Independent restaurant owners often wonder how to get more orders and reduce their reliance on third-party delivery apps. Steep commissions and lost customer relationships on those platforms cut into profits and make it harder to build loyalty. Fortunately, there are proven strategies to increase online orders through your own channels. In this guide, we’ll cover how to boost restaurant orders online and convert customers to order directly. You’ll learn how to optimize your website for direct ordering, leverage social media, email, and SMS marketing, implement loyalty programs and exclusive promotions, and position direct orders as better than third-party orders. These tips are designed to help small restaurants and local chains (up to 10 locations) grow direct restaurant sales – all while promoting a commission-free, managed delivery solution like Sauce to maximize your profits.
Optimize Your Website for Direct Online Ordering
Your restaurant’s website is the cornerstone of your online ordering strategy. In fact, 77% of diners visit a restaurant’s website before deciding to dine in or order out. To capture these visitors and turn them into customers, your site must make ordering fast, easy, and front-and-center. Here’s how to optimize your website for more direct orders:
Place “Order Now” Buttons Prominently: Make it impossible to miss how to order from you. Add a clear "Order Online" or "Order Now" button at the top of your homepage and on every page (such as in the header or navigation bar). It should stand out (use a bright color) and ideally be “sticky” – visible even as users scroll. Restaurants with prominent online ordering buttons see 30% more online orders, so don’t hide your ordering link in a submenu. Consider using an eye-catching banner or even a pop-up announcing that you offer online ordering for pickup and delivery.
Showcase Your Menu with Photos and Clear Descriptions: Your website should feature your menu with appetizing photos and enticing descriptions of each item. High-quality images can whet customers’ appetites and lead to larger orders. Write descriptions that explain ingredients and spice levels to give customers confidence in trying new items. An easy-to-read, well-organized menu (possibly with categories and search functionality) will keep customers on your site. According to a survey, 70% of customers say the ability to order directly from a restaurant’s website is crucial in their decision to order – so make sure your menu and ordering interface shine.
Streamline the Ordering Process: Reduce the number of clicks and pages a customer has to go through to place an order. Ideally, from the homepage or menu page, a customer should be able to start an order in one click. Avoid forcing account creation before allowing someone to build their cart. Allow guest checkout, but offer account signup for convenience (so loyal customers can save their details). Provide a simple, secure checkout with support for various payment options (credit cards, Apple Pay, Google Pay, etc.) to prevent abandonment. The easier and faster it is to complete an order, the more likely customers will do it – and come back again.
Ensure Mobile-Friendly Design: More than half of online orders come from mobile devices, so your website must be mobile-optimized. Use a responsive design that automatically adapts to different screen sizes. Test your ordering flow on smartphones to make sure buttons are easy to tap and text is readable without pinching to zoom. A clunky mobile experience will send hungry customers back to third-party apps. In fact, 31% of guests say slow or hard-to-use restaurant websites drive them back to third-party apps. Don’t let an outdated site cost you orders.
Include Essential Info & Local SEO: Make sure your hours, address, and contact information are clearly listed on your site (ideally on the homepage or a prominent footer). Customers shouldn’t have to hunt for basics like whether you’re open or where you’re located – if it’s too hard to find, they might give up and order elsewhere. Also, optimize your site for local search so new customers can discover you. Use relevant keywords (like “best tacos in {Your City}”) in your page titles and content. Claim your Google My Business profile and link your online ordering there, so that when people search for food in your area, your restaurant appears with an “Order Online” button. Remember, 93% of online experiences start with a search engine, and most users won’t scroll past the first page of results. Good SEO practices will put your ordering site in front of more eyes and bring in more direct sales.
Use a Commission-Free Ordering System: If you’re linking out to a separate ordering platform, choose one that doesn’t charge hefty commissions. Many third-party ordering systems or marketplaces charge up to 30% commission on each order – eating into your margins. Instead, integrate a direct ordering platform on your website that lets you keep the profits. For example, you can embed an ordering widget or use a service that processes orders for a flat monthly fee or low per-order fee. The goal is to make the ordering experience seamless and commission-free for your business. By simplifying your site and using a direct ordering solution, you not only save money but also own the customer relationship (you’ll get the customer’s email/phone for marketing, which third-party apps usually keep for themselves).
Take the time to regularly update your website with current menus, promotions, and any new features (like if you add delivery or loyalty rewards). A modern, easy-to-use website builds trust and makes customers comfortable ordering directly. Even huge brands see the difference – when McDonald’s revamped its app and website for smoother ordering and payments, they saw a 20% increase in online orders. With a few optimizations, your independent restaurant’s site can convert casual visitors into loyal direct customers.
