How do restaurants decide between using delivery apps and running their own online ordering system?
Restaurants decide between using delivery apps and running their own online ordering system by comparing reach, control, and long-term profitability. Delivery apps offer immediate exposure and logistics support, while an in-house system gives the restaurant more control over margins, branding, and customer data. In most restaurants, the decision is based on stage of growth, operational capacity, and financial goals.
Understanding the Core Difference
Delivery apps act as marketplaces. They bring customers to your restaurant, process payments, and often handle delivery logistics. In return, they charge commissions and limit direct access to customer information.
Your own online ordering system operates through your website or digital menu. You control pricing, promotions, customer communication, and data. However, you are responsible for generating traffic and managing fulfillment.
When Delivery Apps Make Sense
Delivery platforms are commonly used when a restaurant needs visibility quickly or does not have strong brand recognition.
- New restaurants that need fast market exposure
- Locations in competitive urban areas where customers rely on apps
- Operations without in-house marketing capacity
- Businesses that prefer outsourced delivery logistics
For example, a newly opened burger concept in a busy city center may rely heavily on delivery apps during its first six months to build awareness and customer reviews.
When Running Your Own Online Ordering Is More Strategic
Operating your own system is widely applied by restaurants that want higher margins and long-term customer relationships.
- Established brands with repeat customers
- Restaurants focused on protecting profit margins
- Businesses investing in loyalty and direct marketing
- Multi-location groups that want centralized control
A neighborhood café with strong local recognition, for instance, may direct regular customers to order through its own website to avoid high commissions and maintain consistent pricing.
How Most Restaurants Actually Decide
In practice, the decision is rarely either-or. Most restaurants use a hybrid approach:
- Use delivery apps for discovery and new customer acquisition
- Encourage repeat customers to order directly
- Compare commission costs against marketing and operational expenses
- Monitor average order value and profitability by channel
This approach reduces dependency on third-party platforms while maintaining visibility. Over time, many restaurants gradually shift more volume to direct ordering as their brand strengthens.
Operational and Management Considerations
Whichever model is chosen, operational clarity is essential. Menu pricing, item availability, and preparation times must be consistent across channels. Poor synchronization often leads to customer complaints and staff confusion.
Digital menu management systems can support this process by centralizing menu updates and linking delivery app listings from one dashboard. For example, a platform like Menuviel allows restaurants to manage items, availability, and online presentation in one place, while still directing orders either to third-party apps or their own ordering channel. This reduces administrative workload and minimizes errors across platforms.
Ultimately, the decision comes down to balancing exposure, control, and margin. Restaurants that regularly review their channel performance and adjust based on data tend to maintain healthier long-term profitability.
