{
  "id": 15729605,
  "title": "This New Food Delivery App Could Be the Antidote to Menu Markups",
  "url": "https://urgent.news/2026/10/20/this-new-food-delivery-app-could-be-the-antidote-to-menu-markups",
  "topic": "tech",
  "section": "Tech",
  "published": "2026-10-20T10:15:00.000Z",
  "source": {
    "name": "Wired",
    "slug": "wired",
    "url": "https://www.wired.com/story/olo-new-food-delivery-app-could-be-the-antidote-to-menu-markups/"
  },
  "original_language": "en",
  "account": "The food-delivery landscape is often marred by inflated menu costs and fluctuating fees, as witnessed when using popular apps such as Uber Eats and DoorDash. These expenses are ultimately passed onto consumers, resulting in inflated prices for their orders. Olo, a freshly launched food-delivery app, aims to offer a more transparent and cost-effective solution for consumers. Co-founded by Noah Glass, Olo intends to eliminate menu markups by allowing restaurants to charge customers the same prices as their in-store offerings, with Olo's service fee being a flat 5 percent. This approach ensures that customers are not burdened with the exorbitant commissions demanded by major food delivery platforms. At launch, Olo will feature 250 brands, with the company planning to expand its offerings. Unlike other apps, Olo streamlines the user experience by displaying a simple list of nearby restaurants available on the platform, along with past items that could be reordered. Furthermore, Olo eliminates the incessant ads that plague modern food-ordering apps, presenting a cleaner, more straightforward interface for users. Although Olo's name may not be instantly recognizable, the company has been active in the digital ordering space for over two decades. Glass, the CEO, has been working in this field since 2005, initially launching a startup called Mobo, which was one of the first to facilitate coffee shop orders via text messages. Eventually, Mobo evolved into Olo, a software facilitator assisting restaurants in processing their digital menus. Today, Olo claims to handle over 3.5 million orders daily through various channels, including desktop sites, smartphones, and kiosk touchscreens. While it may be challenging to lure users away from their preferred delivery apps, Glass's extensive background and focus on addressing the core issue of inflated prices position Olo as a promising contender in the food-delivery market. The next time you enjoy a chicken Caesar salad wrap delivered to your couch, consider checking Olo to determine if it offers a more budget-friendly alternative.",
  "summary": "By sticking to in-store menu prices and a flat 5 percent fee, Olo wants to take the sting out of ordering dinner.",
  "key_points": [
    "Olo aims to eliminate menu markups by matching in-store prices.",
    "Co-founded by Noah Glass, Olo charges a 5% service fee.",
    "Launched with 250 brands, Olo offers a clean, ad-free interface."
  ],
  "editors_take": "By prioritizing transparent pricing and flat service fees, Olo challenges the dominant delivery model where inflated menu markups and excessive commissions shift the financial burden onto the consumer.",
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}