Discover how an online ordering system for UK restaurants helps reduce commission costs, strengthen customer relationships, and increase profit margins. This guide explains direct ordering, essential features, setup considerations, marketing strategies, and how to run your own ordering channel alongside delivery marketplaces.
Online food delivery has become an essential revenue stream for restaurants, takeaways, cafés, and dark kitchens across the UK. While marketplaces like Deliveroo, Uber Eats, and Just Eat have helped businesses reach millions of customers, they also come with ongoing commission fees and limited ownership of customer relationships. As order volumes grow, those commissions can take a significant share of every sale. Many restaurant owners eventually reach a point where they ask the same question: should we continue relying entirely on third-party delivery apps, or should we build our own online ordering channel?
For most restaurants, the answer is not choosing one over the other. The strongest businesses use delivery marketplaces to attract new customers while encouraging repeat orders through a commission-free direct ordering system. A branded ordering platform gives restaurants greater control over pricing, promotions, customer data, and the overall ordering experience. It also creates an additional sales channel that continues generating revenue without paying a percentage of every transaction.
This guide explains how direct online ordering works, the advantages it offers UK restaurants, the features worth investing in, and what to consider before choosing a platform.
Third-party delivery platforms have transformed the restaurant industry by making online ordering accessible to businesses of every size. They provide visibility, customer acquisition, payment processing, and delivery logistics through a single marketplace. Those benefits come at a cost. Most marketplaces charge commission on every order, often alongside payment processing fees, marketing charges, and optional promotional costs. While the exact pricing depends on the provider and commercial agreement, the cumulative cost can significantly reduce profit margins over time. For independent restaurants operating on already tight margins, this creates several challenges.
Every commission paid to a marketplace reduces the amount of revenue retained by the restaurant. For businesses processing hundreds or thousands of orders each month, even a modest percentage can add up to a substantial operating expense.
Restaurants often have limited access to customer information when orders are placed through third-party platforms.
This makes it harder to:
Without direct customer relationships, restaurants remain dependent on the marketplace for repeat business.
Some restaurants increase menu prices on delivery platforms to offset commission costs. While understandable, higher prices may discourage customers from ordering or create inconsistencies between dine-in, takeaway, and online pricing.
A restaurant that receives nearly all online orders from one platform becomes vulnerable to:
Diversifying sales channels reduces this operational risk.
A direct online ordering system allows customers to place food orders directly with a restaurant through its own website or branded mobile application rather than using a third-party marketplace. Instead of directing customers to another platform, restaurants manage the ordering experience under their own brand.
A typical workflow includes:
The experience feels familiar to customers but provides the restaurant with much greater control over pricing, branding, promotions, and customer engagement. Many direct ordering systems also integrate with restaurant EPOS platforms, kitchen display systems, and delivery management software, reducing manual order entry and improving operational efficiency. Restaurants exploring integrated ordering and restaurant management tools can compare available capabilities on the ONAP FoodTech Features page.
Launching a direct ordering platform is about more than reducing commissions. It gives restaurants greater control over their business while creating opportunities to improve customer loyalty and operational efficiency.
When restaurants receive direct orders, they retain more of the revenue from each transaction because ongoing marketplace commissions are reduced or eliminated.
Over time, those savings can be reinvested into:
A direct ordering platform allows restaurants to communicate with customers after the purchase.
This creates opportunities to:
Building long-term customer relationships is considerably easier when orders are placed through your own platform.
Marketplace listings often follow standard layouts with limited branding opportunities.
A branded ordering website allows restaurants to showcase:
The ordering experience becomes an extension of the restaurant rather than another listing inside a marketplace.
Because restaurants own their ordering data, they gain valuable insights into customer behaviour.
This information can help answer questions such as:
These insights support smarter operational and marketing decisions.
Restaurants can integrate loyalty rewards directly into their ordering experience.
Examples include:
Unlike marketplace promotions, these incentives strengthen the restaurant's own customer base. If you're evaluating a platform that combines online ordering with restaurant operations, the ONAP FoodTech platform provides an overview of how ordering, menus, customer management, and operational workflows work together.
Not every online ordering platform offers the same level of flexibility. Before investing, consider how the software supports both customer experience and day-to-day restaurant operations.
Customers should feel they're ordering directly from your restaurant, not through a generic third-party interface.
A strong ordering platform should include:
The ordering journey should remain fast and intuitive across desktop, tablet, and mobile devices.
For restaurants operating in competitive markets such as London, having a recognisable branded ordering experience can also strengthen customer loyalty and encourage repeat purchases.
Menus change frequently.
Seasonal dishes, limited-time offers, ingredient availability, and pricing updates all need to be reflected quickly without relying on developers.
Look for systems that allow restaurants to manage:
Real-time menu updates reduce the risk of accepting orders for unavailable items while keeping the customer experience accurate. Integrated menu management also ensures consistency between online ordering, in-store systems, and kitchen operations when connected to an EPOS solution. For businesses comparing modern restaurant technology, it's also worth reading How FoodTech Transforms UK Restaurant Operations to understand how online ordering fits into a broader digital strategy.
