While home delivery is the food service trend of the moment, click and collect – the practice of ordering food online and collecting it from a restaurant – is also emerging as another revenue opportunity for town centre restaurants, according to the latest GO Technology report from Zonal.
Of the 5,000 UK adults surveyed by CGA, one in five (22%) have used click and collect. Despite being a modest figure relative to delivery, which more than half (58%) of GO Technology respondents have embraced, click and collect is still in its relative infancy in the branded restaurant sector, but as operators adopt it, more consumers are likely to use the service.
However, for it to be successful, location is everything with large proportions of click and collect consumers based in city centres (28%) or town centres (30%), where the distance needed to travel to restaurants is often low. Unsurprisingly, it is less popular with consumers located in suburban and rural areas.
“Our GO Technology research shows that convenience is key when it comes to click and collect and it’s most appealing to those who are looking to grab something appetising for the family on their way home. This is where click and collect wins over delivery, as you don’t run the risk of arriving home after the delivery person. But, in order to deliver a seamless experience, integrated technology is vital to customer satisfaction” said Zonal Marketing Technologies Commercial Director, David Charlton.
Because click and collect consumers tend to be early adopters, it has the potential to become more mainstream over the next few years, with a fifth (22%) of consumers who have not yet used click and collect finding the idea appealing.
Karl Chessell, CGA Business Unit Director, Retail and Food, concluded: “With visits to restaurants, pubs and bars largely flat, click and collect offers an opportunity to add incremental sales, build brand loyalty and recover some of the margin that is lost on third party delivery.
Smartphones have made it easier than ever for consumers to order their food, and our GO Technology survey shows there is a worthwhile market to be won.