AnyTyme Asten Receives 70% of its Orders through its Own Website

In the Dutch hospitality industry, one complaint is heard more frequently than any other today: the sky-high commissions charged by platforms like Take-Away. For many entrepreneurs, these costs consume the difference between profit and loss. But what can you do if you don’t want to remain dependent on third parties? In Asten, I found an entrepreneur who resolutely chose a different path. His approach offers valuable lessons for every hospitality business owner.

The struggle of the modern hospitality entrepreneur
The hospitality industry has rapidly adapted to the growth of online ordering in recent years. During and after COVID, delivery became a lifeline for many restaurants, but this convenience came at a price. Commissions of

14.9% to 30% per order have become the norm. On top of that, rising labor costs, higher purchase prices, and a severe staff shortage add to the challenges.

Many entrepreneurs see their kitchens busier than ever, but profits barely increase. Customer data disappears into platform systems, leaving no insight into who orders, how often someone returns, and which dishes are most popular. The result: you can only execute, not steer.

Jimmy, owner of AnyTyme Asten, recognizes this pattern.

“You think you’re doing well, but meanwhile you’re working for Take-Away.”
“People ordered from us, but they only saw the platform logo, not our name.”

That invisibility hurt. Every order through a platform strengthened not his own brand, but that of the platform. The business was generating turnover but lost control.

The turning point: from dependency to self-control
For Jimmy, this was the moment to change course. He wanted to regain control of his business: over costs, customers, and AnyTyme’s identity. His goal was clear; to process as many orders as possible through their own ordering website.

Together with CashDesk, he took the step towards a fully integrated system. Everything came together: POS, payment, delivery, customer management, and data. From that point on, every order went directly through AnyTyme, without platform intervention.

This created the foundation for something bigger. Jimmy began testing small promotions: customers who ordered through the website received personal discount codes or could collect points through a loyalty system. In the store itself, QR codes were added so regular guests could order directly from AnyTyme with a single scan.

“Within a year, we went from operating at a loss to making a profit. That’s only possible when you have control over your orders and costs.”

The numbers didn’t lie: revenue kept increasing, and margins grew along with it.

70% of orders through their own website
Today, the vast majority of online orders, approximately 70%, come through their own website. For a cafeteria in a medium-sized town, that’s exceptionally high.

The business has reclaimed its identity. The orange platform bags have been replaced with black delivery bikes featuring the AnyTyme logo. The packaging is neutral, with its own appearance that matches the brand. Customers recognize the style, both online and at the door.

“When you use platform materials, customers only recognize the platform or the color. Once you show your own name, they consciously order from you.”

The difference is noticeable in the numbers, but especially in customer relationships. People know again who they’re ordering from. They return, collect points, and spread the word.

What other hospitality entrepreneurs can learn from this
AnyTyme Asten’s approach shows that entrepreneurs aren’t powerless against large platforms.

Choose control over convenience
Platforms offer reach, but at a high price. By building your own ordering environment, you keep the margin and brand in your own hands.

Own your customer data
Those who know their customers understand what they order, when they return, and how to reach them. This information forms the basis for growth and personal service.

Make your brand visible
Using platform bags or colors builds advertising for someone else. With your own branding, you create recognition, trust, and loyalty.

Streamline your processes
By managing everything from orders and payments to delivery in one system, you save time and reduce errors on the work floor.

The transition requires an investment in time and attention, but the result is sustainable. It gives entrepreneurs the freedom to make their own choices instead of reacting to platform rules.

A broader movement
The step AnyTyme took fits into a broader development within the hospitality industry. More and more entrepreneurs realize that growth through platforms doesn’t equal growth of their own business. They’re looking for ways to become digitally stronger without losing control.

CashDesk plays a supporting role in this movement. Their software helps entrepreneurs manage orders, payments, and customer data from a single system. The technology works in the background, while the entrepreneur remains visible in the foreground.

The trend is clear: independence is becoming the new standard.

Conclusion
The story of AnyTyme Asten shows that independence in hospitality is not a luxury, but a necessity.
Those who want to retain their customers, keep their brand visible, and protect their profits must take back control of the ordering process.

Those who give away their customers ultimately give away their profits as well.