A Custom Order is an on-demand errand request placed through your ordering platform — not tied to any specific shop or menu. The customer pins a pickup and drop-off, lists what they need, and declares the value. Your fleet handles it at a per-kilometer rate you set. It turns your existing ordering platform into a fully functional errand service alongside regular food orders, with the same customers and the same drivers.
For years, online ordering platforms only knew how to do one thing: take an order from a specific shop's menu and deliver it. If a customer wanted anything outside that menu — a forgotten key, a pharmacy pickup, a parcel drop-off — the platform had no answer. The customer opened a different app. The order went to a competitor. The fleet sat idle.
That gap has a name now. It's called a Custom Order, and it's the fastest-growing order type on platforms that offer it.
If you operate an ordering marketplace — a single restaurant, a ghost kitchen network, a multi-store chain, or a regional aggregator — and you've never enabled Custom Orders, here's what you're actually missing.
A Custom Order is an order placed without selecting a specific business from your marketplace. Instead of choosing from a menu, the customer defines the request themselves:
The delivery fee calculates automatically from the distance between the two addresses, multiplied by the per-kilometer rate the operator (that's you) sets in the admin dashboard. The customer sees the total before confirming. No quoting, no negotiation, no surprise charges.
From the driver's perspective, a Custom Order looks almost identical to a regular food order — pickup address, drop-off address, item list, total. From your operations perspective, it slots into the same dashboard as every other order. The whole point is that nothing new needs to be built or learned.
Three things converged to make Custom Orders viable as a product category — and inevitable as a customer expectation.
Most delivery fleets run hot at lunch and dinner and sit idle the other 16 hours of the day. Operators have already paid for the drivers, the dispatch, the insurance. Custom Orders fill the gaps without adding overhead. The marginal cost of one more errand is the cost of one more trip — nothing else.
Once a customer has an ordering app on their phone with their address saved and their payment on file, the mental jump from "I want lunch" to "I forgot my keys" is small. The friction of installing a separate errand app is much higher than the friction of using one they already trust.
A few years ago, every Custom Order required a manual quote from a dispatcher. Now mapping APIs and dynamic pricing engines calculate the fee instantly from the pickup-to-drop-off distance, so operators can offer the service at scale without staffing a quote desk.
Here's what happens, end to end, in under a minute:
When you enable Custom Orders on Ordering.co, you set three numbers in your admin dashboard:
The system enforces all three automatically, on every request, from every customer. Requests that violate them are blocked before the customer pays. You stay in complete control without touching anything after setup.
Custom Orders make sense if you already run a delivery operation — a fleet, a dispatch process, an ordering app. If those pieces exist, layering Custom Orders on top adds a new revenue stream without adding overhead.
They don't make sense if you're trying to start a delivery business with errands. The economics work because your fleet is already running. Standing up a fleet from scratch just to do errands rarely pencils out.
The sweet spot: any operator with an existing delivery fleet and idle capacity outside peak meal hours. Restaurants, ghost kitchens, dark stores, multi-brand chains, regional aggregators, white-label marketplaces.
A regular delivery order is placed from a specific business on your marketplace with that business's menu and pricing. A Custom Order has no specific business — the customer defines the pickup, drop-off, items, and value themselves, and the fee is calculated from distance. Both order types appear in the same dashboard and are managed the same way.
Do I need separate drivers for Custom Orders? +No. Custom Orders are dispatched to the same fleet that handles your regular orders. The whole economic case is that your existing drivers do these trips during gaps in their food-order schedule.
What if a customer requests something illegal or unsafe? +Custom Orders pass through the same Orders Dashboard as every other order, which means your dispatcher reviews the item list and can decline anything that violates your operating policy. The customer's payment is only captured when the order is accepted.
Will Custom Orders cannibalize my regular food orders? +No — they're additive, not substitutive. Customers who use your platform for errands plus food generate more total revenue per relationship than customers who only use it for food. The two order types fill different hours of the day and different needs in the customer's life.
How long does it take to enable Custom Orders on Ordering.co? +Under a minute. Toggle Custom Orders on in your Admin Dashboard, set your weight cap, per-km fee, and max distance, and the button appears on your storefront immediately. Most operators see their first Custom Order request within the first week.
No credit card. Full platform access. Cancel anytime. Toggle Custom Orders on, set your three guardrails, and watch the first request land this week.
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