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“Takeaway” has become a quick fix for countless restaurants in the UK, especially in a world shaped by online ordering and fast-paced lifestyles. Yet, there is an often-overlooked opportunity to elevate your relationship with customers: Click & Collect. Far from being just another option on your menu, Click & Collect can become the catalyst for building deeper connections with your guests. Done thoughtfully, this convenient service has the power to reinforce brand loyalty, increase repeat visits, and enhance overall guest satisfaction.
But what does Click & Collect actually mean beyond the basic “take it and go” approach? It’s a method that lets customers place orders online—via a website, app, or QR code—and then pick up their food themselves without waiting for delivery drivers or braving a queue at the till. This small shift in customer flow can have an outsized impact on how people perceive your restaurant. From making your team’s workflow smoother to presenting a polished, tech-savvy brand image, Click & Collect is more than a simple convenience: it’s a loyalty-building tool.
In this article, we’ll look at how Click & Collect shapes guest loyalty, what strategies enhance this loyalty, and how you can seamlessly integrate these tactics into your restaurant’s operations—without sacrificing warmth, human touch, or the personal charm that brings guests back again and again.
Even before the last few years of changes in guest habits, many forward-thinking restaurant owners in the UK saw Click & Collect as a natural extension of their business. Now, with a surge in online ordering, an evolving consumer landscape, and the desire for minimal contact transactions, Click & Collect services are becoming almost as essential as an online menu or phone-based booking system.
According to a 2021 survey published by UKHospitality, digital ordering in the hospitality sector has seen a double-digit growth since 2019. While some of this growth was shaped by external circumstances—such as changes in dining habits—there’s also a strong sign that the convenience factor resonates with UK customers. People appreciate being in control of their schedule: they place an order online, choose a pick-up time, and avoid waiting in queues.
For restaurants, the appeal is clear too: no commission fees to external delivery services, easier management of peak-time rush, and the opportunity to collect direct customer data through online platforms. When you run a Click & Collect operation in-house, you hold the reins, which means you can shape the entire ordering journey and keep that personal connection with your guests.
As a restaurant owner, you know that loyal guests are the bread and butter of your establishment. By offering Click & Collect, you create an interactive experience that engages customers even before they step through your door. This means you have more opportunities to deliver personalised messages, exclusive offers, or even tailored menu suggestions. A well-designed online ordering platform can become an extension of your restaurant’s personality, with inviting images and short but appealing food descriptions.
Here are a few ways a Click & Collect setup can help build loyalty:
Take The Fox & Hound, a fictional gastropub in the Midlands, as an example. When they started taking phone orders for takeaway pies and classic British roasts, they noticed recurring issues: staff spent too long on the phone clarifying order details; collection times often overlapped, causing bottlenecks at the bar; and payments sometimes got messy with pickup delays.
After introducing Click & Collect, they experienced:
Today, repeat Click & Collect customers account for a healthy segment of The Fox & Hound’s loyal base, demonstrating how a mindful approach to this service nurtures long-term relationships.
Many restaurant owners might wonder: Isn’t Click & Collect just a new name for takeaway? Technically, a pickup order is still a takeaway, but Click & Collect is more focused on harnessing digital workflows, data-driven personalisation, and a frictionless process that standard takeaway often misses. When customers use a basic takeaway service, they might phone in an order, wait on hold, perhaps struggle to communicate special requests, and end up wondering if their food will really be ready when they arrive.
In contrast, a solid Click & Collect system integrates your ordering platform and payment solution. Many even allow direct tipping options, loyalty point accrual, or automated follow-ups that encourage reviews. These tech-based touchpoints, combined with the convenience of skipping queues, plant the seeds of stronger guest loyalty.
