Marketplaces are great at finding new customers and expensive at keeping them. A year of funnel data from direct ordering showed us where the value actually sits.
What the data said
- Most repeat orders start from a search for the restaurant by name.
- Customers who order direct once are far more likely to order direct again.
- Commission savings compound with every repeat order.
What we built around it
We focused on the moments after the first order: a receipt that links back to the storefront, a loyalty balance that only exists direct, and search results that point to the restaurant's own site.
Discovery is rented. Loyalty is owned.