Delivering a Guest Experience To Go

In early August 2021, 60 percent of adults stated they had ordered takeout during the previous week, according to the 2021 National Restaurant Association’s State of the Restaurant Industry Mid-Year Report. The percentage aligns with a consumer trend to dine offsite, which began when Covid-19 struck and has continued to remain high. Even post-pandemic, we can expect to see customers grabbing their dinner—and heading home. “Their habits have changed,” says Martin Murch, Chef & Managing Partner for Good Eats Group, which owns Sono Wood Fired, a pizzeria with two locations. Sono Wood Fired has a full-service location in Columbus, Ohio, and a ghost kitchen that offers delivery and carryout in Chicago.    

While putting pizza in a box and handing it to customers can be convenient, it also presents tough challenges. If a staff member is only in contact with a diner for several minutes, how are those moments used? Can a restaurant’s brand truly be passed on during that timeframe, and exceptional service delivered?

Consider these strategies to create an experience that lives long in guests’ minds, even if the carryout window of time is short.

Make the Packaging Count

Viewing an increased customer demand for sustainable practices, Sono Wood Fired invested in 100-percent eco-friendly, compostable, oceanic-friendly packaging. “For the pizza boxes, we also increased the quality of the corrugated cardboard boxes with thicker cardboard but smaller air pockets to best hold heat,” Murch says. The pizzeria specializes in authentic, Tuscan-style wood-fired pizzas, which are meant to be eaten right away. “These new boxes allow us to closer replicate the restaurant experience—and the ideal way the pie should be enjoyed—for those carrying out,” Murch adds.

To better portray its brand, Sono Wood Fired shifted from plain pizza boxes to packaging with its logo. “I see people walking in the South Loop near our restaurant carrying the branded boxes—it’s been great marketing for us,” Murch says. The pizzeria has received positive feedback from customers who appreciate the commitment to reduce packaging waste. “Others have commented on how great—and hot—our pizzas are when they arrive at their home,” Murch says.

Take it to the Curb

If guests typically enter the restaurant to pick up their pie, consider giving them a curbside delivery option. This way, customers can place an order online or phone, drive to the parking lot, and receive their order. “We had great success with some of our clients when the confirmation e-mail guests received when they placed their order offered them a link to click on when they arrived, allowing them to indicate they were in the parking lot and the make and model of their car,” says Bob Vergidis, Founder and Chief Visionary Officer for pointofsale.cloud, a restaurant point of sale solution. 

You might also consider sending out a text to notify customers that their order is ready. “This way guests know exactly when the order is ready, and they can show up at the right time,” Vergidis says.

Start a Drive Thru Window

A pick-up window also saves customers from having to step outside of their vehicle. “It is easier for the guest if they can stay in their car where they can relax and do something else while they are waiting, and it is especially helpful if parents have their kids with them,” Vergidis says.

At its newest location, Pizzeria Locale, which has four locations in the Denver area, added a pick-up window. The restaurant had seen a spike in carryout demand with the onset of Covid-19; at one point, 90 percent of sales were digital. While demand has now fallen, digital orders still account for about 50 percent of sales. Along with the pickup window, “we added an oven and separate line for these orders,” Donato says. The addition allows for more oven space to accommodate the number of takeout orders at the location. 

Train Staff to Shine

“You want no questions in the guest’s mind when they show up to pick up their food,” Vergidis says. “They should know exactly what the status of their order is, and you want to get the food to them in the way that is easiest and fastest for the guest.” 

One word of caution: don’t rush the experience. “Speed is great when it comes to putting the order together but the handoff to the guest is where pizzerias can shine,” Vergidis says. Train staff to make each interaction count during carryout. Servers can maintain eye contact, smile, carefully hand over the order, and check that the guest is satisfied. 

Support the Community 

“From 2011 to 2019, we had the same pizza box,” says Chris Donato, brand manager for Pizzeria Locale. The restaurant calls itself the Neighborhood Neapolitan. “We offer a relaxed Neopolitan, with four ingredients in the dough,” Donato says. “We also focus on the community.” 

To change up the pizza box design and help locals, the pizzeria runs an occasional fund raiser by placing art from a nearby organization on its pizza boxes. Recently it helped gather funds for Art from Ashes, a youth empowerment organization. The organization’s symbol, a rising phoenix, was featured on the pizza box for a month. During one day of the month, 33 percent of sales went to Art from Ashes.

“We work with organizations that can produce the art,” Donato says. “We already print pizza boxes, so it doesn’t cost any more, and we can still support the local organization.” 

Refine the Takeout Offerings

Pre-pandemic, Pizzeria Locale included four types of salads on the menu. With the onset of the pandemic, and a rise in takeout orders, the place used the changing trends to evaluate the options. “We got rid of two salads that had special ingredients and a lot of prep time but were selling at a lower level than our other two salads,” Donato says. The two salads that the restaurant kept involve less labor and continue to be popular choices. 

Takeout may be here to stay, but there are plenty of ways to still leave a great impression on guests. Make sure the waitstaff prioritizes customer service and streamline the delivery process. Guests will appreciate the
attentiveness at every step.

Rachel Hartman is a freelance writer who covers small business, finance and lifestyle topics.