Online ordering and delivery guests against dine-in guests
What the answer looks like
Illustrative output on sample data
Illustrative example: how Lexi answers this for an Indian restaurant group with seven venues. It matches dine-in POS, the group's own ordering site and delivery app orders to each guest over two years.
- Dine-in only: 1.4 visits a month, $1,180 two-year value
- Own ordering site only: 2.1 orders a month, $1,420 two-year value
- Delivery apps only: 0.9 orders a month, $560 two-year value
- Dine-in and online: 3.0 visits a month, $2,950 two-year value
What the data shows
Guests who both dine in and order online are worth the most by far. Delivery app guests are worth the least.
What it means
The own ordering site keeps guests close. Delivery app guests rarely move to the group's own channels.
What to do
Promote the ordering site to dine-in regulars, and include an offer for the site in delivery app orders.
Want me to show which dine-in guests have never ordered online?
Why it matters
Online ordering and delivery have become a large share of restaurant sales, but the guests behind them are often treated as a separate business. Comparing them with dine-in guests on frequency and lifetime value shows which channel builds lasting relationships and where to invest.
Frequently asked questions
Are online ordering customers as valuable as dine-in guests?
It depends on the channel. Guests ordering through your own site or app can be as valuable as dine-in regulars, while delivery app guests are often harder to keep. The most valuable guests usually use both dine-in and online ordering.
How do restaurants move delivery app customers to direct ordering?
Give them a reason to order direct next time, such as a code or a free item printed on a card in the bag. Make your own ordering easy and fast, and capture contact details at the first direct order so you can stay in touch.
How do you match online and dine-in orders to the same guest?
Link orders through email, phone or a loyalty number used in both channels. Online orders usually carry contact details, while dine-in payments need a loyalty scan or receipt email to connect. The more channels you match, the clearer the picture.