Off-premise dining, or getting restaurant food for pickup or delivery, has become a go-to habit today thanks to consumers' growing demand for convenience and the additional revenue it provides restaurants. Restaurant operators now have the opportunity to provide a positive experience to off-premise guests using technology and personalized touches that extend their brand and hospitality beyond their doors.
Off-premise dining is part of consumers' routines
While our Restaurant and Alcohol Online Ordering Trends Report found that 68% of consumers said that they've dined in a physical restaurant in the last month, 70% said they've ordered delivery from a restaurant in that same time frame. If restaurants aren't capitalizing on continued interest in off-premise dining, they're missing a huge opportunity to be a part of customers' lives.
Off-premise dining refers to meals that are ordered from a restaurant but eaten elsewhere. These meals can be sold as takeout or delivery, and picked up in-store, via drive-thru, or curbside. Off-premise dining often means partnering with third-party delivery services for restaurants, as it takes additional infrastructure to support online ordering and delivery.
What are some examples of off-premise dining experiences?
A family picks up pizza from a pickup window while on their evening walk.
A busy young professional orders a healthy salad bowl for delivery to get some nutrients while binging reality TV.
A couple orders a porterhouse for two to celebrate an anniversary at home without having to cook for themselves.
A marketing team orders lunch to the office for a campaign launch celebration.
Challenges of off-premise hospitality for restaurants
When customers are in your restaurant, you are able to more easily detect issues and react to challenges in the moment. On-premise dining is about creating a complete experience through food, atmosphere, and service. A guest in the dining room will have a comfortable seat and the proper utensils. Staff is available to answer their questions about the menu and offer recommendations. Music and lighting can set the mood for a chic night out or energizing lunch.
With off-premise dining, restaurants lose some control over the environment in which their food is consumed, making elements that can be controlled — like order accuracy, food quality, service, and delivery timelines — much more important. That way, the off-premise experience is still elevated, whether the customer plans to enjoy their meal at their kitchen table or, like 20% of Gen Zers, in their bed.
It's also important that your food travels well in its takeout packaging, and that the packaging itself is a good reflection of your brand. Your staff should be well-trained in receiving, preparing, and packaging orders, as well as fielding customer service requests related to off-premise dining.
Mapping the off-premise customer journey
Each step of the off-premise customer journey is an opportunity to connect with diners and, if well-executed, make a lasting positive impression.
1. Discovery
The off-premise dining experience starts before customers have even selected a restaurant. Social media and menu photos are influencing diners' choice of restaurant more than ever. A robust social media presence can make your restaurant stand out, especially when it comes to food photography that showcases your menu items.
2. Online ordering
Today's customers expect online food ordering to be streamlined and intuitive. Partnering with online food delivery platforms helps you delegate order management and logistics, so your team can focus on making great food.
3. Order confirmation
Consumers expect to receive a confirmation of their orders via an email or text that states order details and estimated delivery or pickup time. This allows them to review details and get real-time updates on their order status. Again, this is where third-party delivery platforms can help restaurants provide a seamless online ordering experience to guests.
4. Pickup or delivery
Have a designated pickup spot so takeout customers and delivery drivers alike can easily grab and go. Ensure each meal is appropriately packed to survive the journey home and has the proper utensils so that diners can dig right in — as almost two-thirds of consumers enjoy their food directly from the takeout container.
5. Follow-up and feedback
Customer feedback is critical to understanding the success of your off-premise offerings. Send out a follow-up communication asking for feedback, or peruse your restaurant's customer reviews online and in third-party delivery apps — then find ways to incorporate any learnings into your operations
Improving off-premise dining experiences with restaurant technology
Restaurant technology can both streamline operations and bring the off-premise dining experience to the next level.
Integrating systems like touch screen point-of-sale tools and kitchen displays can optimize restaurant workflows and increase efficiency from order to preparation to payment. Email marketing platforms like MailChimp or HubSpot are low-cost, dependable tools for customizing communications and engaging off-premise customers.
Third-party food delivery partners like DoorDash can support you across all stages of the off-premise customer journey. Your restaurant will be served up to customers searching for restaurants in their neighborhood. They'll be able to view your menu, place an order for pickup or delivery, pay right in the app, and receive a confirmation with estimated wait time. And, customers can leave reviews or upload photos of their meal within the app as well.
Off-premise service tips to go above and beyond
Here are some real-life examples of how restaurants can improve their off-premise dining experience.
Personalize communications
While you have fewer touchpoints with off-premise diners, there are still ways to make an impact. Utilize your marketing platform to send texts or emails tailored to diners' interests and to share promotions. Or, go low tech and slip a hand-written note in with their order before pickup.
Philadelphia chef and restaurateur Michael Solomonov shared his thoughts in a panel at the National Restaurant Association Show:
"Our job is to make memories for people and use food to make them feel special. So if you can personalize a note, do it. It's such a small thing that most other operators won't do."
Ensure a smooth order pickup
Train and motivate your team to go above-and-beyond in hospitality for both delivery customers and delivery drivers, who have a major impact on the off-premise guest experience. Make sure your dedicated pickup spot is clearly marked so customers and delivery drivers aren't wasting time milling around or having to navigate busy areas. Make it easy to identify orders, or have a staff member available to hand over orders as they're ready.
Ensure that your full team is well-versed in the takeout and delivery process and can speak confidently about it, know how to use your online ordering platform, transfer phone calls to the right line, or pick up slack in a pinch during busy times.
The first steps towards auditing and improving food delivery and pickup experiences
There are two ways to understand the food delivery and pickup experiences: through carefully monitoring customer feedback and by trying it yourself. Think of off-premise orders as guests in your restaurants and treat them like they are sitting right there with you. If the customer calls or writes a negative review, resolve any issues as best and as quickly as you can.
Remember, most customers are dining off-premise for convenience. Any hiccups can dampen their experience and impact their loyalty. When mistakes do happen, consider making a small gesture, like adding that personalized note or even some extra cookies to make it right.
Find takeout containers that travel well
Go back to customer feedback and see if any complaints about food quality could be resolved with better packaging. Invest in packaging tailored to your core menu items.
"We messed around with a lot of different styles of to-go boxes," reflected Jon Farrer, Chief Operating Officer of Ballyhoo Hospitality at the National Restaurant Association Show panel. "What box does a filet go in at Sofia steak versus Pizza by Sal? If somebody orders just a slice, are we going to take the extra time to put a liner and wrap it for them? The details don't go unnoticed by the guest, and you have to figure out what works for you."
Prioritize presentation and branding
Food "traveling well" is the bare minimum. For delivery customers, the presentation of your food and the design of the packaging materials may be the only ways to convey your brand.
Packaging should look and feel high-quality and reflect your restaurant's personality. A unique design could leave a lasting impression, especially if your company logo is featured prominently. Consider going beyond the logo too — printing napkins or other goods with quotes or sayings is another way to make the experience more memorable.
Taste test your delivery food
After analyzing customer reviews and trends, try the off-premise experience out for yourself. Khanh Nguyen, CEO of Zalat Pizza advises restaurants to taste test their food after it sits in a delivery bag for 30 minutes. Box up your top-ordered items and either take them home with you, or let them sit for a half hour before opening them up and having a taste. Discuss findings with your team. How do the different meals hold up? Is everything the right temperature and texture? How could packaging be improved? Don't be afraid of a little trial and error!
"The vast majority of our customers aren't going to eat our pizza fresh out of the oven. This is how our customers are going to experience our product, and we have to execute it on a high level."
A final piece of advice? Choose a reliable third-party delivery partner that cares about the off-premise customer's dining experience as much as you do.
