Should You Offer Online Ordering Through Your Website or a Delivery App?

3 min read
Should You Offer Online Ordering Through Your Website or a Delivery App?

In today’s restaurant industry, online ordering isn’t optional—it’s expected. But when it comes to offering it, restaurant owners face a big decision:
Should you offer online ordering directly through your website, or rely on third-party delivery apps like Uber Eats, DoorDash, or Grubhub?

Each option has its advantages—and serious trade-offs. Here’s what you need to know to make the best choice for your restaurant.

The Case for Offering Online Ordering Through Your Website

1. Lower Costs Over Time

While setting up online ordering on your own site may require an upfront investment (through a platform like Toast, ChowNow, or BentoBox), you’ll avoid the steep commission fees that delivery apps charge—often 20% to 30% per order.

2. Own Your Customer Relationship

When customers order directly from your website, you collect their contact information. This allows you to build loyalty through email marketing, SMS promotions, and loyalty programs—something third-party apps don't allow.

3. Full Control Over Branding and Experience

Your website ordering system reflects your restaurant’s brand—from photos and menu design to upsell opportunities. It keeps the customer immersed in your world, not a cluttered third-party platform.

4. Better Profit Margins

When you cut out the middleman, more of the sale stays in your pocket. This is crucial for profitability in a tight-margin industry.

The Case for Using Delivery Apps

1. Immediate Visibility and Reach

Delivery apps already have massive built-in audiences. Listing your restaurant gives you exposure to customers who may not know you exist yet, without spending heavily on marketing.

2. Convenience and Ease of Setup

Most delivery apps handle the technology, customer service, and driver logistics. You can be up and running in days, not weeks.

3. Tap Into Consumer Behavior

Millions of consumers are already in the habit of opening DoorDash or Uber Eats to search for dinner. Meeting them where they already are can lead to faster growth—especially for new or lesser-known restaurants.

The Hidden Costs of Delivery Apps

Before you rely too heavily on delivery platforms, keep these drawbacks in mind:

  • High Commission Fees: Apps typically charge 20–30% per order, cutting heavily into profits.

  • Loss of Brand Control: Customers associate the experience with the delivery app, not necessarily your restaurant.

  • Data Ownership: You won’t get access to customer emails or phone numbers for future marketing.

  • Quality Control: The app’s drivers, not your staff, handle the delivery. Bad delivery experiences still reflect poorly on your brand.

The Best Strategy? A Hybrid Approach

Many successful restaurants combine both strategies:

  • Offer direct online ordering through your website for loyal customers and marketing growth.

  • Maintain a presence on 1–2 major delivery apps to capture new traffic and occasional orders.

You can even incentivize direct ordering by offering slightly better pricing, exclusive menu items, or loyalty points to customers who order through your site.

Conclusion

Choosing between website ordering and third-party apps isn’t an either/or decision—it’s about balancing reach and profitability.
Direct website ordering gives you control and higher margins. Delivery apps offer convenience and visibility.

Start with both, track your performance, and shift your strategy based on what brings the best long-term return for your restaurant.