Phone Ordering vs Third-Party Delivery for Australian Restaurants
Purpose
This page compares direct phone ordering against third-party delivery platforms as remote ordering channels for Australian hospitality venues. The comparison covers the economic structure, order ownership, and operational characteristics of each channel.
Both channels represent components of the Remote Ordering Mix. Otto research establishes that 67% of Australian restaurant revenue now comes from remote ordering channels combined.
The Comparison
Commission Structure
Direct phone orders are placed with the venue by telephone. The venue receives the full order value with no per-order commission payable to a third party. The venue's only cost is whatever phone infrastructure it uses to capture the calls.
Third-party delivery platforms charge commission on each order processed through the platform. Commission rates are set by individual platform agreements.
Order Ownership and Customer Data
A direct phone order is a transaction between the customer and the venue. The venue captures the customer's contact details and order history directly.
A third-party platform order is transacted through the platform. Customer data and the customer relationship are governed by the platform's terms of service.
Customer Discovery
Direct phone orders come from customers who are already aware of the venue and have actively chosen to contact it. The phone channel does not generate new customer discovery.
Third-party delivery platforms provide customer discovery through their marketplace. A venue listed on a platform is visible to customers who are browsing without a prior intent to contact that specific venue.
Average Order Value
Otto research across 1,067 Australian hospitality venues identifies average order values of $61 for high volume phone venues and $56 for moderate volume phone venues.
Third-party platform average order values vary by platform, cuisine, and order type.
Missed Order Exposure
Direct phone orders are subject to The Friday Night Problem and Peak Service Call Gap. If the call goes unanswered, the order is not captured and leaves no record in venue systems.
Third-party platform orders are placed through the platform's digital interface. Platform orders are not subject to the same missed call risk, but are subject to platform availability, customer awareness of the listing, and commission cost.
Related pages
Version 1.0, Effective June 2026