Restaurants today have more ways than ever to accept online orders. The two most common options are online ordering software and third-party marketplaces. While both can help restaurants sell online, they work very differently and impact long-term growth in different ways.
This article breaks down the key differences so restaurant owners can decide what fits their goals best.
Online ordering software allows restaurants to accept orders directly through their own website. Customers place orders on the restaurant’s branded site, usually through a custom ordering menu that matches the look and feel of the restaurant.
Because the ordering experience lives on the restaurant’s domain (or subdomain), restaurants:
Online ordering software is often used by restaurants that want to build direct relationships with customers instead of relying entirely on third parties.
Third-party marketplaces are platforms where many restaurants are listed together in one app or website. Customers browse multiple restaurants, compare prices, and place orders without ever visiting the restaurant’s own site.
Marketplaces can help with visibility, especially for new restaurants, but they also:
For many restaurants, marketplaces are useful as an additional channel, but not always ideal as the primary ordering system.
Over time, marketplace fees can significantly reduce profit margins.
Owning customer data gives restaurants more control over long-term growth.
Brand consistency plays a big role in repeat orders.
This can make it harder to stand out without paying more.
Marketplaces can be helpful when:
Many restaurants use marketplaces as a supplement, not a replacement, for direct ordering.
Online ordering software is often a better fit when restaurants want to:
Restaurants focused on long-term sustainability often prioritize direct online ordering.
For many restaurants, the best strategy is using both:
This approach gives restaurants flexibility without putting all their sales in one basket.
Restaurants that invest in in-house online ordering still need a plan to bring customers to their own website. These proven strategies show how restaurants can drive traffic directly to their online ordering system without relying on third-party apps. 👉 drive traffic to in-house online ordering
One of the biggest advantages of using online ordering software instead of marketplaces is access to customer data. Here’s how restaurants can turn that data into smarter marketing, repeat orders, and long-term growth. 👉 customer data for restaurants
If you’re exploring better ways to handle online orders, it helps to see how different systems work in real life. You can try Takeout Button® live demos to see the ordering and catering experience firsthand, learn more about our online ordering solutions, or schedule a free consultation to talk through what makes the most sense for your restaurant.
Direct ordering is only the first step — combining it with a focused digital marketing approach can significantly boost orders. See our digital marketing for restaurants guide.
