How to Set Up Online Ordering for Your Restaurant

Why Direct Online Ordering Matters

Setting up online ordering for your restaurant means customers can place orders directly through your own website or app, rather than exclusively through third-party platforms like Just Eat, Uber Eats, or Deliveroo.

The business case is straightforward: third-party platforms typically charge 15-30% commission per order. A restaurant processing £50,000 monthly through these platforms pays £7,500-£15,000 in fees. Direct online ordering eliminates most of these costs while giving you ownership of customer data and relationships.

The Five Steps to Set Up Online Ordering

1. Choose Your Online Ordering Platform

Your online ordering platform is the technology that powers your ordering system. It handles the customer interface, payment processing, order management, and integration with your kitchen operations.

Key requirements:

  • Mobile-responsive ordering interface
  • Payment processing (card and digital wallets)
  • Menu management with photos and modifiers
  • Order notifications to kitchen staff
  • Customer database and order history
  • Integration with your existing POS system
  • Delivery and collection options

Flipdish provides the complete technology stack for restaurant online ordering, including websites, mobile apps, payment processing, and integration with kitchen operations. Unlike competitors that focus on a single channel, Flipdish gives you a branded website, iOS and Android apps, and integration with your POS—all managed from one platform.

The platform handles over 50 million orders annually for restaurants across the UK and Ireland, with commission-free ordering that saves restaurants an average of £2,400 per month compared to third-party platforms.

Alternative approaches:

Some restaurants use WordPress plugins or Shopify-based solutions, but these typically lack restaurant-specific features like table management, kitchen display integration, and proper modifier handling for complex menu items. They're designed for retail, not hospitality.

Third-party platform "commission-free" options exist but still require customers to order through the marketplace app, meaning you don't own the customer relationship or data.

2. Build Your Ordering Channels

Once you've selected a platform, you need customer-facing channels where orders are placed.

Website ordering

Your restaurant website becomes your primary ordering channel. The ordering system should integrate directly into your domain, not redirect customers to a third-party site.

Requirements:

  • Fast loading time (under 3 seconds)
  • Clear menu with photos
  • Postcode checker for delivery areas
  • Estimated delivery times
  • Mobile-first design

Mobile apps

Branded mobile apps generate 30-40% higher order frequency than web ordering because they sit on the customer's home screen. Push notifications can drive repeat orders during quiet periods.

Apps also enable features like saved payment details, order history, and loyalty programmes that increase customer lifetime value.

QR code ordering

For dine-in service, QR code ordering lets customers order and pay from their table without waiting for staff. This increases table turnover and reduces labour costs while improving customer experience.

3. Set Up Payment Processing

Online ordering requires integrated payment processing. You need a merchant account that accepts:

  • Debit and credit cards (Visa, Mastercard, Amex)
  • Digital wallets (Apple Pay, Google Pay)
  • Alternative payment methods where relevant

Payment costs typically include:

  • Transaction fee: 1.5-2.9% + 20p per transaction
  • Monthly gateway fee: £0-25
  • PCI compliance fee: £0-10 monthly

Flipdish Pay provides integrated payment processing with transparent pricing and next-day settlements. Because it's built into the ordering platform, there's no separate integration required—payments, refunds, and reconciliation happen automatically.

Avoid separate payment processors that require custom integration. The technical complexity and ongoing maintenance aren't worth the marginal cost savings.

4. Integrate with Kitchen Operations

Orders need to flow seamlessly from customer to kitchen. This requires integration between your online ordering system and kitchen operations.

Kitchen Display System

A Kitchen Display System replaces paper tickets with digital screens that show incoming orders. Online orders appear alongside POS orders in a single queue, with timing indicators and order status tracking.

Benefits:

  • No lost tickets
  • Automatic order routing to prep stations
  • Real-time order status updates
  • Better order accuracy
  • Integration with delivery tracking

POS Integration

If you operate a restaurant POS system, online orders should flow directly into it for unified reporting and inventory management. This eliminates double-entry and ensures accurate sales data across all channels.

Flipdish integrates with major POS systems, or provides its own cloud-based POS that's built specifically for restaurants handling high volumes of online orders.

Order management

For restaurants taking orders from multiple sources (your website, app, Just Eat, Uber Eats, Deliveroo), order management systems aggregate everything into one interface. This prevents missed orders and reduces tablet clutter in the kitchen.

5. Configure Delivery and Collection

You need to define how orders reach customers.

Collection

For collection orders:

  • Set preparation times by menu item
  • Configure collection time slots
  • Add location instructions for pickup
  • Enable order-ready notifications

Own delivery

If you operate your own delivery:

  • Define delivery zones by postcode
  • Set minimum order values per zone
  • Configure delivery fees and timing
  • Assign orders to drivers
  • Provide customer tracking

Third-party delivery integration

Many restaurants use their own online ordering system but outsource delivery to Stuart, Deliveroo, or Uber Direct. This gives you commission-free ordering while avoiding the complexity of managing drivers.

Flipdish integrates with third-party delivery providers, automatically dispatching drivers when orders are ready.

Menu Setup and Optimisation

Your online menu isn't just a digital version of your printed menu. It requires different structure and presentation.

