If you're using UberEats, DoorDash, or Grubhub, you're paying between 15% and 30% commission on every single order. For a restaurant running on a typical 5–10% net profit margin, that means most delivery orders are break-even or money-losing propositions. You're essentially paying to work.
Let's put real numbers on this. Say your average delivery order is $35. At a 25% commission rate, you hand over $8.75 per order. If you process 20 delivery orders per day, that's $175/day — or roughly $5,250/month — going directly to the app. Over a year, that's $63,000 in commissions alone.
Third-party apps also own the customer relationship. When someone orders through DoorDash, DoorDash has their email, phone number, and order history — not you. You can't send them a loyalty offer, you can't promote your new seasonal menu, and you can't build a direct relationship. Every repeat customer costs you the same commission as a new one.
The apps do provide value in one area: discovery. New customers who wouldn't have found you might stumble across your restaurant while browsing. But once a customer has ordered from you three times through an app, they know your name — there's no reason to keep paying 25% for that introduction.
A direct online ordering system is a platform that lives on your website, your social media, or a dedicated link — and allows customers to place orders directly with your restaurant. Instead of paying a percentage of each order, you pay a flat monthly software fee (typically $9–$49/month depending on features).
When a customer orders through your direct system, you keep 100% of the order value minus standard payment processing fees (around 2.9% + $0.30 per transaction via Stripe). On that same $35 order, you'd pay about $1.31 in processing instead of $8.75 in commission. That's an 85% reduction in per-order costs.
Modern direct ordering platforms like Rioxly integrate the ordering experience directly into your digital menu. A customer scans a QR code at the table, browses your menu with photos and descriptions, adds items to a cart, and pays — all without downloading an app or creating an account. For takeout and delivery, the same link works from your Instagram bio, Google Business Profile, or website.
Setting up direct online ordering is straightforward with modern platforms. Here's the process from start to finish:
Step 1: Create your digital menu. If you're already using a QR code menu system, this is done. If not, photograph your paper menu and use AI scanning to extract items, or enter them manually. Include photos, descriptions, categories, modifiers (size, add-ons), and accurate pricing.
Step 2: Enable online ordering in your dashboard. With Rioxly, this is literally a toggle switch. Once enabled, your public menu gains 'Add to Cart' buttons, a checkout flow, and payment processing.
Step 3: Connect your payment processor. Link your Stripe account (or create one — it takes 10 minutes). This is where order payments are deposited directly into your bank account, typically within 2 business days.
Step 4: Configure your ordering settings. Set your operating hours for online orders, estimated prep times, minimum order amounts for delivery, delivery radius, and delivery fees. Enable or disable specific order types (dine-in, pickup, delivery).
Step 5: Set up order notifications. Configure how you receive incoming orders — push notifications, email alerts, a kitchen display screen, or a combination. Many restaurants use a dedicated tablet stationed near the kitchen.
Step 6: Share your ordering link everywhere. Add the link to your Google Business Profile, Instagram bio, Facebook page, website, and printed materials. Every order through this link costs you $0 in commission.
💡 Tip: Start by running both systems in parallel. Keep your third-party app listings active for discovery, but actively drive repeat customers to your direct channel with exclusive incentives.
You can't just turn off third-party apps overnight without losing revenue. The key is a gradual transition strategy that moves loyal customers to your direct channel while still using apps for new customer acquisition.
Tactic 1: Insert a physical card or sticker in every third-party delivery bag. It should say something like 'Order direct next time and save 10%' with a QR code linking to your ordering page. This costs pennies per order and directly targets people who already like your food.
Tactic 2: Create exclusive items or deals only available through direct ordering. If your famous loaded fries or family meal deal can only be ordered through your website, fans have a reason to switch. Promote these exclusives on social media.
Tactic 3: Launch a loyalty program tied to direct orders. Offer a points system — earn 1 point per dollar, get a free item at 50 points. This only works on your platform, giving customers a financial incentive to order directly every time.
Tactic 4: Use your email list and SMS. Once customers order direct and you capture their contact info, send targeted campaigns: 'Your favorite Pad Thai is back on the menu — order direct for free delivery this weekend.' Third-party apps can't give you this power.
Tactic 5: Adjust your third-party pricing. Many restaurants price their items 15–20% higher on delivery apps to offset commissions. This is legal and common practice. Your direct menu shows the lower, normal price — making direct ordering visibly cheaper for the customer.
The number one question restaurant owners ask is: 'If I leave DoorDash, who delivers the food?' You have three options.
Option 1: In-house drivers. If you do enough delivery volume (30+ orders/day), hiring your own driver(s) is the cheapest long-term option. You pay an hourly wage plus mileage, and you control the experience. Best for restaurants with a tight delivery radius (3–5 miles).
Option 2: Third-party delivery-as-a-service. Companies like DoorDash Drive, Uber Direct, and Relay offer delivery-only services. You pay a flat fee per delivery ($5–$8 typically) instead of a percentage commission. You keep the customer relationship, the order comes through your system, but a gig driver handles the last mile.
Option 3: Pickup only. Many restaurants find that a large percentage of their 'delivery' orders would happily switch to pickup if the ordering process was frictionless. Offering a 10% discount on pickup orders through your direct channel can shift behavior significantly.
💡 Tip: Track your delivery radius data. If 80% of your delivery orders come from within 3 miles, a single part-time driver can handle the volume more cost-effectively than any third-party service.
Once your direct ordering system is live, track these numbers monthly to measure your transition progress:
Direct order percentage: What percentage of your total online orders come through your direct channel vs. third-party apps? Start tracking this immediately. A healthy target after 6 months is 40–60% direct.
Commission savings: Calculate the actual dollars saved. If you processed $8,000 in direct orders this month that would have gone through apps at 25% commission, you saved $2,000.
Customer acquisition cost (CAC): How much are you spending on marketing to drive direct orders (flyers, ads, discounts) vs. what you were paying in commissions? Your CAC should be significantly lower.
Repeat order rate: What percentage of direct customers order again within 30 days? This tells you if your experience is good enough to retain. Aim for 25%+ repeat rate.
Average order value (AOV): Direct orders often have higher AOV because customers aren't comparison-shopping against other restaurants on the same app. Track this and optimize your menu layout to encourage add-ons.
Create a complete menu with photos, descriptions, prices, modifiers, and categories. Use AI scanning to speed up the process.
Activate the ordering feature in your platform dashboard. Configure prep times, delivery settings, and order types.
Link your Stripe account for direct deposits. Payments arrive in your bank within 2 business days.
Add your direct ordering link to Google Business Profile, Instagram bio, Facebook, your website, and printed QR codes.
Use bag inserts, exclusive deals, and loyalty programs to move repeat customers from third-party apps to your direct channel.
You have three options: hire your own drivers (best for high volume in a tight radius), use delivery-as-a-service platforms like DoorDash Drive or Uber Direct (flat fee per delivery instead of commission), or focus on pickup orders with a discount incentive.
No. With modern platforms like Rioxly, if you already have a digital menu, enabling online ordering takes one click. Connect your Stripe account, configure your settings, and you're ready to accept orders within an hour.
Not immediately. Use apps for new customer discovery while actively transitioning repeat customers to your direct channel. Many restaurants maintain app listings with slightly higher prices while offering better deals on their direct platform.
Standard processing fees are approximately 2.9% + $0.30 per transaction through Stripe. On a $35 order, that's about $1.31 — compared to $8.75+ in third-party app commissions.
Most restaurants see a meaningful shift within 3–6 months. Early adopters who aggressively promote their direct channel with bag inserts and social media campaigns can reach 50% direct orders within 4 months.
