Reclaim your restaurant’s profits with integrated online ordering solutions that put you back in control
The average restaurant pays between 15-30% in commission fees to third-party delivery platforms. For a business already operating on razor-thin margins, these fees can be the difference between profitability and closure. If you’re tired of watching your hard-earned revenue disappear into the pockets of middlemen, it’s time to take control with your own integrated online ordering system.
The Hidden Cost of Third-Party Platforms
Third-party delivery services like DoorDash, Uber Eats, and Grubhub have become ubiquitous in the restaurant industry. While they promise increased visibility and customer reach, the reality is far more complex – and expensive.
Breaking Down the Real Costs
Commission Fees: Most platforms charge 15-30% per order Processing Fees: Additional 2-3% for payment processing Marketing Fees: 1-5% for promotional placement Delivery Fees: Often passed to customers but reduce order frequency Lost Customer Data: You never own the customer relationship
For a restaurant generating $50,000 monthly in delivery orders, these fees can cost $7,500-$15,000 per month – money that could be reinvested in better ingredients, staff wages, or business growth.
The Direct Ordering Advantage
When you implement your own online ordering system, every dollar saved in fees goes directly to your bottom line. But the benefits extend far beyond cost savings.
Complete Customer Ownership
With integrated online ordering, you own the customer data. This means:
- Direct email marketing opportunities
- Personalized promotions and loyalty programs
- Better understanding of ordering patterns
- Ability to build long-term customer relationships
Brand Control and Customization
Third-party platforms standardize your restaurant’s appearance, making you indistinguishable from competitors. Your own ordering system allows:
- Full brand customization
- Unique menu presentation
- Special promotions and upsells
- Complete control over the customer experience
Higher Profit Margins
Without commission fees eating into every order, you can:
- Offer competitive pricing to customers
- Invest in higher-quality ingredients
- Increase staff wages and reduce turnover
- Expand your menu or services
Implementing Your Own Online Ordering System
The technology for direct online ordering has become increasingly accessible and affordable. Modern restaurant management systems offer integrated solutions that seamlessly connect with your existing operations.
Key Features to Look For
Mobile-Responsive Design: Ensure customers can order easily from any device POS Integration: Orders should flow directly into your kitchen workflow Payment Processing: Secure, reliable payment handling Customer Management: Built-in CRM and marketing tools Analytics Dashboard: Track orders, popular items, and customer behavior Multi-Location Support: If you have multiple restaurants
Popular Direct Ordering Solutions
Several platforms specialize in helping restaurants build their own ordering systems:
Toast: Comprehensive restaurant management with integrated ordering Square for Restaurants: User-friendly with strong payment processing Resy: Known for reservations but offers ordering capabilities ChowNow: Focuses specifically on commission-free ordering Custom Solutions: Work with developers for completely tailored systems
Marketing Your Direct Ordering System
Building the system is only half the battle – you need to drive customers to use it instead of third-party platforms.
Customer Incentive Strategies
Exclusive Discounts: Offer 10-15% off direct orders Loyalty Programs: Points or rewards only available through direct ordering Free Delivery: Use savings from commission fees to offer free delivery Priority Service: Faster preparation times for direct orders Special Menu Items: Exclusive dishes only available through your platform
Marketing Channels
Email Marketing: Regular newsletters promoting direct ordering benefits Social Media: Consistent messaging about ordering directly In-Store Promotion: Table tents, receipts, and staff recommendations Website Optimization: Make ordering the primary call-to-action Local SEO: Optimize for “restaurant name + order online” searches
Calculating Your ROI
The financial impact of switching to direct ordering can be substantial. Let’s examine a typical scenario:
Monthly Third-Party Orders: $30,000 Average Commission Rate: 20% Monthly Fees Paid: $6,000 Annual Fees Paid: $72,000
Direct Ordering Investment: Setup Costs: $2,000-$5,000 Monthly Platform Fees: $100-$300 Annual Operating Costs: $1,200-$3,600
Annual Savings: $68,400-$70,800
This represents a 1,400-2,400% return on investment in the first year alone.
Overcoming Common Objections
“But Third-Party Platforms Bring New Customers”
While platforms do provide discovery, studies show that 80% of delivery orders come from repeat customers who already know your restaurant. These existing customers would likely order directly if given the right incentives.
“The Technology Seems Complicated”
Modern ordering systems are designed for restaurant owners, not tech experts. Most platforms offer:
- Simple setup processes
- Comprehensive training
- Ongoing customer support
- Integration assistance
“What About Delivery?”
You have several options:
- Partner with local delivery services at lower rates
- Hire your own delivery drivers
- Focus on pickup orders with attractive incentives
- Use hybrid approach with selective third-party partnerships
Making the Transition
Switching from third-party dependence to direct ordering doesn’t have to be an all-or-nothing proposition.
Phase 1: Setup and Testing
- Implement your direct ordering system
- Test with staff and regular customers
- Work out any technical issues
- Train staff on promoting the new system
Phase 2: Customer Migration
- Launch incentive programs for direct ordering
- Begin marketing campaigns
- Gradually reduce third-party platform hours or availability
- Monitor customer response and adjust strategies
Phase 3: Full Independence
- Evaluate which third-party relationships to maintain
- Focus marketing budget on direct channels
- Invest savings in customer experience improvements
- Scale the system for growth
Success Stories
Many restaurants have successfully transitioned to direct ordering:
Local Pizza Chain: Reduced delivery costs by 22% and increased profit margins by 18% within six months of implementing direct ordering.
Fine Dining Restaurant: Used savings from eliminated commission fees to hire additional kitchen staff, improving order quality and customer satisfaction scores.
Family Restaurant Group: Invested commission savings into customer loyalty program, increasing repeat order frequency by 35%.
The Future of Restaurant Ordering
Consumer behavior is shifting toward direct relationships with brands. Customers increasingly prefer:
- Faster service
- Better prices
- Personalized experiences
- Supporting local businesses directly
Restaurants that establish direct ordering systems now position themselves for long-term success and customer loyalty.
Taking Action Today
Every day you delay implementing direct ordering is money left on the table. Start by:
- Calculating your current third-party costs
- Researching integrated ordering solutions
- Speaking with other restaurant owners who’ve made the switch
- Requesting demos from potential platform providers
- Creating a timeline for implementation
The restaurant industry’s margins are too slim to continue subsidizing billion-dollar delivery platforms. By taking control of your online ordering, you’re not just saving money – you’re investing in your restaurant’s future, your staff’s livelihoods, and your customers’ experience.
Your profits belong in your pocket, not in the hands of middlemen. Make the switch to direct online ordering and start keeping what you’ve earned.
Ready to eliminate third-party fees and boost your restaurant’s profitability? Contact us today to learn more about integrated online ordering solutions that put you back in control of your business.
