How to Convert Delivery App Customers Into Loyal Restaurant Customers

1. Include “Next Order” Perks in Delivery Packaging

Why It Works

• It’s a low-effort, immediate way to introduce your direct channels (website, phone number, loyalty program) to customers who just discovered you via an app.

How to Do It

1. Printed Inserts & Flyers

   • Tuck a small card or flyer into each delivery bag or box. Include a discount code (e.g., “10% OFF NEXT DIRECT ORDER”).

   • Provide clear instructions on how to order directly—whether through your website, phone line, or text ordering system.

2. QR Code

   • Generate a unique QR code that links to your online ordering page or loyalty program sign-up.

   • Make it as easy as possible for customers to scan and save your details for next time.

Pro Tip from the Restaurant Consultant:
“Personalize the inserts with a brief ‘Thank You’ note and the manager’s or chef’s name. This personal touch can enhance the diner’s connection to your brand.”

2. Promote Exclusive Offers for Direct Orders

Why It Works

• Customers are deal-sensitive—particularly if they’re used to app promos. If you offer something better (like free delivery or a discount) exclusively through your own channels, many will switch.

How to Do It

1. Free Delivery

   • If feasible, offer no delivery charge for direct orders within a certain radius. This eliminates the markup many customers see on third-party apps.

2. Special Menu Items or Bundle Deals

   • Create online-only combos or signature dishes that aren’t available through third-party apps.

   • Market them on your website and social media, emphasizing “Direct orders only.”

3. Loyalty Points

   • Every direct purchase earns points that can be redeemed for free items or discounts. This loyalty aspect is hard to replicate on third-party apps.

Pro Tip from the Marketing Consultant:
“Feature your exclusive deals prominently on your homepage and social media. Make your direct ordering platform the obvious choice for savings and special items.”

3. Build a Strong Loyalty Program

Why It Works

• Loyalty programs incentivize repeat business. If customers know they’re working toward a free entrée, VIP event, or other perk, they’re less likely to go back to third-party apps.

How to Do It

1. Points-Based System

   • Assign points for every dollar spent (e.g., 1 point per $1). Once customers hit a certain threshold (e.g., 100 points), they receive a free item or discount.

2. Tiered Rewards

   • Encourage higher spending with silver, gold, or platinum tiers. The higher the tier, the more enticing the benefits (like free appetizers, special dessert offers, or priority seating).

3. Easy Sign-Up

   • Integrate loyalty enrollment with your direct ordering system so customers can seamlessly join.

   • Offer a small sign-up incentive, like 50 bonus points or a free side dish, to nudge them.

Pro Tip from the Restaurant Consultant:
“Loyalty works best when it’s simple. Avoid complicated terms. Show customers how close they are to a reward, spurring them to keep ordering directly.”

4. Use Email & SMS Marketing to Stay Top-of-Mind

Why It Works

• Direct communication channels let you nurture the relationship—reminding diners of upcoming specials, new menu items, or events.

How to Do It

1. Collect Emails & Phone Numbers

   • During the direct ordering process (or loyalty program sign-up), encourage customers to share their email or phone number.

2. Send Targeted Offers

   • Segment your audience by purchase history or location. For example, send a weeknight discount to customers who typically order on weekdays.

3. Personalized Messaging

   • Greet diners by name, reference past orders, and suggest complementary items they might enjoy (e.g., “Try our new dessert if you liked the chocolate lava cake last time!”).

Pro Tip from the Marketing Consultant:
“Automate periodic ‘We Miss You’ messages for customers who haven’t ordered recently. Offer a small incentive—like 10% off—to bring them back to your direct platform.”

5. Emphasize Your Brand Story & Personal Touch

Why It Works

• Third-party apps often reduce restaurants to a menu listing. By highlighting your unique story, culture, and values, you give customers a reason to engage with you more deeply.

How to Do It

1. Share Your Background

   • Use your website and social media to share the origins of your restaurant, the inspiration behind your recipes, and the people behind the scenes.

2. Invite Feedback & Interaction

   • Encourage direct communication: “Got suggestions? Email our head chef!” or “Participate in our monthly dish vote!”

3. Showcase Local Partnerships

   • If you source ingredients from local farms or bakeries, mention it. Customers appreciate businesses that support the community.

Pro Tip from the Restaurant Consultant:
“When customers feel a personal connection, they’re more likely to order directly. Unlike third-party apps, you can create a sense of belonging that extends beyond a transactional relationship.”

6. Optimize Your Own Online Ordering & Website Experience

Why It Works

• If your direct ordering platform is cumbersome or slow, customers will revert to the convenience of third-party apps—even if you’re offering deals.

How to Do It

1. Mobile-First Design

   • Ensure your site or app loads quickly on smartphones and tablets.

   • Simplify navigation with clear menu categories and minimal checkout steps.

2. Saved Customer Profiles

   • Make it easy to re-order favorite items with one click.

   • Store payment details securely to speed up the checkout process.

3. Live Chat or Quick Help

   • Offer a basic chat widget or simple contact form for customers who have questions or special requests.

   • Faster resolution of issues builds confidence in your direct channel’s reliability.

Pro Tip from the Marketing Consultant:
“Regularly test your ordering platform as a ‘mystery shopper.’ If you find any friction points, fix them immediately. A seamless user experience is paramount to competing with slick third-party apps.”

Conclusion

Converting delivery app customers into loyal direct-ordering patrons is absolutely doable—with thoughtful incentives, strong loyalty features, and an impeccable online experience that rivals or surpasses the convenience of third-party apps.

Key Takeaways:

1. Provide exclusive perks and deals that only exist on your direct platform.

2. Personalize communication to foster a genuine connection—beyond the transactional nature of third-party apps.

3. Optimize your online ordering infrastructure for speed, convenience, and brand storytelling.

4. Maintain consistent follow-up with email or SMS campaigns—reminding customers that ordering directly supports both them (through better deals and experiences) and you (through lower fees and improved service).

By implementing these strategies, you’ll retain more of your profits, strengthen customer relationships, and ensure a long-term sustainable business model—independent of high-commission delivery platforms.

Need Expert Guidance?

Our Restaurant & Marketing Consultants have helped hundreds of U.S. restaurants successfully shift away from total reliance on third-party apps. If you need a tailored plan to build your direct ordering channel, implement loyalty programs, or revamp your marketing, reach out for a personalized consultation!