Third-Party Delivery vs. Direct Online Ordering: What’s Better for Restaurants?

For modern restaurants, delivery is non-negotiable, but how you manage it can make or break your profitability. The real decision comes down to this: should you rely on third-party delivery platforms like DoorDash and Uber Eats, or build your own direct online ordering system?

In this article, we’ll compare both approaches from a restaurant owner’s perspective, exploring the pros, cons, and ultimately the best path to balancing visibility and profitability.

Commission Costs and Profitability

Let’s start with the biggest differentiator—cost.

Third-party delivery platforms typically charge restaurants 20% to 35% per order in commissions (sometimes more, depending on service tier and promotion boosts). These fees can quickly erode your margins, especially on low- to mid-priced menu items.

By contrast, direct online ordering platforms—like Sauce—are either commission-free or charge a flat monthly fee. You retain full revenue from each order and can better control menu pricing, promotions, and profits.

Example:

• A $25 order on a marketplace = ~$6–$8 lost to commissions

• A $25 direct order = ~$25 retained revenue (minus payment processing fees)

In a high-volume delivery environment, that difference adds up fast.

Customer Ownership and Branding

When a customer places an order through Uber Eats or Grubhub, they’re engaging with the platform’s brand—not yours. These third-party systems:

• Control the user interface

• Restrict access to customer data

• Compete with your listing by showing nearby alternatives

• Limit how you can communicate with or re-engage customers

With direct online ordering, you:

• Own the full brand experience (logo, colors, voice)

• Collect valuable first-party data (email, order history)

• Can build loyalty programs, send follow-ups, and drive repeat orders

According to research, 58% of consumers say they prefer ordering directly from a restaurant when given the option. That means your brand, not a third-party marketplace, should be the one they remember.

Finding the Right Balance in Your Strategy

Third-party platforms do serve a purpose. They’re especially useful for:

• Customer discovery (especially in large cities or food-dense neighborhoods)

• Reaching app-only diners who default to marketplaces

• Filling gaps in volume when launching a new brand

But they should be used strategically—not as your main channel.

The ideal strategy is hybrid:

• Use DoorDash/Uber Eats for exposure

• Promote your own system on social media, receipts, Google Business Profile, and packaging

• Encourage repeat customers to order directly (with loyalty points, better prices, or exclusive items)

  
  

Platforms like Sauce help restaurants own their digital storefront while still leveraging delivery logistics and third-party reach. You get the best of both worlds—broad visibility, but long-term customer retention and control.

1. What’s the difference between third-party delivery and direct online ordering?

 Third-party platforms like Uber Eats control the customer experience and take a commission. Direct ordering systems let customers order from your site and give you full control over branding, pricing, and data.

2. How much do third-party apps charge restaurants?

3. Is direct online ordering really commission-free?

4. Can I use both third-party delivery apps and my own ordering system?

5. Why do customers prefer ordering direct from restaurants?

Own Your Margins and Relationships

Third-party delivery apps help you reach new diners. But building a direct ordering channel is how you turn those one-time customers into loyal regulars—and keep more revenue with every sale.

A platform like Sauce makes it easy to do both: drive traffic to your own ordering system, while giving your team the tools to manage fulfillment and customer engagement under your brand.

In a delivery-first world, your restaurant’s growth depends on more than exposure—it depends on ownership.