To speak of an explosion of Click & Collect and omnichannel is an understatement: retailers who already offer it are working to deepen its adoption and maximize returns, while thousands of outlets have been forced to implement it overnight, in a context of health crisis that seems to leave no choice but to start.
In other words: few restaurant owners can do without omnichannel today... and even fewer fast food chains!
In reality, if online ordering is a formidable tool to open new sales channels, build customer loyalty without intermediaries and increase revenues, the reality on the ground is sometimes much more complex and the layout of your restaurant is essential.
How to take into account the expectations of each profile while improving the experience at the point of sale? How can you design or redesign your restaurant while taking into account both health constraints and the specificities of a demanding omnichannel experience?
How to design your restaurant?
From theory to the field: meeting the challenge of a smooth customer journey in the classroom
In reality, and restaurant owners & franchisees know this, it is most of the time impossible to extend the walls to accommodate new customer flows. It is therefore essential to arrange the space available accordingly.
Another challenge is to take into account: the sales outlets of the same chain vary in size, configuration, location ...
This means reinventing the customer journey on a case-by-case basis, with varying degrees of complexity depending on the restaurant concerned.
Our suggestions for decorating and fitting out your point of sale
There are many ways to improve. One of the first reflexes to acquire is to design a dedicated path for order collection. Customers who have pre-ordered online or via a kiosk should not wait in the same place as "classic" customers:
1- Set up a dedicated, clearly identifiable withdrawal counter or area;
2- Some establishments can set up a recess in their restaurant that is open to the outside, directly on the street - even if it means losing some seats. However, this is not possible for everyone;
3- Deploy signage in your colors to dissociate the circuits of EAV, Click & Collect and on-site sales (floor markings, display of the point of withdrawal, logo, arrows ...);
4- Add decoration or highlight a particular style or theme in your restaurant
5- Train your teams to properly orient customers;
6- Add a QR Code to your storefront to indicate that other ways to order exist;
7- Also think about the layout of the equipment and your kitchen teams;
While not everyone can adopt this type of branding humor, the Bagelstein example below shows how much room you have to maneuver when it comes to point-of-sale dressing:
This type of space separation also represents a great marketing opportunity: you can use the "cut-through" aspect of the pickup as a real promotion of your online ordering.
Also, don't forget to actively communicate about your outlets set up for express pickup or optimized for delivery, like Brut Butcher does on Facebook!
Finally, if self-checkout is not an option, remember to prioritize contactless payment and communicate this option well.
You are opening a point of sale, fast food, or you have questions about the layout of your restaurant?
