Online Ordering Optimization: DoorDash, UberEats, and Direct

Online ordering is no longer optional for restaurants. In 2026, delivery and takeout account for roughly 40% of total restaurant revenue across the industry. But here is the problem most operators face. They signed up for DoorDash and UberEats, listed their menu, and started getting orders. And then they noticed that 25 to 30% of every order goes straight to the platform in commissions, marketing fees, and processing charges.

That math does not work for most independent restaurants. On a $30 order with 30% food costs, a 30% commission leaves you with roughly $12 in gross revenue before labor, rent, and overhead. That is barely breaking even on many items.

The solution is not to quit third-party apps. It is to optimize them while simultaneously building a direct ordering channel that captures the most profitable orders. I am going to walk you through exactly how to do both.

The Commission Landscape in 2026

Let me break down what each major platform actually costs, because the headline numbers do not tell the full story.

DoorDash offers three tiers. Basic is 15% commission (no DashPass visibility, limited delivery radius). Plus is 25% (DashPass exposure, larger radius). Premier is 30% (top placement, largest radius, DoorDash branding promotions). Most operators on the Basic plan quickly realize the reduced visibility makes it almost pointless, so they end up on Plus or Premier.

UberEats charges 15% for pickup orders and 30% for delivery orders. They also offer Uber One (their subscription program) placements at the 30% tier. Their marketing tools (sponsored listings, offers) add 5 to 15% on top for promoted orders.

Grubhub charges 5 to 20% for marketing commission plus delivery fees that range from 10 to 20%, depending on your plan. Total effective commission runs 15 to 30%.

Direct ordering platforms (Square Online, Toast, ChowNow, Owner.com) charge flat monthly fees ($0 to $199/month) plus small per-order processing fees (2.5 to 3.5%). Your effective commission on a direct order is typically 3 to 8% total.

Optimizing Your Third-Party Listings

Even while you build your direct channel, third-party apps are valuable for discovery and reaching new customers. The key is making your listings as effective as possible so every commission dollar generates maximum return.

Photography

This is the single biggest lever on third-party apps. Listings with professional photos get 30 to 50% more orders than listings without photos. You do not need a professional photographer. Use natural light, a clean background, and an overhead or 45-degree angle. Shoot every single menu item. Listings with photos on every item outperform those with photos on only a few.

Menu Structure and Pricing

Your third-party menu does not need to match your dine-in menu exactly. In fact, it should not. Here is what I recommend.

• Raise prices by 15 to 20% on delivery platforms. This offsets the commission. Most customers expect delivery prices to be slightly higher and will not comparison-shop against your in-house menu. The platforms allow you to set different prices from your dine-in pricing.
• Create delivery-specific combos. Bundled meals with a drink and side perform well on apps because they increase order value and give the customer a perception of value. A "Family Meal for 4" at $45 beats four individual entrees at $12 each.
• Remove items that travel poorly. Soggy fries, wilted salads, and anything that needs to be eaten within 5 minutes of plating should be modified or removed from your delivery menu. Bad delivery experiences generate negative reviews on the platform, which tanks your ranking.
• Add modifiers aggressively. Extra cheese, premium protein upgrades, side add-ons. These are pure margin boosters on delivery orders and customers are more likely to add extras when ordering on a screen than face-to-face.

Descriptions

Write descriptions that sell. On a delivery app, the customer cannot see the food, smell it, or ask a server about it. Your description has to do all that work. Use sensory language, call out unique ingredients, and keep it under two sentences. The principles from menu engineering apply directly here.

Building Your Direct Ordering Channel

Third-party apps are great for discovery, but your direct ordering channel is where you build long-term profitability. Here is the framework I use with my clients.

Choose the Right Platform

If you already use Square or Toast as your POS, their built-in online ordering is the easiest starting point. It syncs with your existing menu, inventory, and reporting. If you want a more branded experience, ChowNow and Owner.com offer white-label ordering apps and websites that look like yours, not theirs.

Make Direct Ordering Obvious

The biggest mistake operators make with direct ordering is hiding it. Your direct ordering link should be the most prominent thing on your website, your Google Business Profile, your Instagram bio, and your physical signage. Use language like "Order direct and save" or "Skip the app fees, order from us directly."

Incentivize the Switch

Give customers a reason to order direct. Here is what works.

• Lower prices on direct orders. Since you are saving 20% or more in commissions, pass some of that savings to the customer. Price items 5 to 10% lower on your direct menu. Customers notice and appreciate it.
• Exclusive items. Offer one or two menu items only available through direct ordering. This creates a reason for loyal customers to switch from the app.
• Loyalty rewards. A simple punch card system (buy 10, get 1 free) through your direct ordering platform builds repeat behavior. Most third-party apps do not let you run your own loyalty program on their platform.
• Faster estimated delivery times. When you control the ordering process and use your own delivery drivers (or a service like DoorDash Drive at a flat per-delivery fee), you can often deliver faster than the marketplace model. Promote this.

The Insert Strategy

This is the most effective tactic for converting third-party customers to direct ordering. Include a physical insert in every third-party delivery bag. A simple card that says: "Thanks for ordering! Next time, order direct at [yourwebsite.com] and get 10% off your order." Include a QR code that goes directly to your ordering page. This costs pennies per order and consistently converts 8 to 15% of third-party customers to direct ordering over time.

Balancing Your Channel Mix

The goal is not to eliminate third-party apps entirely. They serve a valuable function as discovery and acquisition channels. Think of them like paying for advertising. The real goal is to minimize the percentage of your total delivery revenue that flows through high-commission channels.

Here is the ideal channel mix I target for my clients.

• 50% or more through direct ordering. This is your most profitable channel. Every incremental order you shift here is pure margin improvement.
• 30% through third-party apps at optimized pricing. These are discovery orders from new customers who found you on the platform. Your raised delivery prices and strategic combos ensure you break even or better on every order.
• 20% pickup orders. Pickup eliminates delivery logistics entirely. Promote pickup with a small discount (5%) on your direct platform.

Quick Wins You Can Implement Today

You do not need to overhaul your entire delivery operation at once. Here are five things you can do this week to start improving.

1. Add photos to every menu item on DoorDash and UberEats. Spend two hours photographing your menu and uploading the images. This alone can increase order volume by 30%.
2. Raise delivery app prices by 15%. Log into your merchant dashboard and adjust pricing. Most platforms make this easy.
3. Create three delivery combos. A lunch combo, a dinner combo, and a family meal. These increase average order value by $5 to $10.
4. Print 500 bag inserts. Design a simple card promoting your direct ordering link with a first-order discount. Vistaprint can deliver them in three days for under $30.
5. Add your direct ordering link to your Instagram bio and Google Business Profile. This takes five minutes and captures customers who already know your brand.