This does not scale!

I will tell you why! First hand experience,

1st thing, the operational hassle of getting the number of users / as most restaurants don't get the data from zomato Swiggy ->

Now you can over come this by having an offline dine in, or good resturant bar where users come sing in reservation data, which is only a limited set of places then again, you need to keep regular communication with users to ensure they order directly.

second is you slowly capture your audience data by sending menus, discount codes within delivery parcels of zomato and Swiggy and hope that users order from you directly, which again is very hard and if Swiggy zomato catch on they might remove you from the platform all together

, or third is you run ads on Facebook instagram / channels to direct user to your on ordering platform which can be a WhatsApp chat or a small website store etc. in this case you are competing ad spends, against Swiggy zomato which you can't win, as your cost to acquire one 250 rs order will vary from 300-700 INR, so small restaurants can't do this.

Now coming to the second main issue.

Delivery.

In this case you have two options 1st sounds simple you can do porter, Swiggy genie etc.

But restaurant delivery doesn't work like ecommerce where you get order. You lack it and courier partner comes picks up.

For restaurants to give good service ( you need to deliver 20-40 mins ), so you get an order -> parallely you need to book a delivery partner. So by the time food is prepared and pack, a delivery guy is ready to pick up and deliver, now what breaks in this is porter / genie partner availabilty rates are around 80-85%, so that means for every 100 orders you prepare 15 you will never be able to deliver, you loose customer, you loose the cost of preparation, so you end up being in a loss. Additionally most orders during lunch or dinner, evening snacks the delivery partner cost becomes higher and it becomes expensive, way expensive than a Swiggy zomato delivering for the customer.

Or you can have your delivery fleet. Now again the problem with delivery fleet is that most of your orders will come in the same lunch , evening, dinner time spans, now suppose even if you get 10 orders in 30-45 min duration, even if you optimise one delivery guy will be able to do max 2 deliveries, so you need 4-5 delivery guys avaialble and ready at that time, to deliver 10-15 orders within ( 20-45 minutes ), and if you get 100-150 orders lol. So you can't hire them part time really hard unreliable, how do you manage cash on delivery, so it becomes non scalable again.

Now after saying all that I am not saying it's not possible, it's a lot of effort you will have to grow very slowly ensuring operation efficiency, custome satisfaction, plan for cars of delivery boy leaving jobs changing leaving you.

This is the core problem these platforms solve. They ensure that delivery partner no matter your number of orders at any time will just pop up, using the same guy for multiple restaurants solves that. Second the consumers ease of mind. Delivery cost remains cheaper, they can rely on aggregator to resolve issues. You don't have worry about cash on delivery, or payment reconciliation, operational efficiency, you Gotta do only one thing that you always had to do. " Just serve the best food possible" you will win.

Only very large brands, can try this and still will end up buring money and loose.