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In the United States, Black Friday has evolved into more than a day of retail discounts. It’s a cultural event, bringing crowds of eager shoppers into malls, boutiques, and, yes, restaurants. According to the National Retail Federation, tens of millions of Americans flood stores and online marketplaces right after Thanksgiving, hungry for deals. But a crowd that’s hungry for deals is also hungry for food—often on the run.
Your customers are likely in a hurry, whether they’re power-walking across town to catch an early-bird deal or making sustained shopping trips throughout the day. That means they might skip the traditional dine-in experience and instead gravitate to quick, efficient takeout options. For restaurant owners, Black Friday can be both a blessing and a logistical challenge. On one hand, the potential to serve more customers (and generate higher revenues) is huge. On the other, the pressure to deliver fast, reliable service can strain your staff and your kitchen.
That’s why focusing on your to-go pickup process can make a difference. It lets shoppers refuel quickly. It strengthens your brand’s reputation for convenience. And it helps you capitalize on the busiest shopping day of the year. Let’s explore key ways to optimize your pickup operations and make the most of Black Friday mania.
Before diving into specific tactics, let’s clarify the scale of the opportunity: off-premises dining (including pickup and delivery) is still one of the biggest growth drivers in the restaurant industry. According to a study by the National Restaurant Association, takeout and delivery accounted for a significant portion of total restaurant traffic even before massive changes in consumer behavior accelerated that trend.
Given that Black Friday intensifies the demand for quick-service solutions, a well-structured to-go procedure can become your competitive advantage. Yet many operators stumble into common pitfalls:
These snags can take a big bite out of your restaurant’s efficiency, particularly on a day when the clock is ticking fast for many shoppers. Fortunately, implementing straightforward adjustments can help you avoid these problems and enhance your bottom line.
One of the simplest ways to organize your to-go process on Black Friday is to invest in seamless, user-friendly digital ordering solutions. With so many shoppers on the move and on their phones, there’s zero room for clunky platforms or slow websites. Here’s what to consider:
A streamlined online menu is an absolute must. Your website and app (if you have one) should load quickly, display high-quality food images, and offer easy navigation. Place popular menu items up front and consider featuring limited-time Black Friday specials to entice customers.
Not all your customers want to use the same platform. Some prefer your website, some use a third-party marketplace, and others call in their orders. If possible, unify these channels so you can process orders consistently. Think about using a central dashboard that tracks online, phone, and in-house orders in real time.
There’s nothing worse than a customer showing up at your door, only to find that their order never went through. Minimize miscommunication by implementing instant order confirmation notifications via text or email. You’ll reduce guesswork on both ends and keep customers informed.
The fastest way to lose a hungry Black Friday shopper? Confuse them upon arrival. If someone has placed an order online, they don’t want to guess where to go. Is there a separate pickup counter? A hostess stand? Or do they need to stand in line with everyone else?
A well-marked pickup station with clear signage can prevent chaos. Everyone should see exactly where to pick up their orders. Think about dedicating a corner of your restaurant to carryout customers—somewhere well-lit, easy to see, and organized. Providing a queue system makes sense if volumes get high, but keep it simple enough that folks can get in and out quickly.
Tip: If space is tight, reorganize your floor plan for the special occasion. Move display tables or a couple of chairs around, if it helps reduce traffic near your main dining area.
Behind every successful to-go strategy, there’s a smooth coordination of the entire team. Without clarity on roles and responsibilities, you risk confusion that can lead to longer wait times.
For Black Friday, assign dedicated staff to the following tasks:
To give staff the advantage of speed, consider using an order-tracking display in the kitchen. Once a to-go ticket is ready, staff know exactly where it’s going and when it needs to be handed off.
Black Friday is a marathon for your entire staff. Where possible, add extra hands on deck to deal with the heavier demand. Stagger schedules so servers, cooks, and your to-go team can rotate breaks. You don’t want fatigue to undermine quality or morale.
Anyone offering to-go meals on Black Friday must handle payments swiftly. A slow or outdated payment process creates lines, irritates customers, and ultimately dampens sales. Replacing or supplementing a bulky cash register or an older point-of-sale setup with modern, mobile-friendly options can drastically improve order throughput.
Contactless payment has skyrocketed over the past few years. Many restaurant owners now provide mobile-friendly QR code payment to facilitate a quick, seamless transaction. Instead of rummaging through purses or dealing with slow card readers, your customers can scan a QR code and pay instantly from their phone.
An added perk: these QR codes can prompt customers to share a tip or even post a review on Google, all in one flow. Providing these contactless payment methods is much faster than manual card swipes and ideal for to-go pickups when every second counts.
On Black Friday, speed is everything. Customers might prefer to pay online when placing their orders, so they can simply stroll in, grab their food, and leave. This is especially relevant for smartphone-savvy shoppers who have digital wallets loaded and ready. By allowing people to pre-pay, you eliminate the time spent at the payment terminal.
A solution like sunday can offer integrated checkout, tips, and reviewing options all in a single interface. This way, your staff focuses on fulfilling orders instead of managing separate payment devices, handing out receipts, or constantly wiping down shared payment terminals.
