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13 tips to consider when pivoting to a take-out, delivery model

With COVID-19 in full swing, shifting to a carry-out and delivery model is key to restaurant survival.

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March 23, 2020 by Nancy A Shenker — CEO, theONswitch, LLC

The phrase "great pick-up line" has taken on a whole new meaning as millions of restaurants focus on take-out and delivery as a means of survival during this challenging time. Delivery has been on the upswing for the past decade, but now getting food safely to diners — when and where they want it —  is imperative. The brand experiences you create during this time can be powerful and long-lasting.

Here are 13  things to consider when making the shift to delivery and carry-out models.

1. If you've had to reduce staff, be sure you're keeping those people who have a terrific service ethic and can make the take-out experience as pleasant as possible for diners during a stressful time. 
2. Your employees are also dealing with tough issues. Facing their own financial and personal issues, the sudden loss of co-workers, and the rapid changes in operations can result in anxiety and depression. Communicate often and well and establish yourself as a caring and empathetic leader. As tough as it can be, now is the time to shine as a manager. Show your team that you're willing to pitch in and help however you can.
3. Create menu options that are simple to fulfill. Create a special take-out menu that's easy and fast to fulfill. Train your staff so they can easily and knowledgeably explain it. Analyze and refine your menu items, to focus on those dishes that are the most popular. Create online surveys to find out how you can improve your menu and service.
4. Invest in the right containers and bags for take-out and set-up procedures for healthy hand-off. Some restaurants have rearranged their tables to create a friendly but distant "barrier” between servers and customers.
5. Utilize technology (like hiring and scheduling apps) to keep your team informed and build a staffing plan that works best for your business and your workers' lives.
6. Make sure everyone in your community knows when you're open for take-out. Use all media. Go "old-school" and use exterior signage, flyers at local apartment complexes and parking areas, and social media groups. Be especially focused on drive-by traffic and make sure people know where they can stop to pick-up food — when, where, and how.
7. Participate in local-area campaigns. For example, The Phoenix Restaurant Association declared "Restaurant Take-Out Week" and offers free listings of participating establishments. More than 250 restaurants have already participated. 
8. Keep your Google My Business page up-to-date. Millions of people will be searching "take-out" on their phones. 
9. Create clever promotions. For example, offer kids' meals with free activities like coloring sheets. A small investment can make an experience memorable. Many fast casual restaurants are offering discounted "family packs." Offer free gift cards or specials to encourage repeat visits.
10. Educate your diners about the various options for providing relief to the industry and specific actions your business is taking to support employees and the restaurant industry.
11. Build your database of diners, so you can communicate directly via e-mail with loyal customers.
12. Up-sell beverages and deserts with meals. A Mexican restaurant can offer "margaritas to go" (local regulations permitting). 
13. Stay on top of how your competitors are navigating and marketing during the pandemic and understand the rapidly changing trends and legislation that have an impact on our industry. 

Above all, remember the basic rules of hospitality. Workers who smile, say please and thank you, and encourage return visits — while keeping diners safe — can go a long way in building loyalty.

About Nancy A Shenker

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Nancy A Shenker is a freelance content strategist and virtual CMO with extensive experience in the food, restaurant, and technology space. She is the Founder/CEO of theONswitch marketing and nunu ventures and a professional speaker.

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