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In a world where food delivery services seem to be everywhere—on your phone, on the high street, and in countless adverts—one might think restaurant customers are always opting for delivery. Surprisingly, a significant number of diners still prefer collecting their meals in person. Even as platforms offering hot meals delivered to your front door have multiplied, this preference for the traditional “pick-up” option, routinely called “collection” in the UK, remains strong.
As a restaurant owner, you’ve likely witnessed customers who browse your online menu, place their order, and then pop by to pick it up themselves. When surrounded by so many delivery apps, why do your guests choose to jump in the car or walk down the road? What’s driving this trend?
According to BBC News, food delivery costs have risen significantly in the past few years, partly because of service fees and surging driver wages. Meanwhile, more diners are looking to cut expenses or simply enjoy a direct connection to their favourite eatery. This raises a key question for restaurant owners: how can we optimise our business to meet and leverage this enduring preference for collection?
Let’s dig into why people still prefer to pick up their meals over having them delivered—and how you, as a restaurant owner, can enhance this experience while it remains so popular.
It might seem counterintuitive that many diners still opt for click-and-collect rather than ordering from the comfort of their sofa. Dig a little deeper, and you’ll find several reasons that reinforce the allure of self-pickup.
For UK diners still mindful of their budgets post-pandemic, saving on fees can make a big difference. And for restaurants, encouraging people to pick up can be a way to prime them for future dine-in visits, as they become familiar with the venue’s layout and vibe.
Picture Jack’s Curry House, a small but beloved Indian restaurant in Manchester. The owner, Priya, noticed something interesting at the height of the lockdown: although online delivery platforms were booming, many of her regulars still called the restaurant directly to place collection orders. In fact, she saw a steady 40% of her orders being collected, compared to 60% delivered.
When she asked her regulars why, their answers were telling:
Priya then decided to adapt her promotional strategies, offering a small discount for collection orders—and it paid off. Her customers felt appreciated, and her business saw a jump in overall revenue because she reduced her reliance on third-party platforms’ commission fees. This story of Jack’s Curry House shows how recognising guests’ preference for collection can lead to a significant boost in a restaurant’s profitability.
If you’d like to nudge your customers toward picking up orders, you might wonder what steps you can take to make the process easier, quicker, and more attractive. Below are some practical strategies that can help.
When well implemented, each of these steps amplifies the advantages of pick-up, turning it into a streamlined, pleasant experience that matches customers’ expectations. Plus, as you focus on making collection simpler, you’ll also reduce pressure on your in-house staff.
Every choice in the hospitality industry comes with trade-offs. While collection is advantageous for many customers (and arguably more profitable for many restaurants), delivery can still be the right call for certain contexts. Let’s break down some key considerations in a brief comparison table.
| Collection | Delivery | |
|---|---|---|
| Cost | Usually no extra fees for customers; no commission for restaurants if done in-house. | Customers often pay delivery fees; restaurants might pay commissions to third-party apps. |
| Food Quality | Minimises travel time; food is handed over fresh from the kitchen. | Risk of food cooling or losing freshness during transit. |
| Customer Interaction | Opportunity for short face-to-face engagement with staff. | Limited or no direct interaction with the restaurant team. |
| Brand Experience | Customers step inside, see the décor, and feel a sense of connection. | Customer may never set foot in the restaurant if they always order online. |
| Operational Complexity | Less dependency on external drivers; can be handled solely by in-house team. | Requires coordination with delivery providers; potential issues with delayed drivers. |
This overview shows how collection can provide a winning blend of better margins for you and a richer experience for your customers. Of course, having both options is still valuable, as it caters to all audiences. Yet highlighting the appeal of pick-up—like fresh food and no extra fees—can help shift more orders into cost-effective territory.
Today’s consumer doesn’t want friction at any point of their dining experience, whether it’s making a booking, ordering, finding out about specials, or paying. When it comes to collection, technology can smooth the edges of this process, encouraging repeat business. Consider the following:
The aim is to take any guesswork out of the pick-up experience. By integrating straightforward tech solutions, you do more than streamline operations; you increase customer satisfaction and encourage loyalty.
You might think, “My customers already know they can pick up their meals.” But do they really? Sometimes it takes more than a small mention on your website; you may need to actively promote it. Here are a few ways to get the word out:
The goal is to make collection top-of-mind whenever someone craves your cuisine. When diners realise there’s a cheaper or faster way to get your food, many will choose that route—especially if you’ve made it easy and enticing.
Much of what keeps clients coming back for collection is the human element of hospitality. If guests feel welcomed, listened to, and appreciated, they’ll be glad to hop in their car or stroll down the street to pick up your dishes.
