Best Online Ordering Systems for Restaurants

Online ordering is no longer optional for restaurants. Customers expect to browse your menu, place an order, and pay from their phone in minutes. The question is not whether to offer online ordering, but how to offer it in a way that is profitable for your business.

For many restaurant owners, the default answer has been third-party delivery apps like DoorDash, UberEats, and Grubhub. These platforms make it easy to get started, but they come with a steep price: commission fees that typically range from 15% to 30% per order. On a $50 order, that means $7.50 to $15 goes to the platform, not your restaurant. For businesses operating on already thin margins, those fees can turn a profitable order into a loss.

The alternative is direct ordering: systems that let customers order through your own website or branded app, so you keep the revenue. This guide compares the best direct ordering platforms, explains how to integrate them with your website, and outlines a strategy for reducing your reliance on third-party apps without sacrificing convenience.

Third-Party vs. Direct Ordering: The Fee Comparison

Understanding the true cost of third-party delivery apps is essential before evaluating alternatives.

DoorDash charges restaurants commission rates ranging from 15% to 30% depending on the plan. The lowest tier (15%) limits your delivery radius and does not include DoorDash marketing. The highest tier (30%) gives you the broadest reach and inclusion in DoorDash promotions.

UberEats follows a similar structure, with commission rates from 15% for pickup orders to 30% for delivery orders with the full suite of features.

Grubhub charges 15% to 25% in commissions, plus additional fees for marketing placement and promotions.

Beyond commissions, third-party platforms often charge additional fees for marketing, premium placement in search results, and promotional campaigns. Some restaurants report effective total costs of 35% or more when all fees are included.

Direct ordering platforms, by contrast, typically charge a flat monthly fee ($50 to $200) with no per-order commissions, or a much smaller per-order fee (typically 2% to 5%, mostly for payment processing). The math is straightforward: a restaurant doing $10,000 per month in online orders through DoorDash at a 25% commission pays $2,500 in fees. The same volume through a direct ordering platform with a $100 monthly fee and 3% payment processing costs approximately $400. That is $2,100 per month back in your pocket.

Best Direct Ordering Platforms

These platforms let you accept orders through your own website, keeping your brand front and center and your margins intact.

ChowNow

ChowNow is one of the most established direct ordering platforms for restaurants. It provides a branded ordering experience that integrates directly into your website, so customers never leave your site to place an order. ChowNow also creates a branded mobile app for your restaurant and lists you on the ChowNow Marketplace for additional visibility.

Key features include commission-free ordering, a white-label ordering experience (your branding, not ChowNow's), integration with Google ordering (so customers can order directly from your Google Business Profile), customer data capture (email addresses and order history for marketing), and integration with major POS systems.

ChowNow pricing is subscription-based, typically starting around $99 to $150 per month depending on features. There are no per-order commissions, which makes it highly cost-effective for restaurants with consistent online order volume.

Best for: Restaurants that want a polished, branded ordering experience with no commissions.

Square Online

Square Online is part of the Square ecosystem, which makes it particularly attractive for restaurants already using Square for point-of-sale. The online ordering module integrates seamlessly with Square POS, so orders placed online flow directly into your existing kitchen workflow.

Square Online offers a free tier that includes basic online ordering with Square's payment processing fees (2.9% plus $0.30 per transaction). Paid plans ($29 to $79 per month) add features like custom domains, advanced site customization, and reduced processing fees.

The biggest advantage of Square Online is its simplicity. If you already use Square, adding online ordering takes minutes, not days. The platform handles menu management, order notifications, and payment processing in one integrated system.

Best for: Restaurants already using Square POS that want simple, integrated online ordering.

Toast Online Ordering

Toast is a restaurant-specific technology platform that includes POS, kitchen display systems, payroll, and online ordering. Toast's online ordering module integrates directly with the Toast POS, creating a unified system where online and in-house orders are managed from the same interface.

Toast's online ordering features include commission-free ordering through your website, a Toast TakeOut app that provides marketplace exposure (similar to third-party apps but with lower fees), real-time menu syncing between your POS and online menu, and built-in loyalty programs and email marketing.

Toast pricing varies based on which modules you use. The Starter plan for online ordering begins at $0 per month (with higher payment processing fees), while the full-featured plans range from $69 to $165 per month.

Best for: Restaurants that want a complete, all-in-one restaurant technology platform.

MenuDrive

MenuDrive is a straightforward online ordering platform that focuses on doing one thing well: getting orders from your website to your kitchen. It provides a branded ordering page that can be embedded in your existing website, along with marketing tools like coupons, loyalty programs, and email campaigns.

MenuDrive stands out for its simplicity. There is no complex ecosystem to buy into. You get an ordering system, basic marketing tools, and integration with several POS systems. Pricing is competitive, typically around $99 per month with no per-order commissions.

Best for: Restaurants that want a simple, affordable ordering solution without committing to a full technology platform.

Integrating Online Ordering with Your Website

However you handle online ordering, the integration with your website matters enormously. A clunky or confusing ordering process drives customers straight back to DoorDash, where the experience is polished and familiar.

Here are the principles that make website-integrated ordering work.

