Margin Reclamation
Margin Reclamation is the deliberate recovery of contribution margin lost to delivery marketplaces, back onto your own direct channels.
Why it matters
Every order a regular places through a platform instead of directly costs the full commission — even though the restaurant already built the relationship. Margin Reclamation reverses that loss: it moves repeat orders step by step to your own ordering page, without giving up platforms for first-touch discovery.
The levers are well understood — branded short links, loyalty incentives, automated re-engagement and fast direct ordering. The goal is not zero platform, but keeping the repeat habit where the margin stays.
Example
Moving 30% of platform orders to direct typically lifts contribution margin substantially — at essentially the same guest count.