Regulars Are Your Competitive Moat

Why third-party apps can’t build loyalty the way your brand can

If you’re feeling squeezed by third-party marketplaces right now, you’re not imagining it. Their model isn’t built to strengthen your relationship with guests; it’s built to strengthen theirs.

That’s why regulars are your competitive moat. Not because they order once in a while, but because they come back on autopilot. And the place where that “autopilot” gets built isn’t inside an app you don’t control; it’s inside your direct channel.

When your direct ordering experience is smooth, branded, and easy to repeat, repeat business compounds. Here’s what that really means (and how to lean into it without discounting everything).

“Rented” customers vs. “Owned” relationships (what’s the difference?)

A rented customer is someone who finds you through a marketplace, orders through their app, and thinks of the app as the brand. You might fulfill the food, but the platform owns the relationship, meaning the data, the re-order prompts, and the future purchase behavior.

An owned relationship is when a guest orders directly from you (your website, your ordering link, your brand). That one shift changes everything, because now you can actually learn from your customers and make it easier for them to return.

This isn’t a moral argument. It’s just a business reality: repeat behavior is built through the channel that controls the experience.

Why regulars matter more than ever

New customer acquisition is expensive. Regulars are profitable.

Regulars:

• Order faster (less decision-making)
  

• Spend more over time (trust increases add-ons)
  

• Are more forgiving (mistakes happen, but they return)
  

• Create word-of-mouth (your best marketing doesn’t come from ads)
  

The goal isn’t “more orders.” The goal is more repeat orders, and the easiest place to grow that is the channel you control.

How your direct channel makes repeat business compound

1) Branded experience builds trust

On third-party apps, you’re one tile in a grid. Your photos, your story, your vibe, compressed into someone else’s template.

On your own channel, your restaurant feels like your restaurant. That matters more than people admit. Familiarity builds confidence, and confidence builds repeat ordering.

A regular doesn’t need to be “won” every time. They just need the process to feel reliable.

2) Customer data creates leverage (even if you keep it simple)

You don’t need a data science team. You just need visibility.

On your own channel, you can learn things like:

• What items are repeat favorites
  

• When certain guests typically order
  

• What combos lift ticket size
  

• Who has lapsed and might come back with a nudge
  

Marketplaces use this insight to grow their retention. Your direct channel lets you use it to grow yours.

3) Smarter promos beat blanket discounts

Most restaurants don’t lose repeat orders because their prices are too high. They lose repeat orders because the experience is annoying.

That’s why the best “promo” is often a friction reducer, not a discount.

Examples that drive repeat behavior without racing to the bottom:

• Daypart nudges (lunch combo 11–2, midweek family tray)
  

• “Your usual” reorder prompts
  

• Gift card bonuses that pull future orders forward
  

Promos work best when they’re targeted and timed, not loud and constant.

4) Better margins give you room to invest

This is the part nobody needs convincing on: third-party fees are heavy.

More direct orders = better margins. Better margins = more flexibility.

• Invest in better packaging
  

• Improve food photography
  

• Add a host on busy nights
  

• Run thoughtful campaigns
  

• Upgrade the website experience
  

Margins aren’t just numbers; they’re breathing room. And breathing room helps you deliver the kind of experience regulars return for.

The Direct Growth Playbook (what to do next)

You don’t have to overhaul everything. Start with a few high-impact moves that make reordering feel effortless:

Step 1: Fix the friction that kills repeat orders

• Make sizes required
  

• Put best-sellers at the top
  

• Add photos to your top items
  

• Make pickup instructions crystal clear
  
  

Step 2: Make it easy to order “the usual”

Regulars don’t want to browse. They want to tap twice and move on with their day.

Prioritize:

• Saved favorites
  

• Reorder prompts
  

• Fast checkout
  

• Scheduled ordering
  

Step 3: Send the “love letters” that keep you top of mind

These aren’t spam. They’re helpful reminders:

• Abandoned cart
  

• Reorder prompt
  

• Loyalty progress
  

• Light win-back
  

Even one of these running consistently can change your repeat rate.

The takeaway

Third-party apps are powerful for reach. But they’re not designed to build your loyalty engine.

Your direct channel is.

If you want a moat that competitors can’t copy, focus less on chasing new guests and more on making repeat ordering ridiculously easy for the people who already love you.

That’s how regulars compound. That’s how margins improve. That’s how you grow without discounting everything.

Want a quick, direct growth audit?

We’ll review your ordering flow, menu structure, and repeat triggers and help you strategize your highest-impact fixes.