OrderBilly Acquires Smartendr and Takes Control of the Ordering App Market

The Ghent-based startup has acquired its main competitor in a strategic move to consolidate the highly fragmented ordering app market within the hospitality sector. Together, the two platforms now claim nearly 95% market share in Belgium.

The App Whose QR Codes Everyone Uses Without Knowing It. Launched nearly seven years ago to streamline ordering in the horeca sector, OrderBilly quickly evolved. From a simple SMS notification system, it has become a full digital platform, including kiosk software and staff management tools. The Ghent company has specialized in self-ordering, integrating with other systems such as POS, payment services, and loyalty programs.

OrderBilly’s app acts like a digital waiter: depending on the scanned QR code, it offers dynamic suggestions. Each customer sees a personalized version based on past orders and preferences. It also includes upselling features, suggesting seasonal drinks or larger portions.

Following its mergers with Dorst.app and Mobile.Menu in 2023, and then with SaylResto in 2024, OrderBilly has now acquired Smartendr. Founded in 2020 and serving 600 clients, Smartendr offers advanced menu customization and data analytics features.

Solution-Oriented... Solutions

The new entity maintains a business model based on monthly or annual licenses paid by hospitality operators. Together, the platforms processed over €175 million in transactions last year and now dominate 95% of the Belgian market.

The merged company promises to reduce customer choice-related stress and to help venues cut labor costs using the data collected. Hospitality and catering professionals who leverage the platform benefit from increased operational efficiency, improved margins, reduced administrative workload, and a better customer experience.

OrderBilly also stands out with innovative features like split payments, enabling shared transactions between various vendors at food markets for example.

Price War, Consolidation, And New Conquests

Beyond ordering and payment, OrderBilly focuses on data intelligence to support business decision-making. Its platform centralizes data from various systems to analyze performance, identify trends, and forecast activity. The company is also testing automated staff scheduling and addressing food waste reduction.

With the acquisition of Smartendr, OrderBilly believes it has eliminated local competition, having absorbed five startups while around thirty others disappeared. “The price war in Belgium is behind us,” said co-founder Robbrecht Delrue. The company now sets its sights abroad, starting with the Netherlands (already home to 30% of its clients), with France as the next target.