7 Benefits of Online Ordering


An online ordering system provides lots of benefits for your restaurant. You have access to thousands of diners and ample delivery drivers. Your customers receive a smoother online experience that integrates with your point-of-sale.

It's a win-win situation on several different levels for today's restaurant owner or manager.

Picture this: You’re craving Italian food and find a restaurant on Google with a nice-looking website and link for online ordering at the top of the home page. You place your order, wait for the delivery and enjoy every minute of your dining experience. This could a recurring scenario for your customers with a quality online ordering platform.

For the 89 percent of today's diners who research a restaurant online before dining, having a user-friendly website can make or break the conversion. Making the process simple for customers is key to securing the sale., 

Based on research by investment bank UBS, delivery sales could rise by an average of more than 20 percent per year through 2030. That would place worldwide sales at $365 billion, up from today's $35 billion. A recent study conducted by CHD Expert found that restaurants will see this revenue from a variety of venues:

  • Takeout for pickup is projected to generate $124 billion in sales this year.
  • Takeout with direct delivery from a restaurant: $32 billion.
  • Takeout with delivery from a third-party delivery company: $13 billion.

Clearly, adapting to the growing online ordering trend is crucial to the survival of your business. By tapping into the possibilities that online ordering has to offer, restaurants have the opportunity to grow alongside these unstoppable trends.

Breaking Down the Benefits of Online Ordering Options for Your Restaurant

There’s a choice to make when jumping into the world of online ordering: third-party, owned, or both? We break down the benefits of each option:


1. Access to thousands of diners

Based on a study by the National Restaurant Association, 60% of U.S. consumers order delivery or takeout at least once a week. Third-party integration is a great way to get your restaurant in front of thousands of potential customers. Third-party integrations like GrubHub, Doordash, and Uber Eats make it simple for restaurants to get their food to hungry customers. But each takes a percentage of the sale for its services.

2. Access to delivery drivers

Hiring and training delivery drivers can be a hassle for local restaurants. Third-party delivery apps eliminate the need to hire another staff member, and instead send drivers to your restaurant to make deliveries. Once an order is placed, they pick up the food and bring it to the customer, allowing restaurant staffers to focus on providing hospitality to dine-in and takeout customers.


3. A smoother online experience for customers

Owning your online ordering system means that your website will be a one-stop shopping experience for customers. Your restaurant’s website will be the only destination for customers to visit while they order and receive food. That means no third-party apps are required.

4. Integrates with your point-of-sale

Most online ordering systems operate independent from point-of-sale systems, making it a hassle to effectively communicate within your restaurant. Instead of operating multiple online ordering systems, an integrated online ordering solution is ideal for restaurants looking to eliminate the headaches that third-party apps can create. Owning online ordering that integrates with the POS system your team uses provides the opportunity to add an additional revenue source without disrupting in-house operations.

5. Enhanced customer insights

Roughly 60% of consumers have ordered food online in the last six months. Not only is that a lot of money, but it’s also a lot of information about online customers. You can market to them directly and keep them coming back. With integrated online ordering, you anticipate how much your online customers spend and plan ahead for busy nights.

6. Built-in loyalty program

Restaurant management systems like Upserve offer tools to help restaurants attract customers and keep them coming back. Having an online ordering system that’s connected to your loyalty program means you can drive engagement and highlight your killer rewards program while your customers peruse your online menu.

7. No costly fees

While third-party integrations help maximize online orders, they’re not ideal for your bottom line. With fees up to 35%, your profit margin shrinks quickly. Owning your online ordering can ensure that you keep your cut and feed your diners with accurate orders every time.

What is the Best Online Ordering Option for Your Restaurant?

This is the ultimate question for every restaurant owner and the answer differs depending on your needs.

If you’re new to online ordering, a wise first step is to utilize third-party apps while encouraging customers to order on your site by offering discounts. Make sure your dine-in customers know they can order from your site by including marketing materials in check presenters, on receipts, and on your menu. If you don’t have a full-time delivery person, this would also allow you to accept pick-up orders through your site and delivery orders through a third-party.

As you become more comfortable with the online ordering process, rely more and more on the in-house option. Kenji’s Ramen in Washington was able to increase online order sales revenue by 10% and save dozens of staff hours by owning their online ordering through their website. Click here for access to the full case study.