Hospitality marketing
Direct ordering
vs the apps.
Keep the apps for new customers, and give regulars a better reason to order direct. Uber Eats publishes 30% when it delivers and 6% for its own-ordering Webshop with self-delivery. Your own ordering costs mainly card fees, around 2.2% online on Square's published rates. The saving comes from regulars, not new diners, and the apps usually don't pass on customers' contact details.
Written by Dan Picken, a marketer who checks the sources. Last checked 2 November 2026.What the
apps charge.
From each provider's Australian pricing page, checked 2 November 2026. Your own agreement may differ. Menulog stopped taking orders in Australia in November 2025.
| Option | Published fee |
|---|---|
| Uber Eats, Uber delivers | 30% |
| Uber Eats Webshop (your own site, run by Uber), self-delivery or pick-up | 6% |
| Uber Eats activation fee, new location | $700 plus GST ($350 for each extra location) |
| DoorDash Marketplace, DoorDash delivers | 30% |
| DoorDash Marketplace, pick-up | 15% |
| Square online payments | 2.2% |
Move the
regulars.
DoorDash's 2025 Delivery Trends Report found 48% prefer ordering through apps, mainly because they're easier, with restaurant websites second. So direct ordering has to be as easy: two taps from your Google profile, saved details, and something the app can't offer, like a free side or a loyalty stamp.
Focus on regulars. A new customer from an app is worth the fee. A regular who orders twice a week through the app is paying it every time.
Regulars switch
What if some regulars
ordered direct?
New customers often find you on the apps. Regulars already know you. Put in your numbers to see what moving some of them to your own ordering is worth in a year.
Saved a year
If you deliver yourself, count your delivery costs against the saving. Customers who order direct can also be asked for permission to hear from you, which the apps don't pass on.
Contact details
and consent.
Customers who order direct can be asked whether they want to hear from you. Under the Spam Act, you need consent, clear sender details and a working unsubscribe, and you stay responsible if a provider sends messages for you.
A simple tick box at checkout ('Send me specials, about once a month') builds a list over time. Use it for quiet nights and new menus, not daily discounts.
Make direct the
easy option.
Set your own ordering as the preferred provider on Google where you can, put the link on your website and socials, and put a card in every takeaway bag. People order the way that's in front of them.
Choosing your
own system.
Most point-of-sale providers offer online ordering, and some delivery apps offer a branded site at a lower rate than their marketplace. Uber's Webshop, for example, publishes 6% for self-delivery or pick-up. Compare total cost per order, including card fees and any delivery you arrange yourself.
Whatever you choose, check it records the customer's details and consent in a way you can use, and that it works well on a phone in two or three taps.
What I see most often
What I see
most often.
- 1
Same prices everywhere, no reason to switch
Direct ordering costs the customer the same and offers nothing extra.
- 2
Ordering link buried
The direct link is on the website footer, while the app link is on Google.
- 3
Lists built without consent
Every phone number from orders added to SMS marketing.
- 4
Bag inserts for the app
Packaging that promotes the app rather than the venue's own ordering.
The honest bit. Direct ordering only pays if people use it. If your delivery depends on app drivers and most orders are from new customers, the apps may still be the right deal.
Questions
people ask.
How much does Uber Eats charge restaurants in Australia?
Uber publishes 30% when it delivers, less for pick-up and self-delivery, and 6% for its Webshop with self-delivery or pick-up. Check your own agreement.
How do I get customers to order direct instead of through apps?
Make it as easy as the app, give regulars a reason (a small extra or loyalty), and put your link first on Google and in every bag.
Can I put my own ordering link on Google?
Yes. You can add your own link and set it as preferred in your Business Profile.
Can I text customers who ordered from me?
Only with their consent, clear sender details and a working unsubscribe under the Spam Act.
Related
Keep
going.
Get a free
search audit.
Takes a minute. Audits come back within 1 to 2 business days. For anything else, I'll get back to you as soon as possible.
What happens next
- 1I'll ask for read-only access, or just your website for a search audit.
- 2I go through it and write up the 3 biggest fixes.
- 3A 20-minute call to walk you through it. No pitch unless you ask.