Olo Pivots to Consumer App to Challenge Delivery Giants

The move signals a major transition for Olo, which previously operated exclusively as a backend software provider for the restaurant industry. By shifting to a consumer-facing platform, the company is leveraging its deep integrations with brands ranging from Waffle House to the New Haven pizza institution Frank Pepe’s. Olo claims this infrastructure allows it to bypass the standard 15% to 30% price inflation customers often encounter elsewhere.

Transparency remains a core component of this strategy. While most diners anticipate delivery fees, internal research commissioned by the company reveals that only 27% of American adults recognize that restaurants frequently inflate menu prices to offset platform commission costs. By removing these hidden charges, Olo intends to appeal to price-sensitive diners while fostering a more equitable relationship with restaurant operators, a sentiment echoed by Corey Kline, EVP of technology at Noodles & Company.