Puntos clave
- Use third-party delivery apps primarily for customer discovery, not long-term loyalty.
- Include direct ordering flyers with discounts in every delivery packaging box.
- Offer exclusive menu items, loyalty rewards, or lower prices on direct website orders.
- Convert marketplace buyers into high-value direct customers over time.
1. The Real Cost of Third-Party Delivery
Paying 25%–35% commission on delivery platforms means many UK restaurants operate at a net loss on marketplace orders once food costs, labour, and packaging are factored in.
Shifting just 20% of your delivery volume to direct channels can increase overall net profit by up to 35%.
2. Proven Tactics to Convert Delivery Customers
Every order sent out through a marketplace app is a marketing opportunity to convert that buyer into a direct customer.
- Insert branded bag flyers offering 10% or 15% off their first direct website order.
- Provide exclusive direct-only bundle deals and loyalty points.
- Promote direct ordering links on Instagram, Facebook, and Google Business Profile.
3. Managing Direct Delivery & Collection
Combine direct takeaway collection with localized in-house delivery or third-party fleet integration to fulfill direct orders smoothly.
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