Online orders in restaurants: how to build a system that really increases sales

Five years ago, online ordering in restaurants was treated as a side business to the dining room and aggregator deliveries. Today it's often the guest's first contact with the venue — they check the menu on their phone before deciding whether to order in-house or for takeout. The problem is that many restaurant owners still hand over this channel entirely to third-party platforms, paying 20-30% commission on every order. It's a real cost that, with good sales, makes the difference between profit and breaking even.

Why your own ordering system makes sense

Aggregators like Pyszne.pl or Uber Eats have their place — they provide reach and convenience for customers discovering a restaurant for the first time. But a guest who already knows you and is coming back doesn't need to go through a middleman. They just need to land on your restaurant website, scan a QR code on the table, or click a link in Google Maps.

The difference is simple to calculate. A 60 zł order through an aggregator with a 25% commission leaves 45 zł in the restaurant's pocket minus product and labor costs. The same order placed through your own system, where you only pay a small subscription fee, leaves much more margin. With a hundred orders a month, the difference can add up to thousands of zlotys.

What a good online ordering system needs

Just having the ability to "place an order online" isn't enough. Customers expect what large platforms have gotten them used to:

• a clear menu with descriptions and photos,

• information about allergens and ingredients,

• quick payment without creating an account,

• clear preparation time and delivery zone,

• the option to pick up in person as an alternative to delivery.

A menu organized by categories, with good photos and dish descriptions, sells itself — it's not just a formality. It's also worth thinking about international guests: AI Menu Translations automatically translate dishes into other languages, which in tourist cities directly translates into more orders from foreign customers.

QR code as a starting point

A QR code on the table, in the window, or on a business card is standard today, but many restaurants still get it wrong — the link leads to a PDF you have to zoom in and scroll through, or a menu photo without the ability to order. QR Menu should lead straight to an interactive menu where guests can place an order without downloading any app.

In practice, a well-functioning QR code shortens the purchase path to three steps: scan, choose dishes, pay. Every additional step statistically loses you several percent of guests who drop off midway.

Payments — the less friction, the more orders

Carts abandoned halfway through checkout is one of the most common reasons for lost online sales. Customers want to pay by card or BLIK and move on, not hunt for a bank account number. Online payments and on-pickup payments give guests a choice — they can pay upfront online or when picking up with cash or card terminal. This flexibility is especially important for regular customers who order often and don't want to go through the full payment process each time.

Delivery and preparation time — the area that most often ruins the experience