To move your customers to direct orders, you need to give them a very easy way to order, a clear reason to do it, and remind them consistently at every touchpoint: on the phone, on the bag, on Instagram, on your Google profile, at the table, at the till and on delivery.
Customers do not change habits on their own. If they always find you through a platform, they will keep ordering from there, unless you show them that ordering directly is just as simple and perhaps better value, faster or more personal. The aim is not to pressure them, but to educate them calmly and repeatedly.
1. Make direct ordering as simple as possible
The first step is to remove every difficulty. If the customer has to search for your phone number, wait on the line, ask about prices or guess which dishes are available, they will go back to what they are used to. Direct ordering should take just a few actions.
Create a clear route:
- one fixed ordering link, easy to send and publish,
- a QR code on bags, leaflets, at the till and in the window,
- a menu with up-to-date prices, photos and options,
- clear opening hours, delivery methods and minimum order.
If you use a system such as Wiiz Eat, you have your own link and QR code for your restaurant’s online orders, without being a marketplace. For practical placement ideas, see the guide Ordering link & QR for your restaurant.
2. Give a clear reason to order directly
Do not expect customers to work out for themselves why direct ordering benefits you. They care about what they gain: convenience, better service, accurate information, perhaps a small offer or more direct communication with the restaurant.
Use simple messages, not long texts. Examples:
- “Order directly from us for more immediate service.”
- “Find our full menu on our own ordering link.”
- “Scan the QR and order without waiting on the phone.”
- “If something is missing or sold out, you can see it updated on our menu.”
Avoid a negative tone such as “don’t order from elsewhere”. Keep it positive: “order directly from us”. Customers want to feel they are doing something easy and smart, not that you are telling them off.
3. Train your team to say it properly
The move to direct orders does not happen only with posters and QR codes. It happens mainly through your people. Whoever answers the phone, hands over orders, closes bills or does delivery needs to know what to say, when to say it and in what tone.
Give your team 2-3 ready-made phrases:
- “Next time, you can also order from our own link; it’s quicker.”
- “We’ve put a QR code on the bag for you, so you can find our menu easily.”
- “If you like, save it on your mobile for your next order.”
Do not make it complicated. Ask your team to say it to customers who already seem satisfied: regulars, people who order repeatedly or people who ask about the menu. One natural reminder is worth more than ten pushy messages.
4. Put the message in the right touchpoints
Customers need to see the direct ordering option where they already meet you. If the link exists only in an old Instagram post, it practically does not exist. You need repetition in places with traffic.
Start with the basics:
- Instagram bio: put the ordering link first and write “order here”.
- Google profile: add the link in the right field and check that it works.
- Delivery bags: add a sticker with a QR code and a short message.
- Order receipt or leaflet: add a QR code with the phrase “scan for next time”.
- Window and till: place a small sign with a QR code.
Pay attention to the design: large QR code, few words, good contrast, without too many visuals around it. If the customer has to get very close or work out what you mean, they will ignore it.
5. Use small incentives without damaging your margin
You do not need to offer large discounts to change a habit. Often, a small, smart incentive is enough for a customer to try ordering directly. What matters is that it is simple, clear and sustainable for your business.
Ideas you can adapt:
- a small treat on specific days,
- a free upgrade on a side dish,
- a special price on the dish of the day only for direct orders,
- free delivery above a specific amount, if it works for you operationally,
- an extra option that you do not promote elsewhere.
Always do your calculation before announcing it. Hypothetical example: if a treat costs you little but helps you bring in a repeat direct order, it may be worth it. But if the offer leaves you out of pocket on every order, it is not a strategy; it is a problem.
6. Make sure the experience is better from the first time
The first direct order is a test. If the customer struggles, if the order is late without an update or if the menu is not correct, they may not give you a second chance. That is why the experience must be looked after from start to finish.
Check the following:
- prices and available dishes are up to date,
- extras and options are easy to understand,
- allergens and labels, such as vegetarian, are clearly visible,
- preparation time is realistic,
- the customer is informed when the order is accepted, prepared and leaves for delivery.
If something goes wrong, take responsibility quickly. A short phone call or an honest update protects trust. A direct relationship means the customer speaks with you, not an intermediary.
7. Work on your already loyal customers first
Do not start by trying to change all your customers at once. The easiest ones are those who already choose you: neighbours, local workers, people who order often, people who know you by your first name. They already trust your food.
Create a simple process:
- note which customers order often,
- put a card with a QR code in their next order,
- ask the delivery person to say one phrase politely,
- if they call, remind them that they can also order online directly,
- ask them after a few days whether it suited them.
The goal is not to make one announcement and be done. The goal is to build a new habit. Loyal customers can become the first people to use your own channel consistently.
8. Measure practically what works and improve every week
You do not need complicated analysis to understand whether you are making progress. You need consistent tracking of the basics: where orders come from, which message gets a response, which QR location is used most, what customers ask and where they get confused.
Every week, do a quick check:
- how many direct orders you received compared with the previous week,
- whether more customers scanned QR codes from bags or leaflets,
- which offer or phrase worked best,
- whether there were cancellations, delays or complaints,
- which dishes need better photos or descriptions.
Make small changes, not everything at once. First change the message on the sticker, then the QR position, then the offer. This way, you will know what really affected your customers’ behaviour.