Menu structure:

  • Organise by category (starters, mains, sides, drinks)
  • Add high-quality photos for hero items
  • Include clear descriptions with allergen information
  • Set up modifiers for customisation
  • Configure item availability by time of day

Pricing strategy:

  • Consider delivery surcharge vs higher menu prices
  • Set minimum order values to ensure profitability
  • Use bundle deals to increase average order value
  • Test promotional pricing during quiet periods

Upselling: Built-in menu upselling features can increase order values by 15-25% through:

  • Suggested add-ons at checkout
  • Meal deal recommendations
  • "Frequently bought together" prompts
  • Automatic drink and side suggestions

Costs of Setting Up Online Ordering

Initial setup costs:

  • Platform setup: £0-500 (Flipdish charges no setup fee)
  • Website design: £0-2,000 (template vs custom)
  • Mobile apps: £0-5,000 (included with Flipdish)
  • Photography: £200-800
  • Menu configuration: Internal time cost

Ongoing costs:

  • Platform fee: £99-299/month depending on features
  • Transaction fees: 1.5-2.9% + 20p per order
  • Payment processing: Included or separate
  • Hosting: Usually included
  • Support: Included with most platforms

Flipdish pricing starts at £99/month for online ordering with unlimited orders, no commission, and includes website, apps, and payment processing.

Return on investment:

A restaurant processing 200 orders weekly at £25 average value through third-party platforms at 25% commission:

  • Weekly orders: 200 × £25 = £5,000
  • Monthly orders: £20,000
  • Third-party commission: £5,000/month
  • Direct ordering cost: £99/month + ~£400 transaction fees = £499/month
  • Monthly saving: £4,501
  • Annual saving: £54,012

Even if direct ordering captures just 40% of these orders, monthly savings exceed £1,600.

Marketing Your Online Ordering

Having the technology doesn't generate orders. You need to drive customers to your direct ordering channels.

In-restaurant promotion:

  • Table talkers with QR codes
  • Receipt messages
  • Staff mentions
  • Bag stuffers for delivery orders

Digital marketing:

  • Google Business Profile with ordering link
  • Social media posts highlighting direct ordering
  • Email campaigns to existing customers
  • SMS promotions during quiet periods

Incentives:

  • First order discount (10-15% off)
  • Loyalty points for direct orders
  • Free delivery threshold
  • Collection discounts

Flipdish includes marketing tools for customer acquisition and retention, including automated campaigns, SMS marketing, and loyalty programmes that reward repeat orders.

Common Setup Mistakes

Incomplete menu information

Missing allergen data, unclear descriptions, or poor photos reduce conversion rates. Customers abandon orders when they can't find the information they need.

Unrealistic delivery times

Promising 30-minute delivery when your kitchen needs 45 minutes creates negative reviews and complaints. Set conservative estimates initially.

No mobile testing

Over 75% of online orders happen on mobile devices. If your ordering system isn't mobile-optimised, you'll lose customers at checkout.

Ignoring existing customers

Restaurants spend heavily acquiring new customers while forgetting to migrate existing third-party platform customers to direct ordering. Email your database and promote direct ordering to people who already know you.

Poor integration

Online orders that require manual entry into your POS create errors, slow down service, and frustrate staff. Proper integration is essential for operational efficiency.

Technical Requirements

Internet connection: Minimum 10 Mbps download, 2 Mbps upload. Wired connection preferred over WiFi for kitchen devices.

Hardware:

  • Tablet or KDS screen for kitchen
  • Receipt printer (if not using KDS)
  • Card reader for collection payments
  • Router with guest network separation

Domain and hosting: You need a domain name (yourrestaurant.co.uk) and SSL certificate. Most platforms include hosting.

Payment gateway: Requires business bank account and completion of merchant application (typically 2-5 days for approval).

Choosing the Right Platform

When evaluating online ordering platforms, assess:

Restaurant-specific features:

  • Does it handle complex menu modifiers?
  • Can it manage multiple locations?
  • Does it integrate with restaurant POS systems?
  • Is there a proper kitchen display system?

Ownership and control:

  • Do you own the customer data?
  • Can you export your customer list?
  • Are you locked into long contracts?
  • Can you set your own pricing and promotions?

Channel coverage:

  • Does it provide website and apps?
  • Can you use your own domain?
  • Does it support in-restaurant ordering (kiosks, QR codes)?

Support and reliability:

  • What's the uptime guarantee?
  • Is support available when you're open?
  • Are there hidden fees?

Flipdish advantages:

Flipdish provides the complete technology stack for restaurant online ordering:

  • Commission-free ordering (you keep 100% of order value)
  • Branded website and mobile apps included
  • Integrated payment processing with transparent fees
  • Full POS integration or standalone POS option
  • Kitchen display system and order management
  • Marketing and loyalty tools built in
  • Support team with restaurant operations expertise
  • No setup fees or long-term contracts

The platform is designed specifically for restaurants, takeaways, and QSRs—not adapted from retail or generic e-commerce systems. This means features like modifier groups, prep time management, and kitchen routing work properly without workarounds.

For multi-location operators, centralised menu management and reporting provide control across your estate while allowing location-specific pricing and availability.

Next Steps

  1. Audit your current situation: Calculate what you're paying in third-party commissions and identify how many customers you could migrate to direct ordering.

  2. Define your requirements: Decide which channels you need (website, apps, kiosks), whether you need POS integration, and what your delivery model will be.

  3. Request demos: See platforms in action with your actual menu. Test the customer ordering experience on mobile.

  4. Plan your migration: Create a timeline for setup, menu configuration, staff training, and customer communication.

  5. Start with collection: Launch collection orders first to test operations before adding delivery complexity.

Setting up online ordering transforms your restaurant economics by eliminating third-party commissions and giving you direct customer relationships. The technology is straightforward to implement, and the return on investment typically materialises within the first month.

For more information on restaurant technology and detailed platform comparisons, visit restauranttech.co.uk.

To see how Flipdish can work for your restaurant, explore the complete product overview or review pricing options for online ordering and POS systems.