Third-party delivery platforms take 15-30% of every order in commissions. For a restaurant doing $10,000/month in delivery, that's $1,500-3,000 in fees — money that should be profit.

Direct online ordering platforms let you own the customer relationship and keep 97-100% of revenue. Here's how to choose the right system in 2026.

Why Restaurants Need Direct Online Ordering

Direct online ordering platforms let restaurants keep customer data and avoid high third-party commissions

The Third-Party Problem

DoorDash/Uber Eats/Grubhub costs:

• 20-30% commission on every order
• Restaurant loses customer data (can't remarket)
• No control over experience (delivery issues blame you)
• Menu pricing conflicts (charge more on apps, customers notice)
• Promotion costs (featured placement = another 5-15%)

Impact: $30 order → $6-9 to platform → restaurant nets $21-24 before food costs

Direct Ordering Benefits

With your own ordering platform:

• 2-4% processing fees (vs 20-30% commissions)
• Own customer data (emails, order history for marketing)
• Control pricing (same as in-house, no markup needed)
• Brand consistency (your website, your experience)
• Customer loyalty (reward direct ordering vs third-party)

Impact: $30 order → $0.60-1.20 to processor → restaurant nets $28.80-29.40

That's $7-8 more profit per order.

Best Direct Online Ordering Platforms

1. Toast Online Ordering — Best All-in-One

Toast integrates online ordering directly with POS for seamless kitchen ticket routing

Best for: Restaurants using Toast POS or wanting complete platform

Pricing:

• Software: Included with Toast POS plans
• Commission: 0% (no per-order fees)
• Processing: 2.49% + $0.15 standard card processing

Key Features:

• Native POS integration (zero manual entry)
• Branded website and mobile ordering
• Pickup and delivery management
• Loyalty program integration
• Menu syncing across channels
• Driver management (for own delivery)
• Marketing tools (email, SMS)

Integrations: Toast ecosystem (POS, KDS, loyalty, etc.)

Pros:

• Zero commission on orders
• Seamless POS integration
• Includes website builder
• Strong marketing tools
• Owned customer data

Cons:

• Requires Toast POS
• Limited customization
• Annual contract typically required

Verdict: The best option if you're using Toast POS. The seamless integration means orders flow automatically to kitchen with no manual entry.

2. ChowNow — Best Commission-Free Platform

Best for: Independent restaurants that want zero commissions

Pricing:

• Setup: $399 one-time
• Monthly: $149/month (unlimited orders)
• Processing: 2.99% + $0.30 per transaction

Key Features:

• Branded ordering website and app
• iOS/Android native apps (your brand)
• Google/Facebook ordering integration
• Unlimited orders (no per-order fees)
• Marketing suite (email/SMS)
• Customer database ownership
• Delivery logistics partnerships

Integrations: Most major POS systems via middleware

Pros:

• True commission-free (flat monthly fee)
• Beautiful branded mobile apps
• Strong social media integrations
• No long-term contract
• Excellent customer support

Cons:

• Higher upfront and monthly costs
• POS integration requires setup
• Not ideal for very low order volume

Verdict: Best option for restaurants doing 50+ online orders/month. The flat-fee model means high-volume operators save thousands vs percentage-based commissions.

3. Square Online Ordering — Best for Small Restaurants

Best for: Small restaurants and cafés on a budget

Pricing:

• Software: Free (basic) or $60/month (premium)
• Commission: 0%
• Processing: 2.9% + $0.30 per transaction

Key Features:

• Free website builder
• Online ordering integration
• Pickup and delivery options
• Menu management
• Customer database
• Basic marketing tools
• Social media ordering

Integrations: Native Square POS integration

Pros:

• Completely free to start (no monthly fee)
• Easy 10-minute setup
• Seamless Square POS integration
• No commitment or contract
• Good for low-volume operations

Cons:

• Limited customization (templates only)
• Basic feature set
• Premium features cost extra
• Not ideal for high-volume or complex needs

Verdict: Perfect for small operations getting started with online ordering. Free tier is legitimately useful for cafés and counter-service spots.

