How Enterprise Brands are Building a Digital Ordering Strategy that Works Every Channel
Enterprise brands such as Checkers & Rally’s and Capriotti’s are proving that a channel-aware digital ordering strategy can deliver outsized gains. By continuously testing merchandising and loyalty on direct channels and streamlining the path to purchase, they achieved a 15% increase in web/app sales and a 35% lift in website conversion.
Why an every-channel digital strategy matters
Enterprise restaurant brands are proving that a unified, channel-aware approach to digital ordering can deliver material results. Brands like Checkers & Rally’s and Capriotti’s, leveraging DoorDash’s Commerce Platform, have unlocked double-digit gains by aligning marketplace reach with a high-performing direct channel. Reported outcomes include a 15% increase in web and app sales through continuous testing of menu merchandising and loyalty integration, and a 35% lift in website conversion after optimizing the homepage, menu structure, and checkout friction. The lesson is clear: a deliberate platform strategy that treats each channel by its strengths drives both acquisition and profitable repeat business.
Treat digital as a product, not a project
High-performing teams manage digital ordering like a living product. They maintain a prioritized experiment backlog, ship small changes weekly, and measure impact rigorously. Practical tests include reordering categories to surface high-converting items, promoting bundles and best-sellers, and placing loyalty enrollment or sign-in at natural decision points with single sign-on. This discipline compounds: each iteration tightens the browse-to-basket path, improves repeat rates via personalization, and keeps the experience aligned with evolving guest expectations.
Remove friction across the path to purchase
Conversion wins often come from fixing basics. Enterprise brands that simplified their homepage value proposition (clear fees, delivery times, and store selection), clarified menu hierarchy (fewer top-level choices, better photography, logical modifiers), and streamlined checkout (guest checkout, wallet support, address autocomplete, and saved payment methods) saw a 35% lift in website conversion. These improvements work because they reduce cognitive load and time-to-order-key drivers of completion on mobile and during peak demand windows.
Differentiate channels to grow LTV
Marketplaces are ideal for discovery and incremental reach; direct channels are where loyalty and personalization maximize lifetime value. Using a commerce platform to centralize menus, pricing, and availability enables consistent operations while tailoring offers by channel. On direct, brands can deploy targeted rewards based on order history, frequency, and ticket size; personalize upsells and cross-sells at item and combo level; and orchestrate CRM journeys that nudge second and third orders. On marketplaces, focus on visibility levers-ratings, fulfillment speed, and merchandising-while keeping pricing and prep times aligned to protect margins.
Build the stack, align KPIs, and execute
An effective every-channel strategy connects POS-integrated menu management, a reliable ordering engine, loyalty/CRM or CDP, experimentation tooling, and analytics. Measure what matters: add-to-cart rate, conversion, AOV, contribution margin by channel, repeat rate, order frequency, CAC, and LTV. Operational KPIs-prep time accuracy, order handoff, refund/adjustment rates-must feed back into merchandising and promotions. Start with a 90-day plan: baseline metrics, ship weekly tests to menu and checkout, launch loyalty prompts in high-intent moments, and establish channel-specific offers that encourage marketplace guests to try direct without violating partner terms. The compounding gains-like the 15% sales lift from ongoing testing-come from consistency, not big-bang launches.
Source: Restaurant Business Online