How To Promote Direct Online Ordering On Social Media

Social media is amazing at customer engagement: you can highlight your most popular dishes, encourage guests to share their experiences and tag your restaurant in posts, and respond to customer questions and comments, providing a level of connection that few other platforms can offer.
But beyond building relationships, social media is also one of the fastest, lowest-effort ways to drive direct online orders.
With just a few taps, followers can go from “hey, that looks really good” to placing an order, and you don’t need to rely on third-party apps to make it happen.
In this article, you’re going to learn:
- Where to place your direct ordering link so guests actually click it
- How to use promos, visuals, and rewards to drive more direct traffic
- What to say (and how often to say it) to build better ordering habits
Why Social Media is Key to Driving Direct Orders
What makes social media the ideal engine for driving direct orders is that you already have a captivated audience.
It’s a direct line of communication to people who already know your food, love your brand, and want to support your restaurant directly.
The only thing standing in their way is convenience.
By promoting your online ordering link on social media, you’re giving guests an easy, convenient way to act on their impulse to order the moment they feel it.
Instead of searching for you on a delivery app, or worse, ordering from a competitor, they can go straight to your preferred ordering system with one tap.
It’s also one of the fastest ways to shift customer behavior away from third-party platforms.
The more you remind guests where and how to order, the more likely they are to do it your way, every time.
Add Your Direct Ordering Link Everywhere It Matters
Most followers won’t actively search for your order link. If it’s not obvious, it’s as good as invisible.
The more visible and accessible it is, the more likely people are to click and order.
Start by putting your direct ordering link in your bio on platforms like Instagram and TikTok.
On Facebook, use it as your main call-to-action button. In Stories, add it as a link sticker and use captions or overlays to explain what it is.
Pin a post with the link to the top of your Instagram or Facebook feed so it’s the first thing visitors see.
And don’t be shy, mention your link in captions, comments, and replies when people ask how to order.
Make it easy, make it obvious, and make it feel like the default way to support your restaurant.
Share Promo Codes to Create Urgency and Drive Traffic
Promo codes can be one of the fastest ways to turn social engagement into direct orders, especially when the offer feels timely or exclusive.
For example, if you’re using a direct ordering platform like ChowNow, you can easily create your own promo codes and customize them to fit your goals.
First-time order discounts, flash deals, and weather-themed (“rainy day discount”) are all simple to set and easy to promote on social media.
For example, share codes like:
- “FIRSTBITE” for 15% off new customer orders
- “RAINYDAY” for 10% off till close to create urgency on a slow, drizzly day
Pair it with bold visuals and clear copy. For example, “Order direct, use this code, save now.”
Drop it into Stories, pin it to your feed, or use it in replies when someone asks how to order.
The key is not to overthink the offer: a simple percentage or dollar amount off, then make it obvious, for a limited time, and clearly state that it only works when they order direct.
Use Social to Spotlight Your App and Rewards Program
Social media is the ideal platform to introduce customers to tools that simplify the ordering process, making it more convenient, while also incentivizing their actions, encouraging them to place orders more frequently.
If your direct ordering platform includes a branded mobile app, share that with your followers.
Post a short video or screenshot of what it looks like.
Walk guests through how quick it is to reorder their go-to meal or track their rewards.
And don’t forget to tell customers to download the app using the link in your bio, Stories, or captions.
For your rewards program, highlight the benefit.
For example, “Earn 15% off for every five stickers you earn” is way more powerful than “Join our program.”
You’ll see more downloads if you tell customers what’s in it for them when they use your rewards program.
Include links wherever people are likely to click and make those reminders part of your everyday content, not just your big promos.
A quick Story slide, a behind-the-scenes post, or a “did you know?” caption is often all it takes to steer behavior in the right direction.
If you’re unsure how to start promoting rewards on social media, ChowNow offers free downloadable templates with images and captions for Instagram and Facebook.
Just click the “Download Assets” button to get started.
Let Your Visuals Do the Heavy Lifting
Everyone eats with their eyes first, which is why you should focus on high-quality photos and short videos showcasing your food and drinks.
More than 56% of U.S. diners say they’ve ordered delivery after seeing a trending menu item on social media.
It’s these scroll-stopping visuals that grab diners’ attention and convince them to take action.
Start with your best-selling dishes. Post tight, well-lit shots that show off texture, color, and portion size.
Use video to show meals being plated, packed, or handed off for delivery. And if you’re sharing a story or reel, add text overlays like “Order Direct” or “Link in Bio” to guide the viewer to the next step.
You can even film a quick clip of how easy it is to place an order through your direct system.
Show the tap-to-cart experience, or highlight how rewards are tracked.
These kinds of visuals build clarity and trust in a way that feels natural, not salesy.
Explain Why Ordering Direct Matters
Most guests don’t realize how much third-party apps cut into your profits.
Social media gives you the chance to share that story in a way that’s honest, friendly, and easy to understand.
Focus on the guest-centered version: “When you order direct, more of your money goes toward supporting our staff.”
That kind of message builds loyalty without making anyone feel guilty.
Use short videos, graphics, or quotes from your team to show the real impact.
Maybe it’s helping you hire more staff, offer better wages, or simply keep the doors open.
Keep the tone positive; you’re not scolding, you’re inviting guests to be part of something good.
Remind People to Order Direct on a Regular Basis
Telling people to order direct should be a consistent part of your social media posts.
Think of it the same way that YouTubers always ask viewers to “click the like button and subscribe to their channel,” you should do the same by reminding your followers to order direct.
Post a popular dish with “Order direct with the link in bio,” reshare a glowing review, or remind people in your Stories that you have your own app.
It might feel repetitive, but the consistency is what builds habits, and habits are what get customers to place more orders.
These small, steady reminders make direct ordering feel like the norm, not a one-time campaign.
To stay consistent without adding more to your plate, use templates or scheduling tools.
Set aside time each week to plan a few posts that highlight direct ordering, and let the platform do the rest.
The more consistent you are, the more those reminders start to work.
Your Followers Want to Support You—Make It Easy
Your customers already love your food and your brand; they just need a clear, simple way to support you.
By making direct ordering part of your everyday social content, you turn passive followers into loyal, repeat customers.
Contact ChowNow to learn how you can connect your social media channels to a Direct Online Ordering system.