Escaping the 30%: direct ordering that aggregates couldn't eat
QSR chain, 22 outlets. A direct-ordering PWA plus POS integration across 22 outlets: WhatsApp reordering, UPI checkout, loyalty and kitchen tickets — direct orders now a third of revenue.
At a glance
- 150+
- Clients served
- 1,550+
- Projects delivered
- 14
- Industries
- 9+
- Years in business
Timeline
12 weeks
Team
5 people
Stack
Next.js PWA · Node.js · Razorpay · Printer/KOT integration
The world this system had to work in
Food aggregators take 25–30% of every order and own the customer relationship. A direct channel doesn't replace them, but every order that moves to it is margin and data the restaurant keeps — provided the ordering experience is faster than opening the aggregator app.
The challenge
Aggregator commissions took 28–30% of order value. The chain's own website converted poorly, and phone orders had no payment capture or order history.
What we found on day one
- Aggregator commissions consumed 28–30% of order value on the majority of delivery revenue
- The chain's own website converted poorly: slow on phones, no saved addresses, no repeat ordering
- Phone orders had no payment capture, no order history and no way to reach the kitchen except a shout
- Loyalty existed as paper stamp cards that nobody carried
The solution
We built an install-free progressive web app with two-tap reordering from WhatsApp, UPI-first checkout, live order tracking and a points-based loyalty programme redeemable across all 22 outlets. Direct orders print straight to each outlet's kitchen ticket printer through the existing POS, so they enter the same flow as walk-ins, and a manager view reconciles direct, aggregator and dine-in sales per item.
Ordering PWA
Menu with variants and photos, saved addresses, one-tap repeat order and no app-store install.
UPI-first checkout
UPI intent, cards and wallets via Razorpay, with order confirmation on WhatsApp.
POS & KOT integration
Direct orders printed to kitchen ticket printers at each outlet through the existing POS.
Loyalty programme
Points earned and redeemed across outlets, with birthday offers and win-back nudges.
WhatsApp reordering
A weekly reminder with the customer's last order and a two-tap repeat link.
Manager analytics
Direct vs aggregator share, item-level margin and repeat rate per outlet.
Integrated with
Our approach, step by step
Built an install-free PWA with two-tap reordering from WhatsApp — no app-store friction for repeat customers.
Integrated directly with outlet POS/KOT printers so direct orders enter the same kitchen flow as walk-ins.
Launched a points-based loyalty program redeemable across all outlets, with UPI-first checkout.
Ran outlet-level rollout with QR table cards and staff incentives; each outlet went live in one day.
The outcome
- Direct orders grew from 6% to 32% of revenue within two quarters of launch.
- Zero commission is paid on those orders; the build cost was recovered from saved commissions in under a year.
- Loyalty members reorder at a 41% repeat rate, driven mostly by the WhatsApp two-tap flow.
- All 22 outlets went live within 12 weeks, each in a single day, with QR table cards and staff incentives.
“A third of our delivery revenue now comes in with no commission attached. Regulars reorder from WhatsApp in two taps — they don't even open the aggregator apps.”
Farhan Sheikh
Owner, QSR chain
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