The Challenge
A popular full-service restaurant was processing $20,000/month in orders through DoorDash and Uber Eats, paying 25-30% commission on every order. That translated to $60,000-$72,000 annually in fees. They had a basic website with a PDF menu and no ordering capability.
The Solution
We built a website with first-party ordering as the centerpiece.
1. Direct Online Ordering A custom ordering flow integrated with their POS system, supporting delivery (through a flat-fee delivery partner), pickup, and curbside. The experience matched third-party app convenience.
2. Customer Incentive Structure 10% discount on all direct orders, loyalty points for repeat purchases, and exclusive menu items only available through the restaurant website.
3. Marketing Shift In-restaurant signage, receipt messaging, and email campaigns directed existing customers to order direct. Table tents and bag inserts promoted the website.
Key Features Implemented
- Full online ordering with POS integration
- Real-time order status updates
- Customer accounts with order history and reordering
- Loyalty program with points tracking
- Gift card purchase and redemption
- Catering inquiry system
- HTML menu with professional photography
- Blog with chef features and recipe content
- Local SEO optimization
The Results
Within 8 months:
- $60,000 saved in annual third-party commission
- 45% of delivery orders moved to direct platform
- 30% higher average order value (no platform-driven price comparison)
- 8,000+ customer emails captured (previously owned by third-party apps)
- 22% repeat order rate through loyalty program
Why It Worked
Customers do not have loyalty to delivery platforms. They have loyalty to restaurants. By offering a price incentive and a comparable experience, the restaurant gave customers a reason to order direct. The real win was owning customer data for email marketing and loyalty.
Key Takeaway
Third-party delivery commission is a massive margin drain. A first-party ordering website pays for itself quickly and gives you something the platforms never will: your own customer database.
Ready to build your restaurant ordering platform? Contact us to discuss your project.