Turning First-Time Diners into Loyal Direct-Order Fans

Every Order Is an Opportunity

Imagine this: a new customer orders your signature burger through Uber Eats and loves it. But next time they're hungry, what will bring them back to you instead of a hundred other third-party apps?

Fast-casual spots must stop seeing third-party platforms as the finish line and start treating them as a first step. Every new online order is a chance to win a customer for life — provided you capture their info and reward them for choosing your channel.

Why does this matter? At up to 30–40% commission on each sale, relying only on third-party apps can quickly eat your profits. Worse, those apps own the customer relationship — you have no email or name to reach out to.

By contrast, getting orders directly through your own website or app means you avoid steep fees and own the connection. Direct orders help build strong relationships with customers and give you their data to personalize follow-ups. In short, converting even a few first-timers to direct orders can boost margins and turn one-time visitors into regulars.

The Third-Party Trap

Delivering through Uber Eats or Grubhub can boost visibility, but it's a double-edged sword.

Partnering with third-party apps can be beneficial, but it's no secret this comes with a price. Over time, profits get eaten away by these big corporations. When the delivery app's logo is on every box, it's their brand customers remember, not yours.

Worse, you can't message these diners directly or include a personal touch with their order — the app controls that communication.

Clearly, the future favors places that can pull customers "in-house" rather than be a commodity on a menu aggregator.

Fortunately, there are practical, affordable strategies for independent fast-casual owners to do just that. The idea is to use every order — even an app order — as an opportunity to capture customer info and give a reason to come back through your own channels.

Strategy 1: Offer Direct-Order Incentives

Entice customers with discounts or bundles only available on your website or app. For example, slip a "10% off next order on our site" coupon into every Uber Eats bag, or email first-time online customers a one-time code.

Because you save the app's cut, a 10% self-fulfillment discount can be more profitable than paying 30–40% to an intermediary. Even a simple note at checkout — "Use code APP10 on our site" — gives them a reason to switch.

Large chains use this trick: McDonald's famously doubled down on its own app by offering app-only coupons, which caused its app usage to skyrocket. You don't need a national brand's budget to offer a modest deal; the key is making your customer feel rewarded for ordering direct.

Strategy 2: Launch a Loyalty Rewards Program

Reward customers for every dollar they spend with you directly. Since third-party orders can't earn your points, your loyalty program instantly becomes a compelling reason to skip the middleman.

Promote it everywhere: feature it in your online ordering portal, on receipts, even on table tents or bag inserts. Loyalty members will visit 40% more often and spend 53% more than other customers.

Highlight perks they get — a free item after 5 purchases, a birthday treat, or exclusive deals — but make clear these work only when they order on your site or in person. When customers see that joining your rewards program means savings on every direct order (and no points on app orders), you turn a one-time buyer into an invested fan.

Strategy 3: Engage via Email and SMS

Capture emails and cell numbers at checkout (or via QR code signups) and follow up with personalized messages.

Studies show SMS has a 90%+ open rate within minutes, and email marketing returns about $45 for every $1 spent. These channels let you talk to customers directly, on your schedule, without any platform algorithms blocking you.

Send a warm welcome email after their first order, or a quick "thanks" text with a small coupon. Useful campaign ideas include:

• Win-back emails for lapsed customers (a friendly nudge plus a discount)
• Announcements of new menu items or holiday specials
• "We miss you" messages with 15% off for customers who haven't ordered recently
• Automated reminders like "Try that salad again" texts sent a few days after their last order

The point is, staying in their inbox or text thread keeps your restaurant top-of-mind and encourages repeat direct visits.

Strategy 4: Optimize Your Website/App Experience

Make ordering from you as easy and pleasant as possible. A user-friendly site or app with a clear "Order Now" button, high-quality photos, and saved profiles makes people want to use it.

