How to Increase Direct Orders: 12 Tactics That Actually Work
A tactical playbook for shifting orders from third-party marketplaces to your own direct channels, with specific strategies, timelines, and expected results.
Increase direct orders by making your direct channel easier to find (Google, social, in-store), more appealing to use (lower prices, faster checkout), and more rewarding to return to (loyalty, SMS reminders). Restaurants using these tactics typically shift 40-60% of marketplace orders to direct within 90 days.
Your 90-day plan
Week 1-2: Foundation
Days 1-14Update Google Business Profile links. Add bag inserts to every marketplace delivery. Place QR code table tents and counter cards. Update Instagram/Facebook bios. Send launch SMS/email to existing contacts.
Week 3-4: Price advantage
Days 15-30Publish real menu prices on direct site (not inflated marketplace prices). Run side-by-side price comparison on Instagram Stories. Offer 10% off first direct order. Target: 30% of orders now direct.
Month 2: Retention
Days 31-60Launch automated SMS reorder reminders (7-day nudge). Start loyalty program (direct orders only). Train staff to mention direct ordering to every customer. Target: 40-45% direct.
Month 3: Optimization
Days 61-90Analyze which channels drive most direct orders. Double down on top performers. Run Google Ads for brand name. Review and optimize checkout conversion. Target: 50%+ direct.
12 proven tactics
The simple bag insert has the highest ROI of any tactic. A $0.05 printed card in every marketplace delivery that says "Order direct and save 15%" converts 20-30% of regular marketplace customers within 60 days. That conversion is essentially free - every customer who switches is pure margin recovery.
Bag insert that converts
The best bag inserts are simple, specific about savings, and include a QR code that goes directly to the ordering page.
Result: This format converts 20-30% of regular marketplace customers within 60 days. Cost: $0.05 per insert. ROI: $200+ per converted customer annually.
Campaign mistakes to avoid
Do
- Treat direct ordering growth as an ongoing campaign, not a one-time launch
- Track which channels drive orders with unique QR codes and UTM parameters
- Lead with the price difference - it is the strongest motivator
- Make direct ordering the default in every customer touchpoint
Don't
- Post about direct ordering once on social media and expect results
- Offer more than 20% off first order - it trains deal-seekers
- Remove your marketplace listings entirely - they feed new customers
- Forget to measure weekly progress against your 90-day targets
What direct order growth looks like
See your savings potential
Calculate how much you would save by shifting marketplace orders to direct.
Questions we hear most
Should I remove my restaurant from DoorDash entirely?
What is the best first-order incentive?
How long does it take to shift marketplace orders?
Compare with marketplaces
Ready to put this into action?
Book a 15-minute demo. We'll show you how DirectOrders works for your restaurant.
Get a Demo