Olo Launches New Direct Food Ordering App

The new consumer-facing platform promises lower prices by eliminating menu markups for delivery and takeout.

Updated on Oct. 26, 2026 in Dining Out

Gouache-painted illustration of a take-out bag and a clean dinner plate on a wooden table, depicting direct food ordering services. — Olo has launched a new consumer-facing app allowing customers to order food directly from restaurants while avoiding third-party delivery menu markups. AI Illustration. Upload story photo >

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Do you feel food delivery platforms are transparent about the extra costs they charge?

Olo has officially launched a consumer-facing app designed for takeout and delivery orders. The platform connects users directly to national chains and local restaurants without the typical menu price markups found on other delivery services.

Why it matters

The platform aims to provide a more transparent pricing model for diners by avoiding the extra fees often added by third-party delivery aggregators.

The new app offers estimated savings of 15-30% per item compared to competitors. Currently, 27% of American adults report awareness regarding menu markups on food delivery platforms.

The players

Olo

Olo is a technology company that provides digital ordering and delivery software solutions for restaurant chains.

Frank Pepe's

Frank Pepe's is a historic pizza restaurant chain based in New Haven, Connecticut, that is among the brands available through the app.

The details

Olo utilizes its existing business relationships with major restaurant chains and local eateries, such as Frank Pepe's in New Haven, to process orders directly. By bypassing traditional markup structures, the app aims to streamline the ordering experience for consumers.

Olo launched its consumer-facing ordering app in October 2026.

Culture Shift

The move reflects a growing consumer pushback against the hidden fees and price inflation associated with modern delivery aggregators. By eliminating these markups, Olo is positioning itself against the dominant industry practice of inflating menu prices to cover platform costs.

Diners can expect to see lower total costs on their food orders by avoiding the percentage-based markups common on other services. Users should verify if their favorite local restaurants are integrated into the platform to take advantage of the pricing difference.

The takeaway

Diners should compare final checkout totals between platforms to determine where they receive the best value for their takeout orders. Transparent pricing models may provide a significant incentive for frequent delivery users to switch services.