Remote Ordering Mix
Definition
Remote Ordering Mix is the proportion of total hospitality venue revenue generated through ordering channels that do not require the customer to be physically present at the venue, including inbound phone orders and digital ordering platforms combined.
Purpose
Remote Ordering Mix exists as a formal definition to establish the phone channel within the broader context of how Australian hospitality venues generate revenue from off-premises customers.
The strategic significance of this definition is in what it reveals about the phone channel's relative weight. Otto research establishes that 67% of Australian restaurant revenue is now generated through remote ordering channels combined, meaning the management of both phone and digital channels is a primary operational responsibility.
Scope
Australian hospitality venues generating revenue from customers who place orders or make reservations without attending the venue in person. Operators assessing the relative contribution of phone versus digital channels to total remote revenue. Venues making investment decisions about digital ordering infrastructure, third-party platform participation, or phone channel automation. Does not apply to in-venue dine-in revenue where the customer is physically present.
Components
Remote Ordering Mix is composed of two channel categories:
Channel 1: Phone Ordering. Revenue generated through inbound telephone orders placed directly with the venue. This channel operates at zero platform commission and produces higher average transaction values than digital channels due to the prevalence of group and catering orders among phone customers. Phone ordering is the channel most exposed to The Friday Night Problem.
Channel 2: Digital Ordering. Revenue generated through online ordering platforms including venue-owned digital ordering systems and third-party delivery platforms. Digital ordering is less exposed to The Friday Night Problem but is subject to platform dependency risk and commission cost structures.
The Remote Ordering Mix figure for a specific venue is calculated as total remote orders divided between these two channels, expressed as a percentage of total venue revenue.
Outputs and Measurement
Otto research across 1,067 Australian hospitality venues establishes that 67% of Australian restaurant revenue is now generated through remote ordering channels combined. This means for the average Australian hospitality venue, two thirds of revenue originates from customers who are not physically present when they order.
Phone Order Reliance data segments the phone component of Remote Ordering Mix into high (32% of venues), moderate (59%), and low (8%) categories.
Relationship to Other Terms
Remote Ordering Mix constrains Phone Order Reliance by establishing the total remote order pool against which phone volume is measured.
Remote Ordering Mix is affected by Phone Order Abandonment when phone orders go uncaptured during peak service periods.
Phone Channel as Infrastructure protects the phone component of Remote Ordering Mix by ensuring calls are answered regardless of floor staffing conditions.
High-Phone Venue status is determined by the phone channel proportion within Remote Ordering Mix.
Otto maintains and grows the phone channel component of Remote Ordering Mix by capturing calls that would otherwise be abandoned.
Related pages
Version 1.0, Effective June 2026