Curbside Sales for restaurants and retailers appear to be here to stay – so think upselling, at least for a while. Your customers still crave your product. But, they want to enjoy the purchase and the consumption of it in their own homes. The simplest way to keep retail and restaurant doors open is curbside service.

Rather than shopping in your store, customers can order on line or by phone. Then, they can swing by your store as you bring their package to their car. Instead of dining in your restaurant this evening, customers are calling in their order. The customer then pulls up to your curb 15-20 minutes later ready to take their meal home.

Curbside pick-up – partnered with on-line or phone ordering – gives restaurants and retailers an effective way to keep selling. Indeed when things open back up again, this is also a new way to increase sales to an additional audience beyond the traditional in-store or in-restaurant customer.

Pick-up is not a new practice, but it is one that has been quickly honed during the pandemic.

There are best practices for curbside sales that will benefit both the customer and the business owner. Keep in mind that the easier you make things for your currently stressed-out customer, the more likely they are to return for this convenience again and again.

Get ready for curbside pick-up by optimizing your website and social media

• Get your website, customer email and social media up to speed. Make sure your customers know you offer curbside service and how that works is a way of upselling. Put this information on the homepage of your site. Build a separate landing page for curbside and link to that on your social platforms. Zanata Restaurant in Rockwall added a pop-up talking about Curbside Pick-up on its homepage.
• Remind customers weekly on social about curbside service. Consider having a weekly curbside special with a great photo of the item and the deal.
• Build community with your customers. Encourage them to take a picture of their purchase (food or clothing or whatever it is) and tag your store on social media. Then you in turn repost their picture thanking them publicly. This is called “User Generated Content” and is a best practice by big and small brands alike.

Make the ordering process easy for everyone

• When customers are ready to order, provide an on-site phone number for the customer to call or text to let you know that they are at your curb ready to pick up their order.
• Process payments in advance either on the phone or via your website or app. Keep the transaction at the curbside swift and contactless. If you must transact at the curb invest in a mobile card processor.
• At the time of order, ask your customer for their type and color of car picking up, and a description of the driver for clear instructions to deliver the right order to the right car.
• Designate a parking space or a specific spot as the curb service pickup area. Mark this area with signage that has clear instructions and the on-site phone number for the customer to call once they have arrived.
• Create a designated table inside to place curbside orders to streamline delivery during busy times. Have plastic ware, extra sauces, etc here to add to bags for food orders. Add tissue and gift bags here for retail merchandise.
• If you have the outside space to create a pop-up drive thru, this format can make things easier for both the customer and the business for upselling. Emporium Pies in Bishop Arts District built a pop-up “Pie-Thru.” Customers get pie without leaving their cars, mimicking their famous long line of people waiting to get pie on any given weekend.

Upselling: Keep them coming back for more

• Restaurants: include an order menu in the bag with the take-away food to make it easy for the customer to order again. Hand write a thank you note on the menu. Let the customer know how much their order meant.
• Ask the customer if they’d like to add a gift card to their purchase to either use next time, or to share with a friend. Or, if the customer hits a certain dollar amount on an order, add a gift card to the order as a thank you. This gift card will act as a bounce back for them to return to your store again.
• Invest in higher quality to-go containers to maintain integrity of your dishes. Presentation and temperature are still important. Big Al’s Smokehouse BBQ packages every to-go order in tamper-proof, sealed packaging. Consider branding your to-go packaging with stickers or hand-written “Thank Yous.” Adding stickers with your store’s logo and phone number or website helps remind customers how to find you.

Think outside the to-go box for upselling

• Consider narrowing the selection of items to your restaurant’s most popular items to offer curbside to streamline delivery.
• Offer Family Meals versions of your most popular items. Make it easier for families to just order the “Daily Family Meal for Four” for instance.
• Package an appetizer-entrée-dessert. This is an easy to pick-up choice. Switch out this special weekly to allow for local availability of ingredients or a chance to use up what’s on hand.
• And of course, have staff deliver bags or packages to customers’ cars wearing branded masks.
• Add the ability for the customer to add grocery basics to their order: milk, eggs, butter, bread, fresh veggies. Saving them an extra trip to a store can earn you a more loyal customer.

