Why and how you should transition from third-party to first-party online ordering
It’s not just about getting orders and new customers. How customers order your pizza can make a big difference to your bottom line.
Many pizzerias use third-party apps for online ordering, but switching to a first-party partner offers major advantages. Here's why it matters and how you can make the change.
Understanding the difference: Third-party apps vs. first-party online ordering
Third-party apps like Uber Eats, DoorDash, and Grubhub can seem convenient, but they often charge high fees. These platforms also hoard valuable customer data for themselves — they don’t share it with independent restaurant / pizzeria owners like you.
With third-party apps, you miss out on important insights and chances to build direct relationships with your customers.
On the other hand, first-party online ordering partners let you manage orders directly through your own website. This approach allows you to keep all the customer data, avoid steep commission fees, and build stronger customer relationships.
Benefits of first-party online ordering
Increased revenue: By cutting out third-party app fees (which can be up to 30% per order), you keep more of your hard-earned money.
Customer data ownership: Gain valuable insights into customer preferences and ordering habits to improve your marketing and customer satisfaction.
Enhanced customer experience: Offer a smooth ordering process that matches your brand, leading to higher customer loyalty and repeat business.
Control over pricing: With first-party online ordering, you can maintain consistent pricing across all channels, avoiding the need to raise prices on third-party apps to offset their fees.
Focused customer loyalty: First-party partners are invested in your pizzeria's success, unlike third-party apps that may promote competing restaurants to your customers.
Strategies to transition to first-party online ordering
Promote your first-party platform: Use in-store signs and social media to tell customers about your first-party online ordering system. Highlight benefits like exclusive deals and faster service.
Offer incentives: Encourage customers to order directly by offering discounts, loyalty points, or special promotions only available through your first-party platform.
Educate your staff: Train your team to promote first-party online ordering when talking with customers, both in person and over the phone.
Leverage customer data: Use the insights from your first-party system to personalize marketing campaigns and improve the overall customer experience.
Streamline the ordering process: Make sure your first-party online ordering system is easy to use, works well on mobile devices, and is efficient. The simpler it is for customers to use, the more likely they are to switch.
Partner with a first-party specialist: Consider working with a first-party partner that specializes in online ordering for pizzerias. These partners often provide additional support like marketing assistance and operational guidance tailored specifically for pizza shops.
Transitioning from third-party apps to first-party online ordering is a smart move that can significantly benefit your independent pizzeria.
By taking control of your online orders, you not only increase your revenue but also build stronger, more direct relationships with your customers. Start promoting your first-party online ordering platform to keep more of your hard-earned cash and grow your business.
