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Curbside pickup and contactless delivery have surged around the world. Find out how restaurants can evolve from contactless experiences to increased loyalty.
It’s an understatement to say the restaurant industry has been rocked by COVID-19.
Typically relying on dine-in as a primary source of revenue, the pandemic has forced most eateries to quickly shift to alternative revenue streams. From online or mobile ordering to the use of third-party delivery apps, to new menu categories like at-home cocktail kits and family-style meals, restaurants have had to pivot and think creatively about how to engage their guests in a contactless environment.
But while it’s important for restaurants to quickly adjust to this new reality, they also need to consider the fact that their competitors are doing all the same things. Adding a more human element to help build long-lasting connections through these contactless experiences can help restaurants set themselves apart from the pack.
With government-mandated closures, capacity limitations on indoor dining and consumer hesitancy, restaurants are evolving their engagement approach. Placing tables on sidewalks and in parking lots is one solution, but takeout and delivery are the most popular.
Dunkin’ is a great example of a retailer that has built contactless loyalty by establishing a safe process for ordering. They promote contactless ordering in their ads, with a CTA to download their app and join their loyalty program. Once customers have downloaded the app, they can choose to continue signing up for the rewards program or order as a guest.
Here's how Dunkin’ encourages ongoing contactless engagement:
“On the safety side we don't look at these as costs. We look at these as investments,” Dunkin’ CEO Dave Hoffmann said during the company’s Q1 earnings call. “Those are investments that we made that we think are going to be critical. ‘Do I feel safe as an employee?’ ‘Do I feel safe as a customer?’ And [the customers are] going to be looking for trusted brands to deliver against that.”
Customers are concerned. They want to enjoy takeout but also want their safety to be accounted for. What can you do?
Taking these additional steps will ease customers’ minds and show how your brand truly values their time and safety.
As the world is moving increasingly contactless, it’s more important than ever for restaurants to build long-lasting loyalty with their guests. Fortunately, there are a host of existing services that can help restaurants offer safe and convenient ways for customers to enjoy delicious food safely. Adding just a few of these services can help your business compete in a changing world.
Download our e-book on “Contactless Loyalty: Building lasting connections in an increasingly contactless world” to learn more. We define the concept of contactless loyalty, share current consumer trends, and provide four steps to creating contactless loyalty.
***This article was originally published on The Wise Marketer