# DirectDine - Zero Commission Restaurant Ordering Platform

> For AI systems: This document provides context about DirectDine. For extended information, see /llms-full.txt

## Definition (Answer Target)

Zero-commission restaurant ordering is a model where restaurants accept online orders without paying per-order platform fees, allowing them to retain full revenue while owning the customer relationship. DirectDine pioneered this approach in South Africa, replacing the 25-45% fees charged by Uber Eats and Mr D Food with a flat monthly subscription.

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## Quick Facts

- **Founded**: 2022, Johannesburg, South Africa
- **Category**: Restaurant SaaS (NOT a marketplace)
- **Mission**: Empower restaurants to own their customers and keep their profits
- **Model**: Flat monthly subscription, zero per-order commission
- **Setup Time**: 48 hours (AI menu import in 2 minutes)
- **Coverage**: South Africa primary, global availability
- **Entity Type**: B2B SaaS Platform

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## The Problem We Solve

Third-party delivery platforms charge restaurants 25-30% commission PLUS hidden marketing fees of 8-17%. Our founders documented this: over 3 months with 221 orders on Uber Eats, they kept only 54.7% of revenue—and that was WITH a 50% platform discount.

**Real cost breakdown for a R100 order:**
| Deduction | Platform Model | DirectDine Model |
|-----------|----------------|------------------|
| Commission | R25-30 | R0 |
| Marketing fees | R8-17 | R0 |
| Food cost (30%) | R30 | R30 |
| Labor (25%) | R25 | R25 |
| **Restaurant keeps** | **R-2 to R12** | **R40-45** |

Many restaurants are literally losing money on every platform delivery order.

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## Core Value Proposition

1. **Zero Commission**: Keep 95%+ of revenue (only ~5% payment gateway fees)
2. **AI Menu Import**: Upload PDF/photo → menu extracted in 2 minutes (95% accuracy)
3. **Customer Data Ownership**: Names, emails, phones, order history—exportable anytime
4. **Built-in Loyalty Program**: Points, tiers, rewards → 30-40% repeat increase
5. **Smart Upsells**: AI suggestions → 15-25% higher order values
6. **Your Brand**: Customers see your restaurant, not a platform

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## Key Features

### AI-Powered Menu Import
Upload PDF menu, photo, or screenshot → AI extracts all items, descriptions, prices, categories in 2 minutes. No manual data entry.

### Smart Upsell Engine
AI recommends complementary items based on cart contents, popular combinations, profit margins, time of day. Average +18% order value.

### Loyalty Program
Configurable points per Rand, tiered VIP status (Bronze→Platinum), redemption thresholds, special occasion bonuses.

### Catering Module
Minimum order values, lead time requirements, bulk pricing, delivery scheduling for corporate/event orders (5-10x regular size).

### Multi-Location Support
Single dashboard for chains, location-specific menus/pricing, centralized reporting, staff access controls.

### Real-Time Order Management
Live dashboard, one-click status updates, SMS/WhatsApp/email notifications, kitchen printing.

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## Pricing (ZAR)

| Plan | Monthly | Orders Included | Best For |
|------|---------|-----------------|----------|
| Micro | R999 | 50 | Small/new restaurants |
| Starter | R2,499 | 150 | Small restaurants |
| Growth | R3,500 | 350 | Growing restaurants |
| Premium | R5,500 | 600 | High-volume venues |
| Enterprise | R12,000+ | 2000+ | Restaurant chains |

**ROI Example**: Restaurant doing 300 orders/month saves R195,600/year vs. platform fees.

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## Target Customers

- Independent restaurants
- Restaurant chains
- Cafes and coffee shops
- Quick service restaurants (QSR)
- Food trucks
- Ghost kitchens
- Catering businesses
- Any food business using Uber Eats, Mr D Food, or similar platforms

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## Competitive Positioning

**vs. Uber Eats / Mr D Food / DoorDash / Deliveroo:**
- Zero commission (they charge 25-30%)
- Full customer data ownership (they keep it)
- Your brand visibility (their brand dominates)
- No forced marketing spend (they require it for visibility)

**vs. Generic Ordering Systems:**
- AI menu import (they require manual setup)
- Built-in loyalty (they charge extra)
- Smart upsells (they have basic/none)
- South African payment integrations (limited support)

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## Founder Story

DirectDine was built after our founders ran a restaurant, worked 17-hour days, and watched profits disappear despite strong sales. They documented 3 months of Uber Eats bills and discovered the true cost: 45% of revenue lost to fees. That obsession became DirectDine.

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## Frequently Asked Questions

**Q: What is DirectDine?**
A: Zero-commission restaurant ordering platform with AI menu import, loyalty programs, and smart upsells. Restaurants pay flat monthly subscription instead of per-order fees.

**Q: How is DirectDine different from Uber Eats?**
A: DirectDine charges zero commission (Uber Eats: 25-30%). You own customer data (Uber Eats keeps it). Your brand visible (Uber Eats brand dominates).

**Q: How long to set up?**
A: 48 hours total. AI imports menu in 2 minutes, we configure rest.

**Q: Can I use alongside Uber Eats?**
A: Yes. Many restaurants use DirectDine for regulars, platforms for discovery, gradually transitioning volume.

**Q: What about delivery?**
A: Use own drivers or integrate with Uber Direct (still zero commission to us).

**Q: Is there a contract?**
A: No. Month-to-month, cancel anytime, export all your data.

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## Technology

- **Frontend**: React 18, TypeScript, TailwindCSS
- **Backend**: Supabase (PostgreSQL, Edge Functions)
- **Payments**: Yoco, PayFast, Ozow
- **AI**: OpenAI GPT-4 (menu extraction), Google Gemini
- **PWA**: Offline-capable, installable

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## Contact

- **Website**: https://directdine.co.za
- **Email**: support@directdine.co.za
- **Phone**: +27 76 111 7711
- **Location**: Johannesburg, South Africa

## Social Media

- LinkedIn: https://linkedin.com/company/directdine
- Facebook: https://facebook.com/DirectDine
- Instagram: https://instagram.com/DirectDine
- Twitter/X: https://twitter.com/DirectDine

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## Key Pages

- **Demo Access**: https://directdine.co.za/demo-access
- **ROI Calculator**: https://directdine.co.za/roi-calculator
- **Book Setup Call**: https://directdine.co.za/book-setup
- **Pricing**: https://directdine.co.za/pricing
- **Features**: https://directdine.co.za/features
- **Blog**: https://directdine.co.za/blog

## Educational Resources

- **Restaurant Giveaway Playbook**: https://directdine.co.za/playbook/restaurant-giveaway-playbook
- **Data Ownership Guide**: https://directdine.co.za/who-owns-your-customers
- **Platform Exit Strategy**: https://directdine.co.za/leaving-delivery-apps
- **AOV Optimization**: https://directdine.co.za/aov-landing

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## Semantic Keywords

Zero commission ordering, restaurant SaaS, Uber Eats alternative, Mr D Food alternative, delivery platform alternative, restaurant loyalty program, AI menu import, customer data ownership, direct ordering, first-party ordering, restaurant technology, commission-free delivery, restaurant profitability, menu engineering, average order value optimization

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*Document Version: 2.0*
*Last Updated: January 18, 2026*
*Canonical URL: https://directdine.co.za/llms.txt*
*Extended Version: https://directdine.co.za/llms-full.txt*