5 Common Reasons Guests Aren’t Ordering Directly from Your Restaurant

When a guest orders directly from a restaurant, as opposed to via a third-party marketplace, it is unquestionably better for the restaurant in terms of guest relationships and revenue generation. There are many reasons for restaurants to invest in third-party marketplaces—like exposure to new guests—but when it comes to finding the right mix of third-party and direct, restaurants generally want to maximize direct orders when possible. 

Many guests would even prefer to order directly from a restaurant—likely because they see an average 68.6% markup on third-party orders due to higher pricing and fees. One study found that 58% of people prefer to order directly from a restaurant and spend 35% more when they do. 

However, somewhere in the journey, your direct ordering experience is creating friction that sends guests back to the familiar territory of third-party apps.

The good news? In my 10 years working with restaurant brands at Olo, I've seen these barriers get fixed time and time again. Here's what actually works.

1. They don't even know direct ordering is an option

Your biggest competitor isn't the restaurant down the street. It's invisibility. When hungry guests pull out their phones, muscle memory takes over—they open the third-party app that's already on their home screen.

How to fix it: 

Make direct ordering impossible to miss.

• Deploy in-restaurant signage and receipts with clear calls to action. 
• Add QR codes to to-go bag stuffers. 
• Use your website, social media, email marketing, and push notifications consistently. 
• Optimize your Order with Google profile so guests can find and order directly from your brand. 
• Launch a "first direct order" promotion to overcome initial resistance.

2. The ordering experience is clunky or slow

Many restaurant websites weren't built with conversion in mind. Too many clicks, slow load times, buried "Order Now" buttons, and complicated checkout flows create abandonment points at every turn. 

Third-party marketplaces have trained guests to expect frictionless ordering. If your direct experience doesn't measure up, they'll bounce before completing their first order. But there’s hope: When Portillo's optimized their online ordering solution and streamlined their menu, their cart conversion rate doubled.

How to fix it: 

• Ensure your website is mobile-friendly and loads quickly. Use Google's PageSpeed Insights to test your site and get specific recommendations for improving mobile performance—load times under 3 seconds are critical for conversion.
• Minimize clicks—fewer clicks equal higher conversion rates. Place a clear "Order Now" call to action in the navigation bar, header, and footer, and keep checkout simple.
• If you have a mobile app, feature it prominently—many guests prefer apps over mobile websites. 
• Make login easy. Don't force account creation—third-party platforms already have guests' payment information saved. 
• Provide multiple payment options and clearly display all handoff modes.

3. No perceived benefit to ordering direct

Changing behavior requires motivation. If guests don't see a clear reason to abandon their third-party routine, they won't. Direct ordering allows you to deliver the hospitality your brand is known for. Make sure guests know they're getting better service, not less, when they order direct.

How to fix it: 

• Show transparent fee structures on your direct channels. 
• Remind guests that they earn loyalty points only with direct orders; with third-party providers, they may accrue points to spend on the marketplace rather than at your restaurant. 
• Emphasize that direct ordering provides more customization options. 
• Include coupons in third-party orders that offer a discount for ordering directly.

4. Lack of online hospitality

Just because an order is placed online doesn't mean there's no opportunity for hospitality. When guests land on a generic ordering page with no recognition, they're getting a transactional experience. 

These moments of recognition matter. They help decision-fatigued guests order faster and create the kind of experience that earns lasting loyalty.

How to fix it: 

• Welcome back returning guests by name, with their go-to order ready to reorder in one click. Now, you've made their hectic day easier.
• Offer guidance just like a server would, like smart recommendations based on what's popular, what pairs well together, or what the guest has ordered before. After Waffle House rolled out personalized recommendations, they became 36% of their online revenue.
• Display recent items prominently so guests can quickly reorder favorites.

5. No delivery options (or unclear delivery capabilities)

Delivery orders have 35% higher AOV compared to pickup. If guests can't get delivery through your direct channels—or don't know that they can—you're leaving significant revenue on the table. 

The key is ensuring that guests view your direct channels as offering equal or better convenience than third-party platforms—because when convenience is matched, the other benefits of direct ordering (lower prices, loyalty points, better service) become the deciding factors.

How to fix it: 

• If you don't offer delivery through your direct channels, consider implementing it. Brands without the bandwidth to manage drivers can use direct delivery solutions that maintain ownership of the guest relationship. 
• Display delivery radius and estimated delivery times prominently. 
• Provide order tracking—guests expect real-time visibility. 
• Consider a hybrid fee structure to increase average order value, like free delivery over $30 with a reasonable fee below that threshold. 

The bottom line: remove friction, drive direct orders

Third-party marketplaces serve a role in your overall strategy—they're an expensive but effective acquisition engine. But 52% of restaurants are now prioritizing migrating business to direct channels for good reason: direct orders provide better profit margins, give you ownership of guest relationships and data, and allow you to deliver brand-specific hospitality that builds long-term loyalty.

The restaurants that succeed in shifting guest behavior aren't the ones that simply ask guests to change. They're the ones that remove every possible barrier, communicate benefits clearly and consistently, and deliver an experience that's demonstrably better than third-party alternatives.

Want to dive deeper into optimizing your direct ordering strategy? Download our ebook, "How Restaurants Can Optimize Direct Ordering," for detailed guidance on finding the right mix of direct and third-party orders, maximizing guest lifetime value, and implementing proven tactics from successful restaurant brands.