Switching from Aggregators to Direct Ordering

Let us be honest about the numbers. If you are on Deliveroo, Uber Eats, or Just Eat, you are paying between 15% and 35% commission on every order. On a £25 order at 30% commission, the platform takes £7.50. You keep £17.50 — before food costs, packaging, and labour. For many restaurants, aggregator orders are barely profitable or even loss-making once you account for the true cost of fulfilment.

The same order through your own direct ordering system costs roughly 2% in payment processing — about 50p. That is a difference of £7 per order going straight to your bottom line. Process 500 orders a month and you are looking at £3,500 in recovered margin. That is not a rounding error — it is a full-time staff member's wages.

But commission is only part of the problem. Aggregators own the customer relationship, not you. When someone orders your food through Deliveroo, Deliveroo gets the customer data — their email, phone number, order history, and preferences. You get a ticket with a first name. You cannot email that customer a promotion, send them a loyalty reward, or even know who your regulars are.

• Commission drain — at 30% commission on £8,000 monthly aggregator revenue, you are paying £2,400 per month to the platform. That is £28,800 a year in fees alone.
• No customer data — you cannot build a mailing list, run a loyalty programme, or re-target past customers. Every order is a one-off transaction from your perspective.
• Race to the bottom — aggregator platforms encourage discounting and promotions that you fund. "20% off, restaurant pays" is their model. You are competing on price with every other restaurant in your area.
• Brand dilution — on an aggregator, your restaurant is a listing between a pizza chain and a fried chicken shop. Your branding, your story, and your personality are reduced to a logo and a star rating.
• Algorithm dependency — your visibility depends on the platform's algorithm. A few bad reviews, a slow period, or a competitor paying for promotion can bury your listing overnight.

The biggest mistake restaurants make is quitting aggregators overnight. You have built up a customer base on those platforms. If you simply disappear, those customers will not magically find your website — they will order from the next restaurant in the list. The transition needs to be gradual and deliberate.

Phase 1: Set up your direct ordering (Weeks 1-2). Get your own ordering system live and working perfectly before you change anything about your aggregator presence. Build your menu, configure delivery zones, test payments, and run a soft launch with friends and staff. You need to be confident the experience is at least as good as ordering through an aggregator.

Phase 2: Run both channels in parallel (Months 1-3). Keep your aggregator listings active while actively converting customers to direct ordering. Every aggregator order is an opportunity — include a flyer insert with a discount code for ordering direct next time. Update your aggregator profile to mention your website. Train staff to mention direct ordering to phone callers and walk-ins.

Phase 3: Reduce aggregator dependence (Months 3-6). As direct orders grow, begin scaling back your aggregator presence. Raise prices on aggregators by 10-15% to account for commission (many restaurants do this already). Reduce your delivery zone on aggregators. Stop running platform-funded promotions. You are making direct ordering the better deal for customers, naturally.

• Phase 4: Evaluate and decide (Month 6+) — by now, you should have a clear picture of your direct vs aggregator split. Some restaurants drop aggregators entirely. Others keep one active at reduced hours or for discovery only. The right answer depends on your local market and how successful your conversion has been.
• Track your numbers weekly — measure the percentage of orders coming direct vs aggregator. A healthy target is 50% direct by month three and 70-80% by month six. If you are not hitting those numbers, your conversion tactics need adjusting.
• Set a clear timeline — without a deadline, the transition will drag on indefinitely. Put a date on the calendar for your aggregator review and stick to it.

Conversion is where the real work happens. You need to give customers a compelling reason to switch from the convenience of an app they already use. The good news is that most customers are loyal to the restaurant, not the platform. If they love your food, they will follow you — but you have to make the switch easy and rewarding.

• Flyer inserts in every aggregator order — this is the single most effective tactic. A small, well-designed card in every delivery bag with a message like "Order direct next time and get 15% off. Scan the QR code." You are reaching customers at the exact moment they are enjoying your food. Conversion rates of 5-10% on flyer inserts are common.
• Better prices on your own site — many restaurants price their aggregator menus 10-15% higher than their direct ordering menu to account for commission. This is fair and transparent. When customers see the same meal is cheaper if they order direct, the incentive is immediate and ongoing.
• Exclusive items and deals on direct ordering — create a "Direct Only" section with items or meal deals not available on aggregators. This could be a family meal bundle, a weekday lunch special, or exclusive desserts. Give people a reason beyond price.
• Loyalty rewards for direct customers — "Order 5 times and get your 6th delivery free" or a simple points system. Loyalty rewards are only practical when you own the customer relationship, which is exactly what direct ordering gives you. This creates a switching cost — once someone has 3 stamps towards a free meal, they are not going back to Deliveroo.
• Make the experience genuinely better — faster delivery estimates, real-time order tracking, direct communication if there is an issue, and personalised service. When customers feel like they are dealing with a real business rather than an algorithm, they stay.
• Social media and Google presence — update your Google Business Profile to link directly to your ordering page (not to an aggregator). Pin a post on Facebook and Instagram with your ordering link. Add "Order Direct" to your bio on every platform. Every touchpoint should push people to your own channel.

The transition takes time and consistent effort. Most restaurants see a meaningful shift within three months. The key is to treat every aggregator order as a customer you have not yet converted — and make it as easy as possible for them to switch.