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Running a restaurant in today’s fast-paced climate requires more than great food. In the U.S., diners have come to expect convenient, streamlined ways of enjoying their favorite meals at home—particularly through Click & Collect services (also known as curbside or pickup orders). If that service isn’t up to par, you risk losing loyal patrons. According to the National Restaurant Association’s consumer research, restaurant delivery and carryout options remain top growth drivers for many businesses. But if the experience is disjointed, customers can quickly take their appetites (and wallets) elsewhere.
Because competition is fierce, offering Click & Collect has become less a bonus and more of a basic necessity. Whether you’re an independent bakery, a casual burger joint, or a fine-dining bistro, you’ve probably set up some form of online or phone-ordering system by now. The challenge? Keeping it simple, intuitive, and memorable so guests come back time and again.
The good news is that a bit of fine-tuning—even if it feels minor—can boost your repeat business significantly. But first, let’s look at three common mistakes we see restaurants make with Click & Collect. They might seem trivial at first, but they can hurt your bottom line if left unchecked. When you avoid these pitfalls, you’ll set yourself up for a smooth, consistent, and profitable takeout experience.
One of the quickest ways to lose a returning customer is forcing them through a maze of steps just to place their order. Think about it: if a regular guest only has ten minutes left on their lunch break to place an order, they won’t have the patience to input their home address twice, scroll through pages of menu categories, or reset their password because the platform doesn’t recognize them.
Here’s a relatable scenario that might sound familiar: your restaurant invests in a fancy new ordering tool. It offers bells and whistles—like custom pizzas, multiple side-dish options, and item modifiers for every salad. But it’s so detailed that your hungry customer ends up confused over how to finalize their selection or even how to pay. Next thing you know, they abandon the process altogether and never come back. In this digital era, clarity and speed must be your guiding principles.
Everyone loves choice—but too much choice (or complexity) can turn your menu into a nightmare to navigate. One restaurant manager told me they had initially believed more detail on their Click & Collect menu would help guests customize orders. Instead, it resulted in a 20% increase in abandonment, with potential customers bailing on their baskets midway through. Simplicity, it turns out, is the real key to success.
By simplifying your interface, you not only improve the user experience but also encourage add-on purchases. A streamlined menu with clear images and short, savory descriptions can inspire customers to pick an appetizer or dessert “just because.” Your goal is to keep them engaged and tease their appetite, not frustrate them with menu chaos.
Additionally, consider how you handle payment. Customers should be able to pay directly via a secure credit card terminal online, digital wallet, or other trusted method. Services like sunday can make checkout faster by allowing diners to scan a QR code and pay in seconds. For Click & Collect, that translates to fewer barriers for your guests, meaning they’ll place their orders more frequently—and might even tip if the experience is enjoyable all around.
Let’s imagine you’ve nailed the ordering process. Your menu is well organized, your site is mobile-friendly, and checkouts are a breeze. But once your customer drives over to get their meal, they’re met with a labyrinth of poorly marked entrances, no designated parking spots for pickup, and no clear instructions on whom to speak with. It’s akin to inviting friends to a dinner party without giving them your house number—stressful and discouraging.
If the pickup process is chaotic or time-consuming, one of two things will happen: either the customer will give up halfway through, or they’ll pick up their meal but promise themselves never to return. According to a 2021 survey by Deloitte on food service innovation (source), convenience and ease of pickup are two primary drivers for repeat orders. If your restaurant creates confusion at the pickup stage, you’re likely leaving money on the table (or in your competitor’s delivery bag).
Picture this: you’re waiting at the host stand, scanning for any sign that someone recognizes your name. Meanwhile, the three hosts are juggling dine-in guests, phone calls, and the occasional Doordash driver. After several awkward minutes, a flustered team member disappears into the kitchen and reappears with your order. By then, you’re slightly annoyed and less likely to repeat the experience. Customers value their time, and if you waste it, they might not come back for round two.
When you optimize pickup, you free up valuable time for your guests—and time is a commodity they can’t replace. Beyond ensuring that your famous chicken sandwich stays warm, a stress-free pickup flow can help build loyal connections. If the process feels well-orchestrated, customers are more likely to order again and even spread the word to friends and family.
A thoughtful approach to pickup can also bolster your staff’s morale. If your hosts or servers feel equipped to help Click & Collect patrons effectively, they’re less stressed and better prepared to deliver great customer service. Ultimately, that positivity filters into all aspects of your restaurant, from the kitchen atmosphere to the online reviews you receive.