Use Social Media, Email, and SMS to Drive Online Orders
Simply having a great website isn’t enough – you need to drive traffic to it. This is where marketing channels like social media, email, and SMS come into play. An omnichannel marketing approach ensures your customers are constantly reminded that they can order directly from you (and that it’s the best way to do so). Let’s look at the role of each channel in boosting your online restaurant sales:
Leverage Social Media to Boost Orders Online
Social media is a powerful (and mostly free) tool to promote your restaurant’s online ordering. In today’s world, 41% of consumers use social media to choose a restaurant. By staying active on platforms like Facebook, Instagram, and even TikTok, you can make sure your restaurant is on their mind – and drive them to your ordering site.
Promote Your Online Ordering Link: Make it easy for your followers to order. Include your direct ordering link in your bio on Instagram, your Facebook page, and any other profiles. Regularly post reminders like “Skip the fees – order direct from our website for pickup or delivery! Link in bio.” Some platforms allow action buttons; for example, Facebook and Instagram can integrate ordering buttons or links. Take advantage of these features so that a customer who finds you on social media can go straight to ordering in one tap.
Share Irresistible Food Content: Use eye-catching photos and videos of your dishes to create cravings. Post daily specials, new menu items, or behind-the-scenes kitchen clips. Every piece of content is an opportunity to say “Order this now on our site!” A well-timed post (like a steaming bowl of soup on a cold day with a caption “Warm up with our soups – order online for delivery 🚚🔥”) can directly translate into orders. Encourage your followers to tag friends or share their own photos of your food, creating a social buzz that attracts new customers to check out your page (and that ordering link).
Offer Social-Only Deals: Reward your social media followers with exclusive promotions that encourage direct ordering. For example, share a coupon code in an Instagram post or Story that gives “10% off this week for orders placed on our website.” Limited-time offers or flash sales (“Today only: Free dessert with any direct online order – use code SWEET”) can create urgency and drive immediate sales. These social-only deals make your followers feel special and train them to order via your direct channels.
Engage and Build Community: Respond to comments and messages promptly, and always be helpful. If someone asks “Do you deliver to X neighborhood?”, answer yes (if you do) and let them know they can order on your site for fast delivery. If a customer raves about a dish, encourage them to order it again directly next time. You can even run polls or ask questions like “Which new pizza topping should we add?” to increase engagement – and then announce the winning new item with a link to order. By building a loyal social following, you create a ready audience to convert into direct customers whenever you post ordering opportunities.
Social media’s real-time, viral nature makes it a perfect channel to boost your online orders. Pair great content with clear calls-to-action to order directly, and you’ll steadily turn likes and follows into revenue.
Use Email Marketing to Increase Online Orders
Email may be one of the oldest online marketing tools, but it’s incredibly effective for restaurants when done right. Your past visitors and regulars would love to hear about specials and events – give them a reason to come back by landing in their inbox. Regular promotional emails can yield big results: restaurants that send frequent promo emails see a *200% increase in online orders. Here’s how to harness email marketing:
Build and Segment Your Email List: Start collecting customer emails whenever possible – through your website (offer a signup for news or a first-time discount), in-store fishbowl for business cards, social media contests, or via your loyalty program sign-ups. Make sure you have permission to email them. Segment your list if you can: for example, locals vs. out-of-town visitors, or frequent customers vs. infrequent. This lets you tailor messages (e.g., a “We miss you – come back for 15% off” to those who haven’t ordered in a while).
Promote Direct Ordering in Every Email: Every newsletter or promotional email should include a prominent button or link to order online (preferably linking to your site’s ordering page). Whether the email is about a new menu item, a holiday catering offer, or just a monthly update, always provide an easy path to make a purchase. Use clear CTAs like “Order Now for Pickup or Delivery” or “Get Delivery – No Fees, Straight from Our Kitchen” to remind people that direct ordering is available and beneficial.
Share Updates, Deals, and Stories: Use email to offer value so customers stay subscribed. Announce exclusive deals (“Exclusive email offer: $5 off any order of $30+ this weekend”), share your upcoming events (live music, wine tasting nights), or tell a short story (highlight a staff member or the story behind a popular dish). When people feel connected to your restaurant, they’re more likely to support you by ordering directly. If you have a loyalty program, update members on their rewards balance or remind them how close they are to the next freebie – and include what they might want to order to reach it.
