New Data: Why Guests Choose Third-Party Apps Over Direct Ordering (And How to Win Them Back)

What makes guests order from third-party apps like DoorDash or Uber Eats instead of ordering directly from a restaurant’s website?

We surveyed guests to find out—and discovered some eye-opening insights about what would make them switch.

Takeaway #1: 42% of guests use 3P apps mostly to reorder from restaurants they already know

📊 What the data says:

• 42% of guests say they mainly order from restaurants they’ve tried before on 3P apps.
• Only 11% of guests primarily use 3P apps to discover new restaurants.

🎯 Why it matters:

Most guests aren’t using 3P apps to explore new restaurants—they’re using them for convenience. If a guest has already tried your restaurant, they’re likely to reorder through whatever method is easiest.

This means direct-order incentives, like loyalty programs or app-exclusive offers, can help break the habit of defaulting to 3P apps.

Takeaway #2: Guests will switch for lower prices and special offers

📊 What the data says:

• 63% of guests say lower costs, transparent pricing, or special offers motivate them to order directly—by far the biggest factor.
• 43% of guests believe 3P apps have higher prices than ordering direct.

🎯 Why it matters:

Many guests assume third-party delivery services are more expensive. This means restaurants have a prime opportunity to win them over with exclusive direct-order discounts.

Offering clear price advantages—like free delivery or order minimum-based discounts—can significantly shift guest behavior toward direct ordering.

Takeaway #3: Lack of delivery is the biggest barrier to direct orders

📊 What the data says:

• 34% of guests say the biggest reason they avoid ordering direct is that delivery isn’t available.
• 31% of guests say slow or hard-to-use websites drive them back to 3P apps.
• 21% of guests say a lack of delivery tracking or estimated arrival times makes them hesitant to order direct.

🎯 Why it matters:

Guests expect an easy and transparent ordering experience. If a restaurant doesn’t offer delivery—or if delivery feels uncertain without tracking—guests will stick with 3P apps.

Restaurants that provide reliable delivery options and estimated arrival times on their website will have a much easier time convincing guests to order direct.

Takeaway #4: 50% of guests are more likely to order direct if they can save their payment info

📊 What the data says:

• 50% of guests say the ability to save payment details and past orders makes them more likely to order direct.
• 71% of guests say they’d find it useful to import their saved payment details from a 3P app to a restaurant’s website.

🎯 Why it matters:

Speed and convenience are key to repeat orders. Many guests stick with 3P apps simply because they can check out faster.

Restaurants that offer guest accounts with saved payment details and order history can remove this friction and increase repeat direct orders.

Takeaway #5: Nearly half of guests would pick up their order instead of paying 3P fees

📊 What the data says:

• 48% of guests say they would choose pickup if it meant lower prices compared to a 3P app.
• 56% of guests prefer a % or $$ discount for orders over $50.

🎯 Why it matters:

Pickup orders are an untapped opportunity for restaurants to drive more direct sales. Many guests are open to picking up their food if the price difference is worth it.

Offering exclusive discounts for pickup orders could help shift more guests away from costly 3P delivery apps.

How restaurants can win back guests from third-party apps

Guests stick with 3P apps for convenience. The good news? Most of their frustrations can be solved with the right direct-order strategy.

‍Here’s what works:‍

• Make sure your direct ordering process is fast, easy, and mobile-friendly.
• Show clear delivery estimates and tracking to reduce uncertainty.
• Let guests save their payment info for faster checkout.
• Incentivize pickup orders with exclusive discounts.

When restaurants make direct online ordering just as convenient as 3P apps—guests are more than willing to switch.

If you’re making online takeout and delivery orders a priority, we should partner up. Owner.com builds restaurant websites that drive direct orders so you don’t have to rely on third-party apps. Schedule a demo today.