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Fire spark models your operation as a merchant connected to sales channels. Menus are rooted in your POS or RMS and composed per context (channel, store, fulfillment, schedule); orders flow back. These concepts are the vocabulary commercial and marketing teams share with product and operations.

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How the pieces connect

Merchant
├── Stores          (where you operate)
├── Channels        (where customers order)
├── Menus           (what you sell)
│   ├── Categories
│   └── Products
├── Orders          (what customers bought)
└── Fulfillment     (how orders complete)

Brands — optional, for merchants running multiple brands
CMS — optional, structured marketing content per entity
Most merchants start with stores, channels, and menus. Brands only matter when one legal entity sells under more than one brand name.

Stores

Physical locations tied to your operation

Channels

App, web, kiosk, and aggregators

Menus

Catalog synced from your POS or RMS

Orders

Purchases across every channel

Categories

How menus are grouped for customers

Products

Items, pricing, modifier groups, and modifiers

Fulfillment

Pickup, delivery, and dine-in rules

Brands

Multiple brands under one merchant (advanced)

CMS

Marketing templates for brands, stores, and catalog