Go above and beyond to offer an experience while they wait

• Live music outside adds enjoyment when guests come to pick up their order.
• Some restaurants, depending on TABC laws, offer drinks to go to sip on while you wait for your order.
• Customers can order ingredients for one of your signature dishes with instructions to learn how to make it themselves at home. Some restaurants have even staged events. Consumers buy the ingredients kit and then tune into a Zoom with the chef to make from home.

There are more North Texas restaurants good to go best practices for how to do curbside service right by upselling. And there are several ideas for optimizing the outdoor space you do have. Re-imagine how to use it for curbside service and outside sales.

You can successfully make this way of doing business good for your bottom line.

Princess Rock Brianna Slay steps onto the porch to share her ideas on marketing, Porch culture, and a fun fact!

The biggest misconception about marketing today?

It is easy to market.

Best advice to give someone struggling with brand identity creation?

Keep it simple. (KISS) baby steps.

One of the biggest lessons you’ve learned throughout your career?

With my new experience as an intern along with being a student, I’ve learned to always be prepared, involved, and aware.

What is good marketing?

Good marketing is a message that’s clear and concise.

If you could be anywhere in the world right now where would it be?

I would travel to Ireland to visit my cultural roots and enjoy the green scenery!

If you could have dinner with one person living or dead who would it be?

I would love to have dinner with Jesus because he could answer life’s biggest questions, as well as making the food delicious!

If you could describe yourself in three words what would they be?

Observant, Trustworthy, Collaborative.

What is your favorite thing about FPM?

I love FPM’s fast-paced workability. The FPM Team can take a client’s vision and quickly make it a reality.

Tell me about a major milestone in your life?

A major milestone in my life was traveling internationally for the first time. It was the summer into my sophomore year, and I stayed with a host family for three weeks. I learned how to communicate with others who don’t speak my native language.

How would you describe the culture at FPM?

FPM’s culture is very optimistic, and they keep an open mindset when working with clients. They are always positive when talking to clients about updates. The team is enthusiastic in their manner, and they give solid opinions that are backed with facts. They never make their clients feel pressured.

Fun Fact?

I’m going to Southern Methodist University in the fall. Go ponies!

Thanks for tuning in to another Rocker Spotlight featuring Princess Rock Brianna Slay!

Today it is Lea Ann Allen’s turn to rock the porch with her Rocker Spotlight interview!

What is the biggest misconception about marketing today?

Marketing is not something you set and forget. It’s an on-going process. Brand-building is like planting a garden and then watering, weeding, fertilizing and trimming it constantly to help it grow.

What advice would you give to someone struggling with creating a brand identity? 

Take a look at your brand’s competitors and peers. What are they doing? Now, how are you doing it different? Show that. Tell that story.

One of the biggest lessons you’ve learned throughout your career?

Who you work with is more important than everything else in your career.

What does good marketing look like?

Good marketing makes a brand look like a person you’d want to be friends with.

If you could be anywhere in the world right now where would it be?

I am where I want to be.

If you could go to dinner with one person living or dead who would it be?

I go to dinner every night in my home with my husband and I wouldn’t choose anyone else, anywhere else.

If you could describe yourself in three words what would they be?

Resourceful. Analytical. Empathetic.

What is your favorite thing about FPM?

FPM values people. Really demonstratively values them.

Tell me about a major milestone in your life?

I worked 3 jobs simultaneously to put my son thru Columbia University with zero debt.

In what ways does the team at FPM have aligned values?

FPM team members respect each other’s individual lives, in everything they do.

How would you describe the culture at FPM?

Agile. Supportive. Enthusiastic.

How does FPM differentiate itself from other marketing companies?

FPM did not have to pivot their business model because of the pandemic, they’ve been a virtual team since their inception – making them ideal partners for understanding what the future world of work looks like now.

Fun fact?

I might have the largest yacht rock record collection in Dallas?

Thanks for tuning in to another week of Rocker Spotlight questions featuring Lea Ann Allen and her rocking time on the porch!

Continuing on in our Rocker Spotlight series is Front Porch Lil’ Rock Maria Gregorio, who will share her insights on her own career and her experience on the Porch.

What is the biggest misconception about marketing today?

People want quality marketing for very little money. Cheap and great quality don’t really go together.

