Selflane
Selflane is a privately held, cloud-based point-of-sale and restaurant technology platform founded in 2017 that serves independent and small-chain restaurants across 22 U.S. states and Canada with tiered subscriptions, commission-free online ordering, in-house delivery, and integrated hardware.
- Company typePrivate
- Founded2017
- HeadquartersAlbuquerque, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Selflane does
Selflane, founded in 2017 by Kevin Zhou and Charlie Liu and legally organized as Selflane, LLC, is a vertically-focused restaurant technology provider serving independent and small-chain restaurants across the United States and Canada. The platform is built around a mobile-first, cloud-based point-of-sale system with an integrated kitchen display, online ordering, loyalty, reservations, self-order kiosks, invoicing, customer-facing display, and — since a November 2025 nationwide rollout — in-house last-mile delivery. A modular pricing structure offers four subscription tiers (POS $29.99, Essential $79.99, Power $129.99, Premium $199.99 per month) plus add-on modules and transactional revenue from payment processing at 3.4% + $0.30 per transaction, gift cards (3%), and catering and alcohol orders (5%).
Under the hood, the platform uses Stripe for payments, Chowly for third-party delivery order aggregation (DoorDash, Uber Eats, Grubhub), 7Shifts for staff scheduling, and Star Micronics TSP143IV printers through the StarXpand SDK for hardware integration. Differentiated restaurant-specific capabilities include a color-coded KDS (purple/teal/green/orange by order channel), hold-and-fire course management, visual seating plan editor, US penny-rounding, table-side Tap to Pay on iPhone, and beta-stage QR-code ordering. Distribution combines a product-led self-serve signup with sales-assisted mid-market outreach, hardware-reseller partnerships, and a content/podcast marketing motion hosted by the co-founders.
The customer base consists of SMB and micro-business restaurants, with hundreds of locations across 22 U.S. states (New Mexico, Texas, California, Arizona, Massachusetts, Florida, New York and others) and Ontario, Canada. Go-to-market emphasizes cost differentiation against aggregators (commission-free delivery and online ordering versus the 15–30% charged by DoorDash, GrubHub, and Uber Eats) and breadth of an integrated stack versus fragmented point tools. The company operates with a 1–10 person team and has not publicly disclosed institutional funding.
Selflane firmographics
Firmographics- Name
- Selflane
- Legal name
- Selflane, LLC
- Website
- https://selflane.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Selflane is a privately held, cloud-based point-of-sale and restaurant technology platform founded in 2017 that serves independent and small-chain restaurants across 22 U.S. states and Canada with tiered subscriptions, commission-free online ordering, in-house delivery, and integrated hardware.
- Ownership category
- akta.pro rank
Selflane industry classification
Industry- Product category
- Restaurant Point-of-Sale and Operating Software
- akta.pro primary industry
- POS, SoftPOS & In-Person Acceptance Infrastructure (FSAGABAO)
Keywords
Where Selflane is headquartered
LocationHeadquarters
- HQ city
- Albuquerque
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Selflane business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure, Supply Chain
Revenue model
- POS Software Subscriptions: Monthly subscription fees for POS software tiers ranging from basic order management to premium features. Pricing tiers: POS ($29.99/month), Essential ($79.99/month), Power ($129.99/month), Premium ($199.99/month). Recurring revenue model with monthly billing.
- Payment Processing: Transaction fees of 3.4% + $0.30 per transaction for card payments. Revenue generated from each payment processed through the platform.
- Add-on Feature Sales: Additional fees for optional features: Drive-Thru System ($30/location/month), Customer Facing Display ($10/location/month), Basic Loyalty ($30/location/month), Advanced Loyalty ($120/location/month), Waitlist ($0.10/item), Texting Receipts ($0.03/item), Digital Gift Cards (3%)
- Third-party Integration Fees: Fees for integrations including Chowly ($30/location/month) and 7Shifts ($60/location/month) for staff scheduling
- Gift Card Sales: 3% fee on gift cards sold through the platform
- Catering Orders: 5% fee on catering orders processed through the platform
- Alcohol Sales: 5% fee on alcohol sales processed through the platform
- Online Ordering: Commission-free online ordering platform - no commission charged to restaurants for delivery orders. Revenue is derived from payment processing fees on these transactions.
- Website Suite: $50 per location monthly for professional website with