Article-At-A-Glance
- Setting up online ordering can increase restaurant revenue by 30% by capturing customers who prefer digital ordering
- First-party ordering systems offer lower commission rates and better control over your customer data than third-party platforms
- Integrating your online ordering with your existing POS system streamlines operations and reduces order errors
- A mobile-optimized website with professional food photography can significantly boost conversion rates
- Chowbus offers commission-free ordering solutions that integrate seamlessly with restaurant operations
In today’s digital-first world, restaurants without online ordering are leaving money on the table. The pandemic accelerated this shift, with online food delivery growing into a $150 billion global market. Setting up your restaurant with an effective online ordering system isn’t just a luxury anymore—it’s essential for survival and growth.
At a time when consumers expect convenience at their fingertips, providing a seamless online ordering experience can dramatically increase your sales and expand your customer base. Restaurants that implement effective online ordering systems typically see 20-30% revenue increases in the first year alone. Let’s dive into exactly how you can set up an ordering system that drives profits while maintaining your brand’s unique identity.
Why Your Restaurant Needs Online Ordering Today
The statistics speak for themselves: 60% of U.S. consumers order delivery or takeout at least once a week, and 31% use third-party delivery services twice weekly. By not offering online ordering, you’re essentially invisible to a massive segment of potential customers who primarily discover and interact with restaurants through digital channels.
Online ordering systems also lead to larger average ticket sizes. When customers order online, they spend an average of 20% more compared to in-person orders. This happens because digital menus allow for easier upselling through suggested pairings, popular add-ons, and the removal of social pressure that might limit ordering in person. To further enhance your sales, consider how to boost sales and streamline operations with the right POS solution.
Digital ordering also provides valuable customer data that helps you refine your menu and marketing strategies. You’ll gain insights into popular items, peak ordering times, and customer preferences that would be difficult to track with traditional ordering methods. Chowbus provides restaurants with comprehensive analytics dashboards that turn this data into actionable business intelligence, helping you make informed decisions about your menu and operations.
Choosing the Right Online Ordering Platform
The first major decision is whether to use third-party platforms like Grubhub and DoorDash or implement a direct ordering system through your own website. Each approach has distinct advantages and challenges that will impact your profitability and operations.
Third-Party Platforms vs. Direct Ordering Systems
Third-party platforms offer immediate access to their established user base and delivery infrastructure. This visibility can be valuable, especially for new restaurants looking to acquire customers quickly. However, these advantages come at a significant cost: commission rates typically range from 15-30% per order, which can severely cut into your margins.
Direct ordering systems (also called first-party systems) integrate directly with your website and typically charge only a small monthly fee plus a per-transaction fee (usually 2-3%). While they require more setup and marketing effort on your part, they allow you to maintain control over the customer experience and keep significantly more revenue from each order. For most restaurants, a hybrid approach works best initially—using third-party platforms for customer acquisition while simultaneously developing your direct ordering capabilities.
Commission Rates and Fee Structures
Understanding fee structures is crucial when selecting a platform. Third-party services often have complicated fee structures that include commission percentages, marketing fees, and processing charges. These can quickly add up, sometimes taking 25-35% of each order’s value. For more insights on setting up online ordering for a restaurant, explore additional resources.
First-party systems like Chowbus offer more transparent pricing with substantially lower costs—typically a flat monthly fee plus a small per-transaction charge. This model becomes increasingly advantageous as your online order volume grows. For a restaurant processing $10,000 monthly in online orders, the difference between a 30% commission and a 3% transaction fee represents about $2,700 in monthly savings—money that goes directly to your bottom line.
Integration with Existing POS Systems
Seamless integration with your existing Point of Sale (POS) system is crucial for operational efficiency. When your online ordering system connects directly with your POS, orders flow automatically to your kitchen without staff needing to manually re-enter information, reducing errors and saving valuable time during rush periods.
