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In the United States, football season is more than just a series of weekend games. It’s a cultural event associated with family traditions, extravagant tailgates, friendly rivalries, and of course, lots of shared food. Restaurants across the country see some of their highest sales when fans gather to watch their favorite teams, whether it’s the college rivalry happening on Saturday or the pros playing on Sunday. Many restaurant owners are continually seeking ways to make the most of this season. By offering Click & Collect services, you can tap into this football frenzy while simplifying operations for you and your team.
Think of Click & Collect as your winning strategy—like the perfect coaching call that satisfies fans whether they dine in or take out. From helping you manage a game-day rush to improving guest satisfaction, Click & Collect has the potential to boost your revenue and enhance the overall customer experience. In this article, we’ll explore how Click & Collect works, why it’s essential during football season, and how you can successfully promote and refine it in your restaurant.
Football games bring in a unique crowd, often more boisterous, time-conscious, and craving indulgent meals that can handle sudden bursts of excitement. Busy gamedays also mean you’ll face spikes in demand that can test every part of your operation.
As a restaurant owner, harnessing Click & Collect not only meets these customers where they are—it also allows you to scale quickly and keep the momentum going through every quarter.
Click & Collect, sometimes called “Order Ahead” or “Curbside Pickup,” is an online ordering solution that customers can use to place their orders, pay in advance, and pick up their meals at a designated time. Doing this unlocks streamlined efficiency for both your staff and your guests. Here are some of the benefits:
Whether you operate a casual burger joint, a family-owned Italian restaurant, or a trendy gastropub, you can mold a Click & Collect strategy that resonates with football fans. Here are the key steps:
No matter how much your menu dazzles patrons on a normal day, gameday is often about crowd-pleasers. Think hot wings, loaded nachos, hearty burgers, or even creative vegetarian options like cauliflower bites. You’ll also want to consider packaging—foods that stay warm and assemble easily might do better for takeout during the game.
One effective approach is to trim down your standard menu for Click & Collect to include only the items that travel well. This lets your kitchen focus on speed and quality. In fact, according to the National Restaurant Association, takeout popularity soared by 25% in 2022 and continues to grow. Whether fans are tailgating in the stadium parking lot or gathering at a friend’s house, they’ll love reliable, quick-to-grab meals designed just for them.
Offering your own direct Click & Collect solution keeps you in control of the customer relationship. Whether you invest in an app or a mobile-friendly website, ensure it’s intuitive, secure, and aligns with your brand. The fewer clicks someone has to make, the better.
On top of that, consider the payment solutions integrated into your ordering platform. A fast, seamless online payment system encourages customers to return. For instance, having a QR code inside the store or on your packaging can allow customers to pay or reorder quickly if they need any add-ons. Some services, like sunday, combine quick digital payment with convenient tipping and can even prompt reviews on Google. This approach makes each transaction smooth while subtly positioning your restaurant as a professional, guest-focused establishment.
No one wants to fumble at the goal line. Ensure your pickup process is simple and efficient. That might mean having a dedicated counter or a “grab-and-go” shelf. Appoint a staff member during busy seasons to manage Click & Collect orders so customers aren’t waiting in the same line as those dining in-house.
Plus, clear signage is critical. If your customers are driving in for curbside pickup, make sure your parking lot layout points them in the right direction. Timely SMS or email notifications help them plan their arrival time precisely, reducing chaos for everyone.
You can’t expect people to use your Click & Collect options if they don’t know about them. Leverage social media campaigns, email newsletters, and in-restaurant signage to spread the word. For instance, during the height of football season, you might post weekly specials on your Instagram or send out a “Gameday Alert” email detailing your Click & Collect offerings. Get creative with your messaging—sports puns, limited-time offers, or even a highlight reel of your top gameday menu items can catch attention and win over loyal fans.
Football fans love a good deal. Promoting special offers that apply specifically to gameday or big rivalry weekends can make your restaurant the undisputed champion. It not only draws new customers but also encourages repeat business.
A Tailgate Package might include a mix of your best-selling gameday snacks plus a selection of dips or sides, bundled at an attractive price. You could even throw in a branded T-shirt or cap for the hardcore fans. These packages are easy to grab and go, perfect for fueling watch parties in living rooms or parking lots.
Encourage repeat visits by offering a “Game Pass” punch card that rewards customers after a set number of Click & Collect orders. After, say, five orders, they could get a free appetizer or dessert, further ramping up loyalty and repeat purchases.
When football fans swarm your restaurant, you’ll need all hands on deck. A blitz of orders can strain staff, inventory, and even your digital infrastructure if you’re not prepared. Here’s how to keep your approach organized:
Study previous sales data during major sporting events. If you’ve never tracked this, now is the time to start. Look for patterns in how your community responds to local college or professional teams. Even the difference between a noon kickoff or a night game can drastically shift order timing.
You want your staff to be the real MVPs on gameday. Train everyone on how to handle a surge of pickup orders. Walk them through the steps of what to do if an online order might run late—prioritize transparent guest communication, and consider offering a small complementary item to maintain goodwill.
Food shortages on big game nights are a restaurant’s nightmare. Multiply your estimates of your usual orders by a certain factor (depending on game importance) and confirm your supplier can handle it. If you’re offering limited-time specials like “Buffalo Wing Buckets,” make sure you can comfortably manage the raw ingredients and packaging material.
While convenience is a big draw, the emotional connection of football season shouldn’t be underestimated. There’s an instant sense of community and camaraderie that you can nurture even when people pick up their orders and leave.
