Restaurant POS Systems in 2026: How to Choose the Right One for Your Business
Compare the best restaurant POS systems in 2026 — features, pricing, integrations, and which platforms…
Read More →Third-party delivery platforms take 15 to 30 percent of every order. For a restaurant operating on 5 to 10 percent margins, that fee can erase your profit on every delivery you fulfill. Direct online ordering gives guests a way to order from your website or app while you keep the full revenue. This guide walks through how to set up direct online ordering, how to drive traffic to it, and how to grow your delivery and takeout revenue without paying commissions on every sale.
Direct Online Ordering vs Third-Party Platforms
Third-party apps like DoorDash, Uber Eats, and Grubhub reach millions of hungry customers but take a significant cut of every order. Direct ordering channels let you capture that margin. The trade-off is visibility: third-party platforms bring you discovery, while your direct channel requires you to drive your own traffic. Most restaurants need both, but shifting even a fraction of third-party orders to direct channels has a measurable impact on profitability.
Why Commission Fees Hurt Your Bottom Line
A restaurant that generates $10,000 per month in delivery orders through a platform charging 25 percent commission pays $2,500 in fees. Moving just 40 percent of those orders to a direct channel that charges a flat $100 per month saves approximately $900 every month. Over a year that is $10,800 in recovered margin from a single operational change.
What Third-Party Platforms Still Do Well
Third-party apps excel at customer acquisition. Guests who have never heard of your restaurant can discover you while browsing their app. For new restaurants or those in competitive markets, third-party presence remains important for reaching new customers. The smart strategy is to convert first-time third-party customers into repeat direct-channel customers over time.
How To Set Up Direct Online Ordering
Several platforms make it straightforward to add online ordering to your existing website without building a custom system from scratch.
Choose the Right Online Ordering Platform
Platforms like Square Online, Toast TakeOut, Slice (for pizzerias), ChowNow, and Olo let you publish your menu online and accept orders directly. Most charge a flat monthly fee rather than a percentage of sales. Some integrate directly with your existing POS so orders flow into your kitchen display system automatically.
Set Up Your Menu for Digital Ordering
Your in-house menu and your digital menu should not be identical. Digital menus need clear item photos, accurate descriptions, and well-structured modifiers. Missing a modifier option that guests expect (like choosing their protein or sauce) leads to special instruction notes that slow down kitchen operations. Build your digital menu with the same care you would give your print menu.
Configure Pickup and Delivery Options
Decide upfront whether you want to offer pickup only, your own delivery (using in-house drivers or a delivery management platform), or third-party fulfillment linked through your direct ordering page. Each option has different operational requirements. Self-delivery gives you full control over the customer experience but requires managing driver schedules and delivery zones.
Driving Traffic to Your Direct Ordering Channel
A direct ordering system only works if guests know it exists. Driving customers to your own channel requires deliberate promotion across every touchpoint.
QR Codes on Tables and Packaging
Print QR codes on table tents, napkins, and takeout packaging that link directly to your online ordering page. Guests who have already enjoyed your food are the most likely to order again. Making the next order easy and direct captures repeat business before a third-party app does.
Promote Direct Ordering on Social Media
Link your direct ordering page in your Instagram bio, Facebook page, and Google Business profile. When you post food photos on social media, include a caption that drives followers to order directly. A simple offer like free delivery on direct orders over $30 gives followers a concrete reason to click your link instead of opening a delivery app.
Email and SMS Loyalty Programs
Collect email addresses and phone numbers from guests and direct order customers. Send regular promotions that are only available through your direct channel. A monthly email with a discount code exclusive to direct orders incentivizes repeat customers to bypass third-party platforms and order from you directly.
Online Ordering Platform Comparison
| Platform | Monthly Fee | Commission | POS Integration | Best For |
|---|---|---|---|---|
| ChowNow | $149/month | 0% | Yes (major systems) | Independent restaurants |
| Square Online | Free to $29/month | 0% (own channel) | Square POS native | Small restaurants, cafes |
| Toast TakeOut | Included with Toast | 0% direct | Toast POS native | Toast POS users |
| Olo | Custom pricing | 0% | Broad | Multi-unit chains |
| Slice | $1/order | Flat fee | Limited | Pizzerias |
| GloriaFood | Free to $9/month | 0% | Basic | Very small operations |
Optimizing Your Online Menu for Higher Order Values
The structure of your online menu directly affects average order size. Thoughtful menu design nudges guests toward higher-value combinations without requiring any staff involvement.
Use Upsell Suggestions at Checkout
Most online ordering platforms let you configure automatic upsell suggestions. When a guest adds a burger, suggest adding fries and a drink. When they add a pizza, suggest a side salad or dessert. These prompts appear at the right moment in the ordering flow and increase average check size by 10 to 20 percent when implemented consistently.
Bundle Items Into Meal Deals
Create meal bundles that offer a slight discount compared to ordering items individually. Bundles simplify the decision for the guest and increase the total value of the order at the same time. A family meal bundle that feeds four for $49 is easier to choose than assembling four separate entrees at $14 each.
Frequently Asked Questions
How long does it take to set up online ordering?
Most platforms can be set up within a few hours once you have your menu ready. The time-consuming part is building your digital menu with accurate descriptions, photos, and modifiers. If your menu is already well-documented, basic setup takes two to four hours. Complex menus with many modifier options may take a full day to configure correctly.
Do I need my own delivery drivers for direct online ordering?
No. Many direct ordering platforms integrate with on-demand delivery networks that dispatch independent drivers for your orders. You pay a per-delivery fee rather than a revenue commission, which is typically much lower than using a third-party app as your primary channel. Some restaurants start with pickup-only and add delivery later as demand grows.
How do I compete with the visibility of DoorDash and Uber Eats?
You do not need to replace third-party apps. Use them as a discovery tool and focus on converting first-time customers into repeat direct-channel buyers. A loyalty offer or a note in the delivery bag that gives guests a discount for ordering directly next time is one of the most effective conversion tactics available.
What is the best way to promote my direct ordering link?
Google Business Profile is your highest-priority placement because it appears when people search your restaurant name with intent to order. Update your GBP to link directly to your ordering page. Instagram bio links, email campaigns, and in-store QR codes round out the most effective promotional channels for direct ordering.
Can I run my own delivery service profitably?
Self-delivery is profitable for restaurants with dense order volume within a small delivery radius. It requires managing driver scheduling, vehicle insurance, and delivery logistics software. For most independent restaurants, a hybrid approach works best: handle your highest-volume delivery zones in-house and use a third-party fulfillment partner for edge cases and surges.
Should I offer different prices on my direct channel vs third-party apps?
Many restaurants charge slightly higher prices on third-party platforms to offset commission fees while keeping direct channel prices at standard menu rates. This is legal and widely practiced. Be transparent if guests ask about the price difference. The savings they get from ordering directly can itself become a selling point for your direct channel.
Direct Orders Are the Most Profitable Orders You Can Take
Every direct order your restaurant captures is worth 15 to 30 percent more than the same order through a third-party platform. The investment in setting up a direct channel is small compared to the margin recovery it delivers. Start with a platform that integrates with your existing POS, build your menu carefully, and promote your ordering link across every guest touchpoint. Then focus on converting your best third-party customers into direct-channel loyalists over time. The restaurants that build direct ordering habits with their guests now will have a significant cost advantage over those that remain dependent on commission-based platforms in the years ahead.
