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When a guest places a takeaway order, it’s easy to view that transaction as a one-off. Yet what if you could transform that one-time visitor into a familiar face in your dining room week after week? Many restaurant owners focus their energy on attracting new dine-in customers, but takeaway customers are an equally important group with enormous potential for loyalty. By tapping into their needs, you can increase revenue, enhance your brand reputation, and build a stronger customer base.
Across the UK, takeaway orders have surged over the past few years, in part due to the changing dining culture and the rise of food-delivery apps. According to a 2022 survey from Statista, the average British household orders a takeaway meal several times a month. These diners are already familiar with your menu, so converting them to loyal dine-in patrons is a powerful strategy for growth. You’re not starting from scratch; you already have a foot in the door.
We often focus on the dining room ambiance—quality table settings, appealing background music, a creative décor. But if you want repeat business from those who order takeaway, you also need to cater to the unique experience they have when collecting food. A simple, efficient pick-up process and warm communication can make a huge difference.
Imagine your takeaway area as a separate stage in your restaurant’s performance. If people come during a busy period and are greeted by confusion or clutter, it will overshadow the tasty meal they’re about to enjoy. Instead, create a designated pick-up point, display some promotional materials, and ensure staff are ready to offer a warm welcome. This human touch sets the tone and encourages your guests to strike up a relationship with your establishment, beyond just grabbing a bag of food.
Everyone appreciates a personal connection, especially when it involves their favourite meal. By using takeaway orders as an opportunity to learn more about your customers, you open the door for personalised marketing—an approach proven to increase customer retention. Simple details like recognising a customer’s name, asking if they enjoyed their last order, or remembering an allergy can transform the impersonal transaction of takeaway collection into something special.
More advanced options include a dedicated loyalty scheme or an online database that keeps track of preferred dishes. These tools help you provide simple but effective personal touches: For example, when a loyal takeaway customer orders a dish they frequently enjoy, send them a short note on the packaging. Something like, “Great to see you’re enjoying our classic chicken tikka again—thanks for supporting us!” This bursts with warmth and involvement, reminding your guests that you value their loyalty.
One hallmark of successful restaurants is a constant hunger for improvement. That’s where your takeaway customers can play a pivotal role. Those who order from your menu on a regular basis are often the first to notice any slight changes in taste, portion sizes, or quality. By providing channels for them to quickly share feedback—through a short online survey, a comment card in the bag, or a direct phone call—you’re demonstrating that their opinion matters.
If someone’s comment leads to a positive change, highlight their contribution. Something along the lines of, “Thanks to your feedback, we’ve improved our sauce recipe!” This personal recognition encourages them to order again, but also sparks curiosity about how the updated version tastes. You draw them back to your restaurant, possibly in person to experience the new and improved dish.
Deals tailored to takeaway customers boost repeat purchases and encourage them to become regulars. These promotions can take various forms:
When guests feel they gain an extra perk by selecting your restaurant for takeaway, they’re more likely to frequent you. And once they have a reason to step inside—be it a free dessert or double points—they might be tempted to stay for the full dine-in experience.
For many takeaway customers, the journey starts online. Search engine results, social media profiles, and food-delivery platforms form the gateway to your restaurant. By optimising your online presence, you increase the chances that those who stumbled across your takeaway menu or previously ordered from you will be convinced to visit your dining space.
Pay special attention to your website and menu listings:
Additionally, encourage takeaway customers to follow you on social media where they can see behind-the-scenes content—chef spotlights, new recipes in progress, or a day in the life of the restaurant team. Social media helps foster a personal bond and heightens curiosity about the in-person experience.
Word-of-mouth marketing is invaluable, and online reviews have taken this concept to new heights. Positive testimonials from your takeaway guests can spark interest in potential dine-in customers browsing local options. Encourage satisfied customers to leave comments on Google, or share experiences on social media. Where feasible, offer them a little reward—like a small discount on their next visit—for writing an honest review.