What advice would you give to someone struggling with creating a brand identity? 

Sit down, talk with customers, friends and colleagues. Have lots of post-its and pens around. Branding can be a tedious process but worth it in the end when you know who you are as a company and what you stand for.

One of the biggest lessons you’ve learned throughout your career?

Keep learning and growing. If it looks like you can’t grow or learn in your position, its time to look elsewhere.

What does good marketing look like?

Responsive, meets the customer where they are, makes you smile.

If you could be anywhere in the world right now where would it be?

My parents’ house in the Philippines.

If you could go to dinner with one person living or dead who would it be?

My grandpa (deceased).

If you could describe yourself in three words what would they be?

As the Front Porch Lil’ Rock nickname hints, I am short, funny, and quirky.

What is your favorite thing about FPM?

No commute! Seriously though, that we get to do interesting, creative work for great clients.

Tell me about a major milestone in your life?

When my husband visited me in college, Memorial Day Weekend 2001. We have been together ever since.

In what ways does the team at FPM have aligned values?

I think we’re all straight shooters who want to do great work and do right by people.

Your goals for FPM?

Grow the business and continue helping small businesses achieve their dreams.

How would you describe the culture at FPM?

We are a fun group who work very hard and genuinely like being around each other. That’s not something you see every day in other workplaces.

How does FPM differentiate itself from other marketing companies?

I think that judging from our quirky titles and the name of our company, people can tell that we like to do things a little differently. It does sound a little “folk-sy” but we just want to do great work for companies we believe in.   

Fun fact?

I have never lived in one place for more than four years. (military brat/railroader wife) And I used to do acting competitions in high school. I liked playing the villain 😈

Next up in the Rocker Spotlight series is Front Porch Rock Star Vanessa Hickman, where she shares her experience on the porch and things she has learned throughout her career.

Biggest Misconception about Marketing

The biggest misconception about marketing today is that there is one solution to advance brands in their marketing goals.

Advice You Would Give To Someone Struggling With Brand Identity

Seek  third-party experts to facilitate the process!

Lessons Learned

As a marketing maven and Front Porch Rock Star, one of the biggest lessons I’ve learned is “your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work. And the only way to do great work is to love what you do”- Steve Jobs.

What is Good Marketing?

Above all, good marketing is intentional, consistent and precise.

Dinner With 1 Person Living Or Dead

If I could go to dinner with one person living or dead I would choose Jesus.

Describe Yourself in 3 Words

I describe myself as loyal, inclusive and loving.

Favorite Thing About FPM

My favorite thing about FPM is delivering results for a variety of clients. Above all, I would describe the culture at FPM as collaborative, caring and dedicated. Furthermore, FPM differentiates itself with its sound strategy, excellent execution and tenured team members.

Fun Fact

My fun fact is I graduated with a Bachelor of Science and Bachelor of Arts when I was 20 years old.

The Rocker Spotlight Series interviews each rocker on the porch. To begin, Chief Rocker Julie Porter shares marketing insights. Let’s dive in and learn more about this incredible business leader.

Favorite Thing About Front Porch

My favorite thing about FPM is being my own boss and doing what I love for clients I love while taking care of my loves.

Misconceptions and Lessons Learned

The biggest misconception about marketing today is that it is cheap and fast. Furthermore, there are three key points: good, fast and cheap. Your marketing can be any two of these but never all three.

One of the biggest lessons I’ve learned is don’t be the biggest barrier to your own success- get out of your way and get stuff done. However, if you can’t get something done, delegate it to the smart people around you.

What is Good Marketing?

Good marketing is elevating the customer experience, building personalized connections, adapting to technology evolution, attracting customers using inbound and outbound marketing, and more.

Culture On the Porch

Our culture is one of straight talk, true partnership and aligned values. Therefore, the team at FPM all regards their families as their highest priority, and we are servant leaders who believe in service to ourselves, team, families, clients, and the communities in which we live and work.

Julie’s Characteristics

I would describes myself as quirky, competitive, and anxious. If I could be anywhere in the world it would be in my living room playing a game with my family since Andrew leaves for college this fall.

