In the restaurant business, first impressions aren’t just important, they’re everything. That truth has only sharpened in today’s off-premises market, where many guests discover restaurants exclusively through third-party delivery apps. Instead of a warm welcome at the restaurant’s entrance, or a beautifully plated appetizer in a cozy ambiance, the first customer interaction is often now a to-go bag left on the doorstep.
For operators, the stakes are clear. The first few bites can make the difference between gaining a loyal customer and losing them to a competitor. One soggy, disappointing meal is often all it takes to lose them for good.
The new first impression
Off-premises dining is here to stay, as consumers appreciate the convenience of pushing a few buttons and having food arrive at home ready to eat. Restaurants are responding by expanding to-go options, but with many guests’ first impression now happening through a to-go bag instead of a dining room, the experience must travel just as well as it would being passed across the table.
While operators can’t control every step of the to-go journey, they can control the quality of the food and the packaging that carries it. Product choice becomes critical. Fries, for example, are consistently the most-ordered delivery item, yet they are also highly vulnerable to travel. When they arrive soggy, the entire customer experience suffers.
“Operators need confidence that their food will travel well, knowing that the quality of the ingredients and the care taken in the kitchen is reflected in every bite their customers take,” says Faye Schoenherr, senior brand manager for McCain® SureCrisp®. She adds, “That is why operators choose our products. Chefs can prepare McCain® SureCrisp® fries knowing it will arrive as intended, giving operators peace of mind that every order meets their standards.”
Chef Mark Slutzky, director of culinary at McCain Foods, adds, “Guests do not see the care that goes into the kitchen, they only see the end result in a to-go container. Operators need solutions that hold up in transit and deliver the same flavor and texture as dine-in. Those first bites set the tone for the entire meal, and since fries are often the first, they need to be crisp to make that first impression positive.”
Where fries fit in
Fries present a unique challenge for off-premises dining. While they remain the No. 1 most-ordered delivery item on DoorDash, many operators hesitate to feature them on delivery menus. Traditional fries were not designed to travel, and when they arrive limp or soggy, they can negatively affect the entire customer experience.
That’s exactly the challenge SureCrisp fries were made to solve. Made for delivery, SureCrisp’s batter locks in crispiness so whether under a heat lamp, in a to-go container or on the road with a driver, fries reach customers the way they were intended.
For operators, that reliability turns fries from a delivery risk into a growth opportunity. They are not only one of the most popular menu items, appearing in 65% of takeout and 53% of delivery orders, but also among the most profitable.
Chef Mark Slutzky notes that fries also give operators an easy canvas for creativity. “Toppings are a smart way to differentiate and add signature flair without going all-in on loaded versions,” he says. “The key is starting with a fry like SureCrisp that stays crisp through delivery. From there, drier toppings can be utilized to bring bold flavor without adding extra moisture or the hassle of sauce containers. It is a simple way to deliver on today’s ongoing flavor trends and menu ideations while ensuring fries arrive just as intended.”
Building loyal customers through consistency
To achieve consistency, a quality product must be the very first step when striving for customer loyalty. Products that cook as intended while maintaining flavor and texture, such as delivery-ready fries, set the foundation for repeat business.
“By delivering fries that stay crisp in transit, restaurants safeguard their reputation while opening the door to new revenue streams,” says Faye Schoenherr. “Delivery-ready fries like SureCrisp are something two-thirds of competitors do not offer, giving operators who use them a clear advantage.”
The stakes are high, with one in three restaurants operators citing quality control for delivery fries as a key concern. Soggy fries upon arrival could result in a disappointed customer, and restaurants can’t afford to run that risk. Consistency isn’t just about a single transaction; it’s about building long-term trust by reliably serving quality products that create a positive customer experience. SureCrisp gives operators dependable control, boosting confidence for both the customer and the kitchen. And as a bonus, this allows the chef and staff the ability to focus on other dishes and kitchen priorities.
Delivery-optimized fries are more than just a side item, they’re loyalty builders. A crispy fry, even after transit, can turn first-time customers into repeat patrons, earning five-star reviews and word-of-mouth recommendations.
The Bottom Line
In an industry where margins are tight and customer expectations are high, small details make a big difference. SureCrisp signals to operators that quality matters, no matter how or where customers order. With off-premises orders now accounting for nearly 75% of total restaurant traffic, solutions like SureCrisp aren’t optional, they’re essential. Restaurants that embrace them can capture more sales, create stronger first impressions and grow loyal customer bases in a competitive market.
