Use marketplaces for discovery where the economics work
If a marketplace reliably introduces new customers at an acceptable acquisition cost, the restaurant may decide that the channel is worthwhile.
Direct Restaurant Ordering
Commission-Free Restaurant Ordering That Keeps the Restaurant in Control
Third-party marketplaces can be useful for discovery and incremental demand, but they should not be the only digital relationship a restaurant has with its customers. When every online order is mediated by another platform, the restaurant may have less control over the guest experience, less flexibility in how the menu is presented and a cost structure tied directly to order value.
0% CommissionOrderNow subscription pricing
Web-BasedApp-free ordering & cloud access
ConnectedPOS, KOT, stock & analytics
Hospitality Formats
Marketplace Ordering and Direct Ordering Serve Different Purposes
Restaurants often treat all digital ordering as one category, but the economics and customer relationship can be very different.
Use direct ordering for owned demand
If the restaurant already generated the customer's intent through its brand, website, social account, printed QR code or repeat relationship, sending that person through an unnecessary percentage-based intermediary can reduce margin without adding equivalent acquisition value.
Measure the channel, do not argue from ideology
The right decision depends on actual order value, fees, repeat behavior, operational complexity and marketing performance. Restaurants should compare net contribution, not simply order count.
Feature Focus
First-Party Ordering Gives Management Cleaner Operational Context
First-Party Ordering Gives ManDirect OrderingCloud-Based0% CommissionReal-Time Sync
Comparison & Evaluation
The Cost Difference Becomes Larger as Direct Sales Grow
Percentage-based fees scale with order value. A flat software subscription behaves differently.
| Monthly direct-order sales | Hypothetical 20% fee | Hypothetical 25% fee | Hypothetical 30% fee |
|---|---|---|---|
| $5,000 | $1,000 | $1,250 | $1,500 |
| $10,000 | $2,000 | $2,500 | $3,000 |
| $20,000 | $4,000 | $5,000 | $6,000 |
Unified Capabilities
Direct Ordering Starts With a Restaurant-Owned Guest Journey
A restaurant's direct ordering experience should feel like the restaurant, not like a generic detour.
Capability 01
the restaurant website
Capability 02
Google Business Profile website/menu links where appropriate
Capability 03
social-media profile links
Capability 04
email campaigns
Hospitality Formats
A Practical Direct-Ordering Economics Framework
Before changing channel strategy, calculate the numbers with your own agreements.
Step 1: Separate demand sources
How many orders originate from the restaurant's own website, brand search, social profile, QR codes or repeat customer base versus a marketplace's discovery environment?
Step 2: Calculate variable channel costs
Include contracted commission, payment fees, promotions, delivery charges paid by the restaurant and any other variable costs.
Step 3: Include operating cost
If a channel requires manual re-entry, extra tablets or significant exception handling, that operational burden is part of the cost.
Step 4: Compare contribution, not revenue
A $50 order with $15 of channel and promotional cost is not equivalent to a $50 direct order with a different cost structure.
Step 5: Decide what job each channel should perform
One channel might be useful for discovery, another for repeat pickup, another for dine-in convenience. A deliberate channel strategy is stronger than forcing every order into the same route.
Comparison & Evaluation
Commission-Free Direct Ordering vs. Marketplace-Led Ordering
This is not a claim that one model wins in every circumstance. It is a framework for deciding intentionally.
| Consideration | Direct OrderNow channel | Third-party marketplace channel |
|---|---|---|
| OrderNow commission | 0% | Not applicable |
| Marketplace commission | None from OrderNow | Depends on provider/agreement |
| Guest destination | Restaurant's direct menu/order experience | Marketplace experience |
| Menu control | Restaurant-managed | Depends on platform workflow |
| POS/KOT connection | OrderNow-connected workflow | Depends on integration/setup |
| Discovery audience | Restaurant must generate or own demand | Marketplace may provide discovery |
| Brand relationship | Direct | Intermediated by marketplace |
| Best use | Owned demand, repeat/direct traffic, dine-in/pickup | Discovery where economics justify it |
FAQ
Frequently Asked Questions
Direct answers for teams evaluating OrderNow solutions.
Does OrderNow really charge 0% commission on restaurant orders?
Yes. OrderNow does not take a percentage commission from orders processed through its platform. Restaurants pay according to the applicable subscription plan. External providers may charge their own processing, delivery or service fees.
What is commission-free online ordering for restaurants?
It is a direct ordering model where the software provider does not take a percentage of the restaurant's order value as its software fee. The restaurant may still have other transaction or fulfillment costs.
Do restaurants need to stop using DoorDash, Uber Eats or other marketplaces?
No. Restaurants can keep marketplaces that create enough value. Direct ordering gives the business another first-party channel for guests who already know or find the restaurant directly.
Can customers order directly from a restaurant website?
A restaurant can link its OrderNow digital menu and ordering experience from its website or other owned channels. The guest opens the web-based experience in a browser.
Do guests need an OrderNow app?
No. The standard guest experience is web-based and does not require a separate app download.
Can direct orders connect to POS and KOT?
Yes. OrderNow ordering can connect with POS and KOT workflows so structured order information reaches restaurant operations.
Is direct ordering only for pickup?
No. Depending on configuration, OrderNow can support dine-in/table ordering and takeaway/pickup workflows, as well as hospitality ordering scenarios.
Is commission-free ordering always cheaper?
Not automatically. Restaurants should compare total costs, including subscription, payments, promotions, fulfillment, advertising and labor. A flat software model behaves differently from a percentage-based model, but the full economics depend on the restaurant's actual setup.
Explore Modules
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