Why Restaurant Customer Data Ownership Matters in 2024

Introduction: The Hidden Cost of Third-Party Platforms

Every time a customer orders through DoorDash, Uber Eats, or Grubhub, you're not just paying 25-30% in commission fees—you're also giving away your most valuable asset: customer data.

Third-party platforms own the relationship with your customers, preventing you from building loyalty, running targeted marketing campaigns, or creating personalized experiences. In 2024, owning your customer data is essential for long-term restaurant success.

This guide explains why customer data ownership matters, how third-party platforms control your business, and how you can take back control.

1. What is Customer Data & Why Does it Matter?

Customer data includes:
✅ Contact Information – Email addresses, phone numbers, and delivery addresses
✅ Order History – What customers order, how often, and how much they spend
✅ Preferences & Behaviors – Favorite menu items, dietary restrictions, and order timing
✅ Engagement Metrics – How customers interact with your brand (social media, reviews, loyalty programs)

Why This Data is Valuable:

💰 Increases Customer Lifetime Value (CLV) – Personalized marketing keeps customers coming back
💰 Reduces Customer Acquisition Costs – Re-engaging existing customers is 5x cheaper than acquiring new ones
💰 Improves Marketing Efficiency – Data-driven campaigns have 3x higher ROI than generic advertising
💰 Strengthens Brand Loyalty – Direct relationships create emotional connections with customers

💡 Pro Tip: A restaurant that owns its customer data can increase repeat orders by 30-50% compared to those relying solely on third-party platforms.

2. How Third-Party Platforms Control Your Customer Relationships

When customers order through DoorDash, Uber Eats, or Grubhub, they become platform customers, not your customers.

What Third-Party Platforms Take From You:

❌ You don't own the customer's contact information – No email or phone number means no direct marketing
❌ You can't build a loyalty program – Customers earn rewards from the platform, not from you
❌ You have no control over pricing or promotions – Platforms dictate discounts and fees
❌ You lose branding & visibility – Customers recognize the platform, not your restaurant
❌ You can't retarget or remarket – No email lists, SMS campaigns, or personalized offers

💡 The Reality: A customer who orders from you 10 times via DoorDash is more loyal to DoorDash than to your restaurant.

3. The Financial Impact of Not Owning Your Customer Data

Let's break down the real cost of relying on third-party platforms:

Example: Monthly Orders via Third-Party Platforms

📊 Total Monthly Orders: 1,000
📊 Average Order Value: $30
📊 Total Revenue: $30,000
📊 Commission Fees (25%): -$7,500
📊 Net Revenue: $22,500

What You Lose by Not Owning Customer Data:

🚫 No email list – Can't send promotions directly to customers
🚫 No SMS marketing – Miss out on high-converting text campaigns
🚫 No loyalty program – Can't reward repeat customers
🚫 No customer insights – No data to optimize your menu or marketing

💡 If you switched just 50% of orders to your own ordering system, you'd save $3,750/month ($45,000/year) in fees and gain full access to customer data for future marketing.

4. How Owning Your Customer Data Increases Profits

When you own customer data, you unlock powerful marketing & retention strategies that drive long-term revenue.

What You Can Do With First-Party Data:

✅ Build Email & SMS Campaigns – Send personalized promotions directly to customers
✅ Create Loyalty Programs – Reward repeat customers with points, discounts, and VIP perks
✅ Run Retargeting Ads – Re-engage customers who haven't ordered in a while
✅ Offer Personalized Recommendations – Suggest menu items based on past orders
✅ Track Customer Behavior – Identify high-value customers and optimize your menu

💡 Pro Tip: Restaurants that own their customer data see a 20-30% increase in repeat orders compared to those relying on third-party platforms.

5. How to Take Back Control: Build Your Own Direct Ordering System

The best way to own your customer data is to invest in your own online ordering system instead of relying on third-party platforms.

Steps to Reclaim Customer Data:

✅ Launch a Branded Mobile App – Let customers order directly from you
✅ Offer Incentives for Direct Orders – Exclusive discounts, free delivery, or loyalty points
✅ Integrate a CRM System – Track customer behavior and automate marketing
✅ Use SMS & Email Marketing – Stay top-of-mind with personalized promotions
✅ Promote Direct Ordering Everywhere – In-store signage, receipts, social media, and packaging

💡 Pro Tip: Restaurants with a commission-free direct ordering system increase profit margins by 15-30% while building stronger customer relationships.

6. Case Study: How Restaurants Increased Revenue by Owning Customer Data

Before: Relying on Third-Party Platforms

📉 Monthly Revenue: $50,000
📉 Commission Fees (25%): -$12,500
📉 Customer Retention Rate: 20%
📉 Email List Size: 0

After: Owning Customer Data with Direct Ordering

📈 Monthly Revenue: $65,000 (30% increase from repeat orders)
📈 Commission Savings: +$12,500
📈 Customer Retention Rate: 45%
📈 Email List Size: 5,000+ (enabling targeted marketing)

💡 Result: By taking control of customer data, this restaurant saved $150,000/year in fees and increased revenue by 30% through direct marketing.

7. The Future: Why Data Privacy & Ownership Will Become Even More Important

With stricter data privacy laws like GDPR and CCPA, customers are becoming more aware of how their data is used. Restaurants that prioritize transparency and data ownership will have a competitive advantage.

Why Data Ownership is the Future:

✅ Customers prefer brands they trust – Direct relationships build loyalty
✅ Privacy regulations favor first-party data – Relying on third-party data is becoming riskier
✅ AI-powered personalization requires data – Future marketing will be hyper-personalized

💡 Pro Tip: Restaurants that own their customer data today will dominate the market tomorrow.

Conclusion: Take Control of Your Customer Relationships

Relying on third-party platforms means giving up control of your customers, your profits, and your future. By investing in a direct ordering system, you can:

✅ Save 25-30% in commission fees
✅ Build a loyal customer base
✅ Run targeted marketing campaigns
✅ Increase repeat orders by 30-50%
✅ Own your restaurant's future

🚀 Ready to take control? Book a Free Demo with Menuro and discover how our commission-free platform helps restaurants own their customer data and grow revenue! 🎯