Before selecting a platform, verify compatibility with your current POS system. Most major POS providers like Toast, Square, and Clover offer direct integrations with popular online ordering systems. If direct integration isn’t available, look for platforms that offer middleware solutions or API connections. Proper integration eliminates the need for separate tablets or printers for online orders, streamlining your kitchen workflow and ensuring consistent service quality regardless of order source.
Customer Data Ownership Benefits
Perhaps the most overlooked advantage of direct ordering systems is ownership of your customer data. When guests order through third-party platforms, those companies—not you—own the relationship with your customers. This severely limits your ability to build lasting connections and implement targeted marketing strategies.
With your own ordering system, you collect valuable customer information including email addresses, phone numbers, order history, and preferences. This data becomes a powerful asset for building customer loyalty. You can create personalized promotions, develop effective remarketing campaigns, and analyze purchasing patterns to refine your menu offerings.
Direct access to customer data also allows you to implement loyalty programs that encourage repeat business. Studies show that increasing customer retention by just 5% can increase profits by 25-95%. By owning this relationship, you control the entire customer journey and can maximize lifetime value rather than paying to reacquire the same customers through third-party marketplaces.
Setting Up Your Restaurant Website
Your website serves as the digital storefront for your restaurant and is the foundation for your online ordering system. It needs to be professionally designed, mobile-friendly, and optimized for conversions to effectively drive online orders.
Domain Name Selection and Purchase
Your domain name is your digital address and should be simple, memorable, and directly related to your restaurant name. Ideally, use your restaurant name followed by .com (e.g., yourrestaurantname.com). If that exact match isn’t available, consider adding your location or cuisine type (e.g., yourrestaurantchicago.com or yourrestaurantsushi.com).
Purchase your domain through reputable registrars like GoDaddy, Namecheap, or Google Domains, which typically cost $10-20 per year. Avoid using hyphens or unusual spellings that make your domain difficult to remember or type. Once secured, set up domain privacy protection to prevent spam and ensure automatic renewal to avoid accidentally losing your digital address.
Reliable Hosting Options for Restaurants
Website hosting provides the server space where your site lives online. For restaurants, reliability and speed are crucial—especially during peak ordering hours when dozens or hundreds of customers might access your site simultaneously.
Cloud-based hosting providers like WP Engine, SiteGround, or Cloudways offer excellent reliability for restaurant websites with online ordering capabilities. Expect to spend $20-50 monthly for quality hosting that includes regular backups, security features, and technical support. Avoid the cheapest shared hosting plans as they often suffer from slow loading times and downtime during high-traffic periods—precisely when you need your site functioning flawlessly.
Mobile-First Design Requirements
Over 60% of online food orders come from mobile devices, making mobile optimization non-negotiable. Your website must be built with responsive design that automatically adjusts to different screen sizes while maintaining functionality and visual appeal.
Ensure your mobile ordering experience features large, touch-friendly buttons, simplified navigation, and streamlined checkout processes. Load times are particularly crucial on mobile—studies show 53% of mobile users abandon sites that take longer than three seconds to load. Compress images, minimize plugins, and use accelerated mobile pages (AMP) where appropriate to maximize speed and conversion rates.
Essential Pages Every Restaurant Website Needs
Beyond your online ordering functionality, your website should include several key pages that support your digital presence and drive conversions. Your homepage should immediately convey your restaurant’s concept, feature appetizing imagery, and provide clear calls-to-action for ordering online.
Create dedicated pages for your menu (with high-quality photos), about us (telling your restaurant’s story), location information (with embedded maps), contact details, and frequently asked questions. If applicable, include pages for catering services, private events, and gift cards—all potential revenue streams that complement your core business. Additionally, explore how modern POS solutions can enhance your restaurant’s operational efficiency.
- Homepage with clear ordering call-to-action and brand messaging
- Menu page with categories, descriptions, and professional photography
- About page telling your restaurant’s story and philosophy
- Location page with address, hours, parking information, and embedded map
- Contact page with phone, email, and contact form
- Order online page or functionality integrated throughout the site
Professional Food Photography Tips
High-quality food photography dramatically increases online orders—menu items with photos sell up to 30% more than those without. Invest in professional photography for your signature dishes or learn to take compelling photos yourself using natural lighting, appropriate backgrounds, and careful styling.
