Rising food costs, inflation, and high delivery fees are driving restaurant customers to choose pickup over delivery. According to a PYMNTS Intelligence study, takeout customers select pickup four times more often than delivery. When asked why, 58% cited delivery fees as their primary reason for in-person pickups, while 42% picked up at the restaurant to avoid tipping.

The shift presents a valuable opportunity for restaurant operators to optimize first-party ordering, incentivize pickup orders, and boost takeout revenue—while improving customer satisfaction.

Encourage Direct Ordering to Boost Pickup Sales
Encouraging customers to place pickup orders directly through your website, mobile app, and/or kiosk can help them avoid extra marketplace fees—a powerful cost-saving incentive. Additionally, direct orders allow restaurant operators to retain more profits and reduce payouts covering third-party commission fees. 

Implementing an online ordering system can enhance pickup profitability, streamline restaurant operations, and drive efficiencies by:

• Improving Order Accuracy: Minimize miscommunications that occur over the phone. Reduce errors, ensure order completeness, and increase positive customer reviews.
  
  
• Increasing Average Order Value: Digital platforms that automate upselling and recommend add-ons based on past orders lead to higher ticket sizes and improved profitability.
  
  
• Expanding Customer Reach: Online ordering makes it easier for customers to place pickup orders at their convenience, whether at work, traveling, or on the go.
  
  
• Gaining Actionable Insights: A direct ordering system captures valuable customer data, such as order history and preferences, enabling personalized marketing and targeted promotions to drive repeat business.

Use Incentives to Promote Pickup Orders
Proactively promoting pickup orders can enhance customer engagement and drive more direct sales. Whether it’s an in-person hand-off or a contactless experience, consider the following strategies to incentivize pickup:

• Offer Discounts: Fifty-two percent of customers would choose pickup if it meant saving just 5%. To drive pickup orders, offer BOGO discounts and special promotions exclusive to your mobile app.
  
  
• Provide a Dedicated Pickup Line: Nearly half of consumers are more likely to pick up an order at the restaurant if there is a designated fast-track line and/or parking spot.
  
  
• Reward Loyalty: Offer bonus rewards for loyalty customers who place pickup orders through your restaurant’s digital ordering channels.
  

Deliver a Seamless Ordering Experience
Ensuring a smooth and efficient pickup ordering process enhances customer satisfaction. Follow these industry best practices for a frictionless ordering experience that keeps customers happy and returning to your restaurant. 

• Offer Secure & Flexible Payment Options
  A frictionless checkout process with digital wallet options like Apple Pay, Google Pay, and PayPal reduces cart abandonment and encourages repeat orders. Prepayment speeds up pickup, while stored payment options make reordering effortless.
  
  
• Optimize Your Takeout Menu & Pricing
  Be strategic with your takeout menu and pricing. Account for the cost of packaging, cups, and cutlery, and ensure that featured menu items travel well. Allowing customers to customize their orders increases satisfaction and order value.
  
  
• Provide Order Scheduling & Real-Time Updates
  Give customers the flexibility to schedule pickups in advance and receive real-time status updates via SMS or email. A real-time notification system reduces wait times, enhances the pickup experience, and increases customer satisfaction levels.
  
  
• Streamline Order & Pickup Management
  Operational efficiency is key to a seamless pickup experience. Features like curbside check-in alerts and QR codes can help eliminate congestion and expedite order hand-offs.
  
  
• Leverage Data & Insights for Growth
  Online ordering systems provide valuable insights into customer habits, peak ordering times, and best-selling items. Use this data to refine promotions, adjust incentives, and optimize your takeout menu for profitability.
  
  

Key Takeaways
As value-conscious consumers opt for pickup over delivery, restaurants have an opportunity to enhance their takeout strategy. By optimizing direct ordering, incentivizing pickup, and streamlining the pickup experience, your restaurant can boost revenue while catering to evolving customer preferences.

Make pickup ordering a priority in 2025 with Tacit— a scalable, flexible, white-label digital ordering system trusted by leading restaurant franchises. To see our platform in action, visit booth #1337 at the Restaurants Canada Show April 7-9, 2025.

Not attending the RC Show? Request a virtual demo today!