According to GlobalData, e-commerce sales are expected to reach A$77.1 billion in 2024, as consumers of all ages become more familiarised with online shopping and have higher expectations in this regard.
The BOPIS shopping model (or ‘click and collect’), which allows customers to order online and pick up their items in person, has grown in popularity in recent years. This means that it was not meant to be a temporary solution during the pandemic, but rather a permanent feature that makes our lives easier.
The benefits of click and collect are sought after not just in retail, but in hospitality as well. It is a shopping model that meets many of the clients’ expectations and it has the unique ability to merge online and traditional shopping.
One would be tempted to ask: why isn’t everyone using it yet?
Well, we believe there are still some unanswered questions and challenges that leave business owners on the fence. That is why we will do our best to address some practical questions about it, with a particular emphasis on the benefits it may give to the hospitality industry.
What Is Click and Collect For and How Does It Apply to the Restaurant Sector?
Before delving into the main benefits of click and collect, let’s first cover the basics for those less familiar with the concept.
What Is Click and Collect?
Sometimes used interchangeably with BOPIS (buy online, pick up in-store), ‘click and collect’ is a shopping method that allows customers to purchase goods from a shop or a restaurant’s website and collect them from a physical establishment.
The pickup location can either be a designated area in a shop, a parking lot (known as ‘curbside pickup’), or a click-and-collect locker. Indeed, similar to the lockers used in retail, there is also a special system for the restaurant sector that keeps food fresh until the customer picks it up.
Is Online Ordering for Restaurants Necessary?
The short answer is a resounding yes!
A 2022 study by the United States National Restaurant Association showed that younger consumers, specifically 72% of millennials and 66% of Gen Z, call “go-to meals” essential to their lifestyle. Aussies are no different; they have grown the Takeaway Food Services Industry as well by 0.2% per year between 2017 and 2022, according to IBISWorld.
In this regard, click and collect offers a competitive advantage by boosting online ordering and avoiding delivery costs.
How Does Click and Collect Work in Hospitality?
To use a restaurant’s Click and Collect service, a customer must place an order online through the restaurant’s website. Then they schedule a pickup time and place using an appointment booking platform that is either external to the restaurant or embedded in the website.
The staff then prepares the products for pickup and notifies the client when the order is ready, via the booking platform.
All that remains for a customer to do is show up at the restaurant’s pick-up location. After showing the order confirmation, they are able to collect their food.
Benefits of Click and Collect Strategies for Restaurants, Bistros, and Other Eateries
In the graphic below, you can see a comparison between three of the most popular food delivery options. Some aspects are less obvious and should be considered before deciding on the best solution for your restaurant.
A restaurant may have various channels to reach its customers. For example, a bistro can use BOPIS as well as a third-party service like UberEats or Deliveroo. This is generally a good idea because customers may be more familiar with one application than another.
We’ll go through the differences in more detail in a future post and focus on the benefits of click and collect for now.
More Benefits of Click and Collect (BOPIS and BOPIL) for Restaurants
At last, we are going to look at the main benefits of click and collect as a whole — not only from a business perspective but from that of the consumer as well.
1. Meet Your Customers Where They Are
As we have mentioned earlier, online ordering for restaurants is a major source of income for businesses, as young adults are increasingly more accustomed to buying food in this way. In fact, they tend to prefer using the restaurant’s website to a third-party delivery system.
There is no better time to try a new shopping method than now.
2. It Pays Off No Matter the Capacity of Your Venue
We have seen small bistros enjoying the benefits of click and collect just as much as large quick-service restaurants. Having a click & collect strategy in place helps you make the most of the space you have.
On the one hand, for small businesses, Instead of renting a larger surface to host more people, you can have everyone enjoy your delicious food just as well through takeout. “Go-to” has become a staple for more and more busy people today.
On the other hand, in the case of larger venues, it can get crowded and stressful “behind the scenes”, so a curbside pickup system is ideal to implement.
3. Keeping Up with the Times — and Not Neglecting Your Retail Competition
Although you may not view the retail industry as a competitor, it may be important to consider that many grocery shops are setting up small dining areas for the busy professionals who are craving a nutritious snack.
With the growing demand for healthier fast food options, why not be the one to meet that need by providing customers with a whole meal they can pick up while running errands?
4. Combining Online Ordering with Offline Interaction
Many people appreciate the option of buying food online in the comfort of their own home or office. It’s quick, quiet, and queueless. At the same time, they may not necessarily require delivery to their door for a variety of reasons (like time-effectiveness or ecological concerns).
This is where Click and Collect comes in, bringing the best of both worlds together.
Don’t Forget This Essential Tool for Your Click & Collect Strategy
Whether you are looking at curbside pickup, in-store pickup or click and collect lockers, each technique has its own set of advantages and applications that should be thoroughly researched before choosing how to improve your services.
If you’re thinking about implementing click and collect at your restaurant, SocialQ can provide an essential tool to connect you to your customers.
SocialQ is a complete booking platform where you can place orders, make appointments, send notifications, manage queues, and more. Get in touch with us if you have any questions and let’s see how we can work together!