Ensure photos accurately represent what customers will receive—misleading imagery leads to disappointment and negative reviews. Update your photos seasonally and whenever you refresh your menu to maintain visual accuracy. Remember that photos are particularly important for unfamiliar or specialty items where customers may need visual guidance to make purchasing decisions.
Creating an Effective Online Menu
Your digital menu requires different considerations than your print menu. Online, you have opportunities for enhanced descriptions, cross-selling, and strategic organization that can significantly impact your average order value and overall sales.
Menu Engineering for Digital Platforms
Digital menus allow for strategic organization that guides customers toward profitable ordering decisions. Begin by categorizing menu items logically (appetizers, entrées, desserts, etc.) and place high-margin, popular items at the top of each category where they’ll receive maximum visibility.
Testing and Troubleshooting Before Launch
Before officially launching your online ordering system, thorough testing is essential to prevent costly mistakes and negative first impressions. Implement a comprehensive testing phase that examines every aspect of the customer journey from browsing to checkout. Even minor glitches can lead to abandoned orders and lost revenue. For a deeper understanding of how technology can enhance your operations, explore modern POS solutions.
Create a pre-launch checklist that covers technical functionality, user experience, and operational readiness. This methodical approach helps identify issues that might otherwise go unnoticed until they affect real customers. Involve both technical staff and non-technical team members in testing to get diverse perspectives on the ordering experience.
Order Process Testing Steps
Test your entire ordering flow by placing test orders across different devices and browsers. Verify that menu items display correctly with accurate pricing, modifiers work as expected, and the checkout process completes smoothly. Pay special attention to special instructions fields, delivery address validation, and payment processing. Have staff members create accounts, place orders, and test the entire customer journey to identify any friction points or confusion in the process.
Website Speed Optimization
Page loading speed directly impacts conversion rates, with studies showing that each second of delay can reduce conversions by 7%. Use tools like Google PageSpeed Insights or GTmetrix to analyze your site’s performance and identify bottlenecks. Common speed improvements include optimizing image sizes, enabling browser caching, minifying CSS and JavaScript files, and using a content delivery network (CDN). Consider investing in performance optimization services if your site consistently scores below 70 on speed tests, as the return on investment through increased conversions typically justifies the cost.
Mobile Experience Evaluation
Test your mobile ordering experience on multiple devices including various iPhone and Android models. Pay particular attention to how menu items display, the ease of adding items to cart, and the checkout process on smaller screens. Ensure that buttons are large enough to tap easily, text is readable without zooming, and forms are simple to complete on touchscreens. For more insights, explore what every restaurant owner should know about modern POS solutions.
Verify that your mobile ordering process works seamlessly across different mobile browsers like Chrome, Safari, and Firefox. Test on both WiFi and cellular connections to ensure the site performs well even with slower internet speeds. Remember that many customers will be ordering while multitasking or in distracting environments, so the process should be intuitive enough to complete with minimal concentration.
Pre-Launch Testing Checklist
✓ Order placement works across all devices and browsers
✓ Menu items display correctly with accurate pricing
✓ Modifiers and special instructions function properly
✓ Payment processing completes successfully
✓ Order confirmations are sent promptly
✓ Kitchen receives orders accurately and clearly
✓ Website loads in under 3 seconds on mobile devices
✓ All buttons and links work as expected
✓ Customer account creation and login function properly
After addressing any issues discovered during testing, conduct a soft launch with a limited group of loyal customers before publicly announcing your online ordering system. This real-world trial with friendly users provides valuable feedback while limiting potential negative experiences. Offer these early adopters a special discount as an incentive and thank you for helping perfect your system. For more insights, consider reading what every restaurant owner should know about modern POS solutions.
Measuring Success and Improving Performance
Once your online ordering system is live, implementing proper analytics tracking is crucial for measuring performance and identifying opportunities for improvement. Data-driven decision making separates thriving digital restaurant operations from those that struggle to gain traction.
