How Fresh Wok Stopped Letting Third‑Party Apps Run Their Business

Fresh Wok | Richmond, VA

Operating Manager Tom Hughes explains how Fresh Wok in Richmond, VA has reduced reliance on expensive third-party delivery apps by trusting Beyond Menu to win local restaurant search and increase direct online orders.

Fresh Wok’s Challenges

Growing without sacrificing margins

Grow orders year over year without losing profit to rising fees from major delivery apps.

Managing platform sprawl

Juggling multiple ordering platforms made it harder to see what was actually driving growth.

Staying competitive in search results

Stay visible on Google without turning marketing into a second job.

Impact From Beyond Menu

+$90,000 in annual orders

More orders, and less reliance on major delivery apps with consistent, long-term growth.

One clear growth channel

Direct orders thriving and separated from high-fee acquisition platforms.

5% annual growth made easy

Ranking on Google without turning marketing into a second job.

How Beyond Menu Became Fresh Wok’s Secret Sauce

Built a reliable direct ordering channel

Beyond Menu became the primary place Fresh Wok’s regular customers ordered from. Instead of repeat diners coming back through high-fee delivery apps, they were guided to order directly — creating a consistent, lower-cost stream of repeat business the restaurant could actually count on.

Separated acquisition from retention

Fresh Wok continued using third-party apps to reach new customers, but stopped relying on them for repeat orders. Beyond Menu allowed the restaurant to clearly separate discovery from loyalty — using delivery apps to get noticed, and direct ordering to keep customers coming back at a sustainable cost

Kept Fresh Wok visible in local search

Beyond Menu helped Fresh Wok stay active and competitive in local Google search results through ongoing optimization and updates. That meant the restaurant stayed visible to nearby diners without requiring Tom or his team to manage marketing or search optimization day-to-day.

Lowered fees that compound over time

Fresh Wok continued using third-party apps to reach new customers, but stopped relying on them for repeat orders. Beyond Menu allowed the restaurant to clearly separate discovery from loyalty — using delivery apps to get noticed, and direct ordering to keep customers coming back at a sustainable cost

Rebuilding, Adapting, and Growing

Fresh Wok is a long-standing, locally loved Chinese restaurant serving the Richmond, VA community. Known for consistent food and a loyal base of regulars, the restaurant operates in a competitive region where delivery apps, rising costs, and changing diner habits have reshaped how local restaurants survive.

In 2019, Fresh Wok faced a major setback when a fire forced the restaurant to shut down temporarily. Just as the team worked to recover, COVID hit — bringing uncertainty, staffing challenges, and sharp shifts in how customers ordered food across the Richmond area.

Operating Manager Tom Hughes oversees day-to-day operations and online ordering strategy. During a period when many restaurants struggled to stay open, Fresh Wok pushed through — balancing third-party delivery, direct ordering, and operational recovery at the same time.

“We still use third-party apps, but Beyond Menu is where our regulars order. That makes a huge difference over time.”

— Tom | Operating Manager, Fresh Wok