How Foodservice Operators Can Capitalize on Takeout Orders

Foodservice operators understand the COVID pandemic caused a major shift in how guests view dining experiences. According to a 2023 US Foods survey, 57% of Americans prefer ordering food to go while 43% favor on-site dining. The overwhelming reason people like takeout is convenience. Keeping this front of mind, it’s become increasingly important for foodservice operators to elevate takeout services.

Customers Prefer Direct Ordering Over Third Party

If a restaurant does not offer its own delivery service, customers looking for off-site dining have two options. They can order meals through a third-party delivery company or pick up their chosen menu items themselves. It’s important to note that consumers’ ordering preferences do not favor third-party platforms. Consumers of all ages said they prefer to order takeout (32%) and delivery (30%) directly from a restaurant’s website or app compared to 22% who prefer ordering via a third-party marketplace.

 

The truth is that third-party food delivery is a lose-lose for customers and foodservice operators with delivery fees. Operators can cut costs from delivery costs by making it easy for guests to choose the pick-up option.

Build a Takeout System that Works

One way that foodservice operators can increase takeout profits is to use pick up lockers. These lockers keep customers’ hot food orders at the designated temperature while also minimizing order mix ups by connecting orders with a PIN number or QR code. This makes pick up easier while maintaining food quality.

Prevent Crowding While Sacrificing Minimal Space

Pickup lockers provide other advantages; guests picking up takeout orders can create entrance area crowding. For ghost restaurants, lack of space is an even bigger consideration with the lack of a typical dining area. Pickup locker placement allows your operation to remain flexible. In some cases, they can even be positioned to load inside the restaurant while guests access the lockers from the restaurant’s exterior.

As addressed in detail in Management of Food and Beverage Operations, a decision to provide pickup service of any type entails the consideration of numerous issues such as the selection of menu items to be offered, recommended packaging, sanitation-related issues, and even pricing.

By Jack D. Ninemeier, Ph.D., Professor Emeritus, The School of Hospitality Business, Michigan State University and David K. Hayes, Ph.D., AHLEI Authors of the Eighth Edition of Management of Food and Beverage Operations.