Restaurant Direct Ordering: How to Win More Orders From Google Instead of Delivery Apps
How restaurants can use Google Business Profile and their website to win more direct takeaway orders and pay less commission to delivery apps.
On this page
Delivery apps brought restaurants a huge new audience, and a large bill. Commissions on app orders often take a significant share of each order value, depending on the platform, plan and market. Many operators now want more customers to order directly, through their own website or ordering system, while keeping the apps for reach. Local search plays a central role in that shift, because many people who order from an app first found the restaurant on Google.
Where takeaway customers come from
A customer searching “pizza near me” or “Thai takeaway” on Google sees restaurants in the map. When they open your profile, they often see an order button. Depending on your setup, that button may send them to a delivery app, your own ordering page, or offer several choices. If the only options are third-party apps, a customer who found you on Google may end up ordering through a channel that charges you a commission, even though Google did the discovery for free.
Make your direct ordering visible on Google
Google Business Profile allows restaurants to manage ordering links. Add your own direct ordering link, and check which options appear to customers on your profile. In some cases, Google shows a mix of your preferred link and third-party providers; you can usually set a preferred option for ordering in your profile settings. Check the current options in your profile, as these features change from time to time.
Also make direct ordering obvious on your website. A clear “Order direct” button on the homepage and menu page, working well on phones, is essential. If ordering on your site is slower or more confusing than an app, customers will go back to the app.
Give customers a reason to order direct
Most customers use apps out of habit and convenience, not loyalty to the app. Reasons to switch might include slightly lower prices for direct orders, a loyalty scheme, exclusive dishes or bundles, faster collection, or simply the knowledge that more of their money goes to the restaurant. Communicate this on your website, packaging and in-store, and check that any price differences comply with your app agreements.
Search visibility for takeaway intent
Takeaway searches are often specific: “late night pizza delivery”, “vegan takeaway”, “family meal deal”, “curry delivery”. Your profile categories, menu, attributes such as takeout and delivery, and website menu pages all help you appear for these. A text-based menu on your website, rather than only a PDF or app link, helps search engines connect your restaurant with dish searches. Our guide to restaurant SEO covers the profile fundamentals.
Collection versus delivery
Delivery logistics are the main advantage apps provide. If you do not run your own drivers, promoting direct collection orders can still reduce commission on a large share of takeaway sales. Customers who live close are often happy to collect, especially with a discount or faster ready times. Your Map visibility is strongest nearby, which aligns well with collection.
Measuring the shift
Track direct orders and app orders separately each week, along with the commission paid. Watch your Business Profile performance for order clicks and website visits. As direct ordering grows, compare net revenue per order across channels. Even moving a modest percentage of orders from apps to direct can make a noticeable difference to margin.
Keep the apps, but in their place
Delivery apps can still be valuable for reaching customers who would never find you otherwise. The aim is not to leave them entirely but to stop paying commission on customers who already know you or found you on Google.
Common mistakes
- No direct ordering link on the Google profile.
- A direct ordering site that is slower than the apps.
- Menus only available inside delivery apps.
- No incentive or message encouraging direct orders.
- Not tracking commission paid per channel.
Keep More of Every Takeaway Order
If delivery app commissions are eating into your margins, Scale Digital Media can help make your direct ordering more visible on Google and your website, and track the shift over time. Explore our Local SEO services or get in touch to talk about your restaurant.