Imagine you own a sports-themed restaurant in college town. You decide to promote a special burger called the “Fan Frenzy Burger,” only available on home game weekends for the local university. Through your website, fans can pre-order the burger for pickup on gameday morning. You also incorporate some local flair—perhaps naming the special after the team’s mascot or using the team’s colors in your packaging.
This strategy leverages exclusivity, convenience, and hometown pride, transforming a standard menu item into an event. Over time, you build brand loyalty and strengthen ties with the local community.
After you’ve integrated Click & Collect, you’ll want to iterate and optimize. Here are some practical tips to help you keep your service fresh and effective:
While you’re implementing a new offering that improves customer satisfaction, why not make the most of it? Digital payment methods tied to Click & Collect offer subtle opportunities to nudge people toward leaving a tip or writing a short review.
Naturally, you don’t want to overdo it. Keep your prompts polite and user-friendly. Sometimes, a single line message like, “We hope you loved your meal! Share your experience?” goes a long way toward driving genuine feedback.
You’ve seen how quickly fan groups share updates on message boards or chat apps during a game. Harness that same energy for your Click & Collect initiative. Encourage your followers to tag your restaurant in their gameday photos or to share how they’re enjoying your food while watching the big match.
Whether you’re active on Instagram, Facebook, or TikTok, jump on the football hype by posting short, fun videos that tease your gameday menu. Feature close-ups of mouthwatering wings, sizzling fries, or a behind-the-scenes peek of kitchen staff preparing orders. Engaging, authentic content can be more impactful than polished, corporate ads—especially when fans are riding high on team spirit.
It’s not just about convenience or branding. When properly implemented, Click & Collect tangibly boosts profit margins. Here’s why:
Additionally, improving your operation’s efficiency often leads to happier staff. When staff morale is high, there’s less turnover—a huge benefit considering training new employees can be one of a restaurant’s largest expenses.
| Key Aspect | Best Practice |
|---|---|
| Menu | Highlight easily shareable options (wings, sliders) and pack them well. |
| Staff Allocation | Train a dedicated pickup team; resource extra help during peak hours. |
| Payment | Use seamless online payment. Encourage digital tipping. |
| Promotions | Offer Tailgate Packages, group discounts, or exclusive gameday items. |
| Marketing | Use local sports references, social media hashtags, and email blasts. |
| Customer Reviews | Prompt short Google reviews; reward loyalty (e.g., free side dish). |
While technology should never override the comfort of human hospitality, its role in restaurant success continues to grow. If your Click & Collect process is archaic or slow, you risk missing out on valuable repeat business. Make sure your website loads quickly, and that your online ordering landing page is user-friendly—especially on mobile devices. Football fans could be ordering on the go.
Consider advanced features like integrating geofencing so that employees are notified when a customer is near for pickup. This type of system helps you maintain fresh meals and impress your customers with impeccable timing. If you decide to invest in new technology, ensure it seamlessly meshes with your existing point-of-sale system or payment terminal. That way, you’ll have consistent, accurate data across all channels.
It’s tempting to think that once the football season ends, so does the surge in traffic. But if you’ve used Click & Collect effectively, you’ll have earned trust and built a loyal following. Offer some form of “post-season special” to your newly expanded customer base. For instance, a mid-week discount for online orders could remind those who discovered you during game times that you’re worth visiting even when the final whistle has blown.
Additionally, keep capturing customer emails through your ordering process. With permission, you can send them updates about new menu items, special events, or changes in your operating hours. Regular, relevant communication keeps you top of mind and ensures that your restaurant doesn’t suffer an off-season slump.
This section addresses some unanswered questions you or your staff might receive about rolling out or refining a Click & Collect program for gamedays.
Focus on items that maintain their warmth and texture for at least 30 minutes. Pack your food in insulated or ventilated containers. Label orders and keep them organized under a heat lamp or in a warming cupboard for quick pickup.
It can help if your restaurant sees heavy gameday volumes. A dedicated “pickup specialist” prevents confusion or slowdowns, ensuring dine-in customers get the same attention as those placing online orders.
Discounts can be a great way to encourage trial, but they’re not mandatory. You might experiment with a small promotional discount during the first month of football season. If orders spike but profits hold, you’ve found a sweet spot. Just keep tracking your margins and be ready to adjust.
Absolutely. If anything, smaller operations benefit from having an organized solution for online orders without the chaos of constant phone calls. Even a simple online form and a digital payment solution can help streamline your process.
Keep it simple and genuine. After the online order is completed, include a short, polite post-purchase message with a link to your Google Business page. A small incentive for future orders, like a free side dish, can substantially boost participation.
Maintain some inventory buffer, particularly for top-selling items. In your promotional materials, mention that your kitchen will stay open throughout the game. Notify staff of potential scheduling flexibility in case a game goes long. Keeping communication open—both among staff and with customers—reduces frustration if fans decide to order later than expected.
By taking advantage of the seasonal popularity of football, optimizing your menu for takeout-friendly dishes, and providing a smooth Click & Collect experience, your restaurant can “score” more revenue and loyalty. Prepare adequately, communicate clearly, and remain flexible, and you’ll convert those enthusiastic gameday customers into year-round fans. After all, every restaurant’s ultimate goal is to exceed guests’ expectations—and that’s something worth celebrating until the final whistle. Go for that touchdown with Click & Collect, and watch your restaurant thrive all season long.
