Delivery apps helped restaurants survive hard years.

But in 2026, many operators are realizing something uncomfortable:

The convenience comes with a massive margin tax.

Between commissions, marketing fees, and lost customer data, third-party marketplaces often take 20–30% of every delivery order.

For a restaurant doing $60,000–$80,000 per month in delivery sales, that can mean:

• $12,000–$24,000 gone monthly
• $144,000–$288,000 per year

That’s not small money.

That’s payroll.
Kitchen upgrades.
A second location.
Actual profit.

At MainDine, we work with restaurants across the country, and February’s focus is simple:

How do you reclaim margin, own your guests, and build a direct-ordering engine that compounds every month?

Let’s break it down.

The Real Problem Isn’t Delivery — It’s Dependence

Third-party apps aren’t evil.

The mistake is using them as your primary growth channel.

Marketplaces control:

• Customer emails and phone numbers
• Re-marketing access
• Promotions
• Search placement
• Fees (which can change at any time)

That means every order you get is rented — not owned.

Chains figured this out years ago.

They treat delivery apps as acquisition tools… then aggressively move repeat guests to their own websites, apps, and loyalty programs.

Independents can now run that same playbook — without enterprise budgets.

Why Direct Ordering Changes the Economics

When orders flow through your own website:

• You keep most of the margin
• You collect guest data
• You can follow up with SMS/email
• You can run loyalty offers
• You control promos and pricing

Instead of paying 25% to a marketplace, restaurants often spend a few dollars per order on technology and marketing infrastructure.

That delta is the difference between surviving and scaling.

The Most Overlooked Asset: Your Customer List

If you don’t have a growing email and SMS list, you don’t have leverage.

A list means:

• Launching specials without paying for ads
• Driving slow nights
• Promoting catering
• Re-activating lapsed guests
• Filling holidays and events

Every direct order should add to that asset.

Every repeat order should cost less to generate than the last.

That’s what chains optimize relentlessly.

Why Most Restaurant Websites Don’t Convert

We audit restaurant websites every week.

The most common issues:

• No clear “Order Now” flow
• Slow load times
• PDF menus
• No SMS capture
• No promo offers
• No re-order buttons
• No abandoned-cart follow-ups

Most sites convert under 5% of visitors into customers.

That means traffic is leaking revenue.

Fixing conversion alone can dramatically increase online sales — without spending a dollar more on ads.

The Growth Engine Top Operators Install

High-performing restaurants run systems, not one-off tactics.

At MainDine, our February audits focus on installing:

• High-conversion websites
• Commission-free ordering
• CRM & guest database
• Automated reorder campaigns
• Loyalty flows
• Win-back sequences
• Opening-soon funnels
• Paid traffic to direct ordering
• Reporting dashboards

The goal:

Turn one-time guests into predictable monthly revenue.

Opening in 2026? Start Marketing Before the Doors Open

Restaurants that build lists before launch outperform those that wait.

Smart operators:

• Run VIP preview signups
• Capture emails at construction stage
• Offer founder rewards
• Promote soft openings
• Have ordering live day one

Your first month should not be quiet.

It should be stacked with demand.

February’s Challenge for Restaurant Owners

Ask yourself:

• What percent of my orders come through third parties?
• How much did I pay in fees last month?
• Do I have a usable guest list?
• Can I message past customers today?
• Do I control my ordering experience?
• Does my website actually convert?

If you don’t know those numbers, that’s the first problem to fix.

Get Your Free February Growth Audit

All month long, MainDine is offering complimentary restaurant growth audits.

We’ll review:

• Your delivery mix
• Fee exposure
• Website conversion
• Ordering flow
• Guest data capture
• Follow-up automation
• Missed revenue opportunities

No fluff.
No generic marketing talk.
Just real numbers and a clear plan.

👉 Book your February Growth Audit today. call.maindine.com