Most restaurant owners think they need expensive marketing to beat delivery platforms - but that's backwards thinking. Customers already know your website exists, they just choose the platform because it's easier. You're paying 15-30% commission on orders you could capture for free.
Why customers choose the platform over your website
There are a few clear reasons why customers prefer to order via the platform, even if they know your website:
- Convenience: They already have the app on their phone
- Payment: Their card details are already saved
- Trust: They know the platform handles any problems
- Comparison: They can easily browse other restaurants
⚠️ Note:
Many restaurants make their own website too complicated. If ordering from your site takes more steps than via the app, you'll lose customers.
The real cost of platform dependency
Platform commissions seem small, but they add up quickly. Here's what this actually costs you:
💡 Example:
Restaurant with 50 online orders per week:
- Average order value: €25
- Platform commission: 20%
- Commission per order: €5
- Per week: 50 × €5 = €250
- Per year: €250 × 52 = €13,000
If you get 30% of these orders to your own website, you save €3,900 per year.
Strategy 1: Make your own website more attractive
Your website needs to offer advantages that the platform doesn't:
- Discount: 5-10% off for direct orders
- Loyalty: Earn points for free dishes
- Exclusive items: Dishes only available on your website
- Faster delivery: Priority for direct orders
The discount you give is always less than the platform commission. If you pay 20% commission, you can give 10% off and still save 10%.
Strategy 2: Direct platform customers to your website
Use the platform to attract customers, then guide them to your own channel:
💡 Example tactics:
- Flyer in the order: "Order next time from our website and get 10% off"
- QR code on packaging linking to your ordering site
- WhatsApp number for direct orders
- Social media posts about website-exclusive promotions
Strategy 3: Analyze where things go wrong
Check these points on your own website:
- Speed: Does your site load within 3 seconds?
- Mobile: Does ordering work well on phone?
- Payment: Can you pay with iDEAL, card AND cash?
- Overview: Can you see all dishes and prices right away?
If any of these points fail, customers will choose the platform because it actually works. From tracking this across dozens of restaurants, mobile checkout issues are the #1 killer of direct orders.
Realistic expectations
You'll never get 100% of your orders to your own website. Platforms have advantages you can't replicate. But if you go from 80% platform to 50% platform, that saves thousands of euros per year.
⚠️ Note:
Never fight platforms by badmouthing them. Customers appreciate platforms. Focus on what extra you can offer.
Track your progress
Monitor these numbers to see if your strategy works:
- Percentage of orders via own website vs. platform
- Average order value per channel
- Repeat rate per channel
- Total commission costs per month
A food cost calculator like KitchenNmbrs helps you track which orders come through each channel and calculate your real margins after commissions.
How do you increase your direct online orders? (step by step)
Analyze your current situation
Count how many orders you get per week via platforms versus your own website. Calculate how much commission you pay: number of orders × average order value × commission percentage. This is your savings potential.
Make your website more attractive
Offer 5-10% discount for direct orders. Make sure your website is faster and easier than the platform. Test whether ordering on your phone runs smoothly.
Direct platform customers to your website
Include flyers in orders with your website URL and discount code. Place QR codes on packaging. Post regularly on social media about website-exclusive promotions.
Measure and improve
Track weekly how much of your orders come in directly. If this doesn't increase after 2 months, adjust your approach: higher discount, better website, or different promotional tactics.
✨ Pro tip
Run a 48-hour "website flash sale" every 2 weeks with 15% off orders over €30. This creates urgency and trains customers to check your site regularly without cannibalizing your platform revenue.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
How much discount can I give without making a loss?
Maximum half of your platform commission. If you pay 20% commission, you can give 10% off and still save 10% per order.
Am I allowed to refer customers in my platform orders to my website?
Most platforms don't explicitly forbid it, but be subtle. A flyer with general business info and your website is usually allowed.
Why don't customers order directly if they know my website?
Convenience and trust. Platform apps are already on their phone, their payment details are saved, and they trust the platform's customer service.
How much of my orders can I realistically get to my website?
A good target is 30-50% of your online orders coming in directly. 100% is unrealistic because platforms offer real advantages you can't replicate.
Should I stop using platforms if my own website is doing well?
No, platforms continue to bring new customers. Use them as a marketing channel to find customers, then try to direct them to your own website.
What if my website orders have a lower average value?
That's normal. Platform customers often order impulsively and buy more. Focus on repeat purchases via your website - loyal customers order more frequently, even if each order is smaller.
How do I handle customers who complain about ordering directly vs through apps?
Acknowledge that apps are convenient, but highlight your direct benefits like faster delivery or loyalty rewards. Never make customers feel bad for preferring platforms - just show them what they gain by ordering direct.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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