How To Create Online Ordering for a Restaurant (That Gets Results)

How much cash have you missed out on by not offering online orders?

How much money have you spent on third-party commissions?

Food delivery and takeout are booming, and you might be losing out on a key customer base if you haven’t already joined the club. Luckily, it’s not hard to get started.

You just need to know how to create online ordering for restaurants. We’ve helped thousands of restaurants do just that, so I’m happy to help make a match based on your goals and experience. 

After all, there’s a lot to consider without one go-to solution. So, we’ll walk you through each step with bonus tips and our own learned experiences to help you narrow down your options. 

Read on to learn the startup process and key features to help you start taking online orders. 

 1. Identify Your Goals — From Startup to Stellar Growth

If you’re like us, you’ve waded through many online ordering options. Exploring different features and pricing to find your perfect fit. 

The best online ordering providers pack their platforms with features for marketing, loyalty and customer experience. But not everyone needs that kind of power.

There are two segments of online ordering options:

• Third-party apps like Uber Eats and Doordash. These provide easy online and mobile orders for customers through their platform.
• Direct order services like Owner.com and Popmenu. These provide direct ordering portals on your website. Some even offer bonus platforms like mobile apps. 

Third-party services are a solid way to test the waters and reach new customers if you know how to use them effectively. You can check out our third-party food delivery strategies for more information.

On the other hand, direct ordering platforms give owners more control over online orders. That includes promotions, menu customization and access to restaurant analytics. Plus, you save on expensive third-party commission fees. 

With the right know-how, this can increase your online order profits and customer retention. 

Even among direct ordering platforms, there are many key considerations to choosing the right platform. 

For example, you can invest in a standalone WordPress plugin for online orders. This could include an ordering platform and a simple interactive menu. Cool, core needs met.  

But it’s entirely on you to drive customers to the site. 

Or you can partner with a full-featured provider that packs bonus services into their online ordering packages. The extra effort in marketing and customer experience will help your restaurant succeed with online ordering. Automated messaging, site optimization, and loyalty programs are some of the perks provided.

Not everyone needs the very best online ordering system with all the bells and whistles. Especially if you’re in the startup phase or takeout isn’t a main source of revenue. 

Do your own research and demos, but here are some scenarios and recommendations to think about:

Just Starting Out and Looking for a Deal? Try ChowNow and Menufy

Maybe you’ve played around with third-party apps or want to kick off online availability with direct orders. If you’re looking for a simple platform to accept online orders and get a feel for it, we recommend Menufy or ChowNow as alternatives. 

ChowNow is more full-feature than Menufy, with perks like:

• Automated email marketing
• Independent mobile app
• Provider marketplace

The marketplace, in particular, can help you reach new customers, which is great for growing your online presence. It works like Uber Eats with a database of existing customers who use the app to browse nearby restaurants. 

However, customers have complained that the service is slow to update and customer service isn’t exactly impressive. 

If you’re not interested in the extra features, opt for Menufy. 

You’ll still enjoy a few bonus features like a custom restaurant website and Tasty Rewards loyalty program for free, but you’ll owe processing fees, and customers also pay order fees. 

It’s a solid start for online ordering, but you’ll want something more robust once you pick up steam and you outgrow your current system.

Focused on Online Profits? Consider Owner.com

Direct ordering services pull double duty. They increase your ownership over the ordering experience and bring plenty of experience as a restaurant partner to the table. 

Owner.com executes both to drive online orders for takeout-heavy and fast-casual restaurants. We apply all the lessons learned after working with thousands of restaurants to help grow your online order volume and profits. 

We designed our online ordering experience and restaurant website designs to convert more visitors into customers with:

• Restaurant-specific search engine optimized (SEO) websites so you’re seen in more online searches.  
• Conversion-focused sites with intentionally-placed CTAs geared towards your goal. You can aim for more loyal members, increased sales or extra profits. 
• Automated marketing and loyalty programs build relationships with customers and invite them back.
• Branded mobile apps for quick, easy reorders and push notification promotions. 

Owner.com is an excellent tool if online orders are a major source of your restaurant profits — especially if you want to save more of your profits from third-party commissions. But it’s not the best fit for every owner. 

Because we design sites for sales over aesthetics, they aren’t nearly as customizable as other options like BentoBox. 

You’ll get a nice template with your restaurant’s branding and AI-built pages designed for SEO. But dine-in and upscale restaurants looking for a little more visual “wow” should look elsewhere. 

