Should You Switch to an In-House Online Ordering System in 2025?

The Rise of Direct Online Ordering

Online food ordering is no longer just a trend—it's the backbone of modern restaurant operations. With consumers preferring direct, hassle-free food delivery, restaurants must decide: should they rely on third-party marketplaces like Uber Eats and DoorDash, or take control with an in-house online ordering system?

While third-party apps offer convenience, they come with high costs, limited customer data, and reduced brand control. In contrast, an in-house system empowers restaurant owners with direct customer relationships, higher profit margins, and better customization. Let's explore why switching to an in-house ordering platform makes sense in 2025.

The Hidden Costs of Third-Party Food Delivery Apps

1. High Commission Fees Eat Into Profits

Third-party platforms charge commissions of 15-30% per order, significantly reducing profit margins. For example, a viral case in 2020 showed a restaurant earning only $314 from $1,042 in sales due to excessive marketplace fees.

2. Loss of Customer Data & Brand Control

When customers order through a marketplace, their data belongs to the platform—not the restaurant. This means:

• No access to customer insights for personalized marketing
• No control over the customer experience
• No direct loyalty-building opportunities

3. Inconsistent Customer Experience

Food aggregators prioritize volume over quality. This often results in:

• Delayed deliveries impacting food quality
• Incorrect orders and poor customer support
• Inconsistent brand representation

Why an In-House Online Ordering System Is a Game Changer

1. Higher Profit Margins & Cost Savings

By eliminating third-party commissions, restaurants can keep 100% of their revenue. Investing in an in-house ordering system is a one-time or subscription-based cost that pays off in the long run.

2. Full Control Over Customer Data

With an in-house platform, restaurants can:

• Build a database of customer preferences
• Send personalized offers and promotions
• Implement loyalty programs that drive repeat business

3. Customizable & Scalable Solutions

Unlike generic aggregator platforms, an in-house system allows you to:

• Customize your online menu and promotions
• Offer special deals for direct orders
• Integrate seamlessly with POS and CRM tools

Managing Deliveries: The Real Concern for Restaurants

One of the biggest concerns restaurant owners have about in-house ordering is managing deliveries. But the good news is, you have options:

1. Building Your Own Delivery Fleet

While it requires an initial investment, an in-house fleet provides:

• On-time deliveries with well-trained staff
• Proper handling and food packaging
• Brand consistency with uniformed drivers

2. Partnering with Last-Mile Logistics Services

Not ready to invest in a fleet? Use third-party logistics services like Postmates, Roadie, or local couriers for a flat delivery fee. This allows you to:

• Maintain control over ordering and pricing
• Pass delivery costs to customers or absorb them for better margins
• Offer tracking and transparency without marketplace commissions

The 2025 Customer Perspective: Why Direct Ordering Wins

Today's consumers are becoming more aware of third-party marketplace drawbacks:

• Higher service and delivery fees
• Inflated menu prices
• Poor delivery experiences

By offering direct ordering through your website or app, you provide:

• Better pricing (no extra fees)
• Exclusive loyalty rewards
• More reliable service

How to Transition to an In-House Online Ordering System

Step 1: Choose the Right Platform

Select a robust online ordering system that integrates with your existing operations. Look for features like:

• Mobile-friendly ordering
• Payment gateway integration
• Order tracking and management
• CRM and marketing tools

Step 2: Promote Direct Ordering

Encourage customers to order directly by:

• Offering discounts for direct orders
• Promoting your online ordering system via email, SMS, and social media
• Educating customers on the benefits of ordering direct

Step 3: Optimize for a Seamless Experience

Ensure your in-house ordering system:

• Loads quickly on all devices
• Has an intuitive user experience
• Offers multiple payment options
• Includes real-time order tracking

Conclusion: Own Your Profits, Own Your Brand

In 2025, restaurants that take control of their online ordering will enjoy higher profitability, stronger customer relationships, and complete operational flexibility. Third-party marketplaces may provide a quick start, but an in-house system ensures long-term success.

At Restolabs, we help restaurants build their own online ordering platforms with advanced features, real-time analytics, and seamless customer experience. Ready to take control? Request a Trial Sign-up today!

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