Eating places could have to make use of totally different techniques to drive direct orders. | Illustration by Nico Heins/Firefly
Relating to supply, eating places virtually all the time choose prospects to order immediately, quite than by a 3rd occasion.
Orders positioned by a eating places’ personal web site or app are higher for all concerned, or so the considering goes. Clients get a cheaper price by avoiding the markups and charges on third-party supply apps, and eating places get extra information on these transactions and extra management over the expertise.
However shoppers themselves say they’re virtually equally blissful ordering immediately or by a third-party app like DoorDash, Uber Eats or Grubhub, suggesting that eating places could must do extra to entice prospects to make use of their direct channels.
That’s based on a secret shopper research from researcher Intouch Perception, performed solely for Restaurant Enterprise and sister publication Nation’s Restaurant Information.
The evaluation of transactions from greater than 300 shoppers discovered that those that ordered first-party supply had been happy about 88% of the time, whereas these utilizing a third-party app had a satisfaction price of 90%.
And, notably, first occasion’s greatest anticipated profit—value—was not likely an element.
First-party prospects paid a median of $26.28 for his or her meals, whereas third-party customers paid barely extra at $26.72. The distinction was 44 cents, or lower than 2%.
(Buyers had been instructed to order one entree, a aspect and a drink. Third-party customers might order from anyplace, whereas first-party prospects might select from a listing of 10 quick-service choices.)
This pricing parity will not be as stunning because it appears. Third-party supply apps have been working to make themselves extra reasonably priced for a few years. In comparison with the same Intouch Perception research performed final yr, third-party service charges declined a median of 82 cents in 2025, for a median complete of $5.14.
Charges had been really greater for first-party orders, clocking in at $5.96, on common.
Clients did observe value markups on third-party supply apps. Entrees on the apps had been $1.85 dearer, on common, than they had been on the restaurant’s common menu. Eating places usually hike their costs on third-party supply apps to assist cowl the commissions charged by the apps.
However these markups could have been offset a bit by the proliferation of promotions and reductions supplied by third-party apps. Greater than half (52%) of consumers who ordered from a 3rd occasion acquired a promotion, in comparison with simply 32% of first-party prospects.
In the end, although, the researchers discovered that there was little correlation between value and buyer satisfaction.
“To a sure extent, as soon as that call is made that I’m going to order supply, that relationship with value is nearly moot,” stated Sarah Beckett, VP of gross sales and advertising and marketing at Intouch Perception. “Primarily, you’ve determined to spend the cash already.”
As a substitute, satisfaction hinged on issues like velocity, accuracy and meals temperature. On these variables, there was little distinction between first and third occasion.
Buyer satisfaction with velocity of service was equal at 91% for each first- and third-party orders. The identical was true for order accuracy: For each service fashions, 89% of customers stated their order was appropriate.
Third-party apps did barely higher on meals temperature, with 90% of consumers saying the meals arrived on the proper temperature, in comparison with 88% for first occasion.
First occasion’s greatest edge was the precise supply time. Orders positioned immediately took a median of half-hour to reach, in comparison with greater than 35 minutes for third-party orders.
That could possibly be as a result of third-party transactions had been way more prone to produce other journeys included alongside the supply route. This observe, referred to as batching, occurred in 19% of third-party supply orders, however simply 4% of first-party orders.
Clients who ordered immediately had been additionally extra prone to have the choice to customise their order: 97% had been in a position to take action, vs. 90% for third-party apps.
Additionally they reported extra personalization, like a observe on the bag, additional sauces or a pleasant supply individual. 1 / 4 of first-party orders got here with a private contact, in comparison with 15% of third-party orders.
The outcomes recommend that if eating places wish to get extra prospects to order immediately, they could take into account focusing much less on value and extra on velocity, customization and repair. That seems to be the place they’ve the largest benefit in comparison with third-party apps proper now.
The Intouch Perception research was performed from April to June between 5 a.m. and 11 p.m. Clients weren’t allowed to make use of a paid account to get reductions or most well-liked supply. Buyers had been unfold equally throughout the U.S.
Intouch Perception will current outcomes from the complete research at this yr’s FSTEC restaurant expertise convention, which can be held Sept. 14-16 in Orlando.
Take a look at the research right here.
Members assist make our journalism doable. Grow to be a Restaurant Enterprise member as we speak and unlock unique advantages, together with limitless entry to all of our content material. Enroll right here.
