Third-party delivery marketplaces have long helped restaurants expand their digital footprint. They’ve brought in new customers for restaurants, made ordering easier and built out delivery infrastructure so operators don’t have to build it all themselves. But as digital ordering becomes a more prominent part of the restaurant business, many brands are rethinking how much of their business should be going through channels they don’t control. First-party digital ordering is becoming a strategic priority with restaurants able to take more control over the guest relationship, ordering experience, customer data and long-term engagement. The point isn’t necessarily to get rid of third-party marketplaces. Instead, restaurants are seeking a more healthy balance between marketplace exposure and owned digital channels. More Control Over the Guest Relationship One of the biggest benefits of first-party ordering is that you own the customer relationship. If a guest is ordering through a restaurant’s website or mobile app, a [...]