4. BentoBox — Best for Fine Dining

Best for: Upscale and fine dining restaurants

Pricing:

• Monthly: $395-695 depending on features
• Commission: 0%
• Processing: 2.5% + $0.30

Key Features:

• Beautiful custom website design
• Sophisticated online ordering
• Reservations integration (Resy, OpenTable)
• Private dining and events management
• Email marketing and CRM
• High-end photography and design
• SEO optimization

Integrations: Most POS systems, Resy, OpenTable, Toast

Pros:

• Gorgeous, custom-designed websites
• Strong for upscale brand positioning
• Excellent reservation + ordering combo
• White-glove service and support
• Full digital marketing suite

Cons:

• Premium pricing ($400-700/month)
• Overkill for casual dining
• Longer setup time (custom design)

Verdict: The right choice for high-end restaurants where brand presentation and design matter as much as functionality.

5. GloriaFood — Best Free Option

Best for: Budget-conscious restaurants starting out

Pricing:

• Software: Free (with branding) or $149/month (white-label)
• Commission: 0%
• Processing: 2.9% + $0.30 via Stripe

Key Features:

• Free online ordering widget
• Facebook ordering integration
• Order management dashboard
• SMS/email notifications
• Accept online payments or cash
• Multi-location support
• Delivery zone management

Integrations: Facebook, Google, basic POS integrations

Pros:

• Completely free (with GloriaFood branding)
• Easy setup (5 minutes)
• No contracts or commitments
• Good for testing online ordering
• Unlimited orders

Cons:

• Free version shows GloriaFood branding
• Limited design customization
• Basic feature set
• Manual POS entry (limited integrations)

Verdict: Excellent for testing online ordering or very small operations. Upgrade to paid version ($149/month) to remove branding once volume justifies it.

6. Incentivio — Best for Loyalty Integration

Best for: Restaurants focused on customer loyalty and retention

Pricing:

• Monthly: $599-899 depending on features
• Commission: 0%
• Processing: 2.5% + $0.15

Key Features:

• Online ordering + mobile app
• Built-in loyalty program
• CRM and marketing automation
• Gift card management
• Catering ordering
• Push notifications
• Advanced customer analytics

Integrations: Oracle, NCR, Toast, Square, Brink, others

Pros:

• Industry-leading loyalty features
• Native mobile app included
• Strong customer retention tools
• Advanced marketing automation
• Excellent analytics

Cons:

• Premium pricing
• Best value at scale (100+ orders/day)
• Complex setup for small operators

Verdict: Perfect for restaurant groups or high-volume operators who want to build customer loyalty and lifetime value through direct ordering.

Integrated vs Standalone Ordering Platforms

Integrated Platforms (POS-native)

Examples: Toast, Square, Lightspeed, Clover

Pros:

• Zero manual order entry
• Orders auto-route to kitchen
• Unified reporting
• Menu syncing automatic

Cons:

• Locked to specific POS
• Limited feature customization
• Switching POS means switching ordering

Best for: Restaurants that want simplicity and seamless operation

Standalone Platforms (POS-agnostic)

Examples: ChowNow, BentoBox, GloriaFood

Pros:

• Works with any POS (or no POS)
• More customization options
• Can switch POS without changing ordering
• Often better design/features

Cons:

• Requires POS integration setup
• Some manual processes may be needed
• Middleware costs in some cases

Best for: Restaurants that want best-in-class ordering regardless of POS

How to Choose the Right Platform

Consider Your Order Volume

Low volume (under 20 orders/day): → Square Online (free) or GloriaFood (free)

Medium volume (20-100 orders/day): → ChowNow or Toast (if on Toast POS)

High volume (100+ orders/day): → ChowNow, Incentivio, or BentoBox

Assess Your POS Situation

Using Toast/Square/Lightspeed/Clover POS: → Use their native online ordering (seamless integration)

Using other POS or no POS: → ChowNow, BentoBox, or GloriaFood

Planning to change POS soon: → Choose standalone platform (don't lock in)

Define Your Budget

Very tight budget (under $50/month): → Square Online (free) or GloriaFood (free)

Standard budget ($100-200/month): → ChowNow or integrated POS solutions

Premium budget ($400-800/month): → BentoBox or Incentivio (high-end features)

Identify Key Features

Need branded mobile app? → ChowNow, Incentivio (iOS/Android native apps)

Want loyalty integration? → Toast, Incentivio (built-in loyalty)

Focused on fine dining experience? → BentoBox (custom design)

Just need basic ordering? → Square or GloriaFood (simple and effective)

Online Ordering Implementation Strategy

1. Set Up Direct Ordering First

Before reducing third-party reliance:

1. Launch direct ordering platform
2. Test thoroughly (10-20 orders)
3. Train staff on new workflow
4. Market direct ordering to existing customers
5. Build order volume to 30-40% of total

Only then reduce third-party presence. Don't cut DoorDash before you have direct alternative.

