First-party ordering data has become an invaluable asset for operators—whether you manage a restaurant or food services at a university. By shifting focus to first-party ordering channels, businesses unlock actionable insights and reduce their dependency on third-party marketplaces, creating strategic opportunities to increase customer engagement and profitability.

You Own the Data and the Insights
When guests order directly through your website, mobile app, and/or kiosk, all the data collected is yours to keep and analyze. This may include personal information, demographics, order history, and preferences.

By owning this data, you can:

• Gain actionable insights to support long-term business goals
• Personalize customer experiences to foster loyalty and increase visit frequency
• Make data-driven decisions to refine your operations and marketing strategies

In contrast, third-party marketplaces like UberEats and DoorDash retain data ownership, limiting your ability to leverage it for personalized marketing or operational improvements. Even if third-party platforms drive additional revenue for your business, the valuable insights are out of reach, creating a significant disadvantage.

Reduce Costly Third-Party Fees
Third-party marketplaces may enhance online visibility, but their commission fees may take a significant chunk of your revenue. Prioritizing first-party ordering keeps more revenue in your pocket while enhancing the guest experience and meeting customer expectations.

A Deloitte study found that 40% of consumers prefer ordering directly from a restaurant’s website or app rather than through a third-party service. This preference presents an opportunity to reduce reliance on marketplaces while building direct customer relationships

Read this to learn how to balance first-party and third-party online ordering strategies perfectly.

Turn Insights into Lifetime Customer Loyalty   
First-party ordering data provides a deeper understanding of customer behavior, helping you nurture long-term loyalty through tailored recommendations, targeted promotions, and relevant offers.

Research shows that customers who order directly spend more and order more frequently than guests who order via third-party sources. These customers are known for tipping generously (when applicable) and are more likely to join loyalty programs. Additionally, customer retention is far more cost-effective than acquiring new customers, making a first-party ordering strategy a wise investment.

Protect Your Brand, Control the Experience
You have limited control of the ordering experience outside your digital channels, and marketplaces recommend competitors, diluting your brand. Drive customers to your digital ordering channels so you can:

• Deliver a consistent, seamless, fully branded ordering experience
• Reinforce customer trust and foster engagement
• Make re-ordering favorites from previous purchases quick and convenient

Gain a Competitive Edge
First-party ordering data is powerful information that your competitors do not have. It gives you a competitive advantage to curate a more personalized ordering experience. You can optimize menu offerings, tailor recommendations, and offer discounts exclusive to orders placed through your digital channels.

Customers who order directly also eliminate extra marketplace fees—a major incentive to choose your platform over third-party options.

Drive More Direct Orders Using Google
One simple yet powerful way to increase first-party orders is optimizing your Google Business Profile. By indicating that your website or app is the “preferred way of ordering,” you steer customers away from third-party platforms and towards direct ordering. For an even greater impact, consider enabling first-party ordering exclusively through Google to further reduce your reliance on third-party marketplaces.

While first-party ordering is the top priority, it’s important to strike a balance between third-party marketplaces and direct ordering to support individual business needs and growth objectives.

Unlock the Full Potential of First-Party Data
Don’t let third-party platforms skim your profits—or your customer data. With a strategic first-party ordering approach, you can:

• Identify what resonates with loyal customers to increase participation and boost retention
• Address pain points in the ordering process to improve the customer experience and reviews
• Optimize menu offerings to align with guest preferences and drive more frequent visits
• Launch data-driven marketing campaigns that achieve a higher return on investment
• Provide personalized recommendations that increase Average Order Value
  
  

Take Back Control with Tacit
Top foodservice leaders and dining brands turn to Tacit for a white-label digital ordering solution that empowers them to own their customer data, maximize profits, and strengthen brand loyalty. Tacit’s platform helps operators take back control of guest data and profit margins while strengthening brand loyalty.

To learn how Tacit helps businesses enhance their digital ordering strategy, click here to explore our powerful solutions and integrations.