More than ever before, customers are driven by convenience; they want what they want when they want it, and where. And, so, to keep up with consumer demand, restaurants and convenience stores need to begin serving up their offerings outside of their own walls.
The term “off-premises” refers to delivery, takeout, and catering experiences. An off-premises interaction is one in which a customer is receiving and consuming food or goods outside of the restaurant or c-store.
The challenge for c-stores, and for restaurants especially, is to maintain the positive brand experience—and collect the essential customer data—when the entire interaction is taking place outside of their walls.
For the most part, the guest engagement drops to just two critical touch points: the point of order (whether online or over the phone) and the time of distribution (either pick-up or delivery). […]