POS provider SpotOn is going after restaurant “super apps” like DoorDash and Uber Eats with a mobile ordering app of its own.
The company on Monday launched GoTo Place, a way for customers to order from nearby restaurants that use SpotOn’s online ordering software.
Consumers can use it to place an order for pickup or delivery; make a reservation or get on the waitlist; and collect loyalty points. Restaurants do not pay commissions on GoTo Place orders, although there is still a flat fee associated with delivery, which is provided via DoorDash.
The idea is to give operators a more affordable alternative to third-party delivery apps, while also keeping the spotlight on restaurants themselves.
“Unlike third-party ‘super apps’ that promote multiple restaurants while charging high fees, GoTo is restaurant-first by design,” said Bryan Solar, Chief Product Officer, in a statement. “The app doesn’t promote competitors or dilute a restaurant’s brand identity. Instead, it acts as a digital extension of the restaurant.”
Customers who share their location will see restaurants in order of proximity. They can also search for specific restaurants.
GoTo Place is also designed to help restaurants capitalize on the shift to mobile ordering. According to SpotOn, more than 80% of consumers order from their phones, and 40% return to the same restaurant within a week.
It is not SpotOn’s first mobile app: It previously offered a similar app that was SpotOn-branded.
GoTo Place is similar to Local by Toast, the ordering app offered by SpotOn competitor Toast. That was launched in 2019 as Toast TakeOut and was rebranded as Local by Toast earlier this year.
It comes as big delivery providers continue to add to their services for both restaurants and consumers. DoorDash and Uber Eats are getting into reservations, for instance, and are also building advertising businesses to help restaurants reach more customers online.
The expansion has led some to view them as super apps.
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