To see the difference at a glance, let’s compare three service models—traditional takeaway, simple Click & Collect, and a fully integrated dine-in experience—across several key factors:
| Service Feature | Traditional Takeaway | Click & Collect | Full-Service Dine-In |
|---|---|---|---|
| Ordering Method | Phone or in person | Online or app-based | On-site staff |
| Queue Management | Potential waiting | Scheduled pickup slot | Depends on reservations |
| Personalised Upselling | Limited or manual | Automated cross-sell prompts | Server recommendations |
| Payment Experience | Pay on arrival | Secure digital checkout | Table service |
| Loyalty & Feedback | Occasional (often manual) | Built-in loyalty prompts | In-person relationship building |
Click & Collect is most effective when it’s powered by user-friendly technology, from the online ordering page to the behind-the-scenes fulfilment system. By integrating a payment terminal (or a similar system that processes cards and digital wallets efficiently) with your ordering platform, you can reduce errors and speed up transactions.
Likewise, it’s important to ensure your guests get a smooth digital experience. Double-check that your website or mobile app works nicely across devices. Offer distinct pages for allergies or dietary restrictions. Ask yourself: “Does the layout inspire trust? Are steps clearly outlined?” A glitchy or confusing interface can erode confidence, whereas a polished one can leave a lasting impression of competence and care.
Some restaurants have found success by incorporating scannable QR codes. For instance, a scannable code in the restaurant window or on social media posts lets customers land directly on the ordering page—no hunting around a website needed. This simple trick can significantly reduce friction.
While digital convenience is important, let’s not forget the old-fashioned hospitality that UK customers appreciate. A well-run Click & Collect system needs a good pick-up experience. Many guests dread walking into a restaurant, only to be left awkwardly waiting for staff, uncertain where to stand, or worried their order isn’t quite ready. Those moments can erode all the goodwill your digital platform built.
To avoid this, consider these immediate steps:
By carefully curating the pick-up experience, you ensure that the ease people enjoyed online evolves into genuine hospitality offline. That, in turn, nurtures repeat visits.
Loyalty isn’t just about how smoothly you handle the middle of the customer journey. It’s about the complete arc, from their first glance at your online menu to the moment they finish their meal—and every interaction in between. Beyond convenience, Click & Collect can be a gateway to a host of additional perks that encourage diners to return time and again.
For example, with an advanced payment platform like sunday (a payment solution that works seamlessly with QR codes, tipping, and more), you could gently remind customers to leave a tip at checkout or share feedback once they’ve picked up their meal. Small, friendly nudges go a long way, as customers often appreciate these reminders when they match great service.
You can expand these benefits to include:
These bonus features, layered around the convenience factor, show customers that you’ve truly considered their entire dining journey—both on-screen and in-person. And that consistent care fosters loyalty.
One of the hidden superpowers of Click & Collect is the extra communication touchpoints it generates. An order confirmation email, a pick-up reminder, and a “thank you” message can all be aligned with the welcoming, friendly vibe that defines your restaurant. Avoid boring, standard-issue text. Instead, incorporate small personal touches and witty lines, reflecting your own brand personality.
Remember: communications shouldn’t be purely transactional. They’re opportunities to celebrate your guests’ choice, highlight the effort that goes into your food, or share insights about your ingredients. A short line in the confirmation email—“We’re drizzling our brand-new balsamic glaze over your roast veg as we speak!”—makes your message personal and builds excitement.
Of course, you don’t want to overwhelm people with too many notifications. Striking the right balance is key:
Running a Click & Collect operation calls for tighter coordination between the kitchen, front-of-house staff, and any online integration. To consistently impress guests—especially if you’re dealing with time-sensitive dishes—dishes must be prepared on schedule, packaged properly, and ready for pick-up precisely when the customer arrives. It’s one of those moments where a small lapse can undercut the entire experience.
Consider these practical approaches:
If your Click & Collect volume grows, you may even designate a specialised team during peak hours to focus solely on this channel. Efficiency behind the scenes translates into consistent, top-tier experiences for your customers on the other side of the counter.
Although Click & Collect is about digital convenience, it’s still powered by human effort and care. When staff see how the new system makes daily workflows smoother, they’re more likely to embrace it. Keep them in the loop about how your Click & Collect orders are performing. Celebrate small wins, like top-selling specials or positive feedback from regulars who love how easy your pick-up is.