Customers expect visibility after placing an order. A confirmation email alone is no longer enough. Real-time order tracking reduces uncertainty by showing each stage of the order, from preparation to dispatch and delivery or collection.
A well-designed ordering system should provide updates such as:
For restaurant staff, live tracking also improves communication. Instead of answering repeated phone calls asking where an order is, employees can focus on preparing food and serving customers. If the ordering platform integrates with kitchen display systems or delivery management software, status updates can be triggered automatically, reducing manual work and keeping customers informed throughout the journey.
A smooth checkout experience has a direct impact on completed orders. Customers expect secure, familiar payment options that work across desktop and mobile devices without unnecessary steps.
Look for an ordering platform that supports:
The checkout process should also be quick. Long forms or unnecessary account creation can increase basket abandonment. Restaurants should ask potential providers whether payment processing is built into the platform or requires a separate payment gateway. Understanding transaction fees alongside subscription costs gives a clearer picture of the total operating cost.
Launching an online ordering system is only the first step. Customers need a reason to order directly instead of returning to a marketplace. Restaurants that actively promote their own ordering channel often see stronger adoption over time.
Give customers a benefit that isn't available through delivery apps.
Popular incentives include:
The reward doesn't have to be large. Even a modest incentive can encourage customers to change their ordering habits.
Many loyal customers visit the restaurant regularly but continue using third-party apps at home.
Remind them about your ordering platform through:
These touchpoints reach customers who already know and trust your brand.
If customers have agreed to receive marketing communications, email and SMS can become valuable channels for encouraging repeat orders.
Examples include:
Because the customer relationship belongs to your restaurant, these campaigns help build long-term loyalty rather than driving repeat orders back to a marketplace.
Your website should prominently feature online ordering. Avoid making visitors search through multiple pages before finding the ordering button.
The ordering option should be visible:
A clear call to action reduces friction and encourages more direct orders.
Restaurants already invest time in social media content. Every post promoting new dishes, events, or special offers should also include a link to the direct ordering page. Customers who discover your restaurant on Instagram or Facebook should have an easy path to ordering without first opening another app.
Yes, and for many UK restaurants, this is the most practical strategy. Direct ordering and delivery marketplaces serve different purposes. Marketplaces help restaurants reach customers who have never heard of the business before. A branded ordering platform helps convert those first-time customers into repeat customers who order directly in the future.
A balanced approach often looks like this:
| Delivery Marketplace | Direct Ordering Platform |
|---|---|
| Customer acquisition | Customer retention |
| Marketplace visibility | Brand ownership |
| Commission per order | Greater revenue retention |
| Shared customer relationship | Direct customer relationship |
| Marketplace promotions | Restaurant-controlled promotions |
This strategy allows restaurants to continue benefiting from the reach of Deliveroo, Uber Eats, and Just Eat while gradually increasing the percentage of commission-free orders. The goal is not necessarily to leave delivery marketplaces altogether. Instead, it's to reduce dependence on them over time. Restaurants comparing integrated ordering solutions can also explore the ONAP FoodTech platform, which combines online ordering with restaurant management capabilities.
There is no single pricing model for restaurant ordering software.
Providers may charge through:
When comparing platforms, focus on the total cost of ownership rather than the headline monthly price.
Ask every provider:
A platform with a slightly higher subscription cost may prove more cost-effective if it includes features that would otherwise require additional services. Restaurants evaluating available plans can compare what's included on the ONAP FoodTech Pricing page.
The value of a direct ordering system shouldn't be measured only by software costs.
Consider broader operational benefits such as:
Yes. Independent restaurants, cafés, takeaways, and food trucks can all benefit from direct ordering. Even a modest number of commission-free orders each week can improve margins while helping build stronger relationships with repeat customers.
Yes. Many restaurants continue using marketplace apps for customer acquisition while encouraging returning customers to order directly through their own website or app. This approach helps diversify revenue without relying on a single sales channel.
Not always. A mobile-friendly ordering website is enough for many restaurants, especially during the early stages. A branded mobile app becomes more valuable as repeat orders increase and customer loyalty programmes become a larger part of the business.
Most online ordering systems support scheduled collection and delivery times. This allows customers to place orders earlier in the day while helping restaurants manage kitchen capacity more efficiently.
Many platforms integrate with popular restaurant EPOS solutions, allowing orders to flow directly into kitchen operations. Before purchasing, confirm that the software supports your current hardware and operational workflow.
Focus on reliability, ease of use, menu management, payment options, customer ownership, integrations, scalability, and transparent pricing. A platform should simplify daily operations while supporting the long-term growth of your restaurant.
A direct online ordering system gives restaurants far more than another way to accept orders. It creates an owned sales channel where you control the customer experience, retain more revenue, and build lasting relationships with diners. Delivery marketplaces will continue to play an important role in helping restaurants reach new customers. The businesses that perform best over time are often those that balance marketplace visibility with a strong direct ordering strategy. When evaluating platforms, look beyond the monthly subscription. Consider how the software handles menu management, customer communication, integrations, reporting, payment processing, and future expansion. A solution that supports your business as it grows will deliver value long after the initial setup is complete.
Discover more expert insights, software guides, and industry best practices to help your business grow with ONAP.
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