.
Easy to set up and integrate into your marketing strategy, it helps you to improve efficiency, customer satisfaction and, above all, profitability.
Ready to go further? Contact our team to discuss your needs.
Discover our other guides to help you in your daily life:
➜ How to create an attractive Google My Business page for your restaurant?
