Image courtesy of Lunchbox
Lunchbox is launching a commission-free online ordering system for moms and pops as it seeks to expand its reach beyond chains.
Lunchbox Essential includes many of the same features as the startup’s channel-oriented product, including online ordering, marketing, and loyalty tools. It doesn’t offer a mobile app option and doesn’t integrate directly into a restaurant’s POS system.
According to the company, restaurants with three or fewer locations can self-create a Lunchbox online ordering page in just 30 minutes. They won’t pay anything to Lunchbox, although they may be responsible for delivery costs if they use a third-party delivery provider. A “negligible” convenience fee will be passed on to customers, the company said.
The new product is aimed at restaurants that don’t have online ordering or rely on a marketplace like DoorDash for their digital business.
It also allows Lunchbox to enter the independent catering market. Founded in 2019, it initially focused on medium-sized chains, and has recently taken on big brands with the acquisition of the online ordering company NovaDine. More than 2,500 restaurants currently use Lunchbox.
“We’re really excited to get into SME because that’s what we always wanted to do,” said Founder and CEO Nabeel Alamgir. “I don’t feel like we’ve done enough to help moms and pops yet.”
The move puts Lunchbox in competition with other independent-focused online ordering companies, such as ChowNow and Popmenu.
While Lunchbox will not derive any direct revenue from the new product, Alamgir said it will support the company’s ongoing battle against delivery markets. And if it helps restaurants stay in business, “we can figure out how to make money later” with upsells or other additions, he added.
The system is in the midst of a soft launch, but Alamgir said it expects it to be in 1,000 restaurants over the next two months and “thousands” by the end of the year. ‘year.
To keep up with growth, Lunchbox is strengthening its technical support team. Lunchbox Essential customers will have access to the same services as the chains, Alamgir said, and the company is working on adding staff to help them set up.
“I’m just excited to talk to both bands now,” he said.
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