New research from the UK restaurant sector has revealed a growing shift across the sector: operators are actively rethinking their reliance on third-party marketplaces and prioritising direct-to-consumer (D2C) channels.
The report, “UK Hospitality’s Perspective on Digital Ordering in 2025,” is based on research conducted in May by the London based technology company Slerp surveying 112 UK restaurant operators. It uncovers the key pressures driving change – rising costs, policy shifts, and dissatisfaction with third-party high commissions – and how these are accelerating a push for greater control and ownership of the customer journey for digital ordering.
Key findings from the report include:
- 85% think a direct-to-consumer proposition can add value to their business.
- 83% say customer data is important to their operations.
- 73% of operators cite cost savings as a key motivator for investing in D2C.
- 77% see value in their own branded ordering app.
57% are concerned about lack of brand control on marketplaces.
JP Then, founder of Slerp, said: “The restaurant sector has faced continued headwinds but is telling us they are resilient and up for change. Operators are loud and clear – the status quo of digital ordering is evolving with new priorities beyond just getting the order to the customer. They want more
control, better margins and direct access to their customers. This report puts numbers to what we’re discussing with businesses every day.”
While third-party marketplaces continue to play a meaningful role to many businesses, the report highlights a clear attitude to rebalancing – operators are building out D2C channels to future-proof their business and stay competitive in a changing market.
