Delivery marketplaces solved a real problem: they introduced restaurants to customers who were already ordering online. But the model has a cost. Commission reduces margin, the marketplace owns the customer relationship, and the restaurant competes for attention with every other venue on the same screen.
A branded ordering channel does not replace discovery overnight. It gives you somewhere to send the customers you already have — and a way to build repeat business on your own terms.
What SumBite provides
- A branded ordering experience. Your name, your menu, your colours — not a generic listing inside someone else's app.
- Pickup and delivery. Customers choose how they want to receive the order, with saved addresses and order history.
- Live order status. Clear stages from received to preparing to on its way, which reduces status calls.
- Menu control. Update items, prices and availability without waiting for a third party.
- Customer data. Order history and preferences stay with your business, subject to your privacy policy.
The strongest channel mix is usually both: marketplaces for discovery, your own ordering platform for customers who already know and like you.
The economics of owning your channel
Marketplace commission is variable. On a £30 order, a 25% commission is £7.50 before food cost, packaging and delivery. A branded channel has its own costs — hosting, payment fees, marketing — but they are more predictable and do not scale linearly with every order.
The bigger advantage is the customer list. If a marketplace account disappears or changes its terms, you still have a direct way to reach the people who order from you every week.
How to launch without disrupting service
- Start with your regulars. Put a card in every bag and a link on receipts for four weeks.
- Keep the menu focused. Launch with the items that travel well and are profitable, not the entire menu.
- Set expectations. Show realistic preparation and delivery times, and update them when the kitchen is under pressure.
- Measure repeat orders. Track customers who order more than once, not just first-order volume.
- Connect the back office. Orders should flow into the same POS and reporting you already use.
Connecting SumBite to your operation
SumBite works alongside Sum Cloud POS: the kitchen sees the same ticket whether the order came from the counter, phone or app. Reporting then shows channel performance in one place, so you can see whether the app is adding incremental revenue or simply moving existing orders.
For restaurant groups, central menu control and branch-level availability make it practical to run one brand across multiple locations.
Frequently asked questions
Do customers need to download an app?
SumBite can be delivered as a mobile web experience as well as an app, so customers can order from a link without visiting an app store.
Can we run offers?
Yes. Promotions, minimum order values and delivery zones can be configured around your margins.
Can it handle delivery riders?
It supports delivery workflows and status tracking. You can use your own riders or an integrated delivery provider where available.