Every hospitality operator knows the feeling. You see a rush of online orders come through, but then you see the commission statement at the end of the month. It can feel like you’re working hard just to give a big slice of your revenue away to third-party apps. While these platforms can help with discovery, building a sustainable business means owning your customer relationships.
Bringing customers directly to your website or your front door isn’t just about saving money on fees. It’s about building a loyal community that chooses you over the competition. When customers order directly, you get to know them, you can offer them personalised rewards, and you can create an experience that keeps them coming back.
The good news is that you don’t need a massive marketing budget to make this happen. With a few smart strategies, you can turn your existing channels into powerful tools for attracting and retaining direct customers. Let’s explore five practical ways you can start building those direct relationships today.
1. Turn your website into your best salesperson
Your website is more than just a digital menu; it's your virtual storefront. It’s often the first impression a potential customer has of your brand, and it needs to work hard for you. The goal is to make ordering directly from you the easiest and most obvious choice. Your online menu should also be visually appealing. People eat with their eyes first, and a great photo can be the difference between a simple coffee order and someone adding a pastry to their cart. Use high-quality photos of your food, and you can easily updated your menus on Oolio back office in real time. Use clear, compelling language like "Order Direct & Save" or "Skip the Fees, Order Here."
Set up Featured menus to promote your high margin and seasonal items,and bring your daily specials up to the top of your online store. Oolio also allows your customers to reorder their favourites, with just a simple click, and remembers their preferences, like burger with no onion and extra cheese.
2. Promote direct delivery on your website
Offering delivery can open up a huge new revenue stream, but many venues are put off by the high commissions on sales . You can offer delivery on your own terms by using a direct ordering system that connects with on-demand drivers. The key is to make sure your customers know about it.
Many customers don't realise how much of their money goes to the delivery platform instead of the restaurant they want to support. You can educate them. Add a small note to your delivery bags that says, "Love our food? Next time, order directly from our website to support our business and get exclusive deals!"
When you promote delivery on social media or your website, always mention your website for online ordering for delivery. Use phrases like "Get the food you love, delivered for less" or "Support local, order direct from our website." By highlighting that ordering through your site is better for both them and you, you create a powerful incentive to make the switch.
3. Use social media to build a community
Your social media channels are your direct line of communication with your most engaged customers. Instead of just posting pretty pictures of your food, use these platforms to actively guide followers to your direct ordering channels.
Your Instagram bio is key. Make sure your "link in bio" goes straight to your online ordering page on your website. When you post a picture of a delicious-looking special, your caption should always include a call to action, such as, "Our weekend special is here! Order it directly from our website - link in bio."
You can also run social media-exclusive offers. Post a story with a promo code that only works on your website or a combo for online ordering only. This ensures that your followers will check your channels regularly and order directly to get the best deals. It’s a simple way to reward your loyal customers and drive traffic to your online store.
4. Create offers they can’t get elsewhere
People are motivated by value. If a customer can get the same meal for the same price on a third-party app, they might just stick with what’s familiar. You need to give them a compelling reason to change their habits and order from your online store directly.
This is where exclusive offers come in. Consider creating deals that are only available on your website. It could be something simple, like a free drink with any main course ordered directly, or a "Online deal of the week."
These offers don’t have to slash your margins, these offers and direct ordering can help you save on the commission fees and keeps the customers happy. Your customers get a better deal, and you keep more of the revenue. It’s a powerful incentive that can quickly shift ordering behavior.
5. Reward your regulars with a loyalty program
A customer who orders from you once is great. A customer who orders from you every week is gold. A loyalty program is one of the most effective ways to turn casual visitors into dedicated regulars.
When a customer orders through a third-party app, you have no way of knowing if they’re a first-time visitor or your most loyal fan. When they order directly on your website and join your loyalty program, you can see their entire history, easily reorder their favourites and earn points. Oolio Loyalty can automatically track their purchases and reward them for their continued support.
Send an automated offer to a customer, or surprising a regular with a free coffee on their tenth order. You can also set up VIP customer groups for special offers, and offer birthday rewards to your regulars with Oolio Loyalty. These small, personalised touches make people feel valued. It shows them that this is more just a transaction, it is a relationship. Build a real connection with your customers and they will keep coming back to support you.
It’s All About Building Relationships
Moving customers away from third-party platforms is a journey, not an overnight switch. It requires a consistent effort to show your customers that ordering directly is the best way to experience what you have to offer.
By optimizing your website, engaging on social media, providing exclusive value, and rewarding loyalty, you’re not just chasing transactions. You’re building a community. You are taking back control of your customer relationships and investing in a more profitable and sustainable future for your venue.
