Every order on Just Eat, Deliveroo or Uber Eats costs you ~25–30% and hands the customer to the app. The good news: most of those people would happily order direct if you made it easy and gave them a reason. Here's a practical playbook to shift repeat customers to your own commission-free channels — without switching the apps off overnight.

Quick answer

To win direct orders: make your own ordering link impossible to miss (packaging, receipts, Google, social), give a clear reason to use it (a better price or a loyalty perk the apps can't match), and capture customer details so you can bring people back for free. Keep the apps for discovery; move the repeats to you.

Why direct is worth the effort

A direct order keeps the commission you'd otherwise lose and, just as importantly, gives you the customer's details and order history. That data is what lets you market for free later — the apps deliberately keep it from you (see why a Just Eat alternative is about more than fees). Discovery on the apps is genuinely useful; the mistake is letting them own customers you've already won.

1. Make ordering direct effortless

Friction kills good intentions. Put your "order direct" link everywhere a customer already looks:

  • On the food. A sticker on the bag or box with a QR code and short URL is the highest-converting spot you have — they're literally holding your product.
  • On receipts and flyers in every bag.
  • On your Google Business Profile as the order link (see getting found on Google).
  • On Instagram and Facebook bios and posts.
Customers collecting an order at a restaurant counter
Photo by Adhitya Sibikumar on Unsplash

2. Give a real reason to switch

"Order direct" alone won't move habits — a small, honest incentive will. Offer something the apps can't: a better price (you can afford it without the commission), free delivery over a threshold, a loyalty stamp, or a freebie on first direct order. A loyalty scheme turns one switch into a habit.

3. Capture details and bring people back

Once someone orders direct, you (with their consent) have a way to reach them. Use it sparingly and well — a monthly email or the occasional offer to lapsed customers. This is where direct compounds: the second, fifth and twentieth orders cost you nothing in commission.

4. Use the moments you have their attention

Dine-in guests and collection customers are your easiest converts — they're already standing in front of you. Table QR codes, a line on the receipt, and staff simply mentioning "order direct next time and skip the app fees" all work.

Put it on one platform

VoiceMenu gives you the direct channels (your own restaurant website, WhatsApp and QR ordering), the loyalty and customer data to bring people back, and AI Growth marketing you approve before anything goes out. See the takeaway plans or work out what going direct would save you.

Sources

  1. Commission and data-ownership context — our 2026 commission guide and Just Eat alternative guide.
  2. Marketing to customers requires valid consent under UK GDPR and PECR — see the ICO direct marketing guidance.