Online Ordering
Online ordering has become a core capability for restaurants. Edris Parsay's work focuses on direct digital ordering — giving restaurants ownership of their digital sales channel and direct relationships with customers.
The Shift to Digital Ordering
Online ordering is no longer a premium feature for large chains — it is a basic expectation for any restaurant that wants to compete effectively in today's market. Customers expect to be able to order from a restaurant's website or app for pickup or delivery, without needing to call in. They expect to pay online, receive confirmation and get updates on their order status. What was a convenience feature five years ago is now a standard.
For restaurants, this creates both an opportunity and a challenge. The opportunity is clear: reach more customers, increase order volumes, and extend the restaurant's sales beyond the physical dining room. The challenge is equally clear: online ordering platforms are not free, and third-party delivery and ordering services charge commissions that can significantly erode margin.
Direct Ordering vs. Third-Party Platforms
The central tension in online ordering for independent restaurants is the choice between using third-party platforms (which aggregate demand but charge significant commissions) and building direct ordering capability (which requires more upfront investment but generates orders without commission).
Edris Parsay's work in this area is firmly oriented toward direct ordering. The EatExpress product, developed through ViralConvert AB, is a direct online ordering platform that allows restaurants to take orders through their own channel — their website, a branded ordering page, or a QR code — without paying per-order commissions to a third party.
The economics of direct ordering compound over time. A restaurant taking 50 online orders per day at an average value of 200 SEK, with a 15% commission to a third-party platform, is paying 1,500 SEK per day in commission. Over a year, that is more than 500,000 SEK. Direct ordering eliminates this recurring cost.
Integration with POS Systems
Direct online ordering is most valuable when it is integrated with the restaurant's POS system. An integrated setup means that orders placed online flow directly into the kitchen display system, the POS records the sale automatically, and inventory is updated in real time. There is no manual step where a staff member needs to transfer an online order into the POS — it happens automatically.
This integration is a core part of the value proposition of the technology that Edris Parsay is involved in building. The EatPOS and EatExpress products are designed to work together, creating a connected ordering flow that covers both in-store and online sales through a single integrated system.
Menu Management and Digital Presence
One of the operational challenges of online ordering is menu management. When a restaurant updates its menu — adds a dish, removes a seasonal item, changes prices — that update needs to be reflected everywhere: in the POS, on the online ordering platform, on Google and on any third-party platforms. In a disconnected system, this means multiple manual updates with a high risk of inconsistency.
Connected online ordering, integrated with the POS, solves this problem. A single menu update propagates automatically across all sales channels. This reduces the administrative burden on restaurant staff and eliminates the errors that come from inconsistent menus across platforms.
Customer Relationships and Data
Another significant advantage of direct online ordering is the customer relationship and data it creates. When a customer orders through a third-party platform, the restaurant typically does not receive that customer's contact information — the platform owns the customer relationship. When a customer orders directly, the restaurant collects the order history, contact information and behavioral data that allows for meaningful follow-up communication.
This matters for loyalty, for repeat business, and for digital marketing. A restaurant with a database of customers who have ordered directly can send targeted promotions, invite customers to special events, and build a genuine ongoing relationship. This is a structural competitive advantage that compounds over time.
Related Work
- EatExpress — Direct online ordering platform
- POS Systems — Integrated point-of-sale
- Payments — Connected payment flows
- Online Ordering for Independent Restaurants — Insight article
- Restaurant Technology and Direct Sales — Insight article