While offering third-party delivery services like Uber Eats or DoorDash can help you reach new customers and grow your brand, the associated fees can significantly eat into your bottom line.
To protect their margins, many restaurants have opted to simply raise their prices on the delivery apps to subsidize the commission fees. Unfortunately, that likely won’t be a long term solution, as DoorDash has begun pushing back against restaurants that charge higher prices than their in-store menu, and other platforms could follow suit.
On top of that, you lose out on valuable customer data when orders are placed outside of your owned channels.
Luckily, there are a few effective ways outlined in this guide to help drive customers to your owned first-party delivery channel and away from the third-party apps so you can hold onto your dollars and your data.
Offer first-party delivery directly from your website or app
- CardFree and other online ordering providers can support exclusive relationships with delivery services (e.g. Uber Eats only), or a dispatch service, which can connect orders to be fulfilled by multiple delivery partners.
- With this option, restaurants are only required to pay the delivery fee without commission.
- Although a third-party is still fulfilling deliveries, your customers can order through your own branded app and you get to keep the data.
Offer a lower first-party delivery fee vs third-parties
- When you offer delivery directly from your owned channels, you can opt to subsidize all or part of the delivery fee so the savings are passed on to your customers, making your owned channel the cheapest delivery option.
Limit the options
- Even if your restaurant is still active on the third-party apps, remove all delivery links (DoorDash, UberEats, etc) from your website and make sure your “Order Now” button pops on the page — it should be the first thing visitors see when they come to your website.
Discounts & Promotions
- Offer discounts/promotions only available for delivery orders placed through your own app/website. To offer an incentive that drives repeat visits, try creating a deal that lasts for a period of time no less than 60 days that can be used multiple times over that period.
- Spread the word about the offer on your website, social channels, in-store digital signage, email, SMS, online ads, print marketing, or any other marketing channel you have available.
- Wean your customers off the third-party apps by sealing your third-party to-go/delivery packaging with a sticker that includes a QR code link to download your app or order via web. Also include a flyer or card inside the bags with info about any specials or discounts to drive customers to your own channels for their next order.