Stop paying for the same customer twice.
A free five-minute guide to turning marketplace customers into direct customers, so you keep the relationship, the data, and the margin on every order after the first.
The first order may pay the marketplace. The second order should build your business.
Free. Practical. Read it in five minutes.
Most new customers come through two front doors.
Google is the first one. A hungry customer searches your name, sees your hours, your photos, your reviews, and taps Order Pickup or Order Delivery.
If that button sends them to a marketplace, you just paid a commission on someone who was already looking for you. You created the demand. Somebody else kept the customer.
Marketplaces are the second door, and that part is fine. Paying for an introduction to someone who has never eaten your food is a reasonable trade.
The problem starts on the second order. And the third. Same customer, same commission, no new introduction.
Marketplaces should be paid for the introduction, not the entire relationship.
I ran the numbers on my own restaurant.
At No Bull Burgers we were doing more than $300,000 a year in third-party orders. That felt like a win until I worked out what it cost to collect it.
Roughly $100,000 a year in commission. A lot of it on people who had eaten with us before and knew exactly what they wanted.
Five years at that pace is about half a million dollars.
"That's not a commission. That's a house."
Illustrative example from one restaurant's own numbers. Your commission rate and volume will differ.
Eight things you'll understand by the end of page five.
No theory, no filler. Every one of these is something you can look at in your own restaurant this week.
The two front doors most new customers walk through, and the one you're probably holding open for somebody else.
The Google ordering mistake that quietly hands your own search traffic to a marketplace, at your expense.
Why a commission stops being a marketing cost and becomes a leak the moment the same customer orders again.
The difference between renting a customer and owning a relationship you can actually contact.
How to make the second order direct without pulling your restaurant off the apps.
The simple insert-and-QR play that gives a customer an honest reason to switch next time.
Why ordering direct can save your guest roughly 20 to 30%, and why that makes the switch easy to ask for. (Example, not a promise.)
The follow-up sequence that turns a first-time order into a regular, including the 5-5-5 offer.
Read this if any of these sound like you.
You take pickup and delivery orders through DoorDash, Uber Eats, Skip or similar.
You already have direct online ordering, but not nearly enough orders come through it.
You can't email or text your own customers, because you don't actually have their details.
You want more repeat business without paying to buy the same customer back every time.
You hire a promotions company to hand out flyers. New customers walk in. You pay for that, happily.
Next week one of them comes back on her own. The promotions company doesn't send another invoice. The introduction already happened.
So why should a marketplace introduction get paid for again every single time she orders?
That's the whole question. The guide is what I did about it.
Twenty years in restaurants. One very expensive lesson.
I'm Tony. I've spent more than twenty years in this business, and The 2nd Order Strategy didn't come out of a marketing meeting. It came out of my own P&L.
At No Bull Burgers I was looking at more than $300,000 in third-party sales and about $100,000 a year going out in commission. Once I saw how much of it was repeat customers, I couldn't call it an introduction fee any more. It was rent.
So I fixed my own restaurant first. Then I built Orme, which stands for Optimizing Restaurants Made Easy, so other owners could run the same play without hiring anybody.
This wasn't a theory. It was my restaurant.
Understand the strategy first. Then decide what you need.
Nobody should be selling you technology before you know which problem you're solving. Read the guide, look at your own numbers, and make your own call.
It's five minutes, and it costs nothing.
Download The 2nd Order Strategy™Before you hand over your email.
Anything else, just reply to the email the guide arrives in. It comes to me.
Is the guide really free?+
Yes. No card, no trial, no sales call required. Enter your details and it's yours to keep. The only thing I ask is that you actually read it.
Is this only for restaurants that want to leave the delivery apps?+
No, and I'd argue against that. The apps are genuinely good at putting your food in front of people who've never tried it. This is about what happens after that introduction. Most restaurants keep the marketplaces running and simply stop paying for the same customer twice.
Will this work if I already have online ordering?+
That's usually where it helps most. Plenty of restaurants have a direct ordering page sitting there while the majority of their volume still runs through the apps. The guide is about closing that specific gap.
How long does the guide take to read?+
About five minutes. It's a field guide, not a whitepaper: short sections, real numbers, and things you can check in your own restaurant the same day.
Is this an Orme sales brochure?+
No. The strategy is explained properly, and you can run most of it with whatever tools you already have. Orme only comes up at the end, after the strategy has been laid out, because it's what I built to run this in my own restaurant. If the guide is useful and you never speak to me again, that's a fine outcome.