How delivery apps share customer data (and why your own app gives you more control)
Updated: Sep 13
When you partner with third-party delivery apps like DoorDash, Uber Eats, and Grubhub, you gain reach - but you give up two things that matter most to your bottom line: your customer data and your margins. These platforms share very little about who is actually ordering from you, and their commissions quietly take a large cut of every sale. Here's exactly what you're missing, and how to take back control.
What Data Do Delivery Apps Share?
Third-party delivery apps typically share very basic customer data with restaurants. Here’s a breakdown of what you might receive:
Customer’s first name and last initial (e.g., "John D.")
What they ordered
However, key information that would allow you to build direct relationships with customers is often missing. For example:
Full names
Email addresses
Phone numbers
Delivery addresses
Without those details, you can't market to your own customers, reward your regulars, or win back people who haven't ordered in a while. Only the largest chains ("Enterprise" accounts) tend to negotiate access to richer data - leaving independent and growing restaurants with the least insight into the guests they're actually serving.
Free tool: What is third-party delivery really costing you?
Enter your monthly delivery sales and commission rate to see your true take-home - and how much more you'd keep by driving orders direct. → Try the free Delivery Profit Calculator
What Can Restaurants Do with Limited Data?
Even though delivery apps don’t provide much customer data, they do offer tools like anonymized aggregate analytics, which provides information on:
Menu performance: See what items are most popular.
Customer feedback: Understand what customers think of your food and service.
Daily operations: Get insights on order volumes and customer behavior.
Additionally, restaurants can run promotions via delivery apps, like a “First Order, $0 Delivery Fee” to attract new customers, or use the limited data to target specific advertising groups (like sending ads for chicken to customers who frequently order chicken).
Why Having Your Own App is Better
While delivery apps are convenient, they come with a trade-off: limited data access. By building your own ordering app, you can collect much more detailed information about your customers. Here’s why having your own app gives you an edge:
1. Access to Full Customer Data
With your own app, you can collect complete customer information, such as:
Full names
Email addresses
Phone numbers
Delivery addresses
This allows you to build a direct relationship with your customers, send targeted marketing campaigns, and provide personalized experiences based on their preferences.
2. Better Customer Insights
When you own the customer data, you can analyze it to learn more about your customer base. For example, you can:
Identify loyal customers and reward them with special offers.
See which menu items are most popular and when customers are most likely to order.
Use this data to optimize your menu, pricing, and promotions.
3. Improved Marketing Opportunities
With access to email addresses and phone numbers, you can launch direct marketing campaigns to encourage repeat business. Whether it’s through email newsletters, SMS promotions, or push notifications, you’ll be able to keep your restaurant top of mind for your customers.
4. Dynamic Pricing and Personalized Offers
Having your own app allows you to use dynamic pricing - adjusting prices based on demand. You can also create personalized offers, such as sending special discounts to customers who haven’t ordered in a while or rewarding regular customers with exclusive deals.
5. Better Control Over Customer Experience
When you rely on third-party delivery apps, they control most aspects of the customer experience, from ordering to delivery. With your own app, you have full control, allowing you to ensure that customers get the best possible experience from start to finish.
Delivery apps hide your data and your margins
Third-party commissions can quietly eat 20–30% of every order. Cactus shows you exactly what delivery is costing your bottom line - by item, channel, and location - so you know which orders actually make money and where your profit is leaking. → See your true delivery profitability with Cactus
The Bottom Line: Use Delivery Apps Wisely, But Build Your Own App for Growth
Platforms like DoorDash, Uber Eats, and Grubhub are great for exposure - but they limit both the customer data you can access and the profit you keep. The smartest approach is to combine the two: use delivery apps to attract new customers, and build a direct channel (with the cost visibility to back it up) to turn those customers into loyal, profitable regulars.
Cactus helps you see the full picture - food cost, prime cost, and true delivery profitability -so every order works harder for your restaurant.
Ready to keep more of every order? Book a 15-minute demo · View pricing
DISCLAIMER: This information is provided for general informational purposes only, and publication does not constitute an endorsement. Cactus does not warrant the accuracy or completeness of any information, text, graphics, links, or other items contained within this content. Cactus does not guarantee you will achieve any specific results if you follow any advice herein. It may be advisable for you to consult with a professional such as a lawyer, accountant, or business advisor for advice specific to your situation.
