Running a successful restaurant has never been more challenging. Rising food costs, increasing wages and higher operating expenses mean that every order counts. Third-party delivery platforms like Uber Eats, Just Eat and Deliveroo have transformed the hospitality industry by making it easier for customers to discover restaurants and place orders. They can be an excellent way to reach new customers and increase visibility. However, there’s one important question every restaurant owner should ask: How much is each order really costing your business? The answer may surprise you.
The Real Cost of Third-Party Ordering
Delivery marketplaces have become an important part of the restaurant industry, but that convenience comes at a price. Many platforms charge commissions that can significantly reduce the profit you make on every order. While exact fees vary depending on the platform and your agreement, commission charges can often range from 15% to 35% of the order value, before taking other operating costs into account. For example:
- A customer places a €40 order.
- A 25% commission means €10 goes to the delivery platform.
- You’re left with €30 before you’ve paid for ingredients, staff, rent, utilities and other overheads.
When margins in hospitality are already tight, those commissions can quickly add up.
Third-Party Platforms Still Have Their Place
This isn’t about suggesting restaurants should abandon delivery marketplaces altogether. In fact, they can be incredibly valuable for:
- Reaching new customers.
- Increasing brand visibility.
- Filling quieter trading periods.
- Expanding delivery coverage.
Many successful restaurants use these platforms as part of their marketing strategy. The challenge comes when they become your only source of online orders.
Why Direct Ordering Matters
Every direct order helps your business in several ways.
You Keep More of Your Revenue
Commission-free ordering means more of every sale stays in your business. That additional revenue can be reinvested into staff, marketing, equipment or simply improving profitability.
You Own Your Customer Relationships
One of the biggest advantages of direct ordering is that your customers become your customers. Instead of relying solely on third-party marketplaces, you can build long-term relationships through:
- Email marketing
- Loyalty programmes
- Exclusive offers
- Birthday rewards
- Repeat order promotions
Building customer loyalty is often far more profitable than continually paying to acquire new customers.
Better Brand Experience
When customers order directly through your own website, they’re interacting with your brand—not someone else’s marketplace. Your menu, your promotions, your branding and your customer experience remain entirely under your control.
The Best Strategy Isn’t Either/Or
Many restaurant owners assume they have to choose between delivery marketplaces and direct ordering. In reality, the most successful businesses use both. Think of delivery apps as a customer acquisition tool. Once customers have discovered your restaurant and enjoyed your food, encourage them to order directly next time. This balanced approach allows you to:
- Reach new customers.
- Build repeat business.
- Reduce commission costs over time.
- Strengthen customer loyalty.
- Improve long-term profitability.
Five Ways to Encourage More Direct Orders
1. Make Your Website Easy to Use
Customers expect a fast, mobile-friendly ordering experience. If ordering directly feels difficult, they’ll often return to the delivery apps.
2. Include Your Website on Every Order
Menus, flyers, receipts, takeaway bags and packaging should all promote your direct ordering website. A simple message such as: “Order direct next time and support your local restaurant.” can make a real difference.
3. Reward Loyalty
Exclusive offers for customers who order directly can encourage repeat business without relying on third-party discounts. Examples include:
- Free sides
- Loyalty rewards
- Discount codes
- Early access to new menu items
4. Promote Direct Ordering on Social Media
If you’re posting regularly on Facebook, Instagram or LinkedIn, make sure your website ordering link is easy to find. Many restaurants spend time creating great content but still send customers to third-party apps instead of their own website.
5. Use Technology That Works Together
The best restaurant technology allows your online ordering, POS system and payment processing to work seamlessly together. Integrated systems reduce manual work, minimise errors and create a smoother experience for both staff and customers.
How Amplifyr Helps Restaurants Take Back Control
At Amplifyr, we help restaurants, cafés and takeaways build stronger businesses through smart hospitality technology. Our solutions allow businesses to:
- Accept commission-free online orders.
- Integrate online ordering with their POS system.
- Own their customer data.
- Deliver a professional ordering experience under their own brand.
- Improve efficiency across their operation.
Whether you’re launching online ordering for the first time or looking to reduce your dependence on third-party marketplaces, we can help you find the right solution for your business.
Final Thoughts
Third-party delivery platforms aren’t the enemy. They’ve helped thousands of restaurants reach new customers and grow their businesses. But relying on them for every online order can have a significant impact on your profitability over time. The restaurants seeing the strongest long-term results are those that use delivery marketplaces strategically while encouraging loyal customers to order directly. It’s not about replacing one with the other. It’s about finding the right balance.
Ready to Increase Your Direct Orders?
If you’d like to reduce commission costs, improve your online ordering experience and take greater control of your customer relationships, the team at Amplifyr is here to help. Get in touch for a free consultation and discover how the right restaurant technology can help your business grow.