Taking Back Control: Why First-Party Ordering is the Future of Restaurants

As the restaurant industry faces rising costs, labour shortages, and shifting consumer expectations, digital ordering has become a necessity, not a luxury. But not all digital solutions are created equal. First-party ordering platforms, owned and operated directly by the restaurant, offer significant advantages over third-party marketplaces. 

Smooth Commerce, a professional services partner within the Foodbuy Canada network, helps restaurants across North America take control of their digital guest experience. Through branded apps and web ordering platforms, Smooth enables operators to protect margins and build long-term customer loyalty. 

Relying solely on third-party delivery apps means giving up control of customer data, the transaction, and the guest experience. A first-party solution allows restaurants to reclaim that relationship, understand who their customers are, and market to them directly. It also protects profitability by avoiding third-party commission fees, which can reach up to 30 per cent per order. 

First-party ordering helps restaurants drive higher margin sales, particularly with takeout and returning guests. It also unlocks opportunities for personalized offers and loyalty incentives, encouraging repeat business and allowing restaurants to grow their own customer database. With full control over branding and user experience, the digital platform becomes a seamless extension of the restaurant, not just a logo on a marketplace listing. 

Owning your own platform also gives restaurants the freedom to experiment. From testing limited time offers to running targeted campaigns, operators can adjust and improve quickly without being constrained by third-party timelines or restrictions. At the same time, they gain access to valuable insights, such as top-selling items and peak order times, which can inform smarter decisions in menu planning, staffing, and marketing. 

Relying solely on third-party platforms introduces risk. Changes to fees, algorithms, or service quality can disrupt revenue overnight. A branded, owned platform offers restaurants stability and control, while still allowing them to use marketplaces as additional sales channels. With a first-party solution, operators aren’t forced to choose one or the other, they can drive loyal, higher-margin orders through their own app and website while continuing to benefit from the reach of marketplace platforms. 

First-party solutions are especially valuable for franchise operators. They provide consistency across all locations while supporting local-level marketing and fulfilment. Smooth’s technology also integrates with existing systems like POS, loyalty programs, and kitchen displays, streamlining operations and improving efficiency from front to back of house. 

Over time, a branded platform becomes an asset. While third-party marketplaces offer short-term visibility, they don’t contribute to long-term brand equity. Every guest who orders through a first-party channel strengthens your customer base and builds lasting value. 

“With rising costs and increasing pressure to protect margins, restaurants need more than just online ordering—they need ownership of the guest relationship. A first-party platform gives operators the control, insight, and brand continuity that third-party apps simply can’t offer. At Smooth, we help restaurants turn their digital channels into growth engines, not just order takers.” says Roberto Sarjoo, President of Smooth Commerce. 

Smooth Commerce is available through Foodbuy Canada’s professional services network, offering trusted, scalable digital solutions to help restaurants thrive in today’s market. Learn more at foodbuy.ca/professional-services or reach out to the Foodbuy team to get started. 

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Article by: Roberto Sarjoo, President of Smooth Commerce