How to Set Up Online Ordering for Your Restaurant (Without Third-Party Fees)
The Problem with Third-Party Ordering Apps
DoorDash, Uber Eats, and Grubhub made online ordering mainstream — but at a steep cost to restaurants:
- Commission fees of 15–30% per order. On a $50 order, you're giving away $7.50–$15.
- You don't own the customer. The platform owns the relationship. You can't email them, you can't build loyalty, and they might see competitor ads.
- Menu prices get inflated. To cover commission fees, many restaurants raise their prices on third-party apps — frustrating customers who compare prices.
- Delayed payments. Some platforms hold your money for days or weeks.
Third-party apps can be useful for discovery, but relying on them as your primary ordering channel is expensive and risky.
First-Party vs. Third-Party Online Ordering
| Feature | First-Party (Your Website) | Third-Party (DoorDash, etc.) |
|---|---|---|
| Commission | 0% (you pay processing fees only) | 15–30% per order |
| Customer data | You own it | Platform owns it |
| Branding | Your brand, your domain | Platform's app |
| Menu control | Full control | Platform may modify |
| Loyalty programs | Integrates directly | Limited or none |
| Payment speed | Next-day deposits | Weekly or bi-weekly |
First-party ordering puts you in control. You keep more revenue, build direct relationships with customers, and control your brand experience.
What You Need to Launch Your Own Ordering
Setting up first-party online ordering is simpler than most restaurant owners think. You need:
- A website. Either your existing restaurant website or a new one built with a restaurant website builder.
- An online ordering system. This can be built into your website builder or POS, or a standalone tool that integrates with your site.
- A payment processor. To accept online payments (credit cards, Apple Pay, etc.).
- A way to receive orders in the kitchen. Orders should flow directly to your POS or kitchen display system — not to a separate tablet.
The best setup is an all-in-one platform where your POS, website, online ordering, and payments are all connected. This eliminates integration headaches and keeps everything in one dashboard.
Setting Up Your Online Menu
Your online menu is the most important part of your ordering experience. Here's how to set it up for maximum conversions:
- Use clear, descriptive names. "Loaded Nachos with Queso, Jalapeños, and Pulled Pork" sells better than "Nachos Special."
- Add photos for your top items. Items with photos get ordered 30% more than items without.
- Include modifiers. Let customers customize: size, spice level, add-ons, substitutions.
- Set accurate prep times. Don't promise 15 minutes if it takes 30. Customers prefer honest estimates.
- Mark allergens and dietary info. Vegetarian, gluten-free, dairy-free labels help customers order with confidence.
- Keep it updated. If you're out of an item, mark it unavailable immediately. Nothing frustrates customers more than placing an order and getting a call that the item isn't available.
Integrating Orders with Your Kitchen
Online orders need to flow to your kitchen the same way in-house orders do — through your POS or KDS. Here's why this matters:
- No separate tablets. Managing orders across multiple tablets (one for each delivery app, plus your POS) is chaotic and error-prone.
- Unified queue. Online and in-house orders should appear in the same queue, so your kitchen processes them in order.
- Automatic ticket routing. If you have multiple prep stations, orders should route to the right station automatically.
An integrated system means your kitchen staff doesn't need to learn a new workflow for online orders. They just make food.
Marketing Your Online Ordering to Customers
Having online ordering is useless if nobody knows about it. Here's how to drive customers to your ordering page:
- Add a prominent "Order Online" button on your website. Top of the page, bright color, hard to miss.
- Update your Google Business Profile. Add your ordering link as the "Order" URL. This shows up directly in Google search results.
- Post on social media. Share your ordering link regularly on Instagram, Facebook, and TikTok.
- Include the link on receipts. Print your ordering URL on every receipt.
- Offer a first-order discount. A 10% discount on the first online order is a proven way to get customers to try it.
- Train your staff. Every team member should mention online ordering to dine-in and takeout customers.
Frequently Asked Questions
How much do third-party delivery apps charge restaurants? Most third-party apps charge 15–30% commission per order. On a $50 order, that's $7.50–$15.00 going to the platform. Some also charge additional marketing or premium placement fees.
Can I do online ordering without a website? Technically yes — some POS systems generate a standalone ordering page with a unique URL. But for the best customer experience and SEO benefits, we recommend having your own website with integrated ordering.
How do I get customers to order directly from me? Promote your ordering link everywhere — Google Business Profile, social media, in-store signage, receipts, and email. Offer a loyalty program or first-order discount that's only available through your direct ordering channel.