Mise

How to Implement Online Ordering

Launch profitable online ordering for restaurants with platform selection, menu optimization, delivery logistics, and integration strategies. Capture 20-30% additional revenue through takeout and delivery channels while maintaining quality and margins.

Serhii Suhal
Serhii Suhal
January 25, 2026

Online ordering is no longer optional for restaurants. Customers expect ability to order from phone for pickup or delivery. Restaurants without online ordering lose 20-30% potential revenue to competitors who offer it. But implementation done wrong kills margins through platform fees and operational chaos. Here's how to implement online ordering profitably in your cafe or restaurant.

Online Ordering Growth

Online food ordering grew 300% faster than dine-in since 2020. 60% of customers order delivery or takeout weekly. Restaurants with online ordering see 20-30% revenue increase. Those without lose customers to competitors daily.

Choose Your Platform Strategy

Three main approaches to online ordering in HoReCa operations:

Online Ordering Options

🏪
Own Website Ordering
Direct ordering through your website. Keep 100% of revenue minus payment processing (2-3%). Customer data belongs to you. Requires marketing to drive traffic. Best long-term but slow initial growth.
📱
Third-Party Platforms
UberEats, DoorDash, Deliveroo, etc. Instant customer base, they handle marketing and delivery. Pay 25-35% commission. Good for quick start and volume but kills margins.
🔄
Hybrid Approach
Use both: third-party for discovery and volume, own website for loyal customers with lower fees. Gradually shift customers from expensive platforms to direct ordering.

Most successful strategy: Start with third-party for volume, build own ordering system, migrate regular customers to direct ordering with incentives (10% discount, loyalty points).

Platform Cost Comparison

Understand true costs of different platforms in restaurant management:

Own Website Ordering

✓Platform fee: €50-200/month fixed
âś“Payment processing: 2-3% per order
âś“Total cost: ~5% of order value
âś“You own customer data and relationships
âś“Direct marketing to customer base
âś“Build brand loyalty long-term

Third-Party Platforms

âś—Commission: 25-35% per order
âś—Delivery fee: additional 15-20% if use their drivers
âś—Total cost: 30-40% of order value
âś—Platform owns customer data, not you
âś—Can't directly market to customers
âś—Customers loyal to app, not restaurant

Commission Impact

€20 order on third-party: €6-8 goes to platform. Same order direct: €0.60 payment fee. Over 100 orders daily = €500-700 daily saved with direct ordering. €15,000-21,000 monthly margin improvement.

Optimize Menu for Online

Not all dishes travel well. Design online menu strategically in cafes:

Online Menu Strategy

1Select Travel-Friendly Items

Foods that maintain quality 15-30 minutes after cooking. Avoid crispy fried items (get soggy), delicate plating (gets messy), temperature-sensitive dishes. Focus on items that hold well.

2Simplify Options

Online menu should be 60-70% of full menu. Too many choices overwhelm digital users. Feature bestsellers and high-margin items. Remove complicated customizations.

3Optimize Descriptions

Detailed descriptions increase sales 20-30% online. Customers can't see or smell food. Use appetizing language: 'Slow-roasted pulled pork with tangy BBQ sauce' not just 'Pork Sandwich'.

4Add Quality Photos

Professional food photos essential for online ordering. Items with photos sell 2-3× more than without. Invest €500-1,000 in professional photography—pays back quickly.

Packaging Strategy

Packaging protects food and represents brand in HoReCa operations:

Packaging Essentials

Insulated Containers
Hot foods stay hot 30+ minutes. Quality containers cost €0.50-1.50 per item but prevent complaints about cold food. Customer gets restaurant-quality temperature at home.
Leak-Proof Design
Sauces, soups, drinks need secure containers with tight lids. Leaking orders = bad reviews and waste. Test packaging before launch—shake it hard.
Separate Components
Don't let crispy items touch sauces. Salad dressing separate. Toppings in individual containers. Lets customer assemble for optimal freshness.
Branded Packaging
Print logo and website on containers, bags, stickers. €0.10-0.30 more per order but reinforces brand. Customer sees your name, not platform's, when eating.

Budget €0.75-2.50 per order for quality packaging. Sounds expensive but prevents negative reviews worth thousands in lost business. Build into pricing.

Delivery Logistics Options

Choose delivery model that fits your operation in restaurants:

✓Platform delivery (UberEats, DoorDash)—they handle everything, you pay 15-20% fee
✓Own delivery drivers—control quality, keep tips, hire 2-3 drivers costs €3,000-4,500 monthly
✓Pickup only—no delivery costs, market 'skip the line' convenience for phone orders
✓Hybrid—own drivers within 2km radius, platform drivers for further distances
✓Partner with local courier—negotiate flat rate per delivery, middle ground option
✓Customer pickup exclusive—highest margin, works for destination restaurants

Delivery Economics

Own drivers profitable above 30-40 deliveries daily. Below that volume, platform delivery cheaper despite fees. Calculate break-even: driver costs / average delivery fee = deliveries needed daily.

Integrate with Kitchen Operations

Online orders can't disrupt dine-in service in restaurant management:

Kitchen Integration

🖨️
Tablet and Printer Setup
Dedicated tablet for online orders. Separate printer from dine-in tickets. Different color paper (online = yellow, dine-in = white). Prevents confusion during rush.
👨‍🍳
Designated Prep Station
Separate area for online order assembly. Doesn't compete with dine-in plating space. Keeps packaging materials organized and accessible without cluttering main kitchen.
⏱️
Prep Time Settings
Set accurate prep times in system: 15-20 minutes during slow periods, 30-40 during rush. Prevents overwhelming kitchen. Customers see accurate pickup time before ordering.
🔕
Turn Off When Needed
Pause online ordering during extreme rushes. 'Currently not accepting orders' better than accepting orders you can't fulfill. Reopen when capacity available.

