Off PremiseProfit System Build my game plan

For independent restaurants

You didn't open a restaurant to rent your customers from an app.

The Off Premise Profit System gives independent restaurant owners a long-term game plan for online ordering and delivery: your own storefront, the apps working for you instead of against you, and every guest's contact information in your hands. Built and managed by an operator who has done it himself.

Build my game plan

30 minutes. No pitch deck. We look at your menu and your numbers and map it out.

What the "experts" tell you

"It's just the cost of doing business."

No. It's the cost of not having a plan.

Most owners accept the fees because everyone says they're just part of the business now. The "experts" say it too. The "experts" get paid by the platforms.

"Customers only order delivery on the apps."

Your customers would rather order from you.

70 percent of consumers say they'd rather order directly from a restaurant so their money goes to the restaurant instead of a third party, and most of them say it's because they want to support the restaurant itself. They just need to know your site exists and costs less. That's our job.

Source: NCR Voyix consumer survey, via Restaurant Dive

"You have to be competitive on DoorDash."

No. You price for quality, not for DoorDash.

The big pizza chains spent twenty years training their customers to be coupon shoppers, and now they can't sell a pizza at full price to save their lives. If you're building a career, not a hobby, don't teach your guests that your food is only worth buying on sale.

Price for the restaurant you want to still own in ten years.

The problem

Right now the apps own your storefront. And your customers.

Every online order that comes through DoorDash, Uber Eats or Grubhub hands 20 to 30 percent of the ticket to a company that has never set foot in your kitchen. You do the cooking. They keep the customer.

You don't get the guest's contact information. No name, no email, no phone number. You can't invite them back, tell them about Tuesday's special, or thank them for their tenth order. You get a ticket, a bag, and a smaller check than the one you earned.

Most owners accept this because everyone says it's just the cost of doing business now. It isn't. It's the cost of not having a plan.

The plan

Three big money moves.

Move 1

Own your storefront.

We build you a fast, search-optimized website with pro photography and online ordering that feels as smooth as the big apps. Direct orders, direct delivery, direct catering. Guests order from you, not through someone else.

Move 2

Turn the apps into your billboard.

Your marketplace menus are priced 15 percent higher than your own site. The apps still bring you new customers, but now they pay their own commission. Your website becomes the cheapest place in town to buy your food, and we make sure every guest knows it.

Move 3

Keep the guest.

Every direct order captures a name, an email and a phone number. Email and text marketing bring them back on your terms. Your regulars become an asset you own, not a line item you rent.

The math

THEIR WAY

CHICKEN PARM + SIDES$75.00
PLATFORM COMMISSION (20%)-$15.00
GUEST SERVICE FEE$0.00
YOU KEEP$60.00

Every order. Every day. Forever.

OUR WAY

CHICKEN PARM + SIDES$75.00
PLATFORM COMMISSION$0.00
GUEST SERVICE FEE (5%)$3.75
YOU KEEP$75.00

The 5% service fee is added to the guest's total, not taken from yours.

In real kitchens

Three restaurants. Three different menus. Same result.

Dru and a teammate holding stacks of Midland's Local Pizza Shop boxes
Midland Pizza Factory, Midland
40%+

of online orders now come direct

"This system changed the game for us. Online ordering is now our leading profit center."

Dru, Midland Pizza Factory

Ray in his kitchen holding a plate of pasta
Ray's Italian Bistro, Midland and Odessa
$3,500

more per month from online orders

"We were essentially breaking even on our online orders before this system."

Ray, Ray's Italian Bistro

Popcorn standing in front of the King and I Thai Cuisine sign
King and I Thai Cuisine
150%

increase in online orders

"Ruston has helped me with online ordering for over a decade. His system works."

Popcorn, King and I

What's this worth in your kitchen?

$15,000
90%
What the platforms take from you today
$2,700/mo
What you'd keep back with the system
$2,250/mo
Over a year
$27,000

Estimate based on results at the restaurants above. Assumes a 20% platform commission and about 15% saved on every online order. Our $500 a month comes out of that number, and there is plenty left over. Your numbers will vary.

Build my game plan

What winning looks like

You cook. The system does the rest.

Questions

Things owners ask me.

Is this a good fit if we just opened?

It's the best time. You haven't trained your customers to think of DoorDash as your storefront yet. And if you've been open for years, we start unwinding that habit on day one. We set the right habits from day one.

Does it work with my POS?

Direct orders integrate with most major POS systems, and all your app orders land on a single tablet so your kitchen only watches one screen.

Won't marking up the apps hurt my sales there?

In practice, no. Guests on the apps are comparing you to other restaurants on the app, not to your own website, and every other restaurant is absorbing the same costs. The markup covers the commission, and we point your regulars to the cheaper option: you.

Do I have to do anything?

Send me your menu and give me an hour for photos. I handle the build, the pricing, the marketing setup and the ongoing management.

Is there a contract?

State your terms plainly here. Month to month, or a 90-day minimum.

Why only one restaurant a month?

Because I run this personally. I'd rather do it right for twelve restaurants a year than badly for fifty.

What you get

One partner. One invoice. Nothing for you to figure out.

Everything below is included, set up and managed for you.

  • Professional website with SEO and pro food photography (if you need one)
  • Direct online ordering on your own site
  • Unlimited commission-free delivery on direct orders
  • 3PD Profit Protector: marketplace menu pricing managed for you
  • Email and SMS marketing to your own guest list
  • Catering suite with its own ordering page
$500/month

All-in. Hosting, software and management are included. You will never get a second invoice from anyone.

Your guests pay a 5 percent service fee on direct orders, added to their total, not taken from your revenue. That's still far less than they'd pay on the apps, and it's how we keep your monthly cost flat.

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