Are Online Orders Lower Priority? Use Third-party Apps

Third-party apps are the easiest way to get in the game, and they’re especially nice if you’re a dine-in restaurant and takeout isn’t a major source of revenue. 

Uber Eats, Doordash and Grubhub are largely the same, but pricing and select features may vary a bit. They share the same key benefits:

• Large preexisting user base to reach more local customers without investing in independent marketing. 
• User-friendly app that customers are familiar with and can order from in a matter of clicks. 
• Delivery driver network on tap so you don’t have to worry about additional staff, vehicles, or maintenance. 

You should choose based on local availability and interest. For example, Grubhub is huge in cities like New York but rarely used in smaller metropolitan cities like Kansas City. 

Uber Eats and Doordash are widely used across the U.S. But it’s always a good idea to check in with local owners and customers to see what they like. 

2. Research Available Online Ordering Features

Once you know your primary system goal, dig into the features available to you. You’ve probably already identified a few, like prioritizing POS integration. But it might surprise you just how much these companies can pack into a service bundle. 

Many providers offer a laundry list of features you can add on or get with upgrades. You likely don’t need all of them, but keeping an open mind is good when comparing options. 

Decide on your goals, what your restaurant already does well and where you can use some additional support. 

Here are some of our favorite, common add-on features to consider.

Websites — Do You Keep Your Own or Create Something New? 

If you don’t already have a restaurant website, you definitely need one. If you have one but it’s not great, now’s a great time to upgrade. 

Direct orders are tied to your site. So, if users can’t find your website because of poor SEO or have trouble finding how to order, you’ll invest all this money without actually improving your online sales. 

The good news: Many platforms understand how valuable your site is for success, so a fresh and shiny site is part of the deal. Different restaurant website builders offer different advantages. 

• Sites like Owner.com are conversion-driven and built with SEO top-of-mind to attract more visitors and turn them into customers. 
• Sites from Square Online are good for basic sites if you already partner with their POS for smooth integration. 
• BentoBox sites are custom-designed for your brand and aesthetics with online ordering in mind, but they’re not as sales-focused. 

A brand new site created by restaurant experts can better support your growth with:

• Improved optimization to reach more customers on the web.
• Better user experience with an integrated online ordering system and website designed to work together. 
• Additional sales perks like automated marketing and CTAs.

Of course, you don’t need a brand-new website if your current setup is functional and attractive. Especially if you have development experience to upgrade the site as necessary. 

Keeping your perfectly good site has its own benefits:

• Easy to maintain without you and your staff learning a new system. 
• Recognizable site is welcoming and familiar to regulars. 
• Cheaper upfront since you don’t invest in design or development (though if you can’t update it to drive sales, you might lose in the long run).

Integrations — Does It Work With Your Current Systems?

Most quality online ordering platforms can work with the major POS systems and website builders. Some POS systems even offer online ordering platforms and sites, including Toast and Square Online. 

In any case, your online ordering system, POS system, website and other restaurant management software need to be compatible. 

The fewer providers you partner with, the easier and likely more affordable your entire setup will be. So, if you can get a website builder with online ordering built-in, or your POS system also has online ordering, start demos with them first. 

The larger the system, the more add-ons it likely has available to customize your bundle. We’ve seen services offer food photography, delivery, mobile apps and more. 

Of course, the more diverse their services, the less you’re really able to benefit from their expertise. Jack-of-all-trades, master of none, still largely applies to corporations. 

Costs — Balancing Quality and Convenience

The more a service offers, the more it will cost. The right features can pay off with increased online visibility, customer retention and larger ticket sales, but it depends on how important takeout is to your overall sales strategy. 

Typically, you can find base packages with different core features and fees based on your restaurant size and service needs. Direct ordering services can range between $100 and $500 a month.

So, if you’re a takeout-heavy restaurant that relies on online orders, an SEO site, customizable promotions and a convenient mobile app are going to allow you to drive more sales and profits. 

If you’re more of a dine-in restaurant with a moderate takeout revenue, you can get away with a simple online ordering system with some light marketing. 

3. Test Different Providers with Demos

Once you get this far, you’ve probably narrowed your options down a bit. After comparing all of the features and prices, the only thing left to do is test drive each service with a free demo. 

Most online ordering platforms offer a free demo — you can try Owner.com here. Some even have a free plan to get started with very little risk (though these are best for startups). 

All you need to do is provide your personal contact information and some details about your restaurant. 

