Cutting aggregator dependence: a direct-ordering plan for restaurants

Food aggregators bring new customers, but commissions on repeat orders quietly eat your margin. The goal is not to leave aggregators — it is to make your own channels the easiest way for regulars to order.

Build a fast, simple ordering page

A mobile-first menu with clear photos, WhatsApp ordering or a lightweight checkout, and pickup/delivery options is enough to start. Speed matters more than features.

Give regulars a reason to switch

• A small direct-order perk: free dessert, priority pickup or loyalty points
• A printed card in every aggregator bag pointing to your own channel
• Weekday offers that fill slow evenings

Fix your listings across every outlet

Consistent names, timings and menus on Google, Instagram and maps listings prevent lost customers — especially when you run more than one location.

Let reels do the discovery

Short videos of signature dishes, the kitchen and the team consistently outperform static posts. Shoot in batches once a month and schedule them.

Numbers to watch

Direct orders as a share of total, repeat-diner rate, average bill value and weekday table bookings.