Timing and Frequency: Don’t spam your customers, but do maintain a regular cadence. For many restaurants, one email per week or every other week is a good starting point. You might send more often if you have daily specials (e.g., a weekly “chef’s special” email every Monday). Pay attention to the best times – late afternoon (when people think about dinner) or late morning (for lunch plans) might work well for sending food-related emails with an “order now” hook.
Email marketing keeps your restaurant in customers’ minds and drives repeat business. The key is consistency and always tying the content back to an easy way to order from you directly. Given that you own your email list (unlike followers on a social platform), it’s a powerful asset for long-term direct sales growth.
Harness SMS Marketing for Instant Sales Boosts
If email is effective, SMS (text message marketing) can be a superstar – it’s direct, immediate, and almost guaranteed to be seen. Text messages have an open rate around 98% on average, far higher than email or social post engagement. SMS lets you reach customers in real-time with short, compelling offers or updates that can spur them to order on the spot. Here’s how to use SMS to drive online orders:
Build a Text Subscriber List (Opt-In): Like email, you need customers to opt in to receive texts. Promote your SMS list by advertising something like “Text PIZZA to 12345 for $5 off your next order!” or ask customers at checkout if they’d like to get VIP text offers. Make sure you follow SMS marketing laws (e.g., clear opt-in, easy opt-out with “STOP” instructions, etc.). It may take time to grow your list, but even a small list can be powerful due to the high open rates.
Send Exclusive and Timely Offers: Use SMS sparingly for your most compelling offers or important updates. For example, if it’s a slow night, send a text blast at 4 PM: “Hungry? Order dinner by 6 PM and get 20% off your order tonight: [YourSite]. Use code TWENTY. Yum!” Because texts are read almost immediately, you can literally drive orders in the next hour or two. Other ideas: “It’s Game Day! Get 2 large pizzas + wings for $25 – today only, online orders only,” or “New menu item alert! Try our new dessert, free with any direct order this weekend (show this text).”
Personalize When Possible: SMS can feel very personal – it buzzes right in someone’s pocket. Use that to your advantage by making the tone friendly and perhaps even using the customer’s name (some SMS platforms allow you to merge in names). “Hi Alex, thanks for being a loyal customer! Enjoy $10 off your next online order with code ALEX10. We appreciate you! – [Restaurant Name]” Little touches like that can surprise and delight your customers, leading to more loyalty (and orders).
Keep Messages Short & Clear: You don’t have much space in a text (and people won’t read a long message). Get to the point with a strong call to action. Example: “Skip the delivery apps & save money – order direct from us! Free drink with any online order today: [link].” Include your ordering link or a very easy-to-remember code/URL. Since many will open the text and click immediately, having a mobile-friendly ordering page (as mentioned earlier) is critical – they should go straight from your text link to selecting items.
Respect Frequency and Opt-Outs: Don’t overdo texting. Customers might tolerate frequent social posts, but texts should feel special. Maybe send at most 4-8 texts a month, depending on your restaurant. Always include a line like “Reply STOP to unsubscribe” to give an easy opt-out. This keeps your list filled with only the customers who really want to hear from you – which means they’re likely to convert when you do send a message.
SMS marketing, when used thoughtfully, can dramatically boost your direct online orders during slow periods or for promotions. It’s immediate, attention-grabbing, and effective – often getting response rates far beyond email. Combine it with your other channels: for example, you might email a monthly newsletter but use SMS for a mid-week flash sale. By covering social media, email, and SMS, you’re covering all your bases to capture customer interest and direct it to your online ordering platform.
Implement Loyalty Programs and Direct-Order Promotions
One of the best ways to encourage customers to keep ordering directly (and frequently) is to reward them for their loyalty. Loyalty programs and exclusive promotions can turn first-time customers into regulars, boosting your repeat sales significantly. Remember, keeping an existing customer coming back is much cheaper than finding a new one – it can be up to 25 times less expensive to retain a customer than to acquire a new one. Here’s how to use loyalty programs and direct-order incentives to grow your restaurant’s online sales:
Start a Simple Loyalty Program: You don’t need a complicated system – even a punch card style program can work wonders. For example, “Buy 10 pizzas, get the next one free” or “Spend $100 on our site, get $10 off your next order.” Digital loyalty programs are easier to manage than paper cards. Many online ordering systems (and apps like Sauce or others) have built-in loyalty features that automatically track points or stamps for each customer order. These programs give customers a tangible reason to choose your direct ordering: they know every order is getting them closer to a reward. Digital punch card programs are popular because they’re easy to understand and inherently engaging (people love earning rewards). They have been shown to increase repeat visits and even average order value, since customers might add an extra item to reach a reward threshold.
