Direct Order System Recovers $800/Month in Delivery Fees
The Problem
A local pizza restaurant in Oshawa was heavily dependent on UberEats and DoorDash, which was costing them 28–30% commission on 60% of all orders. On a $30 order, they were keeping $21. Margins were being destroyed, but they were afraid to exit the platforms because they didn't have a way to reach those customers directly.
Key Pain Points
- 28–30% commission on 60% of all orders through UberEats and DoorDash
- No direct ordering channel, 100% reliant on platforms to reach regulars
- No customer database, customer data owned entirely by the platforms
- Fear of losing volume kept them trapped in a high-commission model
Our Approach
We set up a branded direct ordering page (no per-order commission), a QR code system for in-store and on packaging, and an automated loyalty and winback campaign to migrate their most loyal delivery customers off the platforms. A small loyalty incentive ("10% off your first direct order") was offered through packaging inserts and an SMS campaign.
Direct Order Page
Set up a commission-free direct ordering page with online payment, integrated with their existing kitchen printer.
QR Code Deployment
Designed and printed QR codes for packaging, table cards, and front door, linking to the direct order page.
Customer Migration Campaign
Launched a 3-step SMS campaign to past customers encouraging them to order direct with a 10% first-order discount.
Loyalty Program
Implemented a simple punch-card loyalty program tied to the direct order channel to reinforce the habit.
Results Dashboard
Order Split: Platform vs. Direct Orders
Key Outcomes
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