Restaurant Snapshot
- Restaurant: Thai Boat Noodle.PS
- Type: Thai restaurant
- Location: Gilbert, AZ
- Customer rating: 4.8 stars (42 reviews)
- Team: 4 employees
- Years in business: 3
- Orders.co products used: direct ordering website, order consolidation, AI SMS & email marketing
Thai Boat Noodle.PS is a four-person restaurant that has spent three years building a loyal following. Like most independent operators, it grew up on the delivery apps. Uber Eats, DoorDash, and Grubhub brought in new customers, but every one of those orders came with a tablet on the counter and a commission off the top.
The restaurant had no direct way for customers to order online. So when a regular wanted takeout, that sale still ran through a marketplace, and the restaurant still paid for it.
With Orders.co, Thai Boat Noodle.PS built its own ordering website and pulled its provider orders onto a single device. Since February 2025, that direct channel has generated $32,409.50 in subtotal sales, roughly a third of what the three major delivery apps brought in over the same stretch. Those are orders the restaurant owns outright, with no marketplace commission attached.
The problem: too many tablets, and a fee on every order
Before Orders.co, running online orders meant running several apps at once, each on its own tablet. Keeping menus, availability, and incoming tickets straight across all of them created steady operational drag and a higher chance of missing or fumbling an order during a rush.
The commissions were the second problem. Delivery apps are a real acquisition channel; they put the restaurant in front of new diners it wouldn’t reach otherwise. But when every online order, including repeat orders from existing customers, flows through a third party, the restaurant pays a cut on business it already earned. What it didn’t have was a way to move those repeat customers onto a channel it controlled.
One device for provider orders and website orders
The first thing that Orders.co changed was the counter. Instead of switching between tablets, the team now manages its provider orders and its website orders from a single Orders.co device. Uber Eats, DoorDash, and Grubhub orders land in the same place as direct website orders.
The system was quick to learn, and the team folded it into daily operations without a long adjustment period. For the owner, that meant less time spent minding technology and more time on the restaurant itself.
The direct channel: $32,400 the restaurant owns
The clearest result shows up in the website numbers. From February 24, 2025, through the current reporting period, the Thai Boat Noodle.PS ordering website generated:
- 861 direct website orders
- $32,400 in website subtotal sales
- $37,900 in total website sales
The figure that puts it in context is the comparison to the apps. Over the same period, the restaurant did roughly $91,184 in subtotal sales across Uber Eats, DoorDash, and Grubhub combined. Its $32,400 in direct website subtotal sales, which works out to about 35.5% of that, roughly $35.50 in direct sales for every $100 the three major providers brought in.
The point isn’t just the volume of website orders. It’s where they come from. When a customer orders directly through the Thai Boat Noodle.PS website, no marketplace generates that transaction, and the restaurant pays no provider commission on it. More than $32,000 in subtotal sales now run through a channel the restaurant controls directly, rather than through platforms that own the customer relationship.
Turning first orders into repeat orders
The website also feeds Orders.co’s AI SMS and email marketing, which gives the restaurant a way to stay in touch after the first purchase. When a customer goes quiet, the system automatically reaches out with a coupon, a loyalty reminder, or a nudge toward a popular dish, without the owner having to manage any of it.
That closes a loop the apps never open: a customer orders directly, the restaurant keeps the sale, the customer enters the restaurant’s own marketing list, and future orders get encouraged from there. Instead of paying a provider again for the next transaction, the restaurant is building a direct relationship that it can market to on its own terms.
Getting started: setup and support
Onboarding was quick. The team didn’t need a long ramp to get comfortable on the Orders.co device, and the restaurant was running it in daily operations without much friction.
Support stood out just as much. Thai Boat Noodle.PS described the team as personable, accommodating, and available whenever help was needed, which made the switch easier than expected.
What Thai Boat Noodle.PS shows
For a restaurant that started with no direct ordering option, the shift is straightforward to read in the numbers: 861 direct website orders, $32,409.50 in website subtotal sales, and a direct channel worth about 35.5% of its combined Uber Eats, DoorDash, and Grubhub subtotal sales, all of it commission-free and owned by the restaurant.
Asked whether they’d recommend Orders.co to other operators, Thai Boat Noodle.PS said they definitely would.
“Orders.co is legit. The service provided is great.”
Thai Boat Noodle.PS is a clear example of what a direct ordering channel can do. It gives an independent restaurant a second revenue stream it controls, reduces how much it leans on third-party platforms, and turns one-time app customers into direct, repeat ones.
Frequently Asked Questions
Thai menus live on customization: spice level, protein choice, noodle type, and add-ons change nearly every order. Orders.co’s menu builder handles this with modifier groups, so a customer can order pad see ew with chicken, Thai-hot, and an extra egg, and the system prices and records every choice automatically. Those modifiers stay identical across your website, Uber Eats, DoorDash, and Grubhub, so the kitchen sees the same ticket no matter where the order came from.
For most Thai restaurants in the U.S., an English-first menu with familiar dish names works best, since the majority of online searches and orders come in English. Where a Thai name is the draw, like pad kra pao, khao soi, or boat noodles, list it alongside a short English description so new customers know what to expect. Orders.co’s menu builder lets you write each name and description once and keep it consistent across every ordering channel, and its AI-generated descriptions can draft that copy from your ingredients.
A large Thai menu, with curries, noodles, stir-fries, appetizers, and drinks each carrying their own modifiers, is hard to keep accurate across several delivery apps at once. The system that fits best is one that manages the whole menu from a single place. With Orders.co, a price change, a new dish, or a sold-out item syncs across your website, Uber Eats, DoorDash, and Grubhub the moment you save it, so you’re not editing the same menu four times.
Yes. Orders.co’s Dine-In Express lets your servers take orders tableside on a phone or tablet and send them straight to the kitchen, with no extra hardware to buy; they just download the app. For takeout and pickup, you can put a QR code on window signs, receipts, or in-bag flyers that send diners to your branded ordering website, which turns a third-party app customer into a direct one you don’t pay commission on.
During the dinner rush, the risk is missed or delayed orders as tickets stack up. Orders.co routes incoming orders straight to a kitchen display, so your cooks always see the current, correct ticket even when a customer changes an order mid-rush. For walk-in and takeout traffic, a self-service kiosk lets customers place and pay for their own orders while your staff stays on the line, keeping the counter moving through peak hours without adding headcount.
