Slice sends customers’ online orders to the restaurants through their preferred method — email, fax or phone. Restaurants deliver the meals with their own couriers. For each order processed, Slice receives a $1.95 commission, or around 6 to 7 percent of order totals on average, Mr. Sela said.
In contrast, GrubHub charges up to 18 percent of the order to process online sales for its clients.
Matthew Brick of Brick’s Pizza in Centreville, Va., went digital a few years ago and became partners with a number of online ordering platforms before deciding to steer more of its orders to Slice, which today processes around 30 percent of its digital sales. “I pay $2 per order with Slice,” Mr. Brick said. “For a $100 order on GrubHub, that’s 18 bucks,” he said. “That’s why I direct as much traffic as possible to Slice.”
He said that online sales through Slice are increasing at a rate of 15 to 20 percent a year.