Then, you’ll schedule a demo to look through the system’s backend, overview features and connect with a sales representative to answer your questions. 

Now you should have all of the information you need to settle on a new online ordering system, so it’s time to implement!

You should have connected with a sales rep during the demo phase. Let them know you’re interested, and you can move on to onboarding. The account representative can walk you through these stages: 

• Intro to the system: cover contracts, costs and included features
• System setup: website/app development, online menu creation and hardware setup
• System training: learn how to take orders, track lead times and update your site/menu

How long this takes varies depending on your service. 

A simple online ordering system might take a week to implement with your existing POS and website. A robust system with a brand-new site design, mobile app and marketing can take a month or more. 

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4. Iron Out the Takeout Details Before Launch

There are still some details to work out before you start taking orders. You can hash some of this out before and during onboarding, but make sure you’ve addressed these needs before you go live. 

Menu Optimization — What Sells and What’s Best for Takeout

Many restaurants just upload their full menu as-is to their site. Sure, it’s super easy. But it’s not effective. 

First, you need to sort your items by what sells best and what has the highest profit margins. The items that meet both criteria are the ones to promote with menu features and deals like BOGO because:

• They sell well because customers want them, so make them easy to find.
• They’re enticing and encourage new orders or larger ticket sizes. 
• High-profit item sales boost your overall online profits.

It’s also worth cutting a few items based on your menu size, profits or an item’s to-go-ability. For example, if your eggs benedict doesn’t travel well, there’s no reason to offer it and potentially disappoint customers. 

Some items just aren’t worth the delivery cost, either. This is especially true if you partner with third-party apps. Any items with profit margins lower than the delivery fees or commission shouldn’t be on the menu. 

Finally, you need a discoverable menu.

Getting found online in the first place is vital, and a well-designed, optimized menu can help. Here are some of my essential local SEO tips: 

• Use original food photography to appear in Google image packs. Photos also entice users visually.
• Include alt text with images so Google understands what you’re showing. You also improve your site’s overall accessibility. 
• Make the most of online ordering links on third-party review sites like Yelp, Google Business and more. 
• Use thorough food descriptions including the item’s name, common superlatives, like “best mozzarella Fritti,” and specific accommodations like “gluten-free” listings. 

Takeout Pricing to Preserve Your Profit

Online ordering isn’t free for you — especially if you partner with third-party apps that claim up to 30% commission on each order. So, you can offset some of the costs with increased takeout prices. 

Now, this is a fine balancing act. Raise prices too much and you’ll turn customers away, but offer too many high-cost promotions, and you’ll hurt your bottom line. 

Your item costs come into play here, but you should also consider takeout expenses. 

• How much are branded to-go containers each month? 
• Do you pay delivery fees, or do customers cover the cost?
• Did you hire extra staff to man the takeout counter?

Strategic promotions can help you hit the pricing sweet spot. Instead of raising prices across the board, consider offering a BOGO appetizer coupon. 

1. You cover some of the takeout expenses with the menu increase. 
2. You soothe customer concerns with a free appetizer, also prompting a new order. 
3. The appetizers are low-cost, high-profit items, so you don’t lose money while increasing value for the customer. 

It’s hard to nail this out of the gate, so don’t be afraid to adjust your prices as you go. Just stay mindful that your regulars will feel the pinch if you go too high or change prices too frequently. 

Safe Packaging

You probably already have doggy bags for leftovers, but you might need to reevaluate your packaging if you’re new to takeout and delivery. 

Safe and sturdy containers are essential to a good customer experience. Your No. 1 priority is preserving your food’s taste, look and condition until it gets to the customer. 

You’re looking for:

• Temperature control
• Limited heat transfer
• Ventilation
• Leak resistance
• Easy-to-package shapes

Looking at the competition is a great place to start. 

Enjoy your family’s Friday night dinner to-go for a few weeks and see how effective different materials are. Consider the takeout bag, marketing materials and bonuses like cutlery and wet wipes. 

The right packaging also depends on the food you serve. A burger joint is best with a paper box with some foil sheets to help keep fries crispy, while you’ll want deli containers if you serve a lot of soup.

Custom branding is also worth the extra buck or two to build brand awareness. This is particularly valuable if you do third-party delivery and want to convert more users to your direct ordering system.  

5. Start Taking Orders

Your menu is live, your staff is trained and you’re finally ready to launch your new online ordering system. The best way to learn is to do it, so once you feel good, it’s time to take orders. 

