Third-party delivery platforms like DoorDash, Uber Eats, and Grubhub have changed the restaurant industry. They have made delivery more accessible than ever, but they have also created a major challenge for restaurant operators: high commissions, limited customer ownership, and growing dependence on third-party marketplaces.
With commissions that can reach 30%, restaurants are paying a significant price to access customers who may already love their food.
But what if you could turn those third-party customers into your own loyal, direct-ordering customers?
At Appfront, we have launched another powerful tool to help restaurants do exactly that: Free Delivery Promotions and Delivery Subscriptions.
The idea is simple: Give customers a compelling reason to order directly from you instead of through a third-party marketplace. And there are two ways to make it happen.
Strategy #1: Free Delivery Promotions — Give Customers a Reason to Switch
One of the biggest reasons customers continue ordering through third-party platforms is convenience, especially when they already have access to free or discounted delivery.
With Appfront's Free Delivery Promotion feature, restaurants can create promotional codes that eliminate delivery fees for customers who order through their own website or mobile app.
How It Works
- Create a free delivery promo code through Appfront.
- Promote it through marketing campaigns, packaging inserts, social media, or other channels.
- Encourage customers to place their next order directly through your website or app.
- Turn that first direct order into an opportunity to build a long-term customer relationship.
Instead of repeatedly paying third-party commissions to reach the same customers, you are giving them a reason to order directly. The goal is not just one more order. It is acquiring a customer you can engage, reward, and bring back again and again.
Strategy #2: Build Your Own DashPass or Uber One
DoorDash has DashPass. Uber Eats has Uber One. These subscription programs encourage customers to order repeatedly by offering benefits like reduced or waived delivery fees. Now, your restaurant can offer its own version.
With Appfront's Delivery Subscription feature, restaurants can create their own monthly membership program, allowing customers to pay a fixed subscription fee in exchange for free delivery on qualifying orders.
How It Works
- Set your subscription price: Choose how much customers pay each month.
- Define your benefits: Offer free delivery on orders that meet your minimum purchase requirements.
- Automate the experience: Customers subscribe once, and their delivery benefits are automatically applied at checkout.
- Build recurring revenue: Generate predictable monthly subscription revenue while encouraging repeat orders.
- Strengthen customer relationships: Give customers another reason to order directly.
The Business Opportunity
Consider a customer who orders from your restaurant four times per month through a third-party marketplace. Instead of paying marketplace commissions on every order, you could encourage that customer to join your delivery subscription program and order directly.
The customer gets a convenient delivery experience with fewer fees. Your restaurant gets more direct orders, a stronger customer relationship, and the opportunity to reduce third-party commission expenses.
Real-World Example: How Amici’s Pizzeria Built Its Own Delivery Subscription
Amici’s Pizzeria introduced its own delivery membership program powered by Appfront.
Introducing the Amici’s Unlimited Delivery Pass
More pizza. Fewer fees. Just $7.99/month.
For just $7.99 per month, subscribers receive:
- $0 delivery fees on all qualifying orders of $45 or more.
- Automatic savings on eligible delivery orders.
- Seamless checkout, with free delivery benefits automatically applied.
- No promo codes required — subscribe once and enjoy the benefits.
How Customers Subscribe
Customers log in to their Amici’s account, select “Free Delivery Subscription” from their account menu, and activate their membership. Once subscribed, their free delivery benefit automatically applies at checkout on qualifying orders of $45 or more. The subscription renews monthly at $7.99, and customers can cancel anytime.
Why This Is Smart
Amici’s is not just offering free delivery. It is creating a reason for customers to change their ordering habits. Instead of opening DoorDash or Uber Eats every time they want pizza, subscribers have an incentive to order directly from Amici’s. Because customers pay a monthly subscription, they have another reason to keep coming back.
From Paying Up to 30% in Commissions to Building Your Own Customer Relationships
Third-party marketplaces can be excellent customer acquisition channels. They introduce restaurants to new customers and provide access to a massive delivery audience. But the real opportunity begins when restaurants turn those first-time marketplace customers into repeat, direct-ordering customers.
With Appfront, restaurants can combine:
- Free Delivery Promotions: Encourage customers to try direct ordering for the first time.
- Delivery Subscriptions: Give those customers a long-term reason to continue ordering directly.
- Loyalty & Marketing Automation: Keep customers engaged through personalized SMS, email, push notifications, rewards, and automated marketing journeys.
Together, these tools help restaurants build a sustainable direct-ordering strategy. Direct delivery still involves fulfillment and operational costs, but moving repeat orders to your own ordering channels can improve unit economics.
Your Customers. Your Brand. Your Delivery Program.
DoorDash has DashPass. Uber Eats has Uber One. Now it is your turn.
Whether you want to attract customers with a free delivery promotion or launch your own monthly delivery subscription, Appfront gives you the tools to build stronger customer relationships and drive more direct orders.
Because the best customer is not just the one who orders from you today. It is the one who comes back tomorrow — and orders directly from you.