Guide
Updated 25 October 2026
What is white-label online ordering? A plain-English guide for UK restaurants
By Arslan Munir
"White-label" comes up constantly when restaurants look for a GloriaFood replacement or a way off the delivery apps. It's a simple idea that gets wrapped in jargon, so here's what it means.
The short definition
White-label software is built once by a provider and then branded by each business that uses it. For a restaurant, white-label online ordering means customers see your name, your menu and, ideally, your web address. They don't see the software company or other restaurants.
White label vs private label vs marketplace
| Model | Whose brand do customers see? | Typical pricing |
|---|---|---|
| Marketplace app | The app's brand, with yours listed inside | Commission per order |
| White label | Yours, on shared software | Monthly fee and/or commission |
| Private label / custom build | Yours, on software built for you alone | Development plus maintenance |
What to check before choosing a white-label system
- Domain: can you use your own domain?
- Branding: is the provider's logo visible at checkout?
- Commission: is there a cut of every order, or a flat fee?
- Setup fee: is there a charge to get started?
- App: is there a branded app, and where is it available?
- Future: is the product still being developed? GloriaFood, for example, closes on 30 April 2027.
Our roundup of the best online ordering systems in the UK compares providers in more depth.
How Chefzi answers those questions
Chefzi offers white-label online ordering with your own domain, a white-label ordering app, 0% commission and no setup fee, at £9 a month or £19 with card payments (Chefzi pricing). There are also pages on white-label ordering for takeaways and on the white-label GloriaFood alternative.
Frequently asked questions
What is the difference between white label and private label?
White label usually means one product sold to many businesses, each putting its own brand on it. Private label usually means a product made for one retailer only. In restaurant software, white-label is the common model.
What is white-label delivery?
It normally means delivery done under the restaurant's brand while someone else provides the technology or couriers. Check exactly which part a provider runs before signing up.
How much does white-label ordering cost?
Models vary: some charge commission per order, some a flat monthly fee, some a setup fee as well. Chefzi is £9 a month, or £19 with card payments, with no setup fee and 0% commission.
Is white-label ordering good for SEO?
Ordering on your own domain builds your own website's visibility rather than a marketplace page. Results still depend on your area, your competition and your content.
See white-label ordering with your own brand. Early Black Friday & Cyber Monday Deal: new sign-ups get 3 months free, with no setup fee. The deal ends at 23:59 on 1 December 2026. Migration from GloriaFood or any other provider is 100% free. Get started or Book a call.