The Big Greek Café, the Maryland-based fast-casual chain founded in 2009, has selected Deliverect and Thanx to overhaul its digital ordering and guest-loyalty infrastructure across all U.S. locations, the companies said Tuesday. The move consolidates first-party and third-party ordering, courier dispatch, and loyalty onto a single integrated stack — replacing a patchwork of siloed systems the brand said was consuming operator time and undermining the guest experience.
The Technology Stack
The deployment centers on three Deliverect modules. The Commerce API powers ordering on The Big Greek Café's own mobile app and website, handling menu management across locations with differing hours, pricing tiers, and fulfillment configurations. The platform supports nested modifiers, size-based pricing, dayparted menus, and automatic prep-time adjustments during peak periods — capabilities that become operationally critical as multi-unit brands scale. Deliverect Dispatch routes delivery orders placed on the brand's own channels to couriers automatically, removing the need for market-by-market courier negotiations or marketplace invoicing. A third-party order aggregation layer syncs menu updates — price changes, limited-time offers, item removals — once, pushing them simultaneously to all sales channels including third-party marketplaces, where orders flow directly into the point-of-sale. The combined infrastructure runs on more than 550 POS systems.
Thanx supplies the guest-facing loyalty and marketing layer. Rather than requiring a separate enrollment step, the platform embeds loyalty recognition at checkout, building purchase history from a guest's first order. Automated marketing campaigns use that transaction data to drive repeat visits, and the platform offers targeted rewards in place of blanket discounts — a structure designed to improve frequency without eroding margin.
"We were spending too much time fixing menus and working around problems instead of taking care of guests," said Niko Kontos, Chief Operating Officer of The Big Greek Café. "Deliverect and Thanx give us a digital ordering platform we can rely on and a loyalty program that is part of the experience, so a first visit turns into a second and a third."
Why Operators Are Integrating
The Big Greek Café's technology overhaul reflects a broader shift in the fast-casual segment, where operators are consolidating fragmented digital infrastructure to protect direct-channel revenue and reduce dependence on third-party marketplace economics. Independent loyalty apps and separate ordering platforms create friction that suppresses enrollment and repeat-visit rates — a problem restaurant technology platforms have increasingly targeted with unified commerce solutions.
Deliverect, which serves more than 85,000 restaurant locations globally and processes 30 million API calls daily, positions the combined offering as an enterprise-grade alternative to marketplace-led distribution. Thanx, headquartered in San Francisco and founded in 2011, focuses specifically on restaurants and contends that loyalty embedded in the ordering flow outperforms bolted-on rewards programs in both enrollment rate and frequency lift.
"The Big Greek Café has spent more than 15 years earning repeat visits the hard way, one guest at a time," said Zach Goldstein, Founder and CEO of Thanx. "When loyalty is built into the ordering experience instead of bolted onto it, more guests join, more of them come back, and the brand doesn't have to buy that frequency with discounts."
Network Rollout Ahead
The full deployment across The Big Greek Café's U.S. network is scheduled to launch imminently, the companies said, without disclosing a specific location count or contract value. The chain, which operates across Maryland and Virginia, has signaled ambitions for broader national expansion. For operators and foodservice technology investors tracking consolidation in the restaurant commerce space, the deal illustrates how mid-size regional brands are adopting enterprise-class digital infrastructure previously associated with national chains — a segment Deliverect and Thanx have both identified as a growth priority.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