You can enhance that human touch by:
Remember that pick-up customers still value speed and efficiency. Even if you’re chatty, keep the experience tidy. Someone arriving after a busy day may want to dash back home. Let them see you’re always ready but never pushy.
A key concern for many restaurant owners is how to handle large inflows of collection orders on top of dine-in customers. The risk is overextending staff to the point that service quality drops. Thankfully, strategic planning can keep the kitchen humming while ensuring everyone continues to recieve timely, high-quality meals.
Consider these approaches:
By paying attention to the flow of incoming orders, you can avoid chaos and maintain a positive environment where staff remain calm and customers feel looked after.
One advantage of collection orders is the built-in opportunity for instant feedback. Your guest might sample a sip of soup or check the main course while they’re still at the counter. If something’s amiss, they can let you know on the spot. By contrast, a delivery complaint might reach you half an hour later—sometimes by way of a negative online review.
Use these face-to-face moments to your advantage. Train your team to ask a quick question like, “Did you have a chance to try our new side dish last time?” or “Is the spice level to your liking?”. These questions establish genuine connections, and the diner feels valued. If you also provide a simple method of leaving a review—for example, by scanning a QR code through a solution such as sunday—you have real-time momentum to gather positive feedback.
Regular reviews, combined with direct dialogue, serve as a reliable barometer of how well your pick-up services are being received. You’ll quickly know if your packaging is insufficient or if your new recipe has become everyone’s favourite.
Another reason diners often gravitate towards collection is their desire to support local businesses and act sustainably. Ordering directly from a restaurant, without involving third parties, can feel ethically aligned with the “shop local” ethos. In a climate-conscious world, many guests worry about the carbon footprint of multiple short car journeys or additional packaging used for deliveries.
You can show your commitment to a greener future by:
In a sense, collection adds an ethical dimension to the dining experience, one that resonates with a growing share of the market. Showcasing this aspect can differentiate your establishment from competitors still reliant on big delivery chain models.
As the UK hospitality landscape continues to evolve, it’s clear that dining habits won’t be static. Consumers want freedom to choose how they enjoy their meals. For some, that’s a cozy restaurant table. For others, it’s the convenience of a doorstep drop-off. But there remains a large, often overlooked segment that actively prefers to call or click, then pop in to collect.
Is this a fad that will fade? Likely not. Collection has survived the rapid expansion of delivery apps because it speaks to several deeply human needs: saving money, maintaining control over food quality, and fostering personal connection. When your hungry visitors feel like they’ve experienced quick, consistent service—and a dash of friendly banter—they’ll think of your restaurant whenever cravings strike.
For you, the restaurateur, supporting and celebrating this preference requires strategic thinking. From refining your online ordering system to adopting a streamlined payment method like sunday, small investments can yield big returns in customer satisfaction and operational efficiency.
Yes, a substantial number do. Many people enjoy the cost savings, personal interaction, and fresh quality that come with pick-up orders. By offering both collection and delivery, you cater to varying customer preferences and broaden your market reach.
Often, yes. When a customer picks up an order, you sidestep third-party delivery commissions and additional overhead costs. This can boost your profit margins, especially if you actively promote your collection option.
Focus on tech and clarity. Provide an intuitive online ordering platform optimised for mobile. Invest in a QR code payment solution so that customers can pay quickly and even leave a tip. Offer clear signage and realistic wait times. These steps reduce friction and make the pick-up process appealing.
It’s all about visibility. Add prominent mentions on your website, social media pages, and Google Business Profile. Use striking in-store signage. Offer special perks, like small discounts or freebies, to lure in those who might otherwise consider a delivery service.
Not necessarily. Delivery may still bring in business, particularly from people who can’t or won’t leave home. While collection does offer certain advantages, maintaining both options ensures you reach the widest possible audience.
Plan ahead. Use a timed slot system, maintain transparency with wait times, and if possible, establish a dedicated pick-up counter. Reallocate staff or hire extra help during peak hours to keep service seamless and stress levels down.
A service such as sunday can enhance the payment experience, reducing queues and allowing easy tip additions. Customers can quickly pay on their phone by scanning a QR code and even leave a Google review right away. This not only speeds up turnover times but can also boost your online visibility.
It often can be, especially when multiple deliveries would otherwise require significant travel or extra packaging. Encouraging customers to bring reusable containers or offering biodegradable packaging further reduces environmental impact.
Not if you remain inclusive. Keep a balanced approach, offering both delivery and collection. Then you can emphasise that guests who choose to pick up their orders might enjoy certain benefits, like cost savings and the freshest possible food.
It shouldn’t—if you organise workflows properly. You may need to assign specific staff and clear demarcations in the kitchen and front-of-house to handle takeaways efficiently. That way, dine-in guests receive the same level of attentive service.
