For many restaurants in India, food delivery aggregators have become a major source of orders. They bring visibility and a ready delivery network. They also take commissions and keep much of the customer relationship. This has led many restaurants to consider their own online ordering website or app alongside aggregators.
What Aggregators Offer
- Large customer base and discovery.
- Delivery logistics.
- Payment processing.
- Marketing and promotional tools.
The Trade-Offs
- Commissions and promotional costs reduce margins.
- Limited access to customer contact details and data.
- Competition with nearby restaurants on the same platform.
- Dependence on platform rules and rankings.
What Your Own Ordering Channel Offers
- Lower cost per order for repeat customers.
- Direct relationship and customer data, with consent.
- Your own offers, loyalty programmes and branding.
- Control over menu presentation.
The Challenges of Your Own Channel
- You must drive traffic through marketing, social media and in-store promotion.
- Delivery must be arranged through your own staff or third-party delivery services.
- Technology setup and maintenance.
- Customer support for orders and refunds.
A Balanced Approach
Many restaurants use both: aggregators for discovery and new customers, and their own channel to serve loyal customers at better margins. Encourage repeat customers to order directly with loyalty benefits, while respecting the rules of the aggregator platforms you use.
"Aggregators help customers find you. Your own channel helps them come back."
Features of a Restaurant Ordering System
- Menu with photos, variants and add-ons.
- Delivery and pickup options.
- UPI, card and cash payments.
- Order notifications to the kitchen.
- Delivery tracking or status updates.
- Coupons and loyalty points.
- Order history and reorder.
Is It Worth It?
Compare the commission you pay on repeat orders with the cost of running your own channel, including marketing and delivery. Restaurants with strong repeat customers and good local brand recognition usually benefit most.
Common Questions
Do we need a mobile app or is a website enough? Many restaurants start with a fast ordering website that works well on mobile. Apps make sense when you have many frequent customers.
How do we handle delivery? Options include in-house riders or third-party delivery services. Choose based on order volume and delivery radius.
Can orders from all channels appear in one place? Integration tools can bring orders together, depending on the platforms you use.
Getting Started Checklist
- Prepare a clear menu with photos, prices and add-ons.
- Decide delivery radius, charges and pickup options.
- Set up payments and test refunds.
- Train kitchen and counter staff on the new order flow.
- Promote direct ordering through table cards, packaging inserts and social media.
- Track repeat orders and margins compared with aggregator orders.
How ITELLIC Helps
ITELLIC builds custom e-commerce and ordering experiences and offers an e-commerce platform with storefront, apps, payments and order management. Contact us to discuss whether your own ordering channel makes sense for your restaurant.
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