How to take direct online orders in New York City without delivery apps

Delivery apps bring orders but take a large share of each one, and they keep the customer relationship. New York City limits what the apps may charge, but the apps still keep the diner relationship, and a federal appeals court ruled in August 2026 that the city cannot make them hand over customer data. Many owners want a channel they control. Here is how to set up direct ordering. Check tax and licensing details with your accountant.

Why take direct orders?

When a customer orders directly, you keep more of the money, you know who the customer is, and you control how the order is handled. You still pay for card processing and for whoever prepares and delivers the order, so direct orders are not free, but the margin is usually better than on an app. You also build a list of customers you can contact with their consent, and you control the experience from the click to the doorstep.

What do you need to set up?

You need an online menu that matches your kitchen, a way to take payment, a way to receive orders in the kitchen, and a plan for delivery or pickup. Many restaurants start with pickup only, which needs no drivers. A simple ordering page, tablet or printer in the kitchen, and a clear policy on times and refunds are enough to start. Make sure the page works well on a phone, because most orders come from phones, and that it meets accessibility standards, which also protects you from claims.

How do you price direct orders?

Do not copy app prices blindly. Work out your cost per order, including packaging, card fees, labor and delivery, and set prices and minimums that keep a margin. If you offer a discount for direct orders, such as a free side, make sure it still covers cost. Show the total price, including any delivery fee and service fee, before the customer pays. Customers distrust surprises, and consumer pricing rules are a question for the Department of Consumer and Worker Protection.

How do you deliver?

You have three options: pickup, your own staff, or a delivery service that charges you per trip. Some local couriers and white-label services will deliver your own orders for a flat fee, which is often cheaper than an app's commission. Limit your delivery radius to keep food hot and trips short. Check your insurance for delivery, and your obligations to delivery workers, including minimum pay rules that apply in the city. Ask your accountant and lawyer.

What about sales tax and licenses?

Food and drink sold by a restaurant is generally subject to sales tax, and the treatment of delivery charges, service charges and tips is set by the state. Ask your accountant and the New York State Department of Taxation and Finance how to set up your system rather than copying an app's settings. Your health permit, Food Protection Certificate holder and allergy poster requirements apply to takeout and delivery as well as dine-in. Mention allergens on your online menu, and provide a way for guests to note allergies.

How do you win customers?

Tell people at the table and on receipts that ordering direct is better for your business. Put a card in every bag with a short link or a code. Add a link on your website, social media profile and map listing. Offer a small reward for the first direct order. Reply promptly to messages, and make reordering easy. Over time, regulars will switch.

How do you measure whether it works?

Track the number of direct orders, the share of total orders, the average order value and the cost per order. Compare with app orders. Review monthly, and adjust. If the share does not grow, ask customers why. The answer is often a missing feature, such as a clear time estimate or a favorite dishes list.

What are the risks?

Direct orders mean you handle complaints, refunds and delivery problems yourself. Set a clear policy, train staff and keep calm records. Protect customer data: collect only what you need, store it securely and use it only as you promised.

How to compare an app order with a direct order

Take one typical order and cost it both ways. For the app, take the commission and fees from your latest statement for that order, not the maximum the law allows. For your own page, add your payment processor's rate and fixed fee from your contract, the cost of packaging, and the courier's quote if someone else delivers. Decide who pays for delivery: you, the customer, or both. Put the two totals side by side with the real labor each takes. Use your own processor's rates, courier quotes and the actual app contract, and repeat the comparison when any of them changes.

How to start small

Pick five or six dishes that travel well, and offer them for pickup only for a month. Test the ordering page by placing orders yourself and asking friends to do so. Time how long the kitchen needs, and set pickup windows that you can keep. Add dishes slowly. Take photographs in natural light, write short descriptions that mention allergens, and set realistic times. Customers forgive a short menu but not a cold meal or a long wait.

More guides for your business:

• Dining Out NYC: sidewalk and roadway cafe rules for restaurants
• New York paid sick and prenatal leave for restaurants (2026)
• Is New York City's restaurant scene recovering in 2026?

More in the US guides for food businesses.