Direct Ordering: Cut 30% in Delivery Fees

Every time a customer orders through DoorDash, Uber Eats, or Grubhub, you're giving up 15% to 30% of that order's revenue in commission fees. For a restaurant doing $10,000/month in delivery orders, that's $1,500 to $3,000 going straight to platforms.

The solution? Direct ordering. When customers order directly from you—whether through your website, app, or pickup counter—you keep 100% of that revenue.

How Much Are You Really Paying?

What is Direct Ordering?

Direct ordering means customers place orders directly with you—not through a third-party marketplace. This includes:

• Your website – A branded ordering page on your site
• Mobile app – Your own iOS or Android app
• Phone orders – Takeout and delivery ordered by phone
• In-person pickup – Counter orders and walk-ins
• Social ordering – Orders via Instagram, Facebook, or WhatsApp

Platform Ordering vs. Direct Ordering

Feature	DoorDash/UberEats	Direct Ordering
Commission Fees	15-30% per order	$0 (or small monthly fee)
Customer Data	Platform owns it	You own it
Brand Control	Minimal	Full control
Menu Updates	Slow, platform-dependent	Instant
Marketing	Limited, expensive	Full access
Customer Loyalty	Goes to platform	Stays with you

How to Build Your Direct Ordering System

1. Create a Branded Website

   Your website should have a clear menu, easy ordering flow, and mobile-optimized design. Most customers will order from their phones—your site must work flawlessly on mobile.

2. Choose Your Technology

   Options range from simple online ordering systems (Toast, GloriaFood, ChowNow) to custom solutions. The right choice depends on your volume and budget.

3. Set Up Delivery Logistics

   Either handle deliveries in-house or use a delivery service like DoorDrive or Roadie that charges flat fees instead of percentages.

4. Train Your Team

   Make sure staff knows how to manage incoming orders, update menus, and handle customer questions about direct ordering.

5. Drive Traffic to Direct Ordering

   Add stickers to takeout containers, mention it on receipts, train staff to mention it, and promote it on social media.

Incentivizing Direct Orders

Getting customers to switch from familiar platforms requires motivation. Here are proven strategies:

• 5-10% discount – Offer a small discount for direct orders to offset the convenience of the app
• Exclusive deals – Special menu items or promos only available on your site
• Loyalty program – Reward repeat direct orders with free items or discounts
• Faster service – Prioritize direct orders in your kitchen queue
• Better packaging – Use premium containers for direct orders

The Customer Data Advantage

Here's what many restaurants don't realize: when customers order through DoorDash, you don't own that relationship. You can't:

• Email them about new menu items
• Send them special offers
• Build loyalty programs
• Retarget them with ads

With direct ordering, you own every customer's email, phone number, and order history. This data is invaluable for marketing and building long-term relationships.

Do You Still Need Delivery Apps?

The answer is nuanced. Delivery platforms still provide:

• Customer discovery – New customers find you on the apps
• Delivery infrastructure – Logistics you might not want to handle
• Volume – Significant order volume you might not get otherwise

The goal isn't necessarily to eliminate platforms entirely—it's to shift the balance so more orders come through direct channels over time.

Key Takeaways

• Platform fees cost restaurants 15-30% per order
• Direct ordering keeps 100% of your revenue
• You own customer data with direct ordering
• Start with pickup orders to test the system
• Incentivize the switch with discounts and exclusive offers
• The goal is balance, not complete platform elimination