Fun Fact about Julie

I got to work with Renee Russo inside the NYSE to celebrate a client’s IPO. I’ve also worked with the Flying Elvi, the skydiving team from the movie “Honeymoon in Vegas,” all over the country to celebrate a promotion for an international sunglass manufacturer.

Thank you for reading! We hope you enjoyed Julie Porter sharing her marketing insights!

Over the last four weeks, strategic business leaders and owners have come to us to go back to their branding and marketing foundations. They are focused first on their team’s safety and well-being. Most talk of the “return to normal” and taking it “day by day.”

They use this time to re-evaluate and plan. The COVID-19 crisis is causing business leaders to be strong and agile. One of our favorite client quotes over the last several weeks is, “With drive, passion and desperation, we will RISE!”

David McCormick, the C.E.O. of the hedge fund Bridgewater, was a Treasury Under Secretary during the 2008 crisis. At that time, he said, “America must step up to retain its economic might.” This rings true today.

Step up we must.

Another business leader told us recently, they feel like everything is, “Ready. Aim. Fire.”

This does not have to be.

Focus on your foundation first.

3 Strategic Branding & Marketing Fundamentals

• Define or re-evaluate brand architecture. Think of this as the foundation of your brand. It has four pillars: brand vision, brand personality, positioning and affiliation. Our branding process is collaborative. It builds conviction. The process is built upon perceptions and goals held internally by key stakeholders. Using all points of view, we ensure brands are both differentiating and emotionally relevant.
• Build or revisit your marketing plan. Every business should have one. Marketing drives new business development. Without those sales, you do not have the resources required for your business’s long-term stability and success. Therefore, as important as these plans are, most business owners and leaders do not devote enough time and resources to them. We tell our clients use a rifle vs. shotgun approach. Your services and/or products are not for everyone. The plan focuses on key targets who are most likely buyers. Think fewer, deeper. As a result, more meaningful strategic initiatives on a consistent basis develop connections and broaden awareness.
• Re-evaluate or enhance your website. Is your website true to your brand? Its personality? Is the navigation user friendly? For instance, lucrative website loads fast and is mobile friendly. In other words, make your site work hard for your brand. Don’t get the veto vote because it doesn’t.

Successful business owners and leaders take the time to develop their brand architecture. Then, they develop marketing strategies and plan to build a company with a purpose. Above all, remember, “With drive, passion and desperation we will RISE!”

We once again find ourselves, think agility, at a new threshold as our state and country reemerge from quarantine and businesses are making decisions on their next step. The initial rush of the digital pivot is fading … the next opportunity is stamina and easing back into the new normal, whatever that may be.

However, before we start running that ball, let’s just pause and celebrate the WINS over the past five weeks.

With collaboration of the students, parents, administration and teachers, Faith Family Academy was able to continue to serve their student body food, technology and knowledge. They did not miss a beat. Faith Family Academy, you rock!

To Mister Sweeper, who continues to hire when so many are looking for employment AND keeping streets, parking lots and garages clean, an especially important job right now! Mister Sweeper, you rock!

Agility Rules!

To Corps Team Dallas, who continue to support clients in their hiring, pipeline and talent continuity plans, plus the virtual edition of “What We Love about Dallas,” was a go-to guide for entertainment this month! Corp Team Dallas, you rock!

Despite Big Al’s business being significantly hindered during shelter in place every week they have continue to give big with 100+ meal donations to first responders and the underserved community partners, like Family Gateway, Ronald McDonald House, Genesis Women’s Shelter and UTSW first responders. Big Al’s, you rock!

Essential workers that found a new way to safely do business, you rock!

Entrepreneurs who continue to forge ahead despite many unknowns with business and marketing plans, you rock!

Non-profits that are using creative means to serve their clients, you rock!

Therefore, Stay-at-home parents that are navigating new schedules and systems, you rock!

To the kids (especially seniors) that are mourning traditions missed, but are finding creative alternatives, you rock! 

Above all, all accomplishments, are worth cheering. Find reasons to celebrate and promote good news and good deeds. Recognize all the daily, tiny actions and choices that are keeping our community moving. If we did not catch you in this wrap up, know that we think you rock!

