Restaurant Operations Guru on How to Win the Takeout Game

Host Barbara Castiglia welcomed TJ Schier, a veteran restaurant
operator, and consultant, to discuss the change. Shier is the
author of four books, has been an in-demand trainer for
restaurants, and is a Which Wich franchisee.


At the start of 2020, Schier wasn’t focused on off-premise. He
was working on a book about generating more catering dollars,
something he’s had success with at his restaurant. Then the
pandemic hit, requiring a pivot. “Catering orders declined, but
it flipped the switch to off-premise with curbside, pickup,
drive-thru,” he said.


He then began to make changes in his own restaurant while
studying those in the industry that were doing well. “You need
the basic things, online ordering and being on third-party
delivery apps. You need QR codes for touchless ordering, and
you’ll have to answer the phone. Make it as easy as possible for
the guest to order,” Schier shared.


Schier also recommended using software to support and automate
some practices, as it’s cost-effective for independents and small
franchises. “Brands also need to communicate their safety and
sanitation practices to instill trust.”


Overall, it’s about redefining the guest experience. They want
less interaction, accuracy, high food quality, and the food ready
on time.


Schier also noted that starting with third-party apps is
necessary but then incentivize customers to order directly with
promotions inserted into the bag.


How can operators know how they are doing? “The food is eaten
away from the restaurant, so to know how we did, I use surveys
for drive-thru and online ordering. Then I can respond to this
immediately,” he said.