Pricing Strategy for Online Orders

Adjust pricing to cover additional costs in HoReCa:

Cost Additions to Consider

âś“Platform commission: 25-35% third-party
✓Packaging: €0.75-2.50 per order
âś“Payment processing: 2-3%
âś“Delivery labor or fees: variable
âś“Marketing to drive traffic: ongoing
âś“Staff time managing orders: labor cost

Pricing Approaches

✓Match dine-in prices—absorb costs for volume
✓Add 10-15% markup—transparent about fees
✓Slightly smaller portions—maintain price
✓Minimum order requirement—€15-20 minimum
✓Free delivery above threshold—€30+ orders
✓Direct ordering discount—10% off website orders

Most restaurants mark up online menu 10-15% vs dine-in to cover packaging and platform fees. Customers expect slight premium for convenience.

Quality Control Systems

Maintain standards for food leaving your restaurant in cafes:

Quality Assurance Process

1Double-Check Orders

Designated person verifies order against ticket before packaging. Checks items present, modifications correct, quality acceptable. Prevents missing items and wrong orders.

2Temperature Verification

Hot foods above 140°F, cold foods below 40°F when packed. Quick thermometer check. Food safety critical when food sits 15-30 minutes before consumption.

3Presentation Standards

Even takeout should look good when opened. Neat packaging, components separated properly, garnishes included. Customer posts photos on social media—make it worthy.

4Include Everything

Utensils, napkins, condiments, straws—all in bag. Customer shouldn't need anything else to enjoy meal. Missing basics = bad review.

Feedback Loop

Track online order complaints separately from dine-in. Common issue? Fix systematically. Example: 5 complaints about cold fries = need better insulated packaging for fries specifically.

Marketing Your Online Ordering

Launch doesn't mean automatic orders. Drive traffic actively in restaurant operations:

  • •In-restaurant signage—table tents, posters with QR code to order online
  • •Social media announcement—post on Instagram, Facebook with direct link
  • •Email blast to customer list—'Now accepting online orders for pickup/delivery'
  • •Launch promotion—20% off first online order drives trial
  • •Google Business listing—update with 'online ordering available' and link
  • •Receipt stickers—add to every dine-in check promoting online ordering
  • •Staff training—servers mention online ordering to takeout inquiries

Measure Online Performance

Track metrics to optimize online channel in HoReCa:

Key Online Ordering Metrics

Online Revenue Percentage
Online sales / Total sales. Target: 20-30% over time. Track monthly to see growth. Most restaurants hit 25% after 6-12 months with proper execution.
Average Online Order Value
Should be 10-20% higher than dine-in average. Online customers order more items typically. If lower, menu pricing or minimum order too low.
Platform Mix
Direct website orders vs third-party. Goal: gradually shift from 90% third-party to 50/50 or better. Each direct order saves €5-7 in commissions.
Online Order Accuracy
Correct orders / Total orders. Target: 95%+. Track wrong items, missing items, quality complaints. Address patterns immediately.

"Launched online ordering: own website plus UberEats and Deliveroo. First year added €180,000 revenue (28% of total). Migrated 40% of orders to direct website with loyalty program. Platform fees €3,200 monthly, saved €1,800 monthly by shifting regulars to direct. Online now 32% of revenue."

— Nina Patel, Owner, Spice Garden

Online Ordering Questions

Should I use third-party platforms or build my own ordering system?

Start with both: third-party (UberEats, DoorDash) for instant customer base and volume, plus own website for lower fees. Third-party costs 25-35% but brings traffic. Own site costs ~5% but requires marketing. Gradually shift regular customers from platforms to direct ordering with incentives. Most successful restaurants use hybrid approach.

How much should I mark up menu prices for online orders?

Typical markup: 10-15% above dine-in prices to cover packaging (€1-2 per order) and platform fees (25-35%). Customers expect slight premium for convenience. Alternatively, match dine-in prices but add delivery fee or minimum order requirement. Be transparent—hidden fees anger customers more than upfront pricing.

What's the best packaging for takeout and delivery?

Invest in quality: insulated containers €0.50-1.50 each keep food hot 30+ minutes, leak-proof containers with secure lids for liquids, separate compartments for components (dressing, toppings). Budget €0.75-2.50 total per order. Cheap packaging = bad reviews. Include branded elements (logo stickers) for €0.10-0.30 more. Build packaging cost into pricing.

Should I offer my own delivery or use platform drivers?

Platform drivers (UberEats, DoorDash) charge 15-20% but handle everything. Own drivers cost €3,000-4,500 monthly for 2-3 people but you keep tips and control quality. Break-even: typically 30-40 deliveries daily makes own drivers cheaper. Below that volume, use platform delivery. Hybrid approach: own drivers nearby, platform for far distances.

How do I prevent online orders from overwhelming my kitchen?

Set accurate prep times (30-40 min during rush), pause ordering during extreme peaks, limit orders per time window, use separate online prep station, different colored tickets (yellow for online, white for dine-in). Monitor order volume—if kitchen struggling, temporarily stop accepting orders better than failing to fulfill. Gradually increase capacity as staff adjusts to online volume.

Key Takeaway

Online ordering implementation requires strategic platform choice (hybrid third-party + own website optimal), menu optimization (travel-friendly items, quality photos), proper packaging (€0.75-2.50 per order), integrated kitchen operations (separate station, prep time controls), and gradual customer migration to direct ordering. Expect 20-30% revenue increase but 25-35% platform fees. Focus on shifting regular customers to own website (5% cost vs 30% platform fees) through loyalty incentives. Measure success: aim for 25-30% online revenue within 12 months.

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How to Implement Online Ordering - Mise