Offer Exclusive Rewards for Direct Orders: To really drive home the benefit of ordering direct, make certain deals available only through your own channels. This could be part of your loyalty program (e.g., members get rewards only by ordering via your website or app, not through third-party marketplaces) or separate promotions. For instance, create a special “online-only combo” that’s cheaper than what a similar meal would cost on a delivery app. Promote free items or discounts that third-party apps can’t match, like a free appetizer on your next order if you ordered directly this time. According to industry data, **63% of guests say lower costs, transparent pricing, or special offers motivate them to order directly – so these exclusive deals are exactly what will push many customers to switch from a third-party app to your site. They’ll feel they’re getting a better deal (which they are), and you’re benefiting from not paying a commission on that order.
Discounts, Deals, and Limited-Time Offers: Think about running regular promotions that keep customers excited and coming back. Maybe “10% off every Tuesday for online orders” (to boost a slow day) or seasonal specials (“Summer BBQ Pack – available for direct order only”). Limited-time offers create urgency – if customers know a deal is for this week only, they’re more likely to act now rather than put it off. Use your email, social, SMS channels to broadcast these deals widely. Also, consider bundle deals or upsells exclusive to direct ordering: for example, “Family Dinner Pack: 4 entrées + 2 sides for $40 (save 20%) only on our website.” Bundles can increase average order size while giving customers a sense of value. Restaurants that implemented bundle deals and loyalty incentives have seen notable revenue boosts – one survey found loyalty programs can lead to a 20% revenue increase, and bundle deals can bump revenue.
Promote and Remind: Simply having a loyalty program or special deal isn't enough – you have to remind customers about it constantly. Mention your loyalty program on your website (“Join our rewards program and earn free food!”), in emails (“You have 2 orders until your next free dessert”), and on social media (“Don’t forget, order direct and collect your rewards points!”). When customers pick up an order, include a flyer or print on the receipt about the program or an upcoming deal. The more visibility these perks have, the more customers will use them. Some restaurants even put up in-store signage: “Order directly next time and join our loyalty club for freebies.” Every bit of reinforcement helps condition your audience to go direct.
A well-implemented loyalty program not only boosts repeat orders but also makes customers feel valued and “locked in” with your restaurant. **Nearly half of consumers (47%) use restaurant loyalty programs regularly (several times per month), showing how powerful these programs can be in driving ongoing sales. Combine that with enticing direct-order promotions and you create a cycle where customers have no reason to stray to third-party apps – they know they’ll get the best value by coming straight to you.
Encourage Customers to Order Direct with Convenience and Incentives
Converting customers to direct ordering isn’t just about telling them why it’s better – you also need to make it the path of least resistance. This means offering top-notch convenience and enticing incentives so that ordering from your website or app is actually easier (and more rewarding) than using a third-party service. Here’s how to encourage more direct orders through convenience and smart incentives:
Match the Convenience of Apps: Third-party apps became popular for a reason – they’re convenient. To win customers over, your direct ordering should be just as convenient, if not more. This includes offering delivery if possible (more on that below), showing clear delivery times or pickup times, and providing order tracking updates. If customers can get an SMS or email when their order is on the way (just like the big apps do), they’ll feel more confident ordering direct. Make sure your online ordering system allows customers to save their info (creating an account to store addresses, payment methods, and even favorite orders). In a recent survey, 50% of guests said they’d be more likely to order direct if they could save their payment info and past orders for easy reordering. Implementing this feature removes one advantage of the third-party apps (which remember user details) and makes repeat orders on your site incredibly quick – a few taps and done.
Offer Delivery (Perhaps with a Partner): One of the biggest reasons customers stick with third-party apps is delivery – if a customer doesn’t want to leave their home, they need an option to get the food brought to them. 34% of guests say they avoid ordering direct if delivery isn’t available. If you can, set up a delivery service for your restaurant. This could mean hiring an in-house driver for busy nights, or more affordably, partnering with a service like Sauce that provides managed delivery (so you get the driver network without the huge commission fees). You could also use local courier services or newer delivery platforms that charge flat fees. The key is to let customers know “Yes, we deliver!” on your own terms. If you truly can’t do delivery, emphasize easy curbside pickup or even a drive-thru window for online orders if you have one. Make pickup appealing by ensuring it’s fast and convenient (dedicated parking spots, friendly runners who bring food out, etc.). But in general, offering delivery will drastically increase your direct order potential. Just be sure to integrate it into your online ordering system so that it’s seamless to request delivery and get an ETA. Providing an estimated delivery time and live tracking (via text or a map) is ideal, as 21% of guests hesitate to order direct if they can’t get tracking/ETA. The closer you can mimic the full convenience of an Uber Eats experience on your own platform, the better.
