Digital ordering UX built to drive repeat business

Restaurants typically use a combination of third-party marketplaces and first-party direct ordering, but increasingly, they're trying to shift away from third-party reliance.

‍

Third-party marketplaces like DoorDash, Uber Eats, and Grubhub are nearly universal in the restaurant industry. They provide immediate reach and customer convenience, but charge 15-30% commission per order and own the customer relationship. This makes it nearly impossible to build direct connections or drive repeat behavior.

‍

That's why restaurants are actively working to limit their dependence on third-party apps by investing in first-party online ordering systems through their own website or mobile app. These systems generally come from POS providers (like Toast or Square), dedicated online food ordering systems (like Olo or ChowNow), or loyalty providers that include digital experiences. POS-native ordering is often transactional and limited. Standalone online ordering platforms process orders efficiently but treat digital as a fulfillment channel rather than a growth lever.

‍

Thanx takes a fundamentally different approach: we view ordering on web and mobile as the most powerful channel to drive enrollment, frequency, and lifetime value. Our restaurant digital ordering software integrates loyalty at every step—persistent login removes friction, one-click reorder makes repeat purchases effortless, and seamless enrollment turns first-time visitors into loyalty members.

‍

A digital ordering system lets guests place food orders through a mobile app or website. Even though 80% of online food orders happen on the web, most loyalty programs focus solely on app experiences, treating loyalty on the website as an afterthought.

‍
Thanx gives equal attention to both. On the web, every guest is recognized automatically, their preferences remembered, and reordering made effortless. Our digital ordering system for restaurants seamlessly enrolls guests in the loyalty program, turning first-timers into repeat buyers without extra steps.

he four main types of restaurant ordering systems are traditional in-person ordering, online ordering, mobile app ordering, and self-service kiosks or table side tablets. 

• Traditional in-person ordering (where guests order directly from servers or at the counter) remains common in full-service restaurants. 
• Online ordering through a restaurant's website or third-party platform has become the dominant off-premise channel, accounting for 80% of digital orders. 
• Mobile app ordering, whether through a restaurant's branded app or third-party delivery apps, offers convenience but requires guests to download software. 
• Self-service kiosks and tableside tablets bring online ordering on-premise, reducing staff burden while capturing orders electronically. 

Here's what most ordering providers miss: these aren't just different ways to take orders; they're different opportunities to build frequency. Most online ordering solutions treat each channel as a transaction endpoint. Thanx optimizes every digital touchpoint: web, mobile, and even kiosk and tableside (through partners like Bite, Grubbrr, Sunday, and Up ‘N Go). This supports repeat behavior, turning first-time orders into lasting habits.

‍

Start with the fundamentals: your online ordering system needs to work flawlessly for both guests and kitchen operations. The experience should be intuitive and frictionless. Your guests shouldn't struggle to find items, modify orders, or complete checkout. Operationally, you need robust menu management, order scheduling, kitchen capacity throttling controls, and seamless POS integration so incoming orders flow directly into your system without manual entry.

‍

But here's where most evaluations stop short: a great ordering experience should also grow your business, not just process transactions. The best online ordering systems integrate loyalty directly into the ordering flow: automatically enrolling new customers, letting them view and redeem rewards at checkout, and making reorder effortless with persistent login and one-click favorites. This integration turns digital ordering into a frequency engine.

‍

Thanx customers see 38% more first-timers return for a second purchase, 80-95% cart conversion rates, and 90% of brands growing digital revenue in year one. Remember to evaluate platforms not just on whether they can take orders, but whether they're built to bring guests back.

‍