Establish clear baseline metrics during your first month of operation, then set realistic growth targets for subsequent periods. Regular performance reviews should examine both technical metrics like conversion rates and business metrics like average order value. This balanced approach ensures you’re optimizing both the customer experience and your bottom line.
Key Metrics to Track
Focus on tracking metrics that directly impact revenue and operational efficiency. The most important include: conversion rate (percentage of website visitors who complete an order), average order value, most popular items, peak ordering times, abandoned cart rate, and customer retention rate. These metrics provide actionable insights about customer behavior and preferences. Additionally, monitor operational metrics like order fulfillment time and order accuracy to ensure your kitchen can efficiently handle digital orders, especially during peak periods.
Customer Feedback Collection Methods
Implement systematic feedback collection to understand the customer experience beyond what analytics alone can tell you. Send automated post-order emails asking for ratings and comments about both the food quality and the online ordering experience. Keep surveys brief—ideally just 2-3 questions—to maximize response rates.
Monitor online reviews on platforms like Google, Yelp, and social media for mentions of your online ordering system. These unsolicited comments often reveal pain points or appreciation that customers might not express directly to you. Respond promptly to negative feedback and use the information to make targeted improvements.
Consider implementing a simple NPS (Net Promoter Score) survey asking how likely customers are to recommend your online ordering system to others. This single metric provides a reliable indicator of overall satisfaction and customer loyalty. Scores above 50 are generally considered excellent, while anything below 30 indicates significant room for improvement. For more insights on enhancing customer experience, check out how to make your checkout experience faster and friendlier.
Continuous Improvement Strategies
Use collected data and feedback to implement a cycle of continuous improvement. Prioritize changes based on their potential impact on customer satisfaction and revenue. Quick wins might include adding popular modifier options, improving item descriptions, or streamlining checkout steps that cause confusion. More substantial improvements could involve menu redesigns, loyalty program implementation, or changing delivery zones based on performance data.
Schedule quarterly reviews of your entire online ordering system to ensure it evolves with changing customer expectations and technological capabilities. During these reviews, analyze performance trends, evaluate competitor offerings, and identify opportunities for innovation. Remember that digital customer expectations continuously evolve, and standing still effectively means falling behind.
Take Your Restaurant Digital Today
The shift to online ordering represents one of the most significant opportunities for restaurant growth in decades. Restaurants that embrace this digital transformation can significantly expand their customer base, increase average order values, and build valuable direct relationships with their guests. The initial investment in setting up proper online ordering capabilities typically pays for itself within months through increased sales volume and operational efficiencies.
Begin your online ordering journey by evaluating your current operations and selecting a platform that aligns with your restaurant’s unique needs and growth goals. Focus on creating a seamless customer experience from browsing to pickup or delivery, and continuously optimize based on performance data and customer feedback. Remember that your online ordering system is not just a technical tool but an extension of your restaurant’s hospitality and brand. For insights on how POS systems can drive business growth, check out this article on how POS systems drive business growth.
“The restaurants that will thrive in the coming decade are those that combine exceptional food with frictionless digital experiences. Online ordering isn’t just another sales channel—it’s increasingly becoming the primary way customers discover and interact with restaurants.”
As you implement your online ordering strategy, remember that technology should enhance, not replace, the personal touches that make your restaurant special. Use digital tools to streamline operations while maintaining your unique culinary identity and connection with guests. The most successful restaurants view online ordering not as a necessary evil but as an opportunity to serve more customers in the way they increasingly prefer to be served.
Frequently Asked Questions
- What are the typical costs involved in setting up online ordering?
- How long does implementation usually take from start to finish?
- Can I use multiple online ordering platforms simultaneously?
- How do I handle delivery logistics if I don’t have delivery staff?
- What are the tax implications of online food sales?
These questions represent common concerns restaurant owners have when implementing online ordering. Understanding the answers can help you navigate potential challenges and set realistic expectations for your digital transformation journey.