Orders might be slow to pick up at first, which is actually great for getting used to the system. You can remain flexible and address new issues as they come up. 

But you do want to boost online traffic, so you need to promote your new system. 

Promote Online Orders to Your Customers

Your loyal customers can’t get their favorite foods to-go if they don’t know online ordering is live. So, get the word out with a little restaurant promotion. 

In-store marketing is a great place to start. 

• Hang flyers promoting direct online orders. 
• Offer deals for first-time orders or loyalty members to get started. 
• Place table tents on dine-in tables with the benefits of online orders.
• Include flyers in third-party delivery orders to convert them into direct users. 

This is the best way to reach customers who already enjoy your food and are eager to return. 

Of course, you want new customers, too. Online marketing tactics can help, though you should start with a restaurant marketing strategy. 

Tactics might include using more website SEO to appear in local searches or using Instagram to showcase the visual appeal of your food. Just be sure you prioritize local users rather than trying to gain the most followers (who largely won’t order from you).

6. Track Performance and Optimize

Many online ordering platforms will automatically collect and analyze order data, including sales/profit data, peak hours and customer data.

This is powerful information you can use to improve your customer experience and continue growing online profits. 

First, you have to keep an eye on performance data. You’ll see how many customers are returning, what food items sell best and what hours you’re most popular. You can use this to:

• Adjust how you market to existing vs. new customers.
• Tweak menu prices and promoted items.
• Update your staff schedule or online ordering availability based on peak hours. 

These systems can also identify trends and behavior patterns for you, revealing customer interests and future forecasts. 

You can help out by encouraging customer feedback after orders are delivered. You’re collecting customer data with each email, so you can email or text them for feedback. 

Loyalty members can also help, and you can offer a coupon for their trouble (though you can’t use offers to influence their reviews). 

Ultimately, this data helps you continuously update your system for peak performance. Based on customer behavior, you can also look to the future to adjust your marketing strategies or expand service locations. 

3 Ways Online Ordering Benefits Your Business

We’ve covered how to get into online ordering, and now it’s time to chat about the “why.”

Online ordering isn’t going away anytime soon, so if your restaurant has answered more and more takeout calls recently, get with the times and start your own direct ordering system. 

But it’s not just about changing with the times. These systems provide real benefits to your restaurant performance, so let’s get into it. 

Increase Online Sales

Most owners are interested in increasing their total sales volume and profits, and online orders are a great way to reach new and existing customers who might not have ordered otherwise. 

It’s extremely easy for the customer, so you’re helping out that stay-at-home mom who wants an easy lunch but isn’t willing to pack the kids in their car seats. 

But you get that with third-party guys, too. 

Direct ordering provides additional customization to promote your highest-profit items, showcase your best sellers to encourage more orders and suggest sides to boost average ticket sales. 

All of this adds up to more money in your bank. 

Plus, you can still offer convenient delivery. Many online platforms partner with their delivery network, so you still have drivers on tap, but you pay a flat fee rather than a commission rate. 

Improve Customer Experience

Did we mention that online ordering is super convenient for customers?

Not only can they order ahead or get delivery to their door, but the system can remember their previous orders and checkout details for a quick order. 

Additional platforms like mobile apps are even better. The app is already on your phone, so you can order a meal anywhere in a few clicks. 

Finally, you get all of the super valuable customer data for marketing. Customers want a good deal and are happy to see a free appetizer or BOGO coupon in their inbox. 

You can also reach them and maintain relationships with loyalty and rewards programs. 

Build Brand Visibility

Online ordering systems, optimized menus and SEO sites also increase your digital visibility. The more localized keywords you use, the larger your online presence will be. 

Think phrases like:

• “Best burgers in Boston”
• “BLTs in Wichita”
• “Fresh Italian pasta”

You want to include your specialty, key menu items and location in the text throughout the site and on the menu. 

It’s also smart to connect to third-party sites and maintain your profiles on Yelp, Google Business, Yellow Pages and more. 

Demo Your Fave Online Ordering Platforms

You have a lot of options, from ready-to-roll, low-cost options like Menufy to full-feature ordering and optimized sites from Owner.com. Decide how online ordering fits into your overall strategy and your goals, then test out what fits with a free demo before you commit. 

If your takeout-heavy restaurant is ready to ditch third-party commission fees and own your direct sales, get a free, 20-minute Owner.com demo here.