Delivery apps like Uber Eats, DoorDash, and Zomato have made it easier for customers to get food delivered straight to their doorsteps. While this convenience is attractive, these platforms come with high commission fees, which can significantly eat into restaurant profits. Additionally, while they provide exposure, they create limited customer loyalty since the app itself becomes the brand, not your restaurant. This makes it hard to build lasting relationships with your diners. To address these issues, direct ordering through your restaurant’s website offers a sustainable solution that allows you to retain control, improve your margins, and develop stronger connections with your customers.
1. The Problem With Third-Party Apps
Though delivery apps give restaurants visibility and convenience, they come with several disadvantages that can undermine profitability and control:
- High Commission Fees: Delivery platforms typically charge hefty commission fees, sometimes as high as 30% per order. This means you’re losing a significant chunk of your revenue, especially on high-volume or low-margin items.
- Limited Customer Loyalty: When diners order through third-party apps, they associate the service with the app, not your restaurant. This makes it difficult to create repeat business because you don’t have access to customer data or the opportunity to build a direct relationship.
- Reduced Control Over the Customer Experience: Delivery apps often control the logistics, from delivery times to food handling. This can lead to inconsistencies in service quality, affecting customer satisfaction. Poor delivery experiences (e.g., food arriving cold or late) can reflect poorly on your restaurant, even though you may have no control over the delivery process.
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2. Why Direct Ordering Wins
Switching to direct ordering through your restaurant’s website can provide several long-term advantages, setting you up for greater control and profitability:
- Higher Profits: By cutting out third-party delivery apps, you eliminate their commission fees, allowing you to keep more revenue from each order. This directly impacts your bottom line, especially when orders become a large part of your business.
- Customer Ownership: With direct ordering, you own your customer data—such as their contact information, order history, and preferences. This gives you the opportunity to engage them through email marketing, loyalty programs, and personalized offers, which apps can’t provide.
- Better Branding: Having your own ordering platform ensures a consistent, branded experience. The look, feel, and functionality of your website can reflect your restaurant’s personality, offering a seamless user experience that matches your brand’s values.
Related Resource: How to Add Online Ordering to Your Website Without Paying App Fees
3. Boosting Loyalty With Direct Channels
Diners who order directly from your website are more likely to become repeat customers. Implementing loyalty-building strategies can further increase customer retention:
- Exclusive Discounts: Offer customers who order directly from your website special discounts or perks that aren’t available on third-party apps. This could be a percentage off their next order, a free dessert, or a loyalty punch card.
- Loyalty Programs: Create a rewards program where diners earn points for every order placed through your website. These points can be redeemed for free food, exclusive discounts, or VIP experiences at your restaurant.
- Personalized Follow-ups: Send thank-you emails after every order with personalized offers based on their dining preferences. This shows your customers that you value them and encourages them to come back.
Related Insight: The ROI of a Restaurant Website: What Owners Need to Know
4. Integrating Technology for a Seamless Experience
A modern, well-designed restaurant website can integrate with your Point of Sale (POS) system and delivery logistics, ensuring that customers have a smooth, efficient experience—just like they would on third-party apps:
- Menu and Inventory Sync: Automatically update your website’s menu based on inventory levels, ensuring that customers only see items that are available in real-time. This reduces the risk of over-promising and under-delivering.
- Multiple Payment Options: Offer various payment methods, including credit cards, mobile wallets (like Apple Pay or Google Pay), and even gift cards, to provide a convenient checkout experience for your customers.
- Delivery Tracking and Notifications: Integrate delivery tracking tools to keep customers updated on the status of their order, just like they would on apps. This can include estimated delivery times, real-time tracking, and order status notifications.
Related Resource: The Future of Restaurant Websites: Why Your Online Presence Will Make or Break You in 2025
5. Marketing Direct Ordering to Customers
To successfully compete with the convenience of third-party apps, you need to actively promote your direct ordering channels to customers. Here are a few marketing strategies to consider:
- Promote on Social Media: Use your social media platforms to highlight the benefits of ordering directly from your website. Share posts about your exclusive discounts, menu updates, and behind-the-scenes content to encourage customers to visit your site directly.
- Staff Training: Train your front-of-house staff to inform dine-in customers about your online ordering platform. A simple prompt at the end of their meal (“Did you know we offer direct delivery through our website?”) can go a long way in encouraging them to order again next time.
- QR Codes & Table Tents: Place QR codes on tables, menus, or takeout bags that link directly to your online ordering page. QR codes make it easy for customers to scan and place an order from the convenience of their phones.
Related Resource: Why Link-in-Bio Isn’t Enough: The Case for Restaurant Websites
Related Reference: Restaurant Business Online – Why Direct Ordering Matters
Conclusion
While third-party delivery apps offer convenience, direct ordering through your restaurant’s website provides long-term benefits, including higher profits, stronger customer loyalty, and better control over the dining experience. By investing in a robust online ordering system, promoting it through your marketing channels, and offering personalized experiences, you can build a more sustainable and profitable restaurant business—one that isn’t reliant on third-party platforms.
Direct ordering not only gives you more financial control but also strengthens your connection with diners, setting your restaurant up for long-term growth and success.
