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It’s that time of year when holiday decorations come down, festive menu specials wrap up, and dining trends make a big shift. For many restaurants, November and December bring large gatherings, abundant orders, and a packed schedule of parties. The energy is high, but it’s also hectic. Servers sprint to accommodate big groups, the kitchen buzzes nonstop, and your POS terminal processes transaction after transaction with hardly a pause.
When the holidays end, there’s a natural lull in foot traffic. People step back from the flurry of big holiday meals and big family get-togethers—sometimes they watch their wallets or switch to a healthier routine. Meanwhile, you might reduce staff hours to match the new tempo. But it doesn’t have to be a decline or a slow start to the year. There’s a golden opportunity here, especially for restaurants offering click & collect.
Many restaurant owners are reporting that their click & collect orders see an uptick once the holiday frenzy settles. Why? Because the factors that weigh on your usual dine-in guests—time constraints, budget planning, or a desire for contactless solutions—often encourage them to seek out convenient pickup options. And just as having seasonal specials draws big crowds during the holidays, focusing on your carryout strategy right after the new year can keep revenue high even when the dining area feels a bit quieter.
Click & collect, also called “order ahead” or “pickup,” is the option for customers to place an order online—through your restaurant website or an app—and then pick up their meals in person. While this feature may flourish at any time of year, it tends to shine particularly bright after the holiday season. Here are some reasons behind this uplifting trend:
Statistics from the National Restaurant Association show that the popularity of digital ordering keeps rising each year, as nearly 60% of U.S. consumers order takeout or delivery at least once a week. Restaurants that pivot effectively to meet this demand can capture meaningful revenue in what used to be a quiet season.
Once the holiday lights fade, the steady buzz of large groups usually quiets. In many restaurants, fewer diners sit down for lengthy meals, whether because they’re full from the holiday over-indulgences or simply returning to their busy day-to-day schedules.
How does that help with click & collect? Well, fewer diners in your dining room means your kitchen has more time to handle online orders comfortably. You can maintain efficiency without being overwhelmed, boosting the quality and speed of your carryout orders. That also helps with:
Additionally, without the big groups occupying each table, you have room to set up a dedicated station for click & collect pickups. A well-labeled area, possibly near the entrance, provides a quick grab-and-go experience, encouraging repeat business.
Sure, convenience is crucial to modern customers. But you can make your click & collect service memorable by adding unique touches. When you provide a top-notch experience, your patrons will talk about it to their friends or share positive insights on Yelp or Google. Here are some tips to elevate your pickup game:
Good click & collect starts with solid online ordering. Make it easy for people to place orders via your restaurant’s website or a user-friendly app. If placing an order becomes complicated, or if the menu is confusing, potential customers might abandon the process. Streamline your ordering form, use clear descriptions, and highlight bestsellers or seasonal dishes.
Also, consider updating your digital channels for the new year. Did you remove those holiday-themed items or images? Make sure everything reflects current menu options and promotions. A fresh look can entice loyal diners to see what’s new.
Once the new year starts, consumers are on the lookout for deals. You can present:
These strategic promotions can bring back holiday customers who might have only dined with you for a special occasion in November or December.
Your dedicated pickup zone should be easy to find. If your restaurant is large, consider additional signage or a separate entrance for quick pickups. Greet customers warmly, hand them their orders, and confirm accuracy. Leverage technology, such as a tablet or phone alert, so you know when someone arrives.
Time is the main reason people choose click & collect. If you consistently hand out correct orders in under a minute, you’ll create loyal fans.
Post-holiday shoppers still appreciate thoughtful details. Use sturdy, eco-friendly containers that prevent spills and maintain temperature. Add a friendly note or a quick “Thanks for ordering!” sticker. Include condiments or utensils only if requested—this can align with trends of reducing waste.
A well-packaged meal can show off your brand values and highlight how meticulous you are about quality. That helps your restaurant stand out, even when people are picking up food to go.
A standout click & collect program involves more than just a well-structured menu and a swift pickup area. It also rests on seamless payment solutions. After all, an easy payment experience ensures customers complete their order and stay satisfied through the entire journey. Complications at the payment stage are a surefire way to sabotage a potential sale.
These days, streamlining the payment aspect can be as crucial as the food itself. That’s where solutions like sunday come in: with the ability to scan a QR code, check the itemized list, tip with a tap, and even leave a Google review in seconds. Such frictionless technology empowers owners to handle the post-holiday dip in foot traffic by keeping online orders efficient and stress-free. Meanwhile, restaurants can maintain robust sales and glowing customer feedback.
Whether you use a modern POS system with integrated online ordering or an app that calculates each item precisely, focus on removing steps for your customers. The fewer clicks, the better.
