Put a QR code to your own ordering page in every delivery bag, give a small reason to use it, ask for a phone number at the first direct order, and send a text to people who ordered. Keep your direct menu equal to the app menu so there is no reason to go back.
Why it works
A guest who orders from you through an app is a guest of the app. A guest who orders from you directly is yours. The guest does not care about the channel as much as about price, speed and trust, so your job is to make the direct route as easy as the app and to give one reason to choose it.
Step 1: a card in every bag
Print a small card or sticker with a QR code that opens your ordering page, and put it in every delivery bag. Keep the message short: order direct next time. Add the reason on the card if you have one. A QR code in the window and on receipts helps too.
Step 2: one reason to switch
Pick one hook. A free side on the first direct order is easy to run. A loyalty point on every direct order builds over time. Avoid deep discounts that train guests to wait for offers. Combos and promos in Zorveta One can run the offer for you.
Step 3: capture the phone number
Loyalty by phone number needs no app. At the first direct order, the checkout asks for a number and the guest earns points. From then on, the order history is yours. See loyalty by phone.
Step 4: follow up by text
Message guests who agreed to hear from you. Send a short note after a first direct order and another when a guest has not ordered in a while. Only message people who opted in, and make stopping easy. Rules on messaging apply.
Step 5: keep parity
If your direct menu is smaller or slower than the app, guests will go back. Make sure items, modifiers and sold-out flags match. One menu feeding every channel is the cleanest way to do this. See online ordering.
Measure
Track three numbers weekly: direct orders, delivery app orders and the number of guests with a phone number on file. Use the delivery fee calculator with your own inputs to see the value of each order that moves.
Be honest with yourself
Not every guest will move. New guests often discover you on an app. That is fine. The aim is to convert repeat guests, not to leave the apps overnight.