You're paying DoorDash thirty percent commission on every order when you could keep that revenue with your own ordering system. I've helped restaurants transition from third-party dependency to direct ordering, and the economics are clear—even after paying for ordering software, you save fifteen to twenty percent per order. Here's how to set it up.
Choose between integrated POS ordering or standalone ordering platforms. If your POS system (Toast, Square, Clover) offers ordering, start there because integration is automatic. If your POS doesn't have good ordering or charges excessive fees, standalone platforms like ChowNow, Orders.co, or GloriaFood offer better economics for many restaurants.
Calculate your break-even point before committing to monthly fees. If an ordering platform costs $150/month and saves you twenty percent commission on orders, you break even at $750 in monthly orders. Most restaurants do $3,000+ monthly once they promote direct ordering, meaning you save $400-500 monthly minimum.
Ensure the system integrates with your kitchen operations seamlessly. Orders should print automatically to your kitchen printer or display on screens your staff actually monitors. The system needs to fit your workflow, not force you to constantly check a tablet for new orders. Test it during a slow shift before going live.
Set your own delivery fees and minimum order amounts. Third-party apps control these settings and optimize for their revenue, not yours. With direct ordering, you can charge whatever delivery fee covers your costs, set minimums that make orders profitable, and adjust based on distance or order size.
Build in order throttling for busy times. The worst part of third-party apps is getting slammed with twenty orders during your dinner rush when you're already at capacity. Good ordering systems let you pause orders, extend prep times, or limit orders per hour. You control the volume instead of being controlled by it.
Promote direct ordering everywhere customers currently encounter your restaurant. Website homepage, Google Business Profile, social media, in-restaurant signage, receipts, table tents—every touchpoint should push customers toward ordering directly. Offer a ten percent discount on first direct orders to incentivize switching.
Keep your online menu updated to match your actual menu. Nothing kills trust faster than customers ordering items you no longer serve. Assign someone to update the online menu every time you change the physical menu. This requires discipline but prevents refund requests and bad reviews.
Use customer data to build loyalty programs and marketing. Unlike third-party apps that hide customer information, your direct system gives you names, emails, order history, and preferences. Send targeted promotions to frequent customers, birthday offers, or win-back campaigns to people who haven't ordered in sixty days.
Offer pickup and delivery options, but focus on pickup initially. Delivery requires either hiring drivers or partnering with delivery services, which adds complexity. Many customers prefer pickup anyway because it's faster and cheaper. Get pickup working smoothly before adding delivery logistics.
Set realistic expectations for order volume growth. You won't immediately replace all your third-party orders with direct orders. It takes three to six months of consistent promotion to shift customer behavior. During transition, you'll run both systems simultaneously until direct ordering becomes your primary channel.
Train your staff thoroughly on the new system, especially handling issues. When customers call confused about order status, your team needs to know how to look it up and solve problems. Staff resistance kills new technology adoption faster than any technical issue. Get buy-in early.
Managing the technical setup, promotion, and ongoing maintenance of direct ordering systems while running daily operations is why many restaurants stick with expensive third-party apps despite knowing they're losing money. RestaurantDestinations.com directories drive customers to your restaurant with clear ordering options, helping you build direct relationships without paying commission fees to platforms that treat your business as interchangeable.
Quick Action Checklist
System Selection:
- Check if your current POS offers integrated ordering
- Compare costs: POS ordering vs. standalone platforms
- Calculate break-even point based on current order volume
- Test 2-3 systems with free trials before committing
- Verify system integrates with your kitchen printers/displays
Setup & Configuration:
- Upload complete menu with descriptions and photos
- Set delivery fee, minimum order, and service radius
- Configure order throttling for busy times
- Set realistic prep times (don't promise 20 min if it takes 40)
- Test entire ordering flow as a customer before launch
Launch Promotion:
- Add prominent ordering button to website homepage
- Update Google Business Profile with direct ordering link
- Create social media posts announcing direct ordering
- Design in-restaurant signage promoting direct orders
- Offer 10% discount on first direct orders
Staff Training:
- Train all staff on how to view and manage orders
- Create quick reference guide for common issues
- Assign backup person who can handle tech problems
- Practice handling refunds and order modifications
Ongoing Maintenance:
- Update online menu within 24 hours of menu changes
- Respond to order issues within 15 minutes
- Export customer data monthly for marketing campaigns
- Track which promotion channels drive most orders
- Gradually reduce third-party app dependency over 3-6 months