Direct online ordering
Your domain, your brand, your customer record. Direct orders land in the same queue as your walk-ins. No second tablet, no 30% marketplace tax, and the regulars come back to you instead of to Uber Eats.
Pickup · ready in 12 min
Loyalty240
Crocchette
Sweetcorn, manchego & burnt butter
Ostriche
Charcoal-grilled · finger lime
Tartare
Grass-fed beef · capers · crisp
Risotto
Prawn · mussel · saffron
Anatra
Slow-cooked duck · blood orange
Diavola
Spicy salami · Calabrian chilli · honey
Direct ordering by the numbers
Marketplaces still bring in new customers. Direct ordering keeps the regulars (and the margin). Every order channel shows in the same queue and builds the same customer record.
0%
commission on direct orders
Card processing only. No marketplace cut on the orders that come through your branded site or app.
4
marketplaces still supported
Every supported delivery marketplace shows in the same kitchen queue as direct, so you grow direct without giving up reach.
7
online channels into one queue
Branded site, branded app, QR, kiosk, search, web and table-side ordering all land on one Realtime Orders screen.
1
customer record per guest
Web, POS, phone and marketplace orders build one profile per phone number. Loyalty, history and segments stay coherent.
From the first tap to the reorder. Browse, search, customise, pay, track and come back. Every screen is your brand, on your domain, building one customer record.
Pickup · ready in 12 min
Loyalty240Crocchette
Sweetcorn, manchego & burnt butter
Ostriche
Charcoal-grilled · finger lime
Tartare
Grass-fed beef · capers · crisp
Risotto
Prawn · mussel · saffron
Anatra
Slow-cooked duck · blood orange
Diavola
Spicy salami · Calabrian chilli · honey
Pickup · ready in 12 min
Loyalty240Crocchette
Sweetcorn, manchego & burnt butter
Ostriche
Charcoal-grilled · finger lime
Tartare
Grass-fed beef · capers · crisp
Risotto
Prawn · mussel · saffron
Anatra
Slow-cooked duck · blood orange
Diavola
Spicy salami · Calabrian chilli · honey
A fast, photo-rich menu on your own domain. Categories, prices and sold-out states, all mobile-first.
Your direct site earns the next order only if it looks like your venue. Not a template with your logo dropped on top. Your logo, your colours, your domain, your receipts. Every customer captured at checkout stays on your list, not someone else's.
Delivery time
Arrives in ~45 mins
Diavola
£31.50 Large
'Nduja · extra pecorino
Risotto ai frutti di mare
£28.00 Main
No chilli · extra prawns
Ostriche
£19.00 6 oysters
Finger lime
Crocchette
£10
Tartare
£12
Anatra
£26
Ostriche
£10
Upsell depth
Most takeaway orders are smaller than they could be because the upsell never happens. Real modifier and add-on structure puts the extra cheese, the upgraded size, the side and the drink in front of the customer at the moment they choose the item. And captures the revenue an open-text “special requests” box never does.
San Marzano · fior di latte · spicy salami · Calabrian chilli · hot honey
Choose a base
Choose 1
Extra toppings
Choose up to 5
Same menu, same kitchen queue. Whether the guest started from home or sat down ten minutes ago. Three taps from QR to confirmed order, no app install required.
Osteria Fiore · Table 12
Opening menu…
Guest scans the QR standee on their table or drive-thru sign. The full menu opens in their phone's browser. No app, no account, no wait.
Dine In · Table 12
Loyalty240Crocchette
Sweetcorn, manchego & burnt butter
Ostriche
Charcoal-grilled · finger lime
Tartare
Grass-fed beef · capers · crisp
Risotto
Prawn · mussel · saffron
Anatra
Slow-cooked duck · blood orange
Diavola
Spicy salami · Calabrian chilli · honey
A photo-rich menu, themed to the venue and tied to table 12. Live availability hides anything sold out before they reach the cart.
San Marzano · fior di latte · spicy salami · Calabrian chilli · hot honey
Choose a base
Choose 1
Extra toppings
Choose up to 5
Required sizes, optional add-ons and sub-modifiers (Nduja x2, extra pecorino) sit in front of the guest at the moment of choice. Every extra is a priced modifier, not an unread notes box.
