When it comes to your restaurant, every extra order is a good order.
But what happens when some of those orders come from third-party sources like Grubhub, Uber Eats, or DoorDash? While you may be happy to have the business, you may be losing out on the opportunity to reach and convert those customers into regulars.
In this post, we'll show you how to turn those third-party orders into direct customers and increase your bottom line in the process.
Why Focus on First-Party Ordering?
Imagine if you could get all of your restaurant's orders through your own app. First off, you'd have more control over the customer experience. This will help you to boost repeat orders by making it more convenient for customers to place orders without having to login or search for your restaurant on a delivery app.
That's what first-party ordering is all about—making it easy for customers to order from you. And it's a strategy that's been proven to be successful, especially in the current climate where more and more customers are turning to their phones to place orders.
So how can you make the switch to first-party ordering? It's actually not as difficult as you might think. Here are a few tips that will help you get started.
How to Create a Compelling First-Party Ordering Experience
When it comes to first-party ordering, you want to make the experience as easy as possible for your customers. That means a smooth onboarding process and an intuitive user interface.
Your design should be beautiful and user-friendly, so customers feel like they're in good hands. And make sure your checkout process is quick and easy—no one wants to waste time filling out forms.
By providing a great first-party ordering experience, you'll encourage customers to ditch third-party apps and order directly from you.
How to Convert Third-Party Orders to Regular Customers
When a customer orders from a third-party delivery service, you're losing out on an opportunity to make a sale. But it's not too late to convert those orders into direct customers.
Here are a few tips for converting third-party orders to direct customers:
Send coupons or offers with third-party deliveries.
When a customer receives their order, include a coupon or offer for your restaurant that's only available when ordering direct. This will give them an incentive to try your restaurant again.
Create promotions only available on your app.
If your restaurant has an app, create promotions that are only available when ordering through the app. This will make it more difficult for customers to order from third-party services and will encourage them to download your app instead.
Limit your third-party menu.
If you're not comfortable with completely removing your menu from third-party services, limit the items you offer. This will make it easier for customers to find what they're looking for and discourage them from using third-party services altogether.
How to Launch First-Party Marketing Campaigns
When it comes to marketing your first-party ordering experience, there are a lot of different options to choose from. You could start with print marketing, and send postcards or flyers to your current and potential customers.
You could also launch an email marketing campaign, which allows you to reach a wider audience. And don't forget about social media advertising-this is a great way to connect with your customers on a more personal level. Plus, you can always design an app specifically for first-party orders, and use push notifications to keep your customers up to date on the latest promotions and specials.
Whatever method you choose, make sure you go above and beyond to delight your customers. This is the key to success!
How to Go Above and Beyond to Delight Customers
When a customer orders from a third-party, they're not just ordering from your restaurant—they're ordering from someone else. And that can be a little disheartening for them.
But it doesn't have to be that way. You can go above and beyond to delight your customers and make them feel special. Send them a handwritten thank you note, or surprise them with a gift basket full of their favorite things.
And don't stop there. Give them exclusive access to special deals and discounts that they can only get through you. Make them feel like they're part of an exclusive club, and they'll keep coming back for more.
Converting third-party orders to direct customers can be a challenge, but it's not impossible. By following these four steps, you can make the transition easier for both you and your customers.
Step 1: Create a Compelling First-Party Ordering Experience
Step 2: Convert Third-Party Orders to Direct Customers
Step 3: Launch First-Party Marketing Campaigns
Step 4: Go Above and Beyond to Delight Customers