Setting up direct online ordering is only half the job. The other half is getting customers to actually use it. Many restaurants launch a polished ordering page and then wait for orders to roll in, only to find that most customers still default to third-party apps or the phone. The difference between a quiet ordering page and a busy one almost always comes down to promotion.
The good news is that you don’t need a huge marketing budget. Most of the best tactics are simple, low-cost, and use channels you already have. Here’s how to get more customers ordering directly from you.
1. Make Your Ordering Link Impossible to Miss
Start with the basics. Your ordering link should appear everywhere a customer might look for you:
- A prominent “Order Online” button on your website homepage, visible on mobile without scrolling
- Your Google Business Profile, using the “Order online” link option
- Your Instagram and Facebook bios and buttons
- Your email signature and any automated customer emails
If a customer has to hunt for your direct ordering link, they’ll take the easier route and open a delivery app instead.
2. Use QR Codes in the Real World
QR codes are one of the most effective ways to turn in-person customers into repeat online customers. Place them where people are already paying attention:
- On table talkers, menus, and receipts
- On takeaway bags and boxes
- On window stickers and counter signage
- On flyers and leaflets handed out with orders
A line such as “Order direct next time and get a free side” next to the code gives people a reason to scan rather than just a pretty square.
3. Capture Customers Inside Third-Party Delivery Bags
Every order you fulfil through a delivery marketplace is a chance to introduce a customer to your own channel. Include a small flyer or sticker in each bag with your QR code and a clear incentive to order direct next time. These customers already like your food. You’re simply showing them a better way to order it, and it saves you commission on every repeat order.
4. Offer a Genuine Reason to Order Direct
Customers need a reason to change their habits, and a small incentive goes a long way. Consider:
- A modest discount on a first direct order
- A free drink, side, or dessert over a set order value
- Exclusive combo deals only available through your own ordering page
- Lower or free delivery for direct online ordering orders
Even a generous offer usually costs far less than the 15-30% commission a marketplace would take on the same order, so it’s still a good trade for your margins.
5. Build a Loyalty Program
Loyalty features turn one-off direct online ordering orders into regular habits. Points, stamp-style rewards, or a simple “order five times, get one free” offer give customers a reason to keep coming back to your channel rather than checking competitors in an app.
Saved customer profiles and one-tap reordering make repeat orders even easier, and ease is a big part of loyalty.
6. Use Social Media Well
Social media is one of the best free ways to promote direct online ordering, especially for visually appealing food. Some ideas:
- Post high-quality photos of your best-sellers with a clear “Order direct” call to action
- Use Instagram and Facebook Stories with link stickers pointing to your ordering page
- Run occasional direct-only promotions and announce them on social channels
- Share customer photos and reviews, then link to your ordering page
Keep the message simple and consistent: ordering from you directly is better value and supports your restaurant.
7. Grow an Email and SMS List
Email and SMS are some of the highest-converting channels because you’re speaking to people who already know you. Collect contact details at checkout and through loyalty sign-ups, then use them sparingly but effectively:
- Announce new menu items and seasonal specials
- Send timed offers during quieter periods, like a midweek lunch deal
- Remind lapsed customers about a favourite dish
A short, well-timed message with a direct link to order is often all it takes to prompt a purchase.
8. Optimise for Local Search
Many customers search for food on their phones using phrases like “takeaway near me.” Making sure you show up and link straight to your ordering page matters. Keep your Google Business Profile complete and up to date, with accurate opening hours, photos, and your direct ordering link. Encourage happy customers to leave reviews, as strong ratings help you stand out in local results.
9. Train Your Staff to Mention It
Your team is one of your best promotional channels. Encourage staff to mention direct ordering when taking phone calls, serving customers in person, or handing over takeaway bags. A simple line like “You can order direct on our website and save next time” repeated consistently can shift a surprising number of customers over time.
10. Make the Ordering Experience Easy
Promotion only works if the experience delivers. If customers click through and find a slow, confusing mobile checkout, they won’t come back. Before spending time on promotion, test your ordering page on your own phone as a customer would, checking:
- How quickly the page loads
- How many taps it takes to complete an order
- Whether digital wallets like Apple Pay and Google Pay are supported
- How clear the delivery and pickup options are
A smooth experience turns a first-time order into a regular habit.
11. Track What Works
Not every tactic will perform equally for your restaurant. Review your ordering data regularly to see which channels drive the most orders, which promotions perform best, and where customers drop off. If QR codes on bags are driving far more orders than social posts, put more effort there. Small, steady adjustments based on real data beat guesswork every time.
Final Thoughts
Promoting direct online ordering doesn’t require a big budget, just consistency and a clear reason for customers to choose you over a marketplace app. Make your link easy to find, put QR codes in front of customers wherever you can, offer a genuine incentive, and build loyalty so those customers keep coming back.
Over time, each customer you move from a delivery app to your own channel means higher margins, a stronger relationship, and a more resilient business. Start with two or three of these tactics, measure the results, and build from there.
