The rise of third-party delivery apps has transformed the way consumers discover, order, and experience food, bringing both new challenges and new opportunities for restaurant brands. In this blog, we break down the trends driving this shift and share how smart marketing—and tools like our very own Retailigent—can help brands thrive in the digital ordering era.

How Third-Party Delivery Apps Transformed Takeout—and What Restaurant Brands Should Do About It

Over the past decade, the simple act of ordering takeout has undergone a complete cultural, technological, and economic transformation. Once a phone-based, local transaction, today’s takeout and delivery ecosystem is dominated by third-party apps like DoorDash, Uber Eats, and Grubhub. These platforms have reshaped not only how consumers order, but also what they expect, how restaurants operate, and how brands must present themselves in an increasingly digital marketplace. Understanding this evolution—and how to strategically market within it—is essential for businesses hoping to thrive in the modern food economy.

‍

A Shift in Consumer Mindset

The rise of third-party delivery apps starts with a shift in consumer expectations. Convenience has moved from a perk to a baseline requirement. Consumers expect frictionless ordering, transparent tracking, personalized recommendations, and instant gratification. This mindset is shaped by e-commerce giants like Amazon, and it has spilled into how people think about meals, especially during busy weekdays.

There’s also been a psychological shift: ordering through an app no longer feels like an indulgence. For many consumers, we know that it’s simply part of their weekly routine. And with younger generations prioritizing time-savings over cost, the demand continues to rise.

‍

Technology’s Role in Reinventing Takeout

Technology has enabled far more than easy ordering. It has reshaped the entire journey:

• Smart algorithms suggest restaurants based on behavior and preferences.

• Real-time tracking gives consumers control and reassurance.

• Integrated payment systems remove transactional friction.

• Data collection enables hyper-personalized offers and targeted promotions.

Additionally, AI is now influencing route optimization, delivery pairing, and menu recommendations. For restaurants and brands, these tech-driven systems mean increased visibility but also increased competition. If your menu, photos, and promotional strategy aren’t optimized for the algorithm, you risk disappearing beneath competitors who are.

‍

Economic Pressures and Adaptation

The economic impact of third-party delivery is complex. On one hand, these apps expanded customer reach and helped restaurants survive the pandemic’s dine-in shutdowns. On the other hand, high commission fees, increased packaging costs, and dependence on third-party systems have squeezed margins.

As a result, many restaurants have reinvented their operations. Ghost kitchens, pickup-only concepts, scaled-down dining rooms, and app-exclusive menus emerged as direct responses to the new economics of off-premise dining. Brands that have adapted most successfully treat delivery and takeout as a dedicated revenue stream—not a side channel.

‍

What We’re Seeing Now: A Matured App Economy

Today, third-party delivery is no longer a temporary trend—it’s a fully integrated consumer behavior. We’re seeing:

• More loyalty-driven promotions (free delivery, subscription perks, and app-exclusive deals). McDonald’s and Panera Bread are great examples. McD’s loyalty program, “MyMcDonald’s Rewards”, is accessible via their mobile app where consumers earn points on purchases and redeem for free menu items. Panera on the other hand has been offering a subscription model: “MyPanera + Coffee” including a monthly fee for unlimited coffee and teas. We’re starting to see that subscriptions signal a different loyalty model: lock in frequent customers, create habit.

• Increased consumer cost sensitivity due to fees and inflation—which heightens the need for perceived value.

• Brands investing in digital storefronts as thoughtfully as physical ones.

‍

The key theme: Brands must treat digital presence with the same strategic care as in-restaurant experience.

As technology reshapes how consumers discover, order, and interact with food brands, the need for smarter data becomes non-negotiable. That’s where we lean into our very own Retailigent approach at Bernstein Rein – tapping into real-time understanding of how consumers behave–not just in store, but across digital ordering platforms, delivery apps and the broader competitive landscape.

‍

How Brands Can Market Effectively on Delivery Apps

1. Optimize Your Digital Menu: Menu design is marketing. Use clear, appetizing photos, simple item names, and strong descriptions tailored for mobile screens. Highlight top sellers and bundle items to boost perceived value.  

2. Invest in SEO for Delivery Apps: Apps have their own search algorithms. Use keywords in item descriptions and ensure categories are precise. Popular items should be easy to find within three taps.

3. Use App-Exclusive Promotions: Offer limited-time bundles, free add-ons, or loyalty-building perks. These drive trial and keep your brand top-of-feed within the app ecosystem.

4. Prioritize Packaging as Part of the Experience: Leak-proof, temperature-stable, and branded packaging increases satisfaction and repeat orders. It also turns unboxing into a marketing moment.

5. Promote Your Delivery Options Everywhere: Include delivery messaging on social, email, in-store signage, and your website. Consumers often choose where to order before they open the app.

6. Encourage Reviews and High Ratings: A higher rating boosts visibility and trust. Prompt customers through inserts, digital follow-ups, or incentives.