Prominent placement. Your "Order Online" button should be one of the first things visitors see on your website. Place it in the main navigation, in the header area, and on your menu page. Use a contrasting color that stands out from your site's design.

Minimal friction. The ideal ordering flow goes like this: customer clicks "Order Online," browses the menu, adds items to cart, enters delivery or pickup details, pays, and receives confirmation. Every additional step, pop-up, or redirect reduces your conversion rate.

Embedded experience. The best integrations embed the ordering interface directly into your website so customers never feel like they have left your site. Some platforms accomplish this with an iframe or embedded widget. Others redirect to a branded subdomain. Embedded is better, but a well-branded subdomain works too.

Mobile optimization. Most online food orders come from mobile devices. Test your ordering flow on a phone. Can you read the menu easily? Can you add items without accidentally tapping the wrong thing? Can you complete checkout without excessive scrolling or zooming?

For more on integrating payment processing and ordering tools into your website, see our guide on secure online payments.

Marketing Your Direct Ordering Channel

Building a direct ordering system is only half the battle. You need to actively drive customers to use it instead of third-party apps. Here are proven strategies.

Offer incentives for direct orders. Give customers a reason to order directly. A 10% discount on first direct orders, a free item with orders over a certain amount, or a loyalty program that rewards repeat direct orders are all effective. Even with the discount, you still keep more revenue than you would after third-party commissions.

Promote on every touchpoint. Include your direct ordering URL on receipts, take-out bags, table tents, menu inserts, social media profiles, and email signatures. Every interaction with a customer is an opportunity to redirect them from third-party apps to your own ordering channel.

Use social media consistently. Post about your direct ordering option regularly. Share behind-the-scenes kitchen content, feature popular dishes, and include a direct link to your ordering page. Instagram Stories and Reels are particularly effective for food content.

Optimize your Google Business Profile. Google allows restaurants to add an ordering link directly to their Business Profile. When a customer searches for your restaurant and finds your Google listing, they can see an "Order Online" button that links to your direct ordering page instead of a third-party app.

Email and SMS marketing. Collect customer email addresses and phone numbers through your ordering platform. Send regular communications featuring specials, new menu items, and exclusive offers available only through direct ordering.

Handling Delivery Logistics

One reason restaurants rely on third-party apps is that they provide delivery drivers. If you switch to direct ordering, you need a plan for getting food to your customers.

In-house delivery. Hiring your own delivery drivers gives you complete control over the customer experience but adds significant cost and management complexity. This works best for restaurants with high delivery volume in a concentrated geographic area.

Third-party delivery only. Some direct ordering platforms partner with delivery services (like DoorDash Drive or Uber Direct) that provide drivers without the marketplace listing. You pay a flat per-delivery fee instead of a percentage commission. This is often the most practical option for small restaurants.

Pickup-focused model. Many restaurants find that emphasizing pickup orders through their direct ordering platform is the most profitable approach. You avoid delivery costs entirely, and customers who order for pickup tend to have higher order values and better satisfaction because the food arrives at its freshest.

Hybrid approach. The most common strategy is to offer pickup through your direct ordering platform, use a delivery-as-a-service provider for direct delivery orders, and maintain a presence on one or two third-party apps (at the lowest commission tier) for discovery purposes.

Reducing Your Reliance on DoorDash and UberEats

Cutting third-party apps entirely is not realistic for most restaurants, at least not immediately. These platforms provide genuine value through customer discovery. Many diners find new restaurants by browsing DoorDash or UberEats, and some of those customers become regulars.

The goal is not to eliminate third-party apps but to shift the ratio. Instead of 80% of online orders coming through third-party apps, aim for 50% or more coming through your direct channel. Here is a phased approach.

Phase one (months one through three). Set up your direct ordering platform, integrate it with your website, and begin promoting it through in-store signage and social media. Continue your third-party app presence unchanged.

Phase two (months three through six). Launch incentive programs for direct orders (loyalty points, discounts, free items). Add your direct ordering link to your Google Business Profile. Begin email and SMS marketing to your customer list.

Phase three (months six through twelve). Evaluate your third-party app performance. Identify which platforms drive genuine new customer discovery versus simply capturing orders from people who would have ordered directly. Consider reducing your commission tier or dropping underperforming platforms.

Phase four (ongoing). Optimize your direct ordering experience based on customer feedback and data. Continue marketing efforts and refine your incentive programs. Monitor the ratio of direct versus third-party orders and adjust your strategy accordingly.

Choosing the Right Platform for Your Restaurant

The best ordering platform depends on your existing technology, order volume, and growth plans.

If you already use Square POS, Square Online is the easiest and most cost-effective starting point. If you want a complete restaurant technology overhaul, Toast provides the most integrated solution. If you want a premium branded experience with strong marketing tools, ChowNow delivers the most polished customer-facing experience. If you want simplicity and affordability, MenuDrive handles the basics without overcomplicating things.

Regardless of which platform you choose, the most important step is getting started. Every month you rely exclusively on third-party apps is a month of revenue lost to commissions. Even a modest shift toward direct ordering can meaningfully improve your restaurant's profitability. And when paired with a well-designed restaurant website that makes ordering intuitive, your direct channel becomes a competitive advantage that third-party apps simply cannot replicate.