Sometimes a big idea can be daunting, especially since it is often much easier to think of brilliant ideas than act on those ideas. In fact, Forbes says “giving ideas life is much like giving birth to a child.” All jokes aside, there is validity here! Since most folks are working from home now, we thought it would be an excellent time to give you some tips on how to turn your ideas into action!

Goal Setting:

Fast Company highlights the importance of first setting a goal. Defining your end result is critical, no matter how abstract. Physically writing down goals rather than keeping them in your head is a great start. Following this step, visualize!

Visualization is an incredibly powerful tool and one that should never be overlooked. That same article explains how “Coming to understand and appreciate exactly what you’re trying to reach is the first step toward actually reaching it.” It is okay to daydream, as long as it is productive! Imagining the feelings and emotions that come with achieving your goal puts you one step closer!

Be Confident:

Another component to bringing ideas to fruition is believing in yourself. Most people quit working towards a goal because the consequences are too difficult. Accountability plays a key role here, and Forbes says this “requires believing in yourself enough to be 100% dedicated to getting the work done.” To build on this confidence, have your own circle of advisers you trust and can learn from. Always be open to suggestions from anyone because you never know when you will hear a good idea.

Have a Road Map:

Roughly jot down how you will get from point A to point B. If you get stuck, take a break. Figure out who from your circle of advisers could help you, or any resources you already have that could be of aid. Once you are done planning it is time to turn those ideas into action. It can be sloppy but needs to be good enough to share with those you trust. Then revisit your rough draft and focus on the details. Once you are ready, plan what channels and tools you will use to share it with others.

Patience is a Virtue:

This is where true grit and determination come into play. As stated earlier, it takes relentless pursuit to make ideas a reality. As the saying goes, “If it were easy, everyone would do it.” Patience is what separates great entrepreneurs from mediocre dreamers. Adjusting your mindset to welcome risk is a key part of this step. With every new idea comes risk, so learn to expect unexpected outcomes.

Have Passion and a Purpose:

If your passion for your work shines through, you will be an inspiration to others. This will open countless doors for you. Purpose is the fuel behind why you do what you do- without this, you are more likely to quit along the way. The Porch is committed to turning ideas into action; make the commitment to yourself today!

Background

If you are reading this, you are probably curious to learn more about branding! Before we dive deeper into branding, it is critical to understand how your brand represents your purpose. Brian Whipple, CEO of Accenture Interactive, says “Brands must genuinely commit to aligning their businesses with purpose to differentiate themselves.” Innovative companies such as Apple have done this, starting with the “Why?” mentality instead of “Who?” or “What?”  

When businesses focus on why they are doing things, they establish purpose and garner respect. It is important to actively take steps to support your cause, because it is the action instead of words that makes a difference, and people can see this. Customers want to see companies supporting the things they support, and when this happens, they are 63% more likely to purchase.

Why it’s important

To build equity in a customer’s mind, a brand must be: memorable, meaningful, aesthetically appealing, transferable, adaptable over time, and protected legally. It means differentiating yourself and finding ways to stand out among competitors. It matters because brands stick with people!  

How many times do you think you have asked for a Kleenex when in reality you meant a tissue? James R. Hupp states that people refer to tissues as Kleenex because of their well-known reputation and product quality. People become emotionally invested, and while some people will hunt around for the best deals others will stay loyal to the companies they trust.  

Why you should start with branding

Brands define you from the very beginning and act as a launching pad for your business. They are a “lens through which the words and actions of a company, its competitors, and the environment in general are converted to thoughts, feelings, images, beliefs, perceptions, and attitudes, etc., about a product (or family of products).” At Front Porch we place serious emphasis on branding because if you don’t define who you are/your purpose, how will you be credible? 

Is it okay to forget branding just to have something out there? 

In certain rare instances, it is okay to create something just to get it out there. This would be most acceptable for smaller projects or a company who has difficulty defining its brand. If a company is truly struggling , it may suffice to take a step back and begin generating content. Hopefully somewhere in the midst of creating content that company realizes its purpose and is able to establish its brand successfully. 

Key Takeaway:

Much of the value perceived by consumers is completely subjective. If you begin with branding, you will have a solid foundation that the rest of the company’s actions should follow, and you will always have something to circle back to should you stray from your brand image. We believe branding should be first always, and we would be delighted to show you how it’s done!