Also, ensure your staff knows the “why” behind Click & Collect. Emphasise that the service isn’t just an extra revenue stream; it’s a direct link to building relationships with local guests. With the right training and mindset, your team can become ambassadors for your new system, actively promoting it to walk-in diners by gently suggesting they try ordering ahead next time. Personal endorsement from a trusted staff member can be incredibly powerful in getting new users on board.
Once your Click & Collect service is up and running, it’s important to assess how it’s doing. Look at key performance indicators like average ticket size, repeat orders, and feedback from online reviews. You might discover that certain days or time slots see spikes in Click & Collect usage. That’s valuable information, as it suggests a pattern you can address—perhaps with targeted promotions or by adjusting staffing levels during those times.
If you’re noticing an imbalance—like plenty of first-time orders but fewer repeat ones—dive deeper. Does your follow-up sequence need refining? Are customers receiving a warm enough welcome at pick-up? By examining the entire journey, you can pinpoint friction points and continuously improve, ensuring that your Click & Collect service remains a reliable loyalty engine rather than a short-lived trend.
While brand mentions or payment solutions like sunday might spring to mind, the best approach is to keep references organic, focusing on genuine benefits rather than a hard sell. For instance, if you’ve found success with integrated digital payments that let your guests pay and tip seamlessly, mention it in the broader context of delivering convenience. After all, the success of Click & Collect relies on swift transactions, direct feedback loops, and minimal friction for guests.
A prime example is enabling guests to rate their experience and leave a short Google review right after they complete payment on their phone. The immediacy of that option increases the likelihood they’ll share positive feedback. In turn, a better review presence bolsters your online reputation and draws more new customers to try your Click & Collect service.
Click & Collect has rapidly grown from a novelty to a near-essential service, but it won’t stop there. Future advancements might include AI-driven order suggestions or real-time traffic analysis predicting when a customer will arrive, automatically adjusting pick-up times to ensure freshness. Moreover, integration with local loyalty networks or community initiatives may expand your restaurant’s reach, turning simple pick-ups into a broader social experience.
Staying attuned to emerging tech and your guests’ shifting preferences will help your restaurant keep click & collect relevant. However, technology alone can’t guarantee loyalty—only a well-balanced, human-centred approach can do that. Combining digital upgrades with genuine hospitality is still the perfect recipe for a successful, long-lasting customer bond.
Start by promoting it on your website, social media channels, and within your restaurant. A quick mention from your staff will often do the trick. You can also offer a small incentive—like a free side dish or discounted dessert—to first-time Click & Collect customers. This positive initial experience can convert them into regular users.
Practically any restaurant can use Click & Collect, whether you’re running a fast-casual café with breakfast sandwiches or a high-end eatery offering gourmet takeaways. The key is to tailor the service to your menu and customer base, ensuring items travel well and remain appetising upon pick-up.
Keeping open lines of communication is critical. Make sure customers have an easy way to contact you—by phone, email, or social media—to resolve issues quickly. Invest in clear order confirmations (including special requests) to reduce mistakes. If something does go wrong, rectify it swiftly with a personal apology, a replacement meal, or a small bonus item as a peace offering.
You can certainly create your own online ordering form, but specialised platforms often simplify key steps—like secure payment integration, order tracking, and data gathering. A platform can help you manage multiple orders more efficiently and provide tools for loyalty programmes and automated communication, ultimately saving you time and boosting customer satisfaction.
Track key metrics such as the number of orders, average order value, and repeat customers. Look at your online reviews and direct feedback to gain insights into what’s working and where you could do better. Over time, patterns like growing sales at certain times or a higher average ticket value indicate that your system is resonating with guests.
It changes it rather than reduces it. Most of the ordering process happens digitally, but there’s still a face-to-face handover at pickup. This is a prime moment to greet guests, express gratitude, or share quick updates about menu changes. In fact, you can make that short interaction even more meaningful by removing the time-consuming complexities of phone orders or on-site payment queues.
