Direct vs. third-party
Third-party apps bring reach but charge commissions and keep the guest relationship. Direct ordering — through your own QR menu or site — keeps your margin and your data. The smart play is usually both: use the apps for discovery, and push regulars to order directly.
Mind the commissions
- Model your true margin per channel after commissions and packaging.
- Promote direct ordering where you can, especially to repeat guests.
- Treat third-party apps as one channel among several, not the whole strategy.
Own the guest relationship
Every direct order builds a first-party guest database you own — the foundation for loyalty and win-back. Orders that only ever happen inside a third-party app leave you renting access to your own customers.
Keep it simple to run
Bring every channel — dine-in, takeaway, delivery, and direct online — into one order queue so staff aren't juggling tablets and re-keying. One system, one menu, one set of numbers.