Owned vs aggregator
| Type | Examples | Who controls the experience |
|---|---|---|
| Owned | Mobile app, web ordering, in-store kiosk, call center | Your brand, your UX |
| Aggregator | Uber Eats, Rappi, PedidosYa | Marketplace app; your menu and offers inside it |
Menus per channel (and beyond)
Channels rarely need identical catalogs. Your app might carry the full menu; an aggregator might list a delivery-friendly subset; a kiosk might emphasize combos. Fire spark composes different menus per channel, and also per store, fulfillment type, or schedule — all rooted in the same POS sync, without standing up a separate integration per variation. That is the commercial sweet spot: strategic flexibility on what each surface sells, operational discipline on where item data comes from.Planning channel mix
| Question | Why it matters |
|---|---|
| Where do customers already find us? | Aggregators for discovery; owned channels for margin and loyalty |
| Which stores go live on which channels? | Not every location may be on every marketplace |
| Should this channel’s menu differ? | Fees, UX, and assortment strategy vary by surface |
| Do hours or fulfillment change the offer? | Breakfast hours or delivery-only items affect what you expose |
Related concepts
Menus
How catalogs are composed per context
Stores
Locations fulfilling channel orders
Orders
Purchases placed per channel