It will be brought to Table 12 shortly.
Paid · Visa ···· 4564
The order fires to the kitchen tagged to table 12 and is run to the seat. Guests invite the rest of the table to add to one shared tab, request an invoice, and keep ordering. All without flagging down a server.
Osteria Fiore · Table 12
Opening menu…
Marketplaces still bring you new customers. Direct ordering keeps the regulars and the margin. Here is what each channel nets you on the same order.
Same large pizza · what each channel nets
Per-channel pricing · illustrative
Illustrative pricing. Your real numbers depend on the marketplace agreement you sign. Per-channel pricing puts margin recovery in your hands, not the platform's.
What you can vary by channel
Each can be different per channel. The same large pepperoni can be £24.50 on Uber Eats and £19.50 on direct without rebuilding the menu. Bulk-edit rules let you raise every Uber Eats price by 18% in one operation, not item by item.
Operator pattern
Most operators bake the marketplace commission into the listed price on Uber Eats, Deliveroo and Just Eat. Direct stays at the price you actually want. Reporting then shows what each channel netted after fees so you can see the margin gap, not guess it.
The bottom line
Use marketplaces to get found. Use direct ordering to keep the margin.
Through a marketplace
Direct on Next Order
Retire the tablet pile
Marketplaces are worth running for the new customers they find. But each one adds a tablet, a login, a commission and a customer you never get to keep. Direct ordering lands every order on the same live orders view, with the margin and the customer record.
A tablet per marketplace
Four screens to watch, three commissions to pay, and not one customer you can market to again.
One Realtime Orders screen
Same kitchen flow for every channel. No second tablet, no re-keying, and the regulars build a profile you own.
The hardest question every takeaway operator asks: which orders made me money this week, and who placed them? Web, app, marketplace, QR, phone and walk-in all post to the same ledger and the same guest profile. No stitching three exports together on a Monday.
Net sales · this week
May 19–25£48,020
18.4%Orders
1,715
+12%
Avg Order
£28.00
+2.1%
Refund %
0.6%
−0.2pt
POS record · 6:04am
tied to POSMargin protection
Online ordering can quietly bleed margin. Small orders that cost more to process than they make, fees you forgot to apply, a Friday spike the kitchen cannot handle. Every lever is configurable per store, in admin, no support ticket.
£15
minimum pickup order
Stops £4 single-coffee pickup orders that cost more in packaging than they make.
£25
minimum delivery order
Driver run, packaging and dispatch take the same time on a £14 order as a £40 one.
£80
maximum cash order
Caps cash-on-delivery exposure to no-show and prank-order risk.
12.5%
configurable service charge
A percentage service charge (illustrative), configurable per order channel or by the number of guests. Transparent to the customer, recoverable for the operator.
20
orders per 15-min window
Cap online intake per window so a Friday spike never out-runs the kitchen. The overflow order books the next slot.
Most delivery operators lose money on the long-distance addresses and overcharge the close ones. Distance-based pricing means each customer pays what their delivery costs. And your driver runs stay profitable.
Set a maximum delivery radius. Inside that, charge a base fee for the first short distance and a per-distance rate after that. Far-out addresses pay fairly; nearby addresses still feel cheap.
Free delivery on orders over a threshold (e.g. fifty units). The customer adds another item to qualify; you raise average order value without discounting food.
Waive the fee on a new customer's first delivery order from your venue. Wins the first repeat onto your direct channel without discounting the food itself.
Manager override on a per-order basis. VIPs, unusual addresses, customer service recovery. Handled at the POS, not on hold to support.
Concrete example
£5 base for the first mile. £0.80 per mile after. £50 free-delivery threshold. 3 mile maximum radius.
A 1-mile order pays £5. A 2.5-mile order pays £6.20. An order over £50 pays nothing. An address 4 miles away never makes it to checkout. Set the numbers once; the system applies them automatically.
On-demand delivery
No drivers on tonight? Push any online order to an on-demand courier with Uber Direct and Deliveroo Express, booked automatically at checkout. Run your own drivers, use on-demand couriers, or mix both, the customer gets the same live tracking either way.