Keep in mind that many customers rely on ratings before deciding where to eat. A restaurant with numerous enthusiastic comments about both takeaway and dine-in offerings can stand out in a highly competitive market. If negative feedback appears, respond politely and work to rectify issues swiftly. This level of attentive service will impress potential new patrons even more.
You can also simplify the review process using digital payment solutions. For instance, if you utilise a QR code-based payment system like sunday, you can provide a quick link immediately after the payment step that allows customers to leave a Google review within seconds. Improved convenience often leads to higher review rates, and those positive reviews can help transform curious takeaway customers into long-term dine-in fans.
It’s one thing to act on general intuition; it’s another thing to make data-driven decisions. Tracking the ordering habits of your takeaway customers can shed light on:
Armed with these insights, you can tailor marketing campaigns and dine-in incentives more effectively. If your data shows that your fish and chips special is your top-selling takeaway item on Thursday nights, why not create a dine-in bundle deal on Thursdays featuring that exact dish? Likewise, if certain areas have a high concentration of frequent takeaway orders, target postcode-specific promotions to draw them into the restaurant. Data analysis ensures your messages hit home, so you don’t waste effort on broad strategies that may not resonate with your loyal takeaway crowd.
We might think of neighbouring businesses as competitors, but collaboration can be a powerful tactic. Suppose you’re near a cinema, a theatre, or a shopping centre. You could create a partnership that provides takeaway customers with special perks when they decide to do a dine-in visit before or after a show. You might also collaborate with local shops to offer a discount voucher on the next purchase, redeemable only when dining in.
This win-win approach expands your promotional reach to people already circulating in your area. Plus, it adds value for your existing takeaway clientele, giving them extra motivation to see what else you offer aside from well-packed boxed meals. Through these community alliances, you position your restaurant as more than just a place to grab bite; it becomes part of a broader local experience.
How do you lure a dedicated takeaway customer into your dining room for the first time? One effective strategy is to organise events that can’t be replicated at home. Whether it’s a chef’s table experience, live music, a themed dinner, or a masterclass, these interactive gatherings excite curiosity. After all, the best aspect of eating out is the social atmosphere and shared experience.
Extend a special invitation to your regular takeaway guests. Perhaps they receive early-bird discounts on tickets or exclusive access to a preview of the event menu. By making them feel like insiders, you turn a casual takeaway order into a long-standing appreciation of your broader offerings.
It might sound surprising, but the payment process can play a key role in shaping customer loyalty. In fact, a seamless payment experience can encourage repeat visits. Make sure you have updated payment terminals that efficiently process contactless payments, chip & PIN, and digital wallets. Easing the payment step—whether for takeaway or in-house—removes friction and underscores how seriously you take customer comfort.
For instance, adopting a tool like sunday that uses table-based QR codes can be a game-changer. Guests who have already been satisfied with your takeaway can enjoy the same smooth experience while dining in. They scan the code at the table, pay in seconds, add a tip if they wish, and even leave a review. This is a simple, modern, and convenient method that aligns with a tech-savvy audience who already buy food online and expect a similar level of ease on-site.
Part of what encourages repeat business is making your customers feel special. Smooth and helpful service is imperative—even during busy times. Train your team to respond to requests promptly and with a personable approach. This includes how takeaway orders are handled over the phone or online, and how customers are greeted when they arrive to pick up their food. If your staff consistently shows dedication and warmth, even a hurried takeaway customer will notice.
Empower your team by sharing some background stories about your dishes, so they can engage in conversation with diners and takeaway collectors. Little anecdotes—like how a particular recipe was inspired by a trip to Tuscany or how you source produce from a local farm—heighten the dining experience and highlight your commitment to quality. This emotional connection instills trust and fosters a desire to return.
A well-designed promotional strategy can prompt your takeaway customers to sample additional items or visit for different occasions. Consider including special meal kits or discounted dine-in vouchers with takeaway orders. For example, if your restaurant offers a family-size Sunday roast, bundle a coupon for a mid-week dinner date. These cross-promotions place the seed in your customers’ minds that you have more to offer than takeaway alone.
