Case study: an Irbid café moves Instagram DMs to its site

What was going wrong with Instagram DMs?

Imagine a small café near University Street in Irbid. It has one branch, a menu of iced drinks, coffee, sandwiches and desserts, and a steady Instagram audience. The owner receives delivery requests through direct messages because that is where customers already ask about prices, opening hours and available flavours.

The problem begins when several conversations arrive together. One customer sends an address in three messages. Another edits an order after preparation starts. A third asks whether delivery is available, then disappears. Staff copy details into a notebook or repeat them aloud. The café has no single view of accepted, pending and completed orders.

Instagram is useful for discovery and conversation, while a checkout page is better for collecting a complete order.

What changed when the café added its own site?

The café kept Instagram as a marketing channel and changed its call to action. The profile used one ordering link in the bio. Stories and pinned posts repeated the same link.

The link opened the café's branded Nexara Website. Customers could read the menu, choose modifiers, enter a phone number and select delivery or pickup. The storefront worked in a browser and could be installed from the browser as an app.

Own website, app and call-center orders carry 0% commission. The café still pays the commission set by any marketplace that brings an order, such as Talabat or Careem.

A café can begin with a Nexara subdomain on the Free plan. A custom domain is available on paid plans. Nexara has a free plan, then paid plans per branch in Jordanian dinar; the current rates are one WhatsApp message away.

How did the order reach the counter and kitchen?

The café's own website, phone, table QR, Talabat and Careem orders can appear in one live order queue. The cashier or manager sees the status, while the kitchen receives a printed ticket on a standard ESC/POS thermal printer.

Arabic item names and modifiers print in Arabic, with English available on the same ticket. If a printer stops answering, the order stays on the board and waits in a queue. Staff can re-route categories from the dashboard or use a configured backup printer.

The cashier records the day's net sale at close for reconciliation. Nexara is the order and operations layer beside the till. Storefront payment choices are cash on delivery or pickup, card online through HyperPay when enabled, and pay at the counter for dine-in. CliQ is for subscription payment and phone-order payment links.

What happened to repeat ordering in the example?

The illustrative café added the site link to its Instagram bio, menu cards and pickup receipts. It used the same menu and prices wherever it accepted orders. When a product changed price or became unavailable, the owner updated the catalogue instead of editing several pinned messages.

Every order can attach to a customer record with a phone number, address and order history. Nexara does not market to the restaurant's customers, and order and customer data can be exported as CSV.

The repeat-rate figures are illustrative, not a Nexara result. A real café should compare completed own-channel orders, repeat phone numbers and cancelled orders over the same 30-day period.

What should an Irbid café set up first?

1. Write the menu in one place, including sizes, modifiers, prices and items that sell out.
2. Choose the ordering address. Start with a Nexara subdomain or connect a custom domain on a paid plan.
3. Add the ordering link to the Instagram bio, then pin one post explaining that orders are placed through the site.
4. Set delivery areas and payment choices. Own delivery dispatch can use Careem Express, TopDeliver or Nashmi where configured.
5. Connect the branch's standard ESC/POS thermal printer and test Arabic item names, modifiers and receipt details.
6. Run one pickup order before promoting delivery. Check the customer phone, address, order status and kitchen ticket.
7. Review website, channel, customer and failed-order data after the first week.

Read the installable app and own-domain ordering guide, the Instagram orders to website guide and the Jordan café QR ordering guide.

Where does Nexara fit, and where does it stop?

Nexara fits when the café wants to keep Instagram for attention but move orders to a branded site. It provides the website, installable app, order board, Arabic printing, customer records, menu availability and reports in Arabic and English.

The café still needs clear Instagram content, a visible bio link, accurate opening hours and staff who answer product questions. Nexara does not send WhatsApp order notifications, provide JoFotara e-invoicing, or integrate Jahez or DHUB today.

Nexara can be live in one day for the ordering link. Printer setup is usually the same day, while Talabat and Careem activation depends on partner approval.