Quick answer: Restaurants can take online orders without paying a commission on every sale by running ordering through their own website, through the online ordering feature of their POS system, or through a simple direct pickup setup backed by phone orders. Each option still has costs (card processing, software subscriptions, setup time), but you keep the customer relationship and the margin. Many restaurants keep a delivery app listing for reach while steering regular customers to direct ordering.
Why restaurants are looking for direct ordering
Dining room closures this year pushed a huge number of restaurants into takeout and delivery almost overnight. The quickest route for many was signing up with third-party delivery marketplaces. Those apps bring visibility and drivers, but they usually charge a fee on every order, and they own the customer data.
Once lockdowns eased and takeout settled into a lasting part of the business, many owners started asking a different question: how do we take orders online ourselves, so more of each sale stays with us?
The good news is that restaurant online ordering on your own terms is far more accessible than it was a few years ago. The options below cover different budgets and levels of technical comfort.
What “commission-free” really means
Before comparing options, be clear on the costs that remain:
- Card processing fees. Every online card payment carries a processing fee from your payment provider. This applies no matter which system you use.
- Software or subscription fees. Some ordering tools charge a flat monthly fee instead of a per-order commission.
- Website and hosting costs if ordering runs through your own site.
- Staff time to manage the menu, answer questions and handle orders.
- Delivery costs if you deliver yourself.
Commission-free means you are not handing over a share of each order to a marketplace. It does not mean free. The question is whether a predictable fixed cost works out better than a variable fee as your order volume grows, and that depends on your numbers.
Option 1: Ordering on your own website
If you already have a website, adding ordering to it gives you the most control over branding, menu presentation and customer data.
How it works
On WordPress sites, the common approach is WooCommerce plus a restaurant or food ordering plugin. WooCommerce handles the cart, checkout and payments, while the ordering plugin adds restaurant-specific features such as:
- Menu categories and item options (sizes, extras, spice level)
- Pickup or delivery choice at checkout
- Pickup time slots and preparation time
- Opening hours, so orders are only accepted when the kitchen is open
- Delivery zones or minimum order amounts
- Order notifications to the kitchen, by email, a tablet screen or a receipt printer
Our guide to WordPress for restaurants covers menus and reservations alongside ordering, and our article on curbside pickup ordering for WooCommerce walks through pickup workflows in more detail.
Pros
- You own the customer list and order history
- Full control over branding, photos and menu descriptions
- No per-order marketplace fee
- Easy to run promotions, loyalty offers and email follow-ups
Cons
- Setup takes time and some technical help
- You handle updates, security and hosting
- Orders may not flow into your POS automatically unless you add an integration
- You need to drive customers to the site yourself
Payments
You will need a payment gateway that accepts cards online. Choose one that supports the cards your customers use, pays out on a schedule that suits your cash flow, and works well on phones. Our comparison of WooCommerce payment gateways covers the main choices. Many restaurants also allow “pay at pickup” for regulars.
Option 2: POS-integrated ordering
Many restaurant POS systems now include their own online ordering feature, either built in or as an add-on. Square, Toast and Clover, for example, all offer online ordering connected to their point of sale.
How it works
You set up an online menu inside the POS. Customers order from a hosted ordering page, which you link to from your website, social profiles and Google My Business listing. Orders land straight in the POS and kitchen workflow alongside in-person orders.
Pros
- Orders go directly into the system staff already use
- Menu changes and sold-out items update in one place
- Sales reporting stays together
- Usually faster to launch than a custom website build
Cons
- Branding and design options are limited to what the POS allows
- Customer data sits in the POS provider’s platform, with varying export options
- Pricing models vary, so read the terms carefully for monthly fees and processing rates
- You are more tied to that POS vendor
If you want a branded website and POS-linked orders, a developer can often connect the two. Our article on syncing inventory between your store and POS through an API explains the general idea.
Option 3: Direct phone and pickup ordering
The simplest commission-free option is still the phone. It costs almost nothing to set up and many customers, particularly regulars, are happy to call.
Making phone ordering work better
- Put a clear, up-to-date menu on your website as text, not only as a PDF, so people can read it easily on phones
- Add a tap-to-call button at the top of every page on mobile
- Show opening hours, pickup instructions and parking or curbside details
- Keep the phone answered during busy periods, or route overflow to a second line
Pros
- No software cost
- Personal service, and a chance to suggest extras
- Works for customers who prefer not to order online
Cons
- Ties up staff during rush hours
- Order mistakes are more likely without a written ticket
- Harder to collect customer details for future marketing
Phone ordering pairs well with either of the online options. Many restaurants start here and add online ordering once call volume gets hard to manage.
Should you keep delivery apps at all?
Not every restaurant needs to leave marketplaces completely. They can still bring in new customers who would not have found you otherwise. A common approach:
- Stay listed on one or two apps for discovery
- Encourage repeat customers to order direct next time, through packaging inserts, receipts or a small offer for direct orders
- Check each app’s terms first, since some have rules about pricing and promotions
Over time, the goal is for regulars to order direct while the apps act as a source of first-time customers.
Getting customers to order direct
Building an ordering system is half the job. People need to know it exists.
- Website: put an “Order online” button at the top of the homepage and menu page.
- Google My Business: add your direct ordering link where the listing allows it, and keep hours and menu current.
- Social profiles: link to your ordering page and post specials.
- In the restaurant and in bags: a printed card or sticker with your ordering link or a QR code.
- SMS and email: with permission, send updates to past customers. Our guide to SMS marketing for local businesses covers consent and timing.
Make sure the ordering experience on a phone is quick: clear photos, simple options and a short checkout. If people struggle, they will go back to the app they know.
How to choose
Ask these questions:
- Do you already have a website you control? If yes, adding ordering to it is often the best long-term option.
- Is your POS central to your operations? If yes, start with its built-in ordering and link to it from your site.
- How much order volume do you expect? Higher volume makes a fixed-cost system more attractive compared with per-order fees.
- Who will manage it? Someone has to keep menus, prices and hours current.
- Do you deliver yourself? If not, focus on pickup and curbside first.
FAQ
Is it expensive to add online ordering to a restaurant website?
It depends on the setup. A WooCommerce-based ordering system on an existing WordPress site is usually a modest one-time project plus plugin and hosting costs. A heavily customized build with POS integration costs more.
Can I take online orders without a website?
Yes. Many POS systems provide a hosted ordering page you can link to from social profiles and Google My Business. A website still helps with search visibility and trust.
Do I still pay fees with commission-free ordering?
Yes. Card processing fees apply to online payments, and some tools charge a monthly subscription. You avoid the per-order marketplace commission, not every cost.
Will customers actually switch from delivery apps?
Some will, especially regulars, if direct ordering is easy and you give them a reason. Treat it as a gradual shift.
Take back control of your orders
Restaurant online ordering does not have to depend on a marketplace taking a cut of every meal. Your own website, your POS or a well-run pickup line can each work, and many restaurants combine them. Start with what fits your operation today and improve as orders grow. If you want help building an ordering setup that turns hungry visitors into direct orders, see our Turn visitors into customers service.
