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Case Study

How 4Top Hospitality Scaled Online Orders Across 12 Locations Without Commissions

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.

“The onboarding process was super easy; it just made sense”
– Ali Buchanan, Director of Strategy at 4Top Hospitality

As they integrated ChowNow into their operations, the team was relieved by how smoothly it fit into their workflow. Staff didn’t have to struggle with complicated software, and customers found the online ordering experience intuitive. “ChowNow makes sense for us because we wanted the online ordering to be easy for diners,” Ali explained. Unlike other platforms they had tested, which felt clunky and difficult to navigate, ChowNow was modern, clean, and efficient.

Gaining Commission-Free Orders

Switching to ChowNow was a financial game-changer—by eliminating third-party commission fees, they save over $288,000 per year, keeping more revenue in-house instead of losing it to third-party platforms.

4Top Hospitality saves over $288,000 annually in commission fees by using direct ordering.

Beyond the cost savings, ChowNow created a more predictable revenue stream and gave 4Top full control over their takeout business. ChowNow also improved efficiency—staff no longer had to manage a flood of phone orders during peak hours. “[ChowNow] alleviates our call volume, it frees up the phone lines and frees up a staff member from having to park next to the phone and just take order after order,” Ali explained. ChowNow wasn’t just a short-term fix—it became a smarter, more profitable way to do business while scaling online ordering.

Providing an Easy Experience for Diners

4Top Hospitality wanted a smooth and intuitive platform, making it easy for customers to place orders without frustration.

Ali recalled testing another online ordering system before choosing ChowNow, but the experience fell short. “I did another demo before we signed up with ChowNow. [The other platform] was not user-friendly. It was clunky, not clean,” she explained. In contrast, ChowNow’s interface was modern, simple, and easy to navigate, making the decision clear.

By choosing ChowNow, 4Top ensured their guests had a frictionless ordering experience, reinforcing their brand’s commitment to quality both in-house and online.

A Trusted Partnership

For 4Top Hospitality, having a reliable partner was just as important as having the right technology. ChowNow’s dedicated customer support made a lasting impression, providing hands-on assistance whenever needed. Ali appreciates the ongoing service from their account rep, who ensures everything runs smoothly and helps them get the most out of their ChowNow solutions.

Continuing Growth with ChowNow

As 4Top Hospitality continues to grow, ChowNow remains a core part of their long-term online ordering strategy. Its cost-effective model and seamless integration make it a reliable solution, allowing them to scale without cutting into their profits. With ChowNow, 4Top can expand while maintaining full control over their branding, customer relationships, and revenue.

Want to see how ChowNow can help your restaurant succeed online? Contact us today to learn more!

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