"Data shows that 58% of consumers prefer to order directly from a restaurant, often spending 35% more when they do. Yet, despite this preference, third-party marketplaces continue to dominate the digital landscape. While marketplaces serve as a vital acquisition engine, the ultimate goal for any resilient brand is to maximize the direct-to-consumer relationship. Direct orders provide superior profit margins, total ownership of guest data and the ability to deliver a curated brand experience."
"If a guest has to search for your website, they've already encountered a point of friction. The Strategy: Your brand should appear everywhere guests might search. Top-performing brands use Order with Google and location search tools to turn searches into orders. Furthermore, physical touchpointssuch as QR codes on packaging and calls to action on receiptsserve as the necessary bridge to convert a one-time marketplace user into a lifetime direct guest."
Fifty-eight percent of consumers prefer ordering directly from a restaurant and often spend 35% more when they do. Third-party marketplaces continue to dominate digital ordering despite that preference. Direct orders deliver superior profit margins, full ownership of guest data, and the ability to deliver a curated brand experience. Reliance on third-party apps persists because of friction in the direct ordering journey. Five primary blockers prevent guests from completing direct orders. Solutions include closing the visibility gap by appearing in searches via Order with Google, using QR codes and receipt calls-to-action, and removing performance penalties by optimizing mobile load times, streamlined menus, and supporting Apple Pay and Google Pay.
Read at www.restaurantdive.com
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