Curbside Pickup Take the Lead, or Get Left in the Dust

Curbside Pickup is Here to Stay

In today’s rush, rush world, curbside pickup is just the kind of convenience that restaurant customers are looking for and gravitating to. It has taken the restaurant industry by storm. McDonald’s, Chick-fil-A and Chili’s have rolled out programs this year and other current pilots will be rolling out in 2018. It’s estimated that more than 100,000 food and beverage locations in the US will offer curbside pickup within a year. That said, there are opportunities in curbside pickup. Read on.

What is the Current State of Curbside Pickup?

At present, only minimal modifications have been made by restaurant brands venturing into curbside pickup. They allow for some extra parking spaces, an extra service person and a modicum of signage. These are the few basics. But from the customer perspective, one curbside pickup experience is much like another – a “sea of sameness”. That will need to change as brands scramble to get a larger and larger slice of this growing trend. 

 

Innovative Solutions are Needed

The leading curbside pickup restaurant brands of tomorrow will be thinking beyond what’s being done now. They will find ways to take the existing curbside pickup concept from a generic experience to a memorable and more profitable branded customer experience. Innovation is key. Here are just a few examples to consider.

  

Dare to Be Different. At present, most curbside pickup zones look like an afterthought. It won’t be long before some proactive brand designs a restaurant that specifically addresses the unique needs of curbside pickup. It will become a destination, not just a few reserved parking places. Be daring! Here are some thoughts to consider:

• Design a curbside experience that looks and feels like no other
• Develop a branded solution that transforms your curbside pickup from an add-on afterthought, to an integrated part of your brand positioning and identity
• Create a prominent welcome zone that makes your curbside pickup experience unique
• Thoroughly research how customers use this zone to identify insights and make improvements that create a dazzling customer experience
• Develop a private entry zone just for your curbside pickup customers
• Consider a specially built area where your curbside customers can drive in or under during inclement weather (think rental cars at the airport)
• Use lighting as a beacon to your curbside pickup zone by night

3-Dimensional Branding. Utilize a blend of copy, graphic design, architecture and technology to create a branded curbside pickup experience. Develop ways to communicate your proprietary curbside pickup service to passerby’s on the street.

Food Packaging Improvement. Food delivery and takeout packaging designs and technologies need to be addressed. Too many foods and beverages do not travel well (soggy fried food; melted ice cream). New packaging needs to be developed to address the needs of the curbside customer. Finding solutions will result in better product quality, a wider choice on the curbside menu and improved product presentation and user experience.

Increasing Average Ticket. Frequently omitted items on a curbside pickup order include sides, beverages and desserts. Curbside pickup leaders will discover improved ways to merchandise these items. They will develop path to purchase customer communications that will stimulate incremental sales.

 

Where to Start?

Success with curbside pickup starts with a thoughtful audit and assessment of the assets you have now. Observe the entire path to purchase from the customer’s point of view. Fully understand what customers do as they go through the curbside pickup process. How do they behave? What issues or problems do they have? Well-crafted customer research will generate insights that get at the heart of the curbside experience.

 

Learn From Others

Whether you currently have curbside pickup or not, benchmark best practices (both in and outside of your industry). See what others are doing and learn from the best. Within the restaurant industry, there’s not much innovation going on at curbside, so be sure to look at other industries for the greatest inspirations. That’s where the most valuable lessons-learned will come from.

 

King-Casey Can Help

King-Casey has proven track record of developing innovative and memorable customer experiences. We are pioneers in the development of branding and zone merchandising strategies for the QSR, Fast Casual and Casual Dine industries. We have our finger on the pulse of the industry – we can help you develop and design your “Curbside Pickup of the Future”. Call us to develop a proprietary customer experience that will set you apart in the marketplace, while driving sales at curbside.

 

Are You Ready to Take the Lead?

Want to explore how you can optimize your curbside strategies? Please feel free to call Tom Cook, Principal, King-Casey at + 1 (203) 571 1776. Or you can email Tom at tcook@king-casey.com

 

About King-Casey

For more than half a century, we have been helping companies build competitive brands by dramatically improving the customer experience. We provide a complete range of consulting and design services to help you develop creative, innovative solutions that result in increased customer loyalty, higher sales and greater return on investment. Be sure to visit our website: www.king-casey.com.