In a dining room, your chef’s artistry and your servers’ charm are on display, shaping the guest experience. But Click & Collect lacks that face-to-face interaction, leaving little room to build rapport. This can lead to the impression that takeout customers are mere transaction numbers, rather than valued guests.
Why does it matter? Because people remember how you make them feel. A smile, a short friendly note packaged with the meal, or a quick “How was everything?” follow-up can transform an ordinary takeout transaction into a warm encounter. It’s especially important in an industry where word-of-mouth drives future business. Research from Deloitte found that customers are 71% more likely to remain loyal to a brand when they feel valued. If your restaurant’s Click & Collect strategy lacks personalization, you risk passing up a mighty opportunity for loyalty.
Let’s say you run a small family-style restaurant in Denver. You serve hearty meals, and your staff is warm and friendly in person. But for online pickup, the deciding factor in winning repeats may hinge on simple gestures: a hand-written note on the bag thanking them by name, or a quick text after the meal encouraging them to review their experience on Google. These thoughtful additions remind them that they’re more than just an order number on a screen.
Building personal connections doesn’t have to be time-consuming or expensive. Small gestures can significantly influence whether someone feels good about choosing you. And when they do, they’ll come back eager to try other menu items or recommend your place to friends. A personal touch is just as critical to your overall brand as the food you serve.
When we talk about Click & Collect, we often focus on technology upgrades or marketing strategies. But fundamentally, it’s about satisfying guests at every stage of their online and offline journey. When you strip away the screens and software, you’re left with people serving people. And people crave clarity, ease, and a sense of connection.
Let’s do a quick recap:
By avoiding these three blunders, you’ll set a solid foundation for a successful Click & Collect program that actually brings guests back again and again. You might find that as the service smooths out, your average ticket size increases, and your regulars start telling their friends about how convenient it is to grab your food to go. That’s the kind of marketing money can’t buy.
It’s also worth remembering that the less friction customers encounter, the more likely they are to part with their hard-earned dollars—and to do so repeatedly. Whether it’s a well-paired dessert they might add at the last minute or a digital tip they want to leave for great service, small improvements can add up to significant revenue boosts. In this sense, giving your Click & Collect strategy a little “tender loving care” can be one of the smartest moves you make as a restaurant owner.
As a final note, remember that technology is just a tool. It will only be as effective as the people and processes behind it. So communicate clearly with your team, gather feedback from customers, and keep refining. Your future regulars are waiting in the wings—and they’ll be thankful you made their takeout experience effortless.
Yes, they’re often used interchangeably. Both involve customers placing an order online or by phone and then collecting it from your restaurant. Depending on your setup, “curbside” might mean you or a staff member walk out to the customer’s car, while “Click & Collect” could involve customers coming inside to pick up their order at a designated spot. Whether you call it curbside pickup or Click & Collect, the goal is the same: provide a convenient option that streamlines your takeout service.
There are several easy ways to do this. You can send a brief follow-up text or email to ask about the pickup experience. You can also enable quick online reviews on Google, prompting customers to share their thoughts after their order is complete. And if you use an integrated payment solution like sunday, you can request feedback and tips immediately after payment to keep customers engaged and your operation running smoothly.
While a dedicated menu isn’t mandatory, offering a slightly modified version of your main menu for takeout can help in two ways. First, you can feature dishes that travel well, which helps prevent soggy fries or lukewarm dishes. Second, you can keep the ordering process simpler, showcasing your most popular or profitable items front and center. Some restaurants even add packaging-friendly meal deals and combos to encourage group orders.
Short staffing is a common issue, but communication doesn’t have to suffer. You can automate text or email notifications to confirm orders and provide pickup times. This way, you’re proactively keeping guests informed without tying up phone lines or interrupting kitchen operations. Also, cross-train your employees: front-of-house staff should know how to handle basic pickup inquiries, and kitchen staff can help prep orders and confirm readiness faster.
Yes. Loyalty programs can be just as effective—if not more so—for takeout as they are for dine-in. By rewarding customers who frequently pick up meals, you encourage them to choose your restaurant over others. This keeps your business top-of-mind the next time they want something convenient and tasty. Even a simple punch card, digital points system, or free add-on item can go a long way.
