Collection is your best margin.

Strip out the driver, the delivery fee you absorb, the packaging that survives a journey, and the risk of a cold arrival, and what is left is close to a counter sale with the ordering already done. On your own channel there is no commission either. For a lot of restaurants this is the single most profitable line in the business and almost nobody markets it.

Collection fails when people arrive and wait. The whole appeal is skipping the queue, so an inaccurate ready time removes the reason to use it. Quote realistically, update at peak, and if you are running late, tell them before they leave the house rather than when they arrive.

A separate spot, clearly signed, where somebody can say a name and go. If collection customers have to queue behind people ordering at the counter, you have recreated the problem they were avoiding. This is a physical change more than a technology one and it is usually free.

Collection saves you money, so share some of it. A small discount, a free side, priority preparation, or simply a much shorter quoted time. Say it plainly at the point where somebody picks delivery or collection, because that is the moment the decision is made and most sites say nothing there at all.

Collection only works for people who can get to you easily, which depends on parking, location and the weather. It will not replace delivery, and pushing it hard on customers three miles away will not land. Promote it locally and to the people already walking past.