Restaurant Sector Explores Second-Party Networks to Reduce Digital Ordering Costs

Industry Pulse News Desk · 2026-09-01

Operators seek alternatives to high delivery app commissions and costly proprietary applications as digital ordering models evolve.

The digital restaurant ordering sector is facing a strategic shift toward second-party network models as operators seek alternatives to costly third-party delivery apps and expensive direct-to-consumer mobile platforms.

Currently, restaurant brands largely rely on two primary digital channels. Third-party marketplaces offer broad reach but impose commissions of up to 30 percent per order. To offset these fees, approximately 82 percent of restaurant brands mark up menu prices on delivery applications, with more than half applying price increases between 20 and 30 percent.

Conversely, proprietary first-party websites and branded mobile applications allow operators to retain customer data and avoid marketplace surcharges. However, guest acquisition costs for standalone channels can reach up to $100 per customer, and consumer engagement on individual restaurant applications remains limited as users revert to aggregator platforms.

Emerging proposals advocate for shared digital infrastructure, framed as second-party networks, to bridge the gap. Modeled after cooperative retail e-commerce frameworks, these networks aim to allow participating brands to pool customer reach, store user preference data, and offer centralized checkout options without high third-party commission rates.

Commercial platforms supporting major restaurant chains across tens of thousands of locations report that adopting integrated networks could significantly lower customer acquisition costs. Proponents assert that centralized ordering hubs integrated with artificial intelligence tools may define the next phase of digital restaurant sales.