Many restaurants begin with a hybrid approach, using both third-party and direct ordering systems while they build their online presence. This strategy allows you to benefit from the customer acquisition capabilities of major platforms while gradually shifting customers to your own lower-commission system.
Remember that online ordering isn’t just for large restaurant groups or chains—independent restaurants often see the greatest relative benefit since they can finally compete on a level digital playing field with larger competitors.
How much does it cost to set up online ordering for a restaurant?
The cost of implementing online ordering varies widely based on your approach. Basic setup using existing third-party platforms involves no upfront cost but incurs ongoing commissions of 15-30% per order. A mid-tier solution with your own branded ordering system integrated into your website typically costs $1,000-3,000 in initial setup plus monthly fees of $50-200 and transaction fees of 2-3%. Enterprise-level custom solutions with advanced features can cost $10,000+ upfront but often result in the lowest long-term costs per order for high-volume operations. Most restaurants find the middle option offers the best balance of affordability, brand control, and long-term cost-effectiveness.
Can I set up online ordering without a website?
Yes, but it’s not ideal for long-term success. The simplest approach is using social media ordering through Facebook or Instagram, which provides basic functionality with minimal setup. Another option is using third-party marketplaces exclusively, though this means surrendering control over the customer experience and paying high commission fees.
Some ordering platforms offer standalone ordering pages that don’t require a full website, providing a middle-ground solution. However, for maximum brand control, customer data ownership, and marketing effectiveness, investing in even a simple website with integrated ordering capabilities is strongly recommended.
If budget constraints are a concern, consider starting with an affordable template-based website builder like Squarespace or Wix that offers restaurant-specific templates with ordering capabilities. This approach provides a professional online presence at a fraction of the cost of custom development.
Remember that your website serves multiple purposes beyond just ordering—it’s also a critical marketing asset that helps customers discover your restaurant and understand your unique offerings.
- Website-free options: Social media ordering, third-party platforms, standalone ordering pages
- Budget website options: Template-based builders with restaurant-specific designs
- Comprehensive solution: Custom website with integrated ordering and marketing capabilities
How long does it take to implement an online ordering system?
Implementation timelines vary based on the complexity of your system and your restaurant’s readiness. Basic third-party platform integration can be completed in 1-3 days. Setting up a dedicated ordering system through your existing website typically takes 2-4 weeks, including menu setup, payment processing integration, and testing. Building a new website with integrated ordering capabilities generally requires 4-8 weeks for proper implementation. For more insights on how to make a website with online ordering, check out this comprehensive guide. The most time-consuming aspects are usually menu setup (particularly for restaurants with complex offerings), staff training, and operational adjustments to accommodate the new ordering channel.
Should I offer delivery or just takeout through my online ordering system?
This decision depends on your restaurant’s resources, location, and customer expectations. Takeout-only is simpler operationally and avoids the complexities of delivery logistics and associated costs. It works particularly well for restaurants in high-traffic areas or those with distinctive offerings that customers will travel to obtain. If offering delivery, you must choose between building your own delivery team (higher control but significant operational complexity) or integrating with third-party delivery services (easier implementation but higher costs and less control). Many restaurants start with takeout-only to perfect their online ordering process before adding delivery options.
How do I handle special requests and dietary restrictions in online orders?
Effective management of special requests starts with properly configured modifier options that anticipate common customizations. Create clear categories for dietary needs (gluten-free, vegetarian, vegan, etc.) and allow item-level modifications. Include a special instructions field for each menu item and for the overall order, but design your modifier system to minimize reliance on free-text instructions which can create kitchen confusion. Train your staff to carefully review special instructions and implement a verification process for orders with allergen concerns. Consider implementing a confirmation call process for orders with complicated modifications or severe allergy notifications to ensure proper understanding.
Remember that proper handling of dietary restrictions isn’t just about customer satisfaction—it’s a serious health and safety concern. Your online ordering system should include prominent disclaimers about cross-contamination possibilities for customers with severe allergies, and staff should receive specific training on handling these sensitive orders.