Online revenue is only good if the kitchen can keep its promises. Throttling, buffer time and pre-order rules stop the surge before it becomes a 30-minute wait and a one-star review.
Cap online intake per fifteen-minute window per location. The kitchen can do 25 tickets in 15 minutes; the cap sits at 20. The 21st online order pushes to the next slot. The customer sees the longer ETA before checkout, not a surprise after.
Add 5 minutes of prep buffer between 6:30pm and 8pm on Fridays. Protects dine-in ticket times when web orders spike. Bigger orders automatically get a longer prep time.
Customer wants to schedule a pickup for tomorrow lunch, or a Friday-night order at 7pm? Pre-order with a configurable lead time (1-14 days). SMS and email confirmations go out automatically. Nothing falls off the calendar.
Manager pauses online intake from a phone when the kitchen is in trouble. Custom closed-store message replaces the generic "we are closed". Pickup or delivery can be paused independently. Keep delivery running while pickup is offline.
The loyalty programme runs across every channel. But the rules can favour direct. Double points on direct orders. Free delivery for members. Exclusive items on your own site. Compounded over a year, that's how regulars move off Uber Eats and back to you.
Loyalty
Points balance
7,600
2,400 points to Diamond at 10,000
Tuesday Bonus Points
Slow-braised beef short rib, red wine glaze
Free Entrée @ Lunch
Sweet corn, manchego & burnt-butter croquettes
10 Points for every £1 spent
Stack on every order, dine-in or pickup.
50 Points for every order
Bonus reward on top of spend-based earn.
You're on track for Diamond
Stack 2× points this Tuesday to hit the next tier 6 days sooner.
A strong Google profile brings in more new customers than any paid ad. The system asks for the review at exactly the right moment. And routes the unhappy ones to your inbox before they hit Google.
Osteria Fiore
Delivered · 7:42pm, 30 min after drop-off
Optional, but worth it. Your own iOS and Android app, on the App Store and Google Play under your name, tied to the same online ordering and loyalty. Regulars order in a tap from their home screen, and you stay off the marketplace apps.
2 for Tuesday is back — reorder in a tap.
Your Restaurant
Food & drink · Order & rewards
Your Restaurant
Food & drink · Order & rewards
What operators ask us before they sign.
No. Most customers order on the mobile web. Saved addresses, reorder history and account profile work without installing anything. A branded iOS and Android app is available if you want icon-on-home-screen presence and push notifications for "ready for pickup" or "driver on the way". Either way, the order lands on the same screen as your walk-ins, with the same prep-time logic and the same throttling rules.
Order throttling caps online intake per fifteen-minute window per location. When the kitchen has 20 tickets in front of it, the next 10 minutes of online orders push out to a later slot. The customer sees a longer ETA before they checkout, not a surprise after. Buffer time around peak protects dine-in ticket times. Per-store, per-channel, per-window. Set the rules once; they apply automatically.
Yes. Many venues use marketplaces to find new customers (people who'd never have heard of you), and use direct ordering to keep the regulars (and their margin). Marketplace orders show up on the same screen as your direct ones. Modifiers, fees, status. So your kitchen and dispatch don't have to chase three tablets. When something goes wrong, it's all on one order number.
You do. Email and phone captured at checkout stay in your account. For marketing, win-backs, support, and loyalty. Not resold by us, not given to a marketplace. You can give your marketing agency or franchise HQ their own access level when they need it. Export any time, no lock-in.
Support staff handle online refunds and changes from the same order record used in-store. Partial refunds, item swaps, re-fire instructions all attach to that one ticket. Tax lines, comps and payment types stay coherent for accounting. Customer-facing email or SMS goes out automatically when the change posts.
Online card payments run with 3D Secure for fraud screening. Maximum cash order value caps prank-order exposure. You set the name customers see on their bank statement, so they recognise the charge instead of disputing it (a major cause of chargebacks). When a chargeback does happen, the order record carries the customer details and full timeline so you can dispute it with evidence.
Bring your venue, your service modes and your real Friday-night ticket count. We'll show branded checkout, throttling, pricing levers and the marketplace-to-direct switch path on your numbers. Tailored to your venue, not a generic demo.