When More Is Less: Why Multiple Own-Branded Ordering Platforms Are Holding You Back

In today’s ultra-competitive takeaway market, standing out online is more important than ever. Many restaurants and takeaways turn to own-branded online ordering platforms: white-label websites or apps that use your name, logo, and branding, but are powered by third-party providers.

Foodhub, FlipDish, YOYO, Hungrrr, FeedMeOnline - these are familiar examples.

On the surface, having multiple providers might seem like a smart move. More platforms must mean more reach, right?

Unfortunately, the opposite is often true.

Here’s why spreading yourself too thin online may be doing more harm than good, and what to do instead.

Confused Customers Don’t Convert

Imagine a customer who knows they want to order from you. They search your name and are faced with three or four different websites - all with your logo, all offering your menu, but with different layouts, payment systems, prices, and promotions. Some might even be broken or out of date.

Which one should they choose?

It’s not clear where you want them to go. And the moment they feel uncertain, you lose them.

The path to purchase should be simple:

One platform. One message. One seamless experience.

Confusion leads to drop-off. And those who don’t drop off? Many will default to the big brands that they know: Just Eat, Deliveroo, Uber Eats. Ironically, by offering multiple direct-ordering platforms, you’re driving customers back to the expensive portals you were trying to avoid.

You’re Not Expanding Reach,

You’re Cannibalising Your Own Orders!

Each provider promises to bring you “new customers.” But in reality, they’re competing over the same people: your existing audience.

Most customers don’t start their journey in an app. They start on Google:

• “Best Indian near me”

• “Pizza takeaway open now”

• “Sushi collection Wembley”

  
  

At that point, your Google Business Profile becomes a battleground - three or four competing links to your own shop.

You’re not getting more visibility. You’re splitting your traffic and your revenue, while giving away control and margin to platforms that provide little in return.

Your Brand Gets Lost in the Noise

Your business has a voice, a feel, a reputation. But when you operate through multiple white-label systems, that identity gets diluted.

Every provider uses their own templates, branding, colours, and layouts. Some look outdated. Others don’t match your tone or feel. None fully reflect your brand.

Worse, if a customer can’t remember which version of “your” site they used last time, they won’t guess - they’ll go straight back to a food portal. And you’re back to paying a 30+% commission for an order you should’ve owned.

A Smarter Way to Use Portals

You don’t have to leave food portals entirely. But you should treat them for what they are: marketing tools.

Use them to reach new customers. Then give those customers a reason to order direct next time - on your platform.

Here’s how:

• Establish one own-branded ordering system: professionally designed, fully integrated with Google, and actively promoted.

• Offer better value than the portals: loyalty points, exclusive deals, and consistently lower prices.

• Add flyers in every bag with bold, simple messaging:“Order direct next time — save £££.”

Example flyer from a real client: A typical order shows a £14.88 saving compared to the portals, before applying loyalty points or other discounts.

Done right, portals become your lead generator, not your lifeline.

One Platform. Full Control. Real Growth.

The answer to growing your online business isn’t adding more platforms - it’s building one that actually works.

One brand. One link. One customer journey.

That’s how you build trust, loyalty, and long-term margin. Let us help you make it the only platform your customers need: simply fill in the form below and we will be in touch.