John Oliver's take: The benefits of direct orders for your pizzeria

HBO’s John Oliver recently touched on an important issue for pizzeria owners: the advantages of direct orders. While the segment was entertaining, it highlighted some serious points about how online ordering and delivery apps impact your pizza shop's bottom line.

Food Delivery Apps: Last Week Tonight with John Oliver (HBO)

Many pizzeria owners have turned to third-party delivery apps to reach more customers. However, these apps often charge steep fees that eat into your profits. By encouraging customers to order directly from your pizzeria, you can keep more of your hard-earned money and better control the customer experience.

Benefits of in-house ordering systems

Having your own online ordering system gives your pizza shop several advantages:

1. Keep more revenue: Third-party apps typically charge 15-30% in fees. With direct orders, that money stays in your pocket.

2. Control the customer experience: When customers order through your website or app, you ensure a consistent brand experience from start to finish.

3. Gather valuable data: Direct orders allow you to collect customer information and ordering habits, which you can use for targeted marketing.

4. Offer better deals: Without hefty app fees, you can provide more competitive prices or promotions to your customers.

5. Build stronger relationships: Direct communication with customers helps foster loyalty and repeat business.

First-party pizzeria partners vs third-party delivery apps

While third-party apps like DoorDash, UberEats, and Grubhub offer broad reach, they come with significant drawbacks for pizzerias. First-party pizzeria partners offer a different approach:

1. Specialization: First-party partners focus exclusively on pizzerias, understanding the unique needs of your business.

2. Lower fees: Unlike third-party apps that charge high commissions, first-party partners typically charge lower, flat fees.

3. Brand control: Your pizzeria remains front and center, rather than being one of many options on a third-party platform.

4. Data ownership: You retain full access to customer data, which third-party apps often keep for themselves.

5. Comprehensive support: First-party partners often provide additional services like web design, marketing assistance, and operational support.

6. Integration: These partners can offer systems that integrate seamlessly with your existing point-of-sale and operations.

7. Long-term growth: First-party partners are invested in your pizzeria's success, not just in facilitating individual transactions.

Encouraging direct orders

Here are some strategies to guide customers towards ordering directly from your pizzeria:

1. Promote your online ordering system: Use social media, in-store signage, and email marketing to let customers know they can order directly from you.

2. Offer incentives: Provide discounts, loyalty points, or free items for customers who order through your website or app.

3. Make it easy: Ensure your online ordering system is user-friendly and mobile-responsive.

4. Highlight the benefits: Educate customers on how direct orders support local businesses like your pizza shop.

5. Train your staff: Make sure your team can explain the benefits of direct ordering to customers who call or visit in person.

Taking action

To make the most of direct orders, consider these steps:

1. Partner with a first-party pizzeria service: These specialized partners can provide a powerful online ordering platform, web design, marketing assistance, and operational support tailored specifically for pizzerias.

2. Optimize for mobile: Many customers order on their phones, so make sure your website and ordering system work well on mobile devices.

3. Use customer data responsibly: Leverage the information you gather from direct orders to personalize marketing and improve your offerings.

4. Continuously improve: Regularly gather feedback from customers about your online ordering process and make adjustments as needed.

5. Enhance your digital presence: A strong online presence can help your pizzeria compete with larger chains. First-party partners can assist with website optimization, search listing management, and online visibility.

By focusing on direct orders and partnering with a first-party pizzeria service, your pizza shop can increase profits, build stronger customer relationships, and thrive in the digital age. While third-party delivery apps may seem convenient, they can't match the personalized support and pizza-specific expertise that a dedicated first-party partner provides.

For independent pizzerias, the key to success in today's market is bridging the digital sales gap. With the right partner, you can access the tools and expertise needed to compete with larger chains online while maintaining your unique local flavor.