For restaurant owners in 2026, the battle for margins is fought on two fronts: the dining room and the delivery bag. While foot traffic is the lifeblood of the atmosphere, the explosion of the “at-home” economy has made off-premise dining critical for survival. However, relying solely on third-party apps like UberEats or DoorDash often means sacrificing 15% to 30% of your revenue in commission fees.
The most valuable customer for your delivery business is actually the one sitting at table four right now. They already know your brand, they like your food, and they are a captive audience. The challenge is effectively marketing your food delivery promotions to them before they walk out the door.
This is where It’s Relevant TV transforms your in-store television from a passive distraction into an active conversion tool. By mixing high-quality entertainment with targeted delivery advertisements, you can bypass the algorithms and drive direct orders from your most loyal fans.
The “Captive Audience” Opportunity
When customers are dining in your restaurant or waiting for a takeout order, they are visually engaged with their surroundings. Traditional TVs showing cable news or sports often advertise other brands—sometimes even your direct competitors. This is a wasted marketing channel.
It’s Relevant TV allows you to reclaim that screen time. By strategically placing food delivery promotions between short-form videos on travel, cooking, or sports, you create a subconscious link between your brand and the convenience of delivery. You aren’t just selling the meal they are eating now; you are selling the solution for their hunger next Tuesday night.
Strategies to Drive Direct Orders Using TV
Simply putting a “We Deliver” sign in the window is no longer enough. To compete with the aggressive push notifications of major delivery apps, your in-store marketing needs to be dynamic and visually compelling.
1. The QR Code Conversion
Friction is the enemy of conversion. Use your It’s Relevant TV display to feature a large, scannable QR code that leads directly to your first-party ordering page or app download.
- The Hook: “Scan for Free Delivery on Your First Direct Order.”
- The Result: You capture the customer’s data (email/phone) which third-party apps usually hide from you, allowing for future retargeting.
2. Dayparting Your Message
Timing is everything in food marketing. An ad for a breakfast sandwich isn’t effective at 8:00 PM. Digital signage technology allows you to schedule content based on the time of day.
- Lunch Crowd Strategy: While customers are eating lunch, run promotions for “Family Meal Deals” available for delivery that evening. You solve their dinner problem before they even leave your restaurant.
- Weekend Strategy: On Friday nights, promote “Game Day Platter” delivery specials for Sunday football.
3. Visualizing the “Travel-Friendly” Menu
Not every dish travels well. Use your screens to highlight items specifically designed for delivery—like pizza, wings, or sushi—that look just as good in a box as they do on a plate. High-definition video of steaming food is a powerful psychological trigger that static posters cannot match.
BLUF: The Cost of Third-Party vs. Direct Delivery Marketing
Bottom Line Up Front: Moving customers from third-party apps to direct ordering is the single most effective way to increase profitability per order.
| Feature | Third-Party App (e.g., DoorDash/UberEats) | Direct Ordering (Promoted via In-Store TV) |
|---|---|---|
| Commission Fee | 15% – 30% per order | 0% (Flat monthly software fee usually applies) |
| Customer Data | Owned by the App (Masked) | Owned by You (Email, Phone, History) |
| Brand Control | Listed alongside competitors | 100% Brand Focus |
| Profit on $50 Order | ~$35 (after 30% fee) | ~$50 (minus standard credit card fees) |
Recent data indicates that while third-party apps are excellent for discovery (finding new customers), they are detrimental for retention (repeat customers). Once a customer walks through your door, your goal must be to convert them to a direct channel. According to Restaurant Business Online, more than half of consumers say coupons and promotions influence whether they order direct or via a delivery app.
Why TV Promos Work Better Than Table Tents
Table tents and flyers are static and easily ignored. A digital screen draws the eye naturally because of motion. With It’s Relevant TV, your food delivery promotions aren’t interruptions—they are woven into a feed of content that the customer is actually enjoying. This “native advertising” approach feels less aggressive and more informative.
“The best time to market your delivery service is when the customer is already enjoying your product. The trust is established; you just need to offer the convenience.”
Taking Action
If you are tired of losing margins to delivery commissions, look up at the TV screens in your dining room. Are they working for you, or are they just playing the news? It’s Relevant TV provides the easiest way to integrate professional food delivery promotions into an engaging, customer-pleasing entertainment feed.