Key optimizations:

• Prominently link your ordering page on your website and social media bio
• Put printed QR codes on tables, receipts, or packaging for instant access
• Highlight the savings ("Why pay delivery fees?") and rewards on your page
• Offer free delivery over a certain spend or a "first-order" coupon
• Require minimal info to check out and offer mobile pay options

When customers click directly to order from you, the easier and cheaper it is to buy direct, the more people will do it.

Strategy 5: Feature Exclusive Menu Items & Combos

Give customers content they can only get by ordering from you. For example, create a "Lunch Bundle" or secret menu item that's only available on your site.

Chipotle's known strategy of selling certain bowls and promos exclusively through its own app shows how effective this is. You could offer:

• A family pack deal exclusive to your website
• A seasonal special only for direct orders
• A limited-edition dessert or secret menu item
• Early access to new menu items for direct customers

Market these exclusives on social media and on your bags: "Shhhh… our Spicy Mango Bowl is only on our site!" This FOMO tactic turns casual browsers into curious buyers and gives them a tangible benefit to bookmark your ordering page instead of tapping a third-party menu.

Strategy 6: Promote on Social & Local Channels

Don't let the delivery app own the narrative. Use your Facebook, Instagram, Google listing, and in-store signage to point people toward your ordering link.

Messaging like "Order direct, save & support local" resonates because customers actually respond to knowing you avoid hefty platform fees.

Promotion tactics that work:

• Include a link or QR code on every receipt with "Next time, order straight from our site and save 15%!"
• Run holiday or event campaigns on your email list or social feed
• Add a membership QR code sticker in each delivery bag that instantly enrolls customers in your loyalty program
• Update your Google Business Profile with a direct ordering link
• Create Instagram Stories highlighting your exclusive deals

Every channel you touch — website, Google, Yelp, social media, and even your mail slots — should guide customers to your ordering link, not an app.

The Customer Journey: From App User to Loyal Advocate

Each tactic above weaves into a larger narrative: you value and recognize each customer who chose you. By giving first-time and repeat patrons a reason to order directly, you gradually shift their habits.

Imagine one diner, Alex, who first tried your tacos on an app:

1. You send Alex a thank-you email with a 10%-off code for your site
2. He returns a week later using it
3. That order earns him loyalty points, so he feels like part of the family
4. A month later, he's bought gift cards from you
5. He recommends the spot to friends — all outside the clutches of any third-party delivery

This kind of story can be any local restaurant's reality. Every email open and loyalty punch is a small victory in customer retention.

Building a Sustainable Direct-Order Model

The benefits of this approach compound over time. Allowing customers to order from you not only saves on fees from third-party providers but also provides you with the chance to own your relationships with customers.

In practice, that means:

• More data on who they are, what they love, and when they're likely to order
• Personalized offers that actually resonate
• Menu improvements based on real feedback
• Genuine fans instead of one-time anonymous buyers

For an independent fast-casual restaurant, this shift is crucial. Rather than letting a delivery app set the rules, you're building your own audience. By combining exclusive offers, loyalty rewards, targeted follow-ups, and a great online experience, each first-time app order becomes the first chapter of a longer story with your brand.

Over time, you'll see a growing percentage of revenue coming through your website or app — orders where you keep the full margin and keep the customer for good.

Your Action Plan

Embrace these strategies and watch your first-time customers transform into loyal supporters. Not only will your bottom line improve, but you'll cultivate a community of diners who think of your restaurant first — exactly where they belong.

Start this week:

1. Create insert cards for delivery bags with a direct-order discount code
2. Set up a simple loyalty program (even punch cards work!)
3. Collect emails at every opportunity — in-store and online
4. Add your direct ordering link everywhere: Google, social bios, receipts
5. Plan one exclusive menu item available only through your website

The third-party apps aren't going away. But your dependence on them can shrink dramatically when you give customers genuine reasons to come back directly.

Explore PlateForm features or see our pricing plans to start building your direct-order business.