Open a delivery app right now and search for "pizza." Who shows up first? Usually, it's not the best pizza in town—it's the pizza chain that paid the most for a "Sponsored" ad slot.

The Pay-to-Play Trap

To get visibility on these crowded platforms, restaurants are often encouraged to run aggressive promotions like "$5 off your first order" or pay for premium placement. This adds another marketing cost on top of your already high commission fees. It’s a race to the bottom where the deepest pockets win, and independent restaurants get left behind.

How to Opt Out of the War

You can't out-spend the big chains, so don't try. Instead, focus on building your own fortress using owned channels.

• Google My Business: This is your digital storefront. Optimize your profile with great photos and a direct link to your menu so you show up first in local searches—for free. Learn more about GMB success here.

• Email Marketing: Send a blast to your customer list at 4:30 PM on a Friday. A well-timed email converts better than a passive listing on an app ever will.

• Community Engagement: Sponsor a local Little League team or host a charity night. Real, local engagement builds a brand that algorithms can't suppress.

By focusing on SEO for restaurants, you attract customers organically rather than renting them for a fee.

Strategy: Why Restaurants are Ditching Third-Party Apps