In this article we’ll explore why first-party ordering platforms are the way to go thanks to…

  • Higher revenue, lower cost
  • Better brand control and customer data
  • Fulfilling customer expectations
  • Encouraging direct orders

Expected annual growth of the QSR industry is expected to grow through the roof at around 10% over the next 7 years. But to take proper advantage of this growth, QSRs will need to make sure their online ordering strategies are up to scratch. While third-party marketplaces (think UberEats) provide reach, first-party ordering platforms (think your QSR), offer long-term profitability and stronger customer relationships.

Higher revenue, lower costs

One of the most compelling reasons to prioritise first-party ordering is profitability. Third-party marketplaces sometimes charge hefty commissions (up to a third of an order’s value) significantly cutting into margins. In contrast, first-party orders yield higher revenue, meaning bigger basket sizes and better profits for your QSR.

Valuable customer data & brand control

Beyond revenue, first-party platforms provide rich customer data. When your customers order directly from you, your QSR gains insights into their preferences, locations, and behaviours. This data allows you to create personalised marketing strategies, implement loyalty programmes, and refine your menu offerings. Additionally, owning the ordering process ensures a seamless brand experience, from order placement to delivery, fostering stronger customer loyalty.

Meeting customer expectations

Customers prefer ordering directly from restaurants. Direct orders are typically placed during peak meal times and generate nearly 30% more per transaction. While third-party apps can be useful for capturing late-night and impulse orders, they shouldn’t be your QSRs only online ordering solution.

Encouraging customers to order directly from you

Encouraging customers to shift from third-party platforms to direct ordering requires some strategy. Here’s what to do…

  • Promote: Use in-store signage, social media, and email campaigns to highlight the benefits of ordering directly.
  • Loyalty rewards: Offer exclusive discounts and perks for first-party orders.
  • Branded packaging: Use takeaway packaging to encourage customers to visit your website or app for their next order.

By investing in first-party online ordering, your QSR can maximise profits, enhance customer relationships, and take full control of its brand experience.