line of takeout bags at restaurant with receipts

Third-party delivery apps start out as a convenient way to reach new customers, but they always take a significant chunk of your profits. 

While these platforms do bring in orders, they also come with the price of high commission fees, loss of customer data, and a weaker connection between you and your guests. 

By encouraging diners to order directly, you can keep more of your hard-earned revenue, build stronger relationships with customers, and ensure better service from start to finish.  

But how do you get diners to change their habits?

In this article, you will learn:

  • How to educate customers on why direct ordering matters
  • Simple incentives to encourage direct orders
  • Ways to streamline and promote your direct ordering system

Let’s explore the best ways to shift customer behavior and grow your direct ordering sales.

1. Educate Diners About Direct Ordering

friends gathered in restaurant

Most diners have no idea that third-party companies take a big bite of profits every time they order takeout—to them, it feels the same as ordering directly from your restaurant. 

It’s up to you to educate them on the impact and show them why ordering direct makes a difference. Here are a few simple strategies to help them understand how they can help your business:

  • Use signage in-store and on your website: A clear message near your register, on your front door, or even on table tents can inform customers that ordering direct supports your business. Add a banner to your website reminding visitors that direct orders help keep their favorite restaurant thriving.
  • Print a reminder on receipts and takeout packaging: A simple line like “Ordering direct is the best way to support local restaurants!” can be an eye-opener for customers.
  • Include a personal note in takeout bags: A printed note thanking customers for their order and encouraging them to order directly next time adds a personal touch. Something as simple as “We appreciate your support! Next time, order directly and help local restaurants keep more of your purchase” can make an impression.

The message and method don’t need to be complicated—it’s about consistently reminding diners that they can make a huge difference with their favorite local restaurant just by ordering direct. 

2. Offer Incentives for Direct Orders

Changing customer habits takes time, but you can speed up the process by offering valuable incentives. 

If diners see a clear benefit to ordering directly from your restaurant instead of using third-party apps, they’ll be much more likely to make the switch.

Here are a few incentives you could offer:

  • Give a first-time direct order discount: A small discount, like $5 off or 10% off their first direct order, can be the push customers need to try your online ordering system. Promote this offer on your website, social media, and even in-store signage to encourage customers to make the switch.
  • Create a direct-only rewards program: Reward repeat customers for skipping third-party apps with a digital punch card or exclusive discounts. For example, “Order directly five times and get a 15% discount on your next purchase!” Many online ordering platforms allow you to set up loyalty rewards automatically, making it easy to track and redeem.
  • Offer exclusive deals and menu items: If customers know they can only get certain specials, discounts, or limited-time menu items by ordering direct, they’ll have a strong reason to keep doing it. This could be anything from a special discount on family meals to a secret menu item available only through your website or app.

Most customers like the idea of helping a local business, but offering a reward significantly speeds up the process and creates a win-win scenario: customers get a better deal, and your restaurant gets to keep more of the profits. 

3. Make Direct Ordering as Easy as Possible

Even the best incentives won’t work if the ordering process is frustrating or confusing. 

Customers will always choose the most convenient way to order—so your direct ordering system needs to be as seamless as (or better than) the third-party apps you’re trying to get them to not use. The easier you make it, the more likely they’ll be to order from you. 

Here are a few ways to do that: 

  • Optimize your website and online ordering system: If your website is slow, cluttered, or hard to navigate, diners will default to the apps they’re used to. Make sure your site is mobile-friendly, loads quickly, and has a clear, easy-to-use ordering system. Avoid forcing customers to create an account—let them check out as guests for a frictionless experience.

For example, this is ChowNow partner Ollie’s commission-free direct online ordering page—you can easily see how simple and intuitive it is for customers to place an order. 

screenshot of direct online ordering menu

  • Make your direct ordering link impossible to miss: The easier it is to find, the more likely customers are to use it. Add your ordering link to:
    • Your website’s homepage, with a bold “Order Now” button
    • Social media bios, posts, and Stories
    • Google Business Profile (so customers can order directly from search results—read this article to set that up)
    • Email signatures and SMS marketing messages
  •  Train staff to guide customers toward direct ordering: When customers call to place an order, your staff can casually remind them about online ordering:
    • “Just a heads-up—ordering directly on our website is the easiest way, and you’ll see all our specials there too!”
    • “Next time, try our online ordering! You’ll earn rewards and save time.”

Simple nudges like these can turn phone callers into repeat online customers.

By removing any clunky, difficult steps to your restaurant’s direct ordering, you make it the most simple and obvious choice for your customers.

4. Use Customer Data to Keep Diners Coming Back

One of the biggest advantages of direct ordering is that you own the customer relationship—not a third-party app. 

When customers order through delivery platforms, the app keeps their data, meaning you have no way to follow up, send promotions, or encourage repeat business. 

But when diners order directly, you gain valuable insights that can help turn one-time customers into loyal regulars. Here’s what you can do with customer data:

  • Use automated email marketing to stay top of mind: ChowNow’s automated email marketing sends emails to customers, helping to encourage repeat orders. This includes welcome emails, re-engagement emails, and promotional emails, all pointing towards your direct online ordering.
  • Send text message promotions for quick engagement: Since customers provide their phone numbers when they order directly, you can use SMS marketing to send exclusive deals, reminders, or limited-time offers. A simple “Order today and get free delivery!” message can drive immediate sales.
  • Use customer data to fine-tune your promotions. By tracking overall ordering patterns, you can adjust your marketing strategy to highlight popular ordering times, seasonal menu trends, or special events that bring in more orders.

Owning your customer’s data means you control the link to communicating with diners directly, not third-party apps. With proper messaging and well-timed marketing, your restaurant will consistently stay top of mind. 

5. Leverage Social Media & Community Engagement

people at restaurant table taking photos of their food

Social media is one of the most effective ways to spread awareness about your restaurant’s direct ordering.

People who follow your restaurant’s profiles are already engaged with your brand, making them the perfect audience to encourage direct online ordering—they just need a little reminder.

Here’s how to inspire people in your community to use your direct online ordering system:

  • Run social media campaigns that highlight the impact of direct orders: Share posts explaining how ordering direct helps your restaurant keep more revenue, pay staff fairly, and provide better service. Use engaging visuals, behind-the-scenes videos, or customer testimonials to make it personal. A post that says, “When you order direct, we keep 100% of the sale—help us keep doing what we love!” can be a simple but effective message.
  • Feature customer testimonials and direct-order success stories: If a customer shares that they love ordering from your restaurant’s website, share it! Repost positive comments, create customer spotlight posts, or feature their reviews in Instagram Stories. You can also ask customers who regularly order direct why they prefer it and turn that into a short post or quote graphic.
  • Partner with local businesses to spread the message: Team up with coffee shops, breweries, or boutiques in your neighborhood to cross-promote each other. A simple sign in a partner business that says, “Support local! Order direct from our friends at [Your Restaurant Name]” can introduce new customers to your direct ordering system.

screenshot of instagram post promoting direct ordering

These strategies require some creativity and a small amount of community outreach, but when you get everyone involved it heightens the excitement level, helping you achieve better results.

Your Customers Want to Support You—Make It Simple

Most diners would rather support their favorite restaurants directly—they just need a little push in the right direction. The easier you make it, the more they’ll choose to order straight from you every time.  

Contact ChowNow to set up commission-free online ordering for your restaurant and start driving more direct sales today.