Above all, when it comes to restaurant orders, consumers are looking for convenience. They want to be able to quickly place their order, walk into a restaurant (or stop outside), grab their food, and walk out.
According to data from PYMNTS’ April study The Digital Divide: The Key Factors That Drive Restaurant Choice, created in collaboration with Paytronix, pickup features are the technologies most consumers believe would help drive purchases the most. Specifically, 23% of consumers said these were the most important elements in encouraging them to order at a given restaurant, a share more important than ordering features, payment or loyalty offers.
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Additionally, consumers are particularly looking for the most convenient options when it comes to shopping for pickup. The report, which is based on a survey of more than 2,600 American adults, also found that 47% of consumers cite the convenience of pickup as an important factor influencing their restaurant choice.
Pick-up options not only meet the accessibility and convenience needs of consumers, but also provide a more cost-effective sales channel for restaurants, requiring neither the work of the delivery order driver nor the service work of restaurants on square. Therefore, the price also tends to be lower for consumers.
In an interview with PYMNTS, David Flowerdirector of development and operations for a chain of fast-casual sandwiches At Capriotti’s and its subsidiary wing areanoted that emphasizing pick-up options can help restaurants attract cost-conscious customers.
“[Pickup is] always the most quote-worthy ‘cost-effective’ because there’s no delivery charge and that sort of thing,” he said. “So we’re making sure people understand that, and we’re highlighting that to give people a choice.”
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Indeed, consumers are looking for these options. Research of the PYMNTS’ 2022 Restaurant Friction Index, also created in collaboration with Paytronix, which is based on an October survey of a balanced panel of more than 2,100 American adults, found that 37% of consumers say the ability to take orders without waiting in line would encourage them to shop in the restaurants. Additionally, 35% said the same about the ability to pick up drive-thru orders and 33% about curbside pickup options.
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On the other hand, restaurant experiences remain in high demand. In an interview with Karen Webster of PYMNTS, Andrew RobinCEO of Software-as-a-Service (SaaS) customer experience management (CXM) solutions provider Paytronixcautioned against over-focusing on the offsite to the exclusion of the in-person experience.
“We’re just going to see a ton of innovation and different business models that people are going to experience,” he said. “I still think that deep down we are social creatures and people want to go out to eat and coexist and have great experiences. So, I think it’s going to win the day again.
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