4Top Hospitality is an employee-owned, multi-concept independent restaurant group with multiple locations across Tennessee, Alabama, and Mississippi. The group operates multiple core restaurant concepts such as Amerigo, Char, and Jasper’s, each offering a unique take on hospitality and cuisine.
Since its inception in 2009, the restaurant group has grown by over 300%, expanding into new markets and serving a diverse customer base. As the group grew, so did the need for innovative solutions to keep up with changing diner preferences and operational demands.
4Top Hospitality partnered with ChowNow to scale their online ordering, eliminate third-party fees, and create a streamlined takeout experience that keeps both their customers and their bottom line happy.
The Challenge of Scaling Online Orders
Before the pandemic, 4Top Hospitality primarily focused on in-house dining, with minimal emphasis on takeout. Many of their locations weren’t designed for delivery, and off-premise sales were not a core part of their business model. But when COVID-19 forced dining rooms to close, everything changed. “It was necessary for us to have a platform that provided online ordering,” Ali Buchanan, 4Top Hospitality’s Director of Strategy, explained. Practically overnight, online ordering became a critical part of their business, and they needed a solution that would help them pivot quickly.
Finding a cost-effective solution became a priority—4Top Hospitality needed an online ordering system that could be implemented quickly and provide an ordering experience that was easy and intuitive for both their customers and restaurant teams.
What they needed was a direct, branded online ordering solution that wouldn’t take a percentage of sales.
The Decision to Partner with ChowNow
When 4Top Hospitality started looking for an online ordering solution, they had clear priorities: they needed a commission-free platform that wouldn’t eat into their profits, a user-friendly system that both customers and staff could navigate easily, and a solution that would integrate seamlessly with their brand.
“We appreciated the transparency of ChowNow’s pricing model,” explained Ali. They wanted a system that let them retain control over their orders, branding, and customer relationships without the financial strain of commissions.
After evaluating their options, 4Top decided to partner with ChowNow. Unlike other platforms they considered, ChowNow’s flat-fee pricing model provided predictable costs, making it far more sustainable. Just as importantly, it was simple to set up and use—something they immediately noticed.
