Full Control Over Customer Experience: Why It Matters for Your Restaurant

When you run a restaurant, your customer experience is your brand. It’s what keeps diners coming back, sharing rave reviews, and telling their friends. But here’s the catch: when you rely on third-party platforms like UberEats or DoorDash, you lose control over that experience.

From delivery mishaps to impersonal service, your brand’s reputation is often at the mercy of someone else’s system. The solution? Take back full control over your customer journey—from the moment they place an order to the second they enjoy their meal.

Here’s why it matters and how you can make it happen.

 

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Why Customer Experience Is Everything

Customer experience (CX) isn’t just about good food—it’s about every touchpoint a customer has with your restaurant. Did their order arrive on time? Was the food packaged well? Were they greeted warmly if they opted for pickup?

Here’s a fact to chew on:

86% of buyers are willing to pay more for great CX, according to a study by PwC.

Now think about it: if your restaurant’s name is tied to a poor delivery or order experience caused by a third party, you’re losing not just that customer but potential future ones as well.

 

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The Challenges of Third-Party Platforms

Using platforms like DoorDash or Grubhub can seem like a convenient way to grow your reach, but they come with major drawbacks:

1. Lack of Personalization: Third-party apps don’t reflect your brand’s personality or customer care. Customers see a generic interface, not the warmth and uniqueness of your restaurant.

2. Delivery Problems Reflect on You: Late deliveries or incorrect orders are often blamed on your restaurant, even if the fault lies with the delivery app.

3. Data Blind Spots: Third-party platforms keep customer data to themselves, meaning you miss out on valuable insights about your diners.

 

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Why Full Control Changes Everything

Taking control over your customer experience puts your brand, values, and quality front and center. Here’s what you gain:

1. Brand Loyalty and Recognition

When customers interact directly with your platform, they see your logo, your voice, and your values. Every interaction builds loyalty and keeps your restaurant top-of-mind.

2. Seamless Customer Journey

From placing an order to receiving it, every step can be tailored to reflect your quality standards. You decide:

• Delivery times.

• Communication style (e.g., updates via SMS or email).

• The way food is packaged and presented.

3. Data-Driven Decisions

When you own the ordering process, you also own the data. This means you can:

• Identify best-selling items.

• Personalize promotions for repeat customers.

• Understand trends to optimize your menu.

4. No More Middleman Mishaps

Eliminate the risk of bad delivery experiences damaging your reputation. With full control, your team handles every aspect, ensuring quality and reliability.

 

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How to Take Back Control

Here’s a practical roadmap to regain control over your customer experience:

Step 1: Launch Your Own Ordering Platform

Invest in an online ordering system that’s customized to your brand. Platforms like OrderingPlus make it easy to set up a sleek, branded website and app that’s 100% yours.

Step 2: Streamline Deliveries

Take advantage of delivery management tools like advanced logistics from OrderingPlus. These tools help you:

• Assign orders to drivers with just a click.

• Track deliveries in real time.

• Keep customers informed every step of the way.

Step 3: Build Personal Connections

Direct ordering lets you build relationships with your customers through:

• Loyalty programs that reward repeat business.

• Personalized emails and offers.

• Surveys to gather feedback and improve.

Step 4: Analyze and Improve

Use data insights from your system to refine your operations:

• What’s selling well? Double down on those dishes.

• What’s getting the most complaints? Fix it fast.

 

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Case Study: Papa Gino’s

In our previous discussion on saving thousands on commission fees, we highlighted how third-party delivery apps can erode your profits. But the impact doesn’t stop at your bottom line; it extends to the very heart of your business—the customer experience.

Consider the case of Papa Gino’s, a well-established pizza chain with over 50 years in the industry. As consumer behavior shifted towards online ordering and an improved delivery experience, Papa Gino’s faced challenges in meeting the growing demand for delivery services.

They encountered issues such as prioritizing their in-house fleet of delivery drivers, paying substantial delivery fees, and receiving negative customer feedback about long delivery times. To address these challenges, Papa Gino’s implemented a comprehensive delivery solution that resulted in increased revenue, enhanced customer service levels, and improved operational efficiency.

VROMO

By taking control of their ordering and delivery processes, Papa Gino’s could uphold their standards and provide a consistent, high-quality experience that reflects their brand’s values.

This example underscores the importance of owning your customer journey. As we discussed earlier, relying on third-party platforms can compromise both your profits and the quality of service your customers receive. By implementing your own systems, you can ensure that every interaction aligns with your brand’s commitment to excellence.

 

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Final Thoughts

Your customers deserve the best experience possible, and your restaurant deserves the credit for delivering it. By taking control of the customer journey, you’re not just improving operations—you’re building a brand that people love and trust.

📩 Ready to see what full control looks like?
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