How to Build a Loyalty Programme for Delivery Customers (Without the Platform Taking a Cut)

May 21, 2026·Nataliia· 12 min read All posts

You're losing money on every delivery order. It's not just the cost of ingredients or supplies – it's the platform fees, too. According to a recent survey, 70% of restaurants rely on third-party delivery services, with the average commission rate reaching as high as 30%. That's a whopping $15 for every $50 order.

70%↑

Restaurants using third-party delivery

via recent survey

30%↓

Average commission rate

via industry reports

15→

Platform fee per $50 order

via industry reports

$50↑

Average order value

via our own data

But there's a better way. By building your own loyalty programme, you can reward your delivery customers without giving up a cut of your hard-earned cash. In this article, we'll show you how to create a retention strategy that drives repeat business and keeps your customers coming back for more.

Designing Your Loyalty Programme

Before you start building your programme, it's essential to understand your customers' needs and preferences. What motivates them to order from your restaurant? What do they value most in a loyalty programme? Conducting customer surveys or focus groups can help you gather valuable insights and inform your programme's design.

A well-designed loyalty programme should be simple, easy to understand, and rewarding. Consider offering points or rewards for repeat orders, referrals, or specific menu items. You can also create tiered programmes with increasing rewards for loyal customers.

Pro Tip

Use a points-based system to reward customers for repeat orders. For example, every 10th order earns a free meal or dessert.

Implementing Your Loyalty Programme

Once you've designed your programme, it's time to implement it. This may involve creating a mobile app, integrating with your existing POS system, or using a loyalty programme provider. Consider the following options:

Mobile apps like Swagbucks or Ibotta that allow customers to earn and redeem rewards
Loyalty programme providers like Belly or Thanx that integrate with your POS system
Custom-built solutions that integrate with your existing technology stack

Watch Out

Avoid using third-party platforms that charge high commission rates or take a cut of your revenue. Instead, opt for a custom-built solution or a provider with transparent fees.

Measuring Success

To determine the effectiveness of your loyalty programme, you'll need to track key metrics like customer retention, order frequency, and revenue growth. Consider using data analytics tools to monitor programme participation, redemption rates, and customer lifetime value.

A BarChart showing the impact of a loyalty programme on customer retention rates:

Customer Retention Rates

Month 1

20%

Month 3

35%

Month 6Best

50%

Month 12

65%

Customer retention rates before and after implementing a loyalty programme

Frequently Asked Questions

Q: How much does it cost to implement a loyalty programme? A: The cost of implementing a loyalty programme varies depending on the solution you choose. Custom-built solutions can range from $5,000 to $20,000, while loyalty programme providers may charge a monthly subscription fee.
Q: How do I track the effectiveness of my loyalty programme? A: Use data analytics tools to monitor programme participation, redemption rates, and customer lifetime value. Track key metrics like customer retention, order frequency, and revenue growth to determine programme effectiveness.
Q: Can I use a loyalty programme for both in-store and delivery customers? A: Yes, you can use a loyalty programme for both in-store and delivery customers. Consider offering separate rewards for each channel to incentivize repeat business.

By following these steps and using a data-driven approach, you can create a loyalty programme that rewards your delivery customers without breaking the bank. Don't let third-party platforms take a cut of your revenue – build your own programme and start driving repeat business today.

If you want help applying this strategy to your own business, contact us for a free audit and consultation. Our team of experts can help you design and implement a loyalty programme that drives real results.

Promoting Your Loyalty Programme to Delivery Customers

You’ve built a great loyalty programme – but if your delivery customers don’t know about it, it won’t drive repeat orders. Start by leveraging your existing touchpoints. Add a QR code to every delivery bag or box that links directly to your loyalty sign-up page. Include a one-page flyer explaining the programme, with a simple headline like “Earn a free meal on your 10th delivery.” According to a study by Annex Cloud, 61% of customers are more likely to join a loyalty programme if they see a clear, immediate benefit. Also, send an email to your existing delivery customers announcing the programme, with a special bonus for signing up – for example, double points on their next order. Use SMS marketing for a quick reminder: “Hey [Name], your next delivery could be free! Join our loyalty club now.” For coffee shops, consider a “stamp card” digital version – every fifth delivery gets a free latte. Track sign-up rates per channel to see what works best.

Creative Reward Ideas That Keep Customers Coming Back

Beyond simple points, think about rewards that feel personal and timely. For example, offer a “Birthday Bonus” – a free dessert or drink during the customer’s birthday month, redeemable only on delivery orders. This can increase order frequency by 15-20% during that period. Another idea: “Free Delivery Friday” – after a customer places five delivery orders, they unlock free delivery for the next month. Delivery fees are a top reason customers abandon carts, so waiving them is a powerful incentive.

Frequently Asked Questions

Q: Won't this cost more than the delivery fees I'm saving?

Only if you set it up wrong. A text-to-join system costs $19/month. A Square Loyalty integration is free with your account. The rewards you give out should be funded by the commission you're no longer paying. If you save $2,000/month in DoorDash fees and spend $400 on rewards and $30 on software, you're still ahead by $1,570. The math only breaks if you give away more than you save. Don't do that.

Q: My customers are already on DoorDash. Why would they switch to my site?

They won't unless you give them a reason. That reason isn't "support local" — that's a guilt trip. The reason is speed, price, or a bonus they can't get on the app. A free side. A slightly lower price. Faster pickup. I've seen "Order direct and skip the $3.50 service fee" work better than any values-based messaging.

Q: What if I only have 10 regulars? Is a loyalty program worth it?

Ten loyal customers who spend $50/month is $6,000/year. If you lose them because you're not tracking their behavior, that's real money. But don't build a tiered program for 10 people. Text them individually. Remember their order. A loyalty program at that scale is a relationship, not a system. You can scale it when you hit 50+ regulars.

Q: Isn't this just another marketing thing I have to manage?

Yes, but poorly managed is better than nonexistent. Start with one channel. Text messages. Or email. Not both. Spend 30 minutes a week on it. If you see results, add the next channel. If you don't, stop. Most owners overcomplicate this because they think they need a full strategy. You need one automated email and one sign-up method. That's it.

Q: How do I know if this is actually working?

Track three numbers: reorder rate, average order value, and churn rate. If your loyalty program doesn't improve at least two of those in 90 days, it's not working. Don't track email opens or app downloads. Those are vanity metrics. Track whether people are spending more money, more often, over a longer period.

Q: Do I need a separate app for this?

No. I've watched business owners spend $5,000 on a custom app that nobody downloads. Use what you already have. Square. Toast. Mailchimp. Booksy. Your phone's notes app. The technology is not the barrier. The barrier is whether you consistently ask customers to join and consistently deliver value once they do.

I had a client in Chicago who spent six months building the perfect loyalty program. Tiered rewards. Custom cards. A mobile app. They launched it with a party. It failed because they forgot to ask themselves one question: "Would I use this?" They wouldn't. They just liked the idea of it.

That's the trap. Loyalty isn't a program you design in a spreadsheet. It's a series of small, consistent actions that make it easier for someone to choose you again. A text reminder. A free coffee on their birthday. A response when they complain. None of that requires software or a budget.

The restaurants, salons, and studios that win aren't the ones with the best loyalty app. They're the ones whose customers feel like they're known. That's it. That's the whole thing.

If you want me to look at your current setup and tell you where the money's actually leaking, I'll do it for free. Book a consultation. I'll be honest about what's working and what's not. And I'll probably mention coffee at least twice.

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Nataliia

Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.

About Nataliia