2. Incentivize Direct Ordering

Ways to drive customers to direct ordering:

• 10-15% discount vs third-party prices
• Loyalty points only on direct orders
• Free delivery on direct orders over $X
• Exclusive items only available direct
• Faster preparation (prioritize direct orders)

Marketing message: "Order direct and save 15% (plus we keep more profit to improve your food)"

3. Optimize Your Online Menu

Digital menu best practices:

• High-quality photos for every item (increases orders 30%)
• Detailed descriptions with key ingredients
• Allergen and dietary labels (GF, vegan, etc.)
• Strategic upsells ("Add a side?" converts at 25%)
• Bundle deals (higher average order value)

4. Promote on All Channels

Where to promote direct ordering:

• In-restaurant signage (table tents, receipts, bag inserts)
• Social media (Instagram bio link, Facebook ordering)
• Google Business Profile (ordering button)
• Email marketing (to existing customer database)
• SMS campaigns (to loyalty members)

5. Track and Optimize

Key metrics to monitor:

• Conversion rate (visitors → orders)
• Average order value
• Order frequency (repeat customer rate)
• Channel mix (direct vs third-party ratio)
• Customer lifetime value

Goal: 60-70% direct orders, 30-40% third-party (by 12-18 months)

Direct Ordering ROI Calculation

Example: Restaurant Doing 1,000 Orders/Month

Current state (100% third-party):

• 1,000 orders × $35 avg = $35,000 revenue
• Third-party fees (25%) = $8,750
• Net to restaurant: $26,250

With direct ordering platform (70% direct, 30% third-party):

• 700 direct orders × $35 = $24,500
  • Processing fees (3%) = $735
  • Platform fee = $150/month
  • Net: $23,615
• 300 third-party × $35 = $10,500
  • Third-party fees (25%) = $2,625
  • Net: $7,875
• Combined net: $31,490

Monthly savings: $5,240 ($62,880/year)

ROI: 3,492% (after $1,800 annual platform costs)

Common Questions About Online Ordering

Can I still use DoorDash/Uber Eats? Yes! Best practice is hybrid: use your platform for direct orders, keep third-party for customer acquisition. Adjust pricing on third-party to cover commissions.

Do I need my own delivery drivers? Not necessarily. Many platforms integrate with on-demand delivery services (Delivery.com, Circuit, Relay) where you pay per delivery ($3-7) instead of 20-30% commissions.

Will customers actually order direct? Yes, if you incentivize it. Offer 10-15% discount vs third-party prices, and customers will switch. They prefer saving money.

How long does setup take? Simple platforms (Square, GloriaFood): 30 minutes. Integrated platforms (Toast): 2-4 hours. Custom platforms (BentoBox): 2-4 weeks.

What about SEO and discovery? Direct ordering is for existing customers who already know you. Keep third-party for discovery and new customer acquisition.

Can I do curbside/pickup only? Yes. All platforms support pickup-only mode. Add delivery later if desired.

The Bottom Line

Direct online ordering saves restaurants $5,000-20,000+ per month depending on order volume by eliminating third-party commissions.

Quick recommendations:

• Best overall: Toast Online Ordering (if using Toast POS)
• Best commission-free: ChowNow (flat-fee unlimited orders)
• Best budget: Square Online (free to start)
• Best fine dining: BentoBox (custom design)
• Best free: GloriaFood (legitimately free)
• Best loyalty: Incentivio (retention focused)

Start today:

1. Choose a platform that fits your POS and budget
2. Set up and test with 10-20 orders
3. Market direct ordering with 10-15% discount vs third-party
4. Track the shift from third-party to direct
5. Enjoy keeping 97% of revenue instead of 70-75%

The sooner you launch direct ordering, the sooner you stop paying $8,000/month to third-party platforms that own your customer relationships.