Why Ownership of Your Digital Stack Just Became a Strategic Issue

When Olo announced its acquisition by Thoma Bravo in a roughly $2 billion all‐cash transaction, it reframed the conversation for restaurant brands. What previously might have been a feature-comparison of ordering platforms now demands a deeper question: Who owns the stack, the data, and the guest experience? 

When a platform shifts from being an independent specialist to being part of a broader-software private-equity portfolio, the incentives, priorities and flexibility can change.

The Direct Ordering Imperative for 2025

For restaurant brands operating in the QSR and fast-casual segments, the urgency of that question is intensifying. According to multiple industry reports, first-party digital ordering is not just an add-on, it’s becoming a primary growth channel. 

One study found that 40 % of brands say first-party digital ordering will drive their highest revenue growth in 2025 and into 2026. At the same time, mobile and digital channels are now firmly embedded in guest expectations (for example, studies show direct digital and mobile represent major portions of online/delivery orders).

That means brands must own the guest experience end-to-end, data capture, loyalty, customization, not just rely on someone else’s platform and roadmap.

Retaining Brand Identity and Data Control with Onosys

This is where Onosys makes a clear differentiation. Onosys emphasizes ownership: brands retain their guest data, their visual identity, their custom flows and integrations. The Onosys platform supports fully branded interfaces, multi-channel execution (mobile, web, kiosk, call center, third-party marketplaces) and flexible architecture. In contrast, OLO delivers a standardized UI which locks brands into a “one-size‐fits‐all” UX that is suboptimal for conversation, or requires significant additional cost for customization.

Control over data means insights, guest relationship, and brand loyalty stay with the brand—not filtered or mediated by a platform whose priority may shift to profitability or broader portfolio optimization.

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Key Questions for Restaurant Tech Decision-Makers

When you’re evaluating digital ordering providers (or re-evaluating your current platform), now is the time to ask:

• Am I locked in? What contracts, what proprietary payment system, what migration mandates apply?
• Do I own my data? Can I extract it, use it for guest insights, move it or switch platforms with minimal friction?
• Is the partner aligned with my brand and growth—rather than simply scaling for investor returns?
• Does my digital experience reflect my brand identity and not look like every other chain’s?
• Will I get help expediently when my business needs to make adjustments, or will I be lost in the shuffle of a huge company?
  Because when you lose control of these, you may lose differentiation, guest loyalty and long-term strategic advantage.  The reality is that unless you are a very large customer with 1,000+ rooftops, you are unlikely to be able to work with OLO to get anything done specifically for your business.  Onosys is here to serve the needs of chains of 10-1,000 as a true partner to make sure your online ordering completely represents your brand.

Why This Moment Matters

In 2025, digital ordering is no longer optional, it’s foundational. The market is crowded, guests expect flawless experiences, and margins remain under pressure (with inflation, labor, supply chain all squeezing operators). A platform that restricts your flexibility or compromises your data ownership isn’t just a tactical mis-step, it’s a strategic risk.

By choosing a partner like Onosys that places the brand in control, you position yourself not just for digital ordering success, but for meaningful growth, guest loyalty and long-term competitive advantage.

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