How to Get More Direct Orders and Stop Losing Money to Delivery Apps

Delivery platforms brought you customers — but they take a brutal cut, often 20–30% of every order, and they own the relationship with your customer. For many venues, delivery is now a huge share of revenue but a tiny share of profit. The goal isn't to abandon the apps overnight; it's to steadily shift more orders to your own channels, where you keep the margin and the customer. This guide shows you exactly how, with the maths laid bare.

First, understand the real cost of the apps

Run the numbers on a typical order and the problem becomes obvious:

That's a A$7 difference on a single A$25 order — and the app also keeps the customer's data, controls the pricing, and lists you next to competitors. Shift even a third of your orders to direct and the impact on profit is enormous.

That doesn't mean the apps are useless — they're a brilliant discovery channel. The strategy is to use them to get found, then convert those customers into direct, repeat orders.

Step 1: Build your own ordering channel

You can't win direct orders without somewhere to take them. Set up direct online ordering on a fast, mobile-first website, a photographed menu that sells, a smooth checkout, and saved details for easy reordering. Make ordering direct as easy as the apps — ideally easier. (See restaurant website mistakes that cost you bookings.)

Step 2: Give people a reason to order direct

Customers default to the apps out of habit. Nudge them with a genuine incentive — free delivery over A$X, a discount or freebie on the first direct order, loyalty points that only apply to direct orders, or exclusive items. The savings you make on commission easily fund a better deal for the customer.

Step 3: Drive traffic to your direct channel

A direct ordering system nobody finds is useless. Point customers to it relentlessly:

• Local SEO so people searching find you, not just the apps — your Google profile with an order link is critical.
• Social media featuring your direct order link.
• Email and SMS to past customers with offers for ordering direct.
• In-venue signage promoting direct ordering.

Step 4: Convert app customers into direct customers

This is the clever bit. Every app order is a chance to win that customer for good:

• Bag inserts: a flyer or QR code in every delivery offering a discount on their next direct order ("Order direct next time and save 15% — scan here").
• Branded packaging that makes your venue memorable and searchable by name.

Over time, you peel your best, most frequent customers off the platform and onto your own channel.

Step 5: Use the apps strategically

Stay on the platforms for discovery, quiet-night demand and reach beyond your area. But price for the commission (many venues run slightly higher delivery prices to protect margin), and treat every app order as the start of a journey toward a direct relationship. (For the full pros and cons, see should your restaurant be on Uber Eats, DoorDash and Menulog?.)

Worked example: a takeaway that clawed back its margin

A busy Indian takeaway was doing ~A$12,000 a month through the apps — but after ~27% average commission, that was ~A$3,240 a month handed to the platforms. Over six months they:

• Launched direct online ordering with 10% off your first direct order.
• Put a QR-code insert in every app bag.
• Ran local SEO and weekly SMS offers to a growing list.

By month six, direct orders had grown to about a third of takeaway volume. On the ~A$4,000/month now going direct, they kept roughly A$1,000/month in commission they'd previously lost — straight to the bottom line, every month, for the cost of some inserts and a bit of promotion.

Common mistakes

• Treating the apps as your whole strategy instead of a discovery channel.
• Making direct ordering harder or slower than the apps.
• Not pricing for commission, so app orders run at a loss.
• Never trying to convert app customers to direct.
• Failing to capture customer details when you have the chance.

Your direct-ordering action plan

1. Set up fast, mobile-first direct ordering on your site.
2. Add a real incentive to order direct.
3. Drive traffic with local SEO, social, email/SMS and signage.
4. Put a "switch and save" insert in every app delivery bag.
5. Capture customer details and market to your list.
6. Keep the apps for discovery — but price for the commission.

How long until you see results?

You'll see your first direct orders almost immediately once the system is live and promoted. Shifting a meaningful share — many venues reach a third of takeaway going direct within 3–4 months — takes consistent promotion, but it's real money back in your pocket every single week.

Want a direct-ordering setup that customers actually use? See Website & Online Ordering.

Related guides

• Should Your Restaurant Be on Uber Eats, DoorDash and Menulog?
• Restaurant Website Mistakes That Cost You Bookings
• How to Get More Takeaway Orders