In today’s fast-paced dining scene, an online ordering system can’t just exist—it has to work hard for your restaurant. Beyond basic convenience, it should boost your bottom line, lower operational costs, and delight your customers every time they click “Order Now.” In this guide, you’ll find practical tips and actionable strategies to refine your ordering process, build stronger customer relationships, and ultimately drive more revenue.

1. Encourage Direct Orders Over Third-Party Apps

Third-party delivery services like DoorDash and UberEats may offer convenience, but their commission fees often take a hefty toll on your profits. By steering customers toward direct ordering on your website, you keep more revenue in-house—money that can be reinvested in better ingredients, improved customer service, or staff development.

One way to make direct orders more appealing is to offer the best pricing on your own site. If menu prices are the same everywhere, customers have little motivation to switch from the third-party apps they’re already using. Consider slightly raising prices on those platforms to offset their fees and give website visitors a lower price point. You can also promote direct-only specials, such as combo meals or a coupon code that activates on larger orders.

Don’t overlook offline tactics to spread the word, either. Include flyers in every third-party order bag that highlight exclusive online discounts or first-time offers. Some restaurants take this a step further with direct mail campaigns, sending promotions to local neighborhoods and repeating them monthly until they’re a household name. One restaurant tripled its online orders by rotating through different local areas, targeting each area multiple times until brand awareness took off.

Additionally, leverage your customer list (emails, phone numbers, or both) to share exclusive deals. A quick email or text blast announcing a new menu item or a limited-time combo can be enough to lure customers back. If you send these messages on the same day each week, people start looking forward to the updates—especially if they know it’s tied to a special offer.

Finally, small reminders can go a long way. Use table tents and packaging inserts to inform dine-in and takeout customers about direct-order benefits. When people can see at a glance that ordering from your website nets them better prices or unique promos, they’re far more likely to make the switch.

2. Simplify the Online Ordering Process

The easier it is to place an online order; the more likely customers are to do it again. Start by putting your website through the “Grandma Test”: if someone with minimal tech experience can’t navigate your menu or checkout process, it’s time to simplify. Enable guest checkout so people aren’t forced to create an account and make payment painless by offering multiple options—think Apple Pay, Google Pay, and traditional credit cards.

You’ll also want to allow scheduled orders so diners can plan in advance, whether it’s tomorrow’s lunch meeting or weekend family dinner. And if you can provide both pickup and delivery, you’ll cater to a broader range of preferences. If managing delivery in-house isn’t feasible, use an online ordering system that partners with services like DoorDash or UberEats for last-mile delivery. Solutions like Pizzamico even let you offset part of the delivery fee for customers, which can boost conversions while keeping your own costs manageable.

Finally, don’t let loyal customers slip away. Automate repeat order reminders so they get a nudge if they haven’t ordered in a while—just enough to stay on their radar without being intrusive. When every step of the process is smooth and convenient, diners won’t think twice about clicking “Order Again” the next time they’re hungry.

3. Upselling Made Easy

Upselling isn’t just about selling extra items—it’s about enhancing the overall dining experience for your customers while increasing your revenue. Most online ordering platforms have features that automatically suggest complementary items at checkout, like specialty drinks or desserts. Make sure to activate these recommendations, especially if you’re using high-fee third-party services—upselling can help you recoup some of those extra costs.

Another key tactic is to promote high-margin items that are easy to prepare and pair naturally with main dishes. When diners see enticing add-ons that elevate their meal, they’re often happy to spend a bit more. Of course, visuals are everything. Invest in crisp, mouthwatering photos so that when customers see a tempting slice of cheesecake or a seasonal side dish, they’re more likely to click “add to cart.”

4. Leverage Social Media

When approached strategically, social media is one of the most cost-effective ways to boost your restaurant’s visibility and drive online orders. Start by knowing your audience—whether its college students looking for late-night eats or families seeking a cozy takeout option—and study the industry trends that capture their attention. A quick scroll through Instagram or TikTok can reveal what’s working for other restaurants in your niche, offering plenty of inspiration for your own content.

If you’re active on Instagram, take advantage of Reels, since short-form video typically earns more engagement than static posts. Show off your sizzling pans, highlight a new menu item, or even film a quick Q&A with the chef—anything that brings your food and brand personality to life. Don’t shy away from emerging platforms like TikTok, either, where early adopters often benefit from higher organic reach.

For a deeper dive into capturing attention, check out Day Trading Attention by Gary Vaynerchuk, which offers a wealth of tips on leveraging trends and building momentum online. After all, there’s a reason #food remains one of the largest hashtags: people truly do eat with their eyes, making social media the perfect place to turn hungry browsers into loyal customers.

5. Own Your Customer Data

Third-party apps may handle deliveries, but they also control the customer relationships—leaving you with limited ways to engage diners beyond the initial order. By building and owning your own customer list, you gain the ability to connect directly with people who already know and love your food.

Regular, meaningful communication then becomes your best tool for increasing lifetime value. Send updates on upcoming specials, loyalty rewards, or even a behind-the-scenes peek into your kitchen. When customers feel they’re part of your restaurant family, they’re more likely to return and recommend you to friends—reducing your dependence on third-party platforms and freeing up more of your profits to reinvest in better ingredients, staff, or experiences.

Ultimately, owning the relationship with your audience puts you in control of your brand’s story, ensuring customers see you as more than just another icon in a delivery app. Over time, these consistent touchpoints foster deeper loyalty and turn occasional visitors into devoted regulars.

6. Focus on SEO (BONUS)

If you want to attract local diners without relying solely on ads, a strong search engine optimization (SEO) strategy is essential. For many restaurants, Google search drives two out of every three online orders, making it your most valuable source of traffic. Start by optimizing your website with targeted keywords that match both your cuisine and location—like “authentic Mexican food in [Your City].” This helps search engines connect you with hungry customers actively looking for what you offer.

Next, encourage Google reviews from satisfied patrons to boost your credibility. Positive ratings not only influence potential diners but also signal to Google that your restaurant is a reliable choice. Keep your Google Business Profile current with accurate hours, contact info, and appealing photos so people can quickly see what sets you apart.

Finally, remember that Apple Maps relies on Yelp reviews, so maintaining a strong Yelp presence can widen your audience even further. By making both Google and Yelp listings a priority, you’ll cover more ground and ensure that no matter how people search—through Google or Apple Maps—they’ll find you first.

Final Thoughts

Elevating your online ordering system is more than just a tech upgrade—it’s a way to deliver exceptional experiences that keep customers coming back. By prioritizing direct orders, simplifying every step of the ordering process, engaging through social media, owning your customer data, and focusing on SEO, you can boost profits and foster deeper loyalty. Each of these strategies works together to strengthen your brand and reduce reliance on third-party platforms.

If you’re ready to take the next step in growing your restaurant, we’re here to help. Schedule a consultation with Pizzamico to explore how our solutions can streamline your online ordering, maximize your revenue, and build lasting customer relationships. Let’s work together to turn every online visitor into a satisfied guest—and every one-time guest into a loyal regular.

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