During the chaos of Black Friday, you want your restaurant to stand out. Don’t assume shoppers already know you offer pickup. Communicate it loud and clear:
If you’re launching a special menu for Thanksgiving weekend—like fresh turkey sandwiches or sweet pumpkin desserts—make sure you highlight how fast and convenient the pickup can be. Shoppers, in particular, are looking for something quick but festive, so playing up seasonal items can make your restaurant more attractive.
You might not think about packaging until the last second, but on Black Friday it can make or break the efficiency of your to-go line. If you’re fumbling with individual containers or messing with complicated lids, you’ll lose precious minutes.
Consider packaging that seals quickly and securely without too many extra steps. Ensure that your containers:
For multi-item orders, pre-pack a bag or box with the core components. Then label it so staff can quickly add sides or drinks without searching through multiple containers.
On the busiest shopping day of the year, your kitchen becomes mission control. You’ll likely be juggling both dine-in and to-go orders, each with different timing and plating requirements. To handle the onslaught efficiently:
More isn’t always merrier. When you scale up for Black Friday, a shorter, specialized menu can help you focus on what sells fastest and best. That might include your signature items or holiday-themed dishes that are easy to package. With fewer menu items, your cooks can work more swiftly and consistently under pressure.
Getting the prep work done right is half the battle. Chop vegetables, portion meats, and assemble sauces ahead of time. If something can be measured or pre-cooked before the rush, do it. That way, when orders flood in, your kitchen staff can quickly assemble dishes without skipping the quality your customers expect.
Black Friday is a demanding day, so keep morale high by communicating with your team. Quick check-ins at set intervals can help everyone stay focused. If you notice any bottlenecks, address them immediately—whether it’s reassigning tasks or taking a moment to reorganize.
While speed is crucial, it should never come at the expense of customer service. Even to-go customers appreciate (and remember) thoughtful touches:
Add a pinch of personality—something seasonal or holiday-themed might do the trick. Distributing a small Thanksgiving or festive card can remind shoppers that you’re not just another pit stop but a warm and welcoming place.
Black Friday is notoriously unpredictable, so always prepare for unexpected spikes in demand. You might have done your forecasting and expected an interior volume of a certain number, but foot traffic can surge at any time. Maybe a major sale centered around your block just ended, and hungry shoppers are flooding the area.
Focus on these strategies to keep your to-go line from buckling under increased pressure:
Black Friday is a one-day frenzy, but it also opens the door for longer-term customer relationships. Many of these shoppers are new or occasional visitors to your restaurant. They might become loyal patrons if you make a good impression.
Consider emailing or texting them a simple follow-up after their order. Provide a link for feedback. Invite them to join your loyalty program or direct them to your social media pages. Keep it personal and appreciative. Show them you care about their experience even when they’re grabbing food on the fly.
To refine your future Black Friday strategy (and all busy shopping periods), gather as much data as possible. Capture info on:
Analyzing these insights can help you pinpoint gaps and success stories. Did certain menu combos sell out too fast? Did a staff shift handle the load better than another? Use every data point to optimize your approach next time—whether it’s Christmas, a major sporting event, or any other high-volume occasion.
Picture this scenario: Alexis runs a cozy café called Greens & Gravy in a busy shopping district. For Black Friday, she decides to tackle the to-go process head-on:
The result? The café keeps pace with a steady stream of new and regular customers. Thanks to efficient packaging and payment methods, Alexis’s team hands out orders faster than the line can build—earning positive reviews and holiday cheer.
Black Friday isn’t just a bonanza for retail; it’s a great opportunity for savvy restaurants that know how to streamline operations. Whether you already have a robust pickup system in place or you’re still perfecting its blueprint, reviewing these steps can help you stay a step ahead of the competition. Close coordination between your team, a simplified payment process, and a well-thought-out pickup zone can all go a long way in impressing frantic shoppers.
Give yourself the gift of preparation. Anticipate those harried customers, and make their experience frictionless. They’ll repay you with glowing feedback, higher sales, and a solid reputation that lasts well beyond any doorbuster sale.
One approach is to review last year’s data (if available) for takeout sales during the Thanksgiving weekend. Compare it with your current sales trends and consider any new developments, like changes in local retail patterns or evolving consumer habits. If you don’t have historical data, consult local business networks or industry reports to make an educated estimate.
Popular options include POS systems with integrated online ordering modules, third-party marketplaces, and specialized software for to-go and delivery. Look for solutions that centralize orders in a single dashboard and offer frictionless payment methods. Some restaurants even develop their own branded mobile apps for a cohesive customer experience.
First, communicate proactively. If there’s a delay, inform customers of the new pickup time via text or email. Apologize for the inconvenience and, if feasible, offer a small incentive like a future discount. This goes a long way in showing you value their time, especially on a hectic day like Black Friday.
Yes, if it serves your operations and your customers. A condensed or special menu can quicken preparation times and let you focus on dishes that travel well. Include limited-time deals or popular items that cater to the season. This helps you control costs while offering something unique.
Streamlined payment solutions often let you add prompts for tipping and reviews at checkout. For instance, a QR code-based payment can guide customers through tipping and posting a Google review in one or two taps. Make it simple and optional, and give a subtle nudge by mentioning how much you appreciate their support.