Once you’ve set up an appealing click & collect experience, the next step is letting your audience know about it. Here’s how strategic marketing can keep the momentum going:
Because customers need to discover that your restaurant offers an elevated to-go experience, it’s vital to broadcast that convenience and simplicity beyond your physical location.
The new year brings new tastes and fresh starts. Holiday menus often revolve around indulgent, hearty dishes—roasts, rich sauces, and decadent desserts. Now might be the perfect time to switch gears and introduce items that align with the cooler season while embracing a slightly lighter approach.
Depending on your restaurant concept, consider:
Keeping your menu updated for the season keeps customers excited—and each time they see something new, they are more likely to give your click & collect service another try.
To illustrate how the post-holiday boost can play out, consider a small hypothetical example: Jake’s Greenbowl Café, a quick-service spot specializing in soups and salads. Before the holidays, business was brisk, with lines practically out the door. However, January is usually slow. This year, Jake prepared by:
The result? A noticeable rise in post-holiday online orders, transforming what was once a lackluster month into a profitable one. Regular diners who typically studied the menu boards inside the café began ordering digitally, swayed by convenience and speed.
Click & collect has its own demands on team members, so it’s crucial your employees fully understand how to handle these orders from start to finish. Consider short training sessions after the new year to show them:
Happy, well-informed staff can be your best ambassadors, reassuring customers that online orders are made with the same care as a gourmet dine-in meal.
It can be disheartening to see customers bail on an online order at the very last step—often because of friction in the payment process. But offering a smooth, hassle-free alternative can drastically cut down on abandoned orders. Post-holiday shoppers, especially the ones conscious about time and safety, want to:
That’s exactly where solutions like sunday help. Instead of wrestling with slow credit card fields or scanning receipts, Sunday’s system lets your customers scan a QR code or click a link to pay, add a tip, and even leave a quick review. This speed and simplicity suits the on-the-go nature of click & collect patrons. And every friction point you remove encourages them to order again after that first taste.
Once you hook new or sporadic customers through a great post-holiday click & collect experience, don’t let them fade away. Following up keeps your restaurant top-of-mind. A quick email—“Thanks for ordering from us! We hope you enjoyed your meal. Here’s a 10% discount code for your next pickup”—can work wonders in turning a single purchase into a long-term relationship.
Similarly, highlight how easy it is to revisit your site or app. If customers already have saved preferences or addresses, there’s a good chance they’ll reorder. This is where an integrated online system pays dividends, storing customer data (respecting privacy guidelines, of course) so that they can breeze through reorders.
Simple loyalty programs also encourage repeat business. Offer points for each click & collect order, and present perks that feel valuable: free sides, small desserts, or a discount on future combos. The immediate reward might bring them back sooner than you expect.
The beauty of digital ordering is that you gather plenty of data. You can see popular pickup times, top-selling menu items, and average order frequency—all essential insights to drive better decisions. If you notice a surge in salad orders on Mondays, consider a Monday salad special. If you realize that certain items rarely sell as carryout, try adjusting the recipe or swapping that offering for something more enticing.
This analytical side of post-holiday strategy is where many restaurants either succeed or stagnate. By reviewing these metrics weekly or monthly, you can shape a data-driven approach that resonates with local tastes. Listening to feedback is crucial, too. Surveys and online reviews can alert you to small oversights that need quick correction.
The key takeaway? Don’t just expect customers to reappear next holiday. Make them regulars year-round by proactively refining your click & collect experience, especially when new patterns emerge after the holiday season.
1) Does click & collect require complicated technology?
Not necessarily. Many modern online ordering platforms or integrated POS software make it straightforward. If you’re just starting, look for user-friendly solutions that sync with your existing menu. You can also scale up to QR code-based payment like sunday for a smoother customer journey.
2) How do I manage online orders alongside in-restaurant service without chaos?
Clear staff roles and a well-defined workflow are essential. Set up a dedicated station or area for click & collect, and make sure cooks are aware of digital orders in real time. Using separate order screens and ticketing systems can help distinguish dine-in from pickup tasks.
3) What if my menu is too extensive for carryout?
Narrow it down. Some dishes might not travel well; focus on items that maintain quality and taste in transit. Streamlining your offerings keeps it easy for the kitchen and reduces mix-ups.
4) Do promotions really matter after the holidays?
Yes. Consumers look for deals once the big spending of the holidays is over. Special bundles or seasonal combos that cater to lighter, post-celebration eating habits can be a significant draw.
5) Should I offer loyalty points for click & collect vs. dine-in?
Yes, it can motivate people to keep ordering and encourage brand affinity. Whether dine-in or online, consistent recognition of their patronage helps establish a long-term relationship.
6) How do I handle customer complaints about wait times for pickup?
Be proactive. If you anticipate a delay, communicate it immediately. Sending a quick message or email to the customer reduces frustration. Encourage feedback, respond promptly, and adapt your workflow if consistent delays arise.
