How to get more direct restaurant orders
A practical guide to shifting customers from marketplaces to your own ordering channel — without losing the discovery that marketplaces provide.
1. Claim and optimise Google Business Profile
Set your direct ordering URL as the preferred “Order online” link for both pickup and delivery. This is often the highest-intent surface a restaurant controls.
2. Make the order button unmissable on your website
A clear “Order online” call to action above the fold on mobile and desktop. Do not bury ordering behind a menu PDF or a contact form.
3. Use packaging inserts to capture the next order
A small insert with a QR code and a first-order incentive reaches customers at the moment they are most engaged with your food.
4. Build repeat orders with loyalty, not permanent discounts
Discounting every direct order trains customers to wait for a deal. Loyalty mechanics reward behaviour without eroding margin.
5. Track what matters
| Metric | What it tells you |
|---|---|
| Direct-order share | What percentage of total orders come through your own channel. |
| Repeat-order rate | Whether direct customers are coming back. |
| Average order value | Whether direct ordering is attracting higher-value baskets. |
| Cost per order | Your all-in cost versus marketplace commission per order. |
Related
Frequently asked questions
What is the fastest way to get more direct orders?
Set your direct ordering URL as the preferred ordering link in Google Business Profile and place a clear order button above the fold on your website.
Should I discount direct orders?
A modest first-order incentive can work, but loyalty is a stronger long-term lever than discounting every order.
How do I track whether direct ordering is working?
Track direct-order share, repeat-order rate, average order value and cost per order.