From Delivery App Dependency to Direct Orders: A 90-Day Playbook

The Trap Nobody Warned You About

During 2020, delivery apps were a lifeline. DoorDash, Uber Eats, and Grubhub kept restaurants alive when dining rooms closed.

But here's what happened next:

• Apps took 25-30% of every order
• They controlled customer relationships
• They used your food to acquire their customers
• Algorithm changes could tank your visibility overnight

By 2024, Restaurant Dive reported that 70% of restaurant operators said delivery app fees were "unsustainable."

Yet most restaurants feel trapped. Turn off the apps, lose the orders. Keep the apps, lose the margins.

There's a third option: strategic migration.

The 90-Day Migration Framework

This isn't about quitting delivery apps. It's about shifting the ratio of where orders come from - profitably and sustainably.

Starting Point Assessment

Before anything, know your numbers:

Typical starting point: 60-70% third-party, 30-40% direct

Target after 90 days: 40-50% third-party, 50-60% direct

Days 1-30: Foundation

Week 1: Set Up Direct Infrastructure

You can't shift orders to a channel that doesn't exist.

Minimum viable direct ordering:

• Mobile-optimized website with ordering
• Google Business profile linked to direct ordering
• Basic email capture on every order

Better (what we recommend):

• Multi-channel ordering (web, Instagram, Google, phone)
• Same-day payouts
• AI phone ordering for call-in orders

DirectOrders sets this up in 48 hours. Other platforms take 1-2 weeks.

Week 2: The Packaging Insert Campaign

This is the single highest-ROI tactic for migration.

Every delivery order (including third-party) gets an insert:

Order direct next time at [yoursite].com

✓ Same food, 15% less

✓ Earn rewards on every order

✓ Support us directly

Use code SWITCH15 for 15% off

[QR Code]

Why it works: You're reaching customers who already like your food, at the moment they're most satisfied (enjoying their meal).

Restaurants report 15-25% insert-to-conversion rates over 90 days.

Week 3: Google Business Optimization

According to Google, 46% of all searches have local intent. When someone searches "thai food near me," where does your restaurant appear - and where does the order go?

Action items:

• Claim and verify Google Business profile
• Add direct ordering link (not DoorDash link)
• Upload 10+ high-quality photos
• Respond to all reviews (yes, all)
• Post weekly updates

DirectOrders automatically syncs with Google Business for direct ordering integration.

Week 4: Baseline Measurement

Before moving to Phase 2, document:

• Direct order percentage (should be starting to move)
• Insert redemption rate
• Email list size
• Google Business impressions

Days 31-60: Acceleration

Week 5-6: Price Differentiation

Here's where it gets strategic.

The delivery app truth: You're allowed to charge different prices on different channels. Apps don't like it, but their own terms permit it.

Strategy:

• Keep app prices the same
• Lower direct prices by 10-15%
• Communicate: "Order direct, save 15%"

The math:

• App order: $40 - 28% fee = $28.80 to you
• Direct order at 15% discount: $34 - $0 fee = $34 to you

You make MORE money giving customers a discount on direct orders.

Per [Nation's Restaurant News](https://www.nrn.com), 67% of consumers say they'd order direct if the price were lower.

Week 7-8: Retargeting Existing Customers

Your email list from direct orders is growing. Now use it:

30-Day Reactivation Campaign:

Automated email to anyone who hasn't ordered in 30 days:

"We miss you, [Name]! Your favorites are waiting. Here's 20% off your next direct order."

"Upgrade" Campaign:

To customers who've ordered direct once:

"Thanks for ordering direct! Here's a free appetizer on your next order - just our way of saying thanks for supporting us directly."

Days 61-90: Optimization

Week 9-10: Channel Expansion

By now, direct is likely 45-55% of orders. Time to expand reach:

Add channels:

• Instagram DM ordering (if not already)
• AI phone ordering (handles calls without staff time)
• SMS ordering for regulars

DirectOrders supports 15+ ordering channels from one dashboard.

Week 11-12: Loyalty Program Launch

Convert one-time direct customers into repeat direct customers:

Simple structure:

• Earn 1 point per $1 spent
• 100 points = $10 off
• Birthday bonus: 50 points
• First direct order: 25 bonus points

According to Bond Brand Loyalty, 77% of consumers say loyalty programs make them more likely to continue doing business with brands.

What About Turning Off Apps Entirely?

Some restaurants ask: "Should I just quit DoorDash?"

Our honest advice: Probably not.

Delivery apps serve a purpose:

• Discovery for new customers
• Convenience for occasional orderers
• Baseline volume during slow periods

The goal isn't elimination - it's balance. A healthy ratio:

• 30-40% third-party (for discovery and convenience)
• 60-70% direct (for margins and relationships)

Real Results from This Playbook

Nonna's Table (Austin, TX):

• Starting point: 65% third-party
• After 90 days: 45% third-party
• Monthly commission savings: $4,200
• Full case study

Typical results across DirectOrders restaurants:

• 15-25% shift from third-party to direct
• 20-40% increase in customer data capture
• 30-50% reduction in monthly app commissions

Your Week 1 Checklist

□ Calculate current third-party vs. direct ratio

□ Set up direct ordering platform (or optimize existing)

□ Design and order packaging inserts

□ Update Google Business profile with direct ordering link

□ Create "SWITCH" discount code for direct orders

The restaurants winning in 2026 aren't the ones who quit delivery apps - they're the ones who made direct ordering the better choice for customers.

Ready to start the shift? [Book a DirectOrders demo](https://www.directorders.com/demo) and we'll map out your 90-day plan.