How And Why Has Curbside Service Changed The Restaurant Industry?
How has the restaurant industry created a way to survive during a pandemic when so many other businesses have failed? When governments and schools shut down and only essential businesses were in operation, the restaurant industry had to find a way to completely reinvent their business plan so that they could continue serving their customers, while drastically reducing any risk of spreading a highly contagious virus. Within a very short period of time, flourishing eateries, small town deli’s, and fast-food restaurants had numerous restrictions and had to find a way to pivot and drive business successfully but without being able to offer indoor seating and service. Offering Curbside Service and optimizing every aspect of this was their solution.
Refocusing and Pivoting
Being stripped of their normal business model with very little notice, restaurant owners had to go back to the beginning, refocus themselves, and find new ways to provide the same quality service as they always had with outside only restrictions. They did this successfully by first reestablishing why they were successful. Was it the quality of their food; the convenience; the friendly service; the company culture and leadership goals? What did they need to offer their customers to make them feel like they were still getting excellent food, drink, and service? In this new post-covid scenario, it was the restaurant owners who could pivot, and reimagine all the different ways to continue providing for their customers that would succeed. Restaurant owners needed to offer an experience that even the most hesitant consumers would have confidence in. By refocusing and pivoting to providing a service that would deliver your food to your car or to your door, a good restaurant could provide curbside pickup in such a manner that it would become a much-needed community asset.
Inspiring Consumer Confidence
Inspiring Consumer Confidence was a major factor in whether or not this practice of curbside pickup would be successful in the long term. One of the qualifications needed to Inspire Consumer Confidence, of course, is that their lead product – their food – remain top quality with the freshest ingredients, quality preparation and presentation, extras included, and all done in a to-go bag. At almost the same level of importance, the method of getting that high quality food to the customer was a major player. Those businesses which made the pick-up experience seamless, quick and comfortable, were the ones with the most success. Reserved parking for pick up customers was a given; bright colorful signs, friendly staff and quick delivery of their orders, and safety protocols being practiced during the food delivery all played a part in the success of building consumer confidence and getting return customers.
Ease of Use
Ease of Use is another factor that influences consumer behavior. People like things that are easy, quick and convenient. And even with a worldwide pandemic, economic struggles and challenges all around, this made a difference in how a restaurant’s successful pivot would turn out. Those with easy-to-use websites, prepayment options, and apps have proven to be the ones with the most success; with apps being the most popular method – and one that appealed to consumers who were very serious about avoiding as much interaction with others as possible. For the “crowd-avoidant” guest, having a mostly
contactless option for food pick up was the best of both worlds. Some consumers are buying food out more now through the drive through or curbside pickup than they would normally because the act itself makes them feel less isolated. It’s a desperate reach for some kind of normalcy in a world gone crazy.
Customer Satisfaction
Now well established, the convenience of being able to get the same high-quality food consumers felt had been taken from them at the beginning of this pandemic meets some sort of psychological need. This service allows for one less thing to been taken from people. And the wise restaurant owner should keep curbside service in their arsenal for many years to come, even after things improve. Consumers are liking the way most restaurants have expanded their off-site services and won’t likely be accommodating if the business chooses to step too far back from contactless delivery. This is a good trend that should stay in practice. For a consumer, to not have to leave their car to get service is a tremendous value that should not be taken away once normalcy returns.
Thriving and Moving Forward
What does a restaurant need to do in order to thrive and move forward? Those restaurant owners who have gone over and above to make their customers feel normal just for a bit, by providing quality service in a way that is safe, friendly and convenient will be the ones who survive and thrive going forward. They have found a way to provide safety and peace of mind; they have made the experience smooth, easy and comfortable for their consumer, and something that the consumer will want to return to during and following this unprecedented time. Following best practices for ordering, payment methods, delivery and ease of use, these business owners will have secured a positive way to preserve their business now and into the future.
