Do you have to leave delivery platforms entirely?

No, and that was never the goal. Platforms remain useful for capturing volume and new customers. The idea is to build a direct channel in parallel, attractive enough to grow the share of commission-free orders, and to gradually shift loyal customers toward WhatsApp and the website.

Why geo-target to the neighborhood radius?

Because direct delivery and drive-to-store only make sense locally. Targeting nearby neighborhoods avoids spending on users outside the service area, concentrates budget on genuinely convertible people and keeps a profitable local CPM — here between 22 and 40 MAD.

How are direct orders attributed to campaigns?

Each channel and campaign gets a dedicated promo code. When a customer orders on WhatsApp or the website using that code, we know where they came from. It is a simple, robust measurement fit for a restaurant, without relying on complex tracking.

How quickly do results appear?

The first direct orders come within the first weeks. The real shift — a lasting rise in direct orders and a fall in platform share — shows over a few months, the time it takes to build the habit of ordering directly. Here, the reversal played out over four months.

Back to case studies

/ 31 · restaurant-livraison-casablancaServicesJune 20, 20264 months

CASE STUDY · SERVICES · 2026

Restaurant & delivery — CasablancaDirect orders +65% while cutting delivery-platform dependence.

Delivery platforms take 25 to 30% commission on every order. Webotic built a direct channel — geo-targeted Instagram/TikTok, WhatsApp, drive-to-store — to bring the margin back into the restaurant. (Indicative figures, to be confirmed.)

SCOPEGeo-targeted Insta/TikTok · WhatsApp · Drive-to-store

Client anonymized at their request — the figures are real, verifiable on request.

+65%direct ordersWhatsApp + website

−20 ptsplatform shareof the order mix

22-40 MADlocal CPMgeo-targeted Insta/TikTok

4 monthsof the programto reverse the trend

STACK

Instagram Ads
TikTok Ads
Meta Ads Manager
WhatsApp Business
Per-channel promo codes
Google Business Profile

The challenge · escaping platform dependence

The restaurant was earning a growing share of its revenue through delivery platforms. Convenient for volume, they charged 25 to 30% commission on every order and inserted themselves between the venue and its customers: no contact details, no way to follow up, a customer relationship fully captured by the middleman. Each time volume rose, margin shrank instead of growing. The restaurant was also subject to the platform's ranking, promotional pressure and a visibility it did not control. The goal was not to abandon these channels overnight, but to build a direct channel in parallel — WhatsApp ordering, website, drive-to-store — attractive enough to capture a meaningful share of local demand and regain control over the customer relationship, the data and the margin.

Platform commissions of 25-30% per order.
No customer data and no way to follow up.
Margin shrinking as volume grows.
Visibility and ranking dictated by the middleman.

The program · local geo-targeting and a shift to direct

Webotic launched geo-targeted Instagram and TikTok campaigns within the radius of neighborhoods near the restaurant, where direct delivery and drive-to-store are realistic. Creatives highlighted the signature dish, commission-free direct ordering and a dedicated promo code, with a clear call to action to WhatsApp Business and the website. Each channel got its own promo code, turning every order into attributable data. Drive-to-store leaned on the Google Business Profile and proximity formats to capture takeaway demand. Budget was concentrated on high-intent slots — lunch and dinner — and the densest zones, with local CPM tracked closely to stay within a profitable range. The best creatives were iterated weekly on cost and conversion signals.

Insta/TikTok targeted to the nearby-neighborhood radius.
WhatsApp + website redirect, commission-free ordering.
Drive-to-store via Google Business Profile.
Budget concentrated on lunch/dinner and dense zones.

The results · margin returns to the restaurant

In four months, direct orders via WhatsApp and the website rose by 65%, while the platforms' share of the order mix fell by 20 points. Every direct order escaped the 25-30% commission, mechanically improving the margin per ticket. The local CPM stayed controlled between 22 and 40 MAD depending on slots and neighborhoods — an acquisition cost far below the commission avoided. Beyond the numbers, the restaurant regained control: a base of direct customers reachable on WhatsApp, follow-ups now possible, and a customer relationship that no longer belongs to the middleman. Platforms remain a useful supplementary channel for volume, but they no longer dictate the venue's economics. (Figures to replace with final values.)

Direct orders +65% in 4 months.
Platform share −20 points in the mix.
Local CPM controlled between 22 and 40 MAD.
Direct customer base reachable on WhatsApp.

We stopped working for the platforms. Today a good share of customers order directly from us, we keep the margin and we can finally follow up with them ourselves.
The managerRestaurant & delivery · Casablanca

FREQUENTLY ASKED QUESTIONS

Do you have to leave delivery platforms entirely?: No, and that was never the goal. Platforms remain useful for capturing volume and new customers. The idea is to build a direct channel in parallel, attractive enough to grow the share of commission-free orders, and to gradually shift loyal customers toward WhatsApp and the website.
Why geo-target to the neighborhood radius?: Because direct delivery and drive-to-store only make sense locally. Targeting nearby neighborhoods avoids spending on users outside the service area, concentrates budget on genuinely convertible people and keeps a profitable local CPM — here between 22 and 40 MAD.
How are direct orders attributed to campaigns?: Each channel and campaign gets a dedicated promo code. When a customer orders on WhatsApp or the website using that code, we know where they came from. It is a simple, robust measurement fit for a restaurant, without relying on complex tracking.
How quickly do results appear?: The first direct orders come within the first weeks. The real shift — a lasting rise in direct orders and a fall in platform share — shows over a few months, the time it takes to build the habit of ordering directly. Here, the reversal played out over four months.