Promote Convenience Features: If you’ve invested in making your direct ordering user-friendly, shout about it! Let customers know they can reorder their past meal in 1 click, or that your new website remembers their customizations (so that “no pickles” is saved for next time). If you have a mobile app for ordering, encourage downloads by mentioning perks (“Download our app for a faster ordering experience and app-only deals”). The idea is to advertise your convenience. For example, “Skip the wait – order on our site and pick up in 15 minutes!” or “Use our site for easy ordering on the go (mobile-friendly!)”. Many people simply default to what they’re used to; by explicitly highlighting that your direct ordering is easier than calling and faster than third-party apps, you can nudge them to try it.
Incentivize First-Time Direct Orders: Sometimes the hardest part is getting a customer to try your online ordering once – after that, if they love it, they’ll use it again. So offer a compelling incentive for that first direct order. Common tactics include a welcome discount (“Get 15% off your first online order when you use our website – use code FIRST15”) or a free item (“First time ordering from us online? Enjoy a free appetizer on the house with your order!”). Yes, you give away a bit of margin on that first order, but consider it a marketing cost to acquire a repeat customer. It’s far less than the 20-30% you’d pay a third-party on every order. Make sure this incentive is widely known: post it on social bios, mention it in emails, and maybe even run a small paid ad targeting locals with that offer. Once they try ordering direct and see the benefits (and you capture their info for remarketing), you’ve opened the door to many future orders without needing an incentive each time.
Remind In-Person Customers to Go Online Next Time: Your existing customers who dine in or do phone orders are prime candidates to convert to online ordering. Use your physical touchpoints to encourage this behavior. Train your staff to mention it: “Next time you can order for easy pickup or delivery right on our website – it’s super easy!” Include a note on printed receipts or on the table: “Love [Restaurant Name]? Order directly from us next time: visit [website]. No middleman, no extra fees4】. Some restaurants even give a small coupon to in-house guests for an online order (“Here’s $5 off your first online order with us, as a thank you for visiting!”). By bridging the offline to online gap, you can migrate more of your loyal patrons to your direct digital channels. They already know and love your food; now they just need a nudge to change their ordering habit.
Through these approaches, you make direct ordering not just the morally “right” choice to support a local business, but the smartest and easiest choice for the customer. Convenience and incentives together create momentum: after a few great direct experiences (with maybe a reward thrown in), customers will have little reason to return to the fee-heavy apps. They’ll realize ordering straight from your restaurant is a smoother experience that often saves them money or gives them more value – and that realization is what will keep them coming back to your online ordering again and again.
Boost Your Direct Online Orders with the Right Tools - Try Sauce
Increasing your direct online orders isn’t just about one single tactic – it’s the combination of an optimized website, multi-channel marketing, loyalty incentives, and clear communication that ordering direct is best. For independent restaurants and small chains, these strategies can significantly shift the balance away from third-party apps and back into your control. The result? Higher profit margins, stronger customer loyalty, and a better overall experience for your guests.
However, implementing all these changes can feel daunting. This is where leveraging the right technology partner can make a world of difference. Sauce is a commission-free pickup and delivery solution built specifically to help restaurants grow their direct sales. With Sauce, you get a fully managed first-party delivery network without paying those punishing third-party commissions. It enables direct online ordering through your website and even via social media channels, so customers can order from you through Facebook, Instagram, or your Google listing seamlessly. In other words, Sauce gives you the tools to offer the convenience of big delivery apps on your own terms – zero commissions, with premium operational support to handle the logistics.
By adopting a platform like Sauce, you can quickly implement many of the strategies. Your website gets a robust ordering system, you can integrate loyalty rewards and promotions easily, and you can advertise commission-free delivery knowing that Sauce’s network will fulfill those orders reliably. You maintain your direct relationship with customers (and your data), while Sauce takes care of getting the food to their door, fast.
Ready to boost your restaurant’s direct online orders and profits? Take the next step by exploring Sauce’s solution. Book a demo with Sauce to see how their commission-free, managed delivery platform can transform your online business. You’ll discover how easy it is to offer a better ordering experience that keeps customers coming back – all while saying goodbye to third-party fees for good. By investing in your direct ordering infrastructure now, you’re setting your restaurant up for sustainable growth, higher margins, and a loyal customer base that loves ordering straight from your kitchen.
Your restaurant’s future is in your hands – and with the right strategies and tools like Sauce, you can ensure that future is bright (and busy with direct orders!). Here’s to taking control of your online sales and watching your restaurant thrive.
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