Keep track of which cross-promotions work best. If a particular voucher sees high redemption rates, refine and expand the idea. Promote upcoming events, new menu launches, or seasonal promotions on your takeaway packaging, turning each bag into a mini advertising space. The takeaway experience then becomes a stepping stone to future visits—providing a consistent reminder that your restaurant is more than just a quick fix for hunger.
Behind every plate served, there’s a story. Perhaps your head chef was inspired by a treasured family recipe passed down through generations. Maybe your restaurant’s building has a fascinating historical background. Sharing these narratives creates a sense of familiarity and belonging. Takeaway customers who hear your story may be more curious to experience the full setting in-person, rather like meeting someone you’ve only known through texts and wanting to get to know them face-to-face.
Use social media posts, short notes on the takeaway packaging, or email newsletters to weave your brand story. Steer clear of overly polished or corporate-sounding language—let your natural warmth come through. A humble, behind-the-scenes glimpse of how you create your signature sauce, or a short anecdote about your grandmother’s secret spice mix, can resonate deeply with customers, making them feel like they are part of your culinary family.
Consistency is a cornerstone of establishing trust and turning one-off visitors into regular guests. The standard you set for takeaway orders must be equally maintained in-house. If your online menu showcases fresh local ingredients, the same should be evident on the plate. If one day your portion sizes look generous but the next day they’re noticeably smaller, even the most loyal takeaway fan might feel disappointed.
Establish set processes to uphold consistency. This includes recipe cards, portion standards, staff training, and supplier checks. When a guest has a positive experience once, they are more likely to expect it again—so delivering reliability is the surest way to prove your professionalism. Ultimately, consistent good service and top-quality food are the backbone of customer loyalty.
Once your takeaway customers decide to dine in, the focus shifts from convincing them to try you out to ensuring they come back. Some things to keep in mind:
Make it simple. Offer short online surveys or include a “How was your meal?” card with a link or QR code. Suggest they fill it in only when they have a moment, and emphasise that their input helps improve your services. If they trust your restaurant and the process is quick, many will be happy to share their comments.
It doesn’t have to be. A simple stamp card system is inexpensive to implement, and many digital loyalty platforms are quite affordable for small and mid-sized operations. Even a friendly, well-managed spreadsheet can suffice in early stages. You can upgrade to more sophisticated technology as your customer base grows.
Yes. Events such as tastings, cooking classes, and themed dinners give people a unique experience that extends beyond simply eating. Many diners are seeking memorable, social experiences, so a well-planned event can be the push they need to physically visit your restaurant and discover its full charm.
Respond constructively and politely. Apologise if mistakes were made, credit the customer for highlighting the issue, and explain what you’re doing to resolve it. Avoid spats or defensive language at all costs. Potential customers reading the exchange will appreciate your professionalism and willingness to make improvements.
Place a promotional insert in takeaway packaging, share mouth-watering images on social media, and mention new dishes in follow-up emails. If you use a digital payment solution, you can add a short note after the payment process about any exciting new menu updates—making sure you catch their attention when they’re still thinking about your food.
Attracting and retaining dine-in customers isn’t just about your waitstaff’s technique or the colour scheme of your dining room. It’s about building relationships, delivering consistent quality, and leveraging every channel—digital, physical, and collaborative—to transform takeaway patrons into lifelong fans. This approach blends thoughtful incentives, personalised marketing, collaborative ventures, and data-driven insights into one cohesive vision.
The journey from ordering a takeaway meal to becoming a favourite “regular” might be shorter than you think. After all, customers are already sold on your taste and convenience. Give them ample reasons to step through your doors, then show them all the extra magic your restaurant has to offer. By focusing on warmth, authenticity, and efficiency, you’ll be seasoning your business with the best ingredient of all: genuine customer loyalty.
