Define the direct-order journey
Write down where the journey starts, which ordering page it uses, how the customer pays and where the accepted order appears. This makes it possible to separate visibility problems from checkout or operational problems.
Keep sales and margin language separate
A lower channel fee is not the same as profit. Food cost, staffing, discounts, payment fees, refunds, delivery and other operating costs still affect the commercial result.
Report gross order value, channel costs and any estimated retained margin as separate lines, with assumptions shown beside the estimate.
Use a stable channel mix
Track the share of accepted orders by route over a consistent period. If a campaign or offer changes the mix, record the dates, spend and discount so the change can be interpreted later.
Connect customers to repeat behaviour
Where consent and the available systems allow it, measure how many customers place another accepted order in the defined window. Avoid changing the window between reports.
Review exceptions as well as totals
Totals can hide failed payments, refunds, closed-menu periods and order-handling delays. A small exception log gives the restaurant team concrete operational issues to investigate alongside the headline channel numbers.
Apply the checklist to your restaurant
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