The Australian Financial Review recently confirmed what most operators already know: third-party marketplace apps cost venues margin, data, and brand control, while customers pay more. Yet, they’re not going anywhere. In fact, Australians are spending an average of $60 on doorstep delivery every week. 

Your challenge isn’t to fight them, it’s to match their ease while reducing your cost to deliver, serve, and market to the customer. That’s where Liven’s Magic App and OrderUp Blue come in as the best online food ordering system for restaurants to deliver app-level convenience, with your own brand, data, and profits.

Why Delivery Apps are winning

Third-party marketplaces promise exposure but can take up to ~33% commission on every order. Data from the US market reflects what we see in Australia. 42% of users already know the restaurant they’re ordering from, and only 11% use these apps to discover new ones. Essentially, they’re taxing you to access your existing customers.

For every reason a customer is turning to marketplace apps - there is a simple and easy solution that will better meet their needs, reduce their prices - all while increasing your margins and access to customer data.

• Convenience: 50% of diners would order direct if they could save payment info and past orders, the same seamless experience they get from Uber Eats or DoorDash.

• Easy access: 34% of guests say the number-one reason they don’t order directly is that there’s no delivery option offered by their favourite restaurants. 

• Transparency: 21% say they default to third-party apps because they can clearly see the ETA (estimated time of arrival) and track it

• Better user experience: 31% of guests cite slow or hard to use menus or websites as the reason to choose third-party apps

Building A Direct Online Ordering Systems For Restaurants That Rivals The Apps

The good news? All the online ordering functionality, an even more beautiful design, along with cross-sell and upsell that you'd expect to see in a marketplace app, but now branded your way, priced your way, and optimised for white-label delivery can be enabled easily with Liven.

Here’s how you can match (and beat) the third-party online ordering experience with Liven’s Magic App + OrderUp Blue:

• Frictionless checkout: Save payment details and past orders.

• Pickup, delivery & catering: All in one flow, with SMS tracking.

• White-labeled delivery: Direct integrations with Uber Direct and DoorDash Drive

• Loyalty & rewards: Automatically issue Brandollars for direct orders.

• Promos & upsells: Run offers and bundles easily.

• Data ownership: Capture customer spend, frequency, and preferences.

• No-download ordering: Mobile-friendly web, no app install needed.

• Low cost: A few hundred to set up. No IT required. No commissions.

• Fully branded: Your look, not theirs, no coding required.

Strategies To Shift Customers From Delivery Apps To Your Direct Online Restaurant Ordering System

Once your white label online ordering platform’s live, train customers to come to you first. Here’s how operators are winning back traffic:

Play 1: Turn every marketplace diner into a direct loyalist at payment

Reward everyone, even non‑members, right at checkout to lock in a return visit.

How to run it with Liven: Switch on Brandollar Connect so every transaction issues a branded dollar reward via receipt/CFD/online QR, no staff steps, no app required. Make the reward venue‑exclusive using Brandollars, so the only place to redeem is with you

Copy you can steal: Thanks for ordering! We’ve set aside $X in [YourBrand] Dollars. Scan here and use it next time when you order directly with us in-venue or online.

Play 2: Put “Order Direct” everywhere your diners already are

Most guests won’t hunt for your link; they’ll scan what’s in front of them.
How to run it with Liven: Print QRs on packaging/receipts/CFDs that deep‑link to your Magic App. Display standees and posters with QRs printed directing to your Magic App. Add direct links to your website, Google Business Profile and social bios.

Copy you can steal: Order online through our app for better rates. Earn Brandollars with every order!

Play 3: Offer value through special offers or lower prices

63% of guests will switch for better offers and savings.

How to run it with Liven: Set up first-direct-order bonus, mid-week bundles, or similar offers. Promote via Magic App banners/upsells and Liven Engage segments for price-sensitive cohorts.

Copy you can steal: Same menu. More value. 10% off on your first direct order.

Play 4: Make pickup an obvious option

48% guests would choose pickup if it’s cheaper than third‑party delivery.
How to run it with Liven: Set pickup‑only promos and surface pickup prominently in your Magic App.

Copy you can steal: Pickup in 15 min. Earn $ back instantly when you order direct.

Play 5: Automate the follow up

Personalised post‑purchase nudges based on actual customer behaviour beat generic blasts.
How to run it with Liven: Choose from 250+ templates, predictive send, and behaviour‑based segments available on Liven Engage. Include brandollar incentives or coupons for special offers.

Copy you can steal: Your {{LastOrderedItem}} misses you. Come back and enjoy $5 off.

You can explore even more practical tactics in these guides:

• How to increase online orders: 5 proven menu tactics for restaurants

• How to upsell digitally: supercharge your digital ordering with Liven OrderUp

• How to send personalised emails

The Bigger Picture: Reclaim Control, Rebuild Loyalty

Direct delivery isn’t a short-term tactic or a cost-saving move. It’s a long-term play for ownership and independence. Every direct order means more margin, more data, and more loyalty that you control.

With Liven, restaurants across Australia are replicating the polish and speed of major apps, without the commission and brand dilution.

Book a walkthrough of Liven’s Magic App and Online Ordering, and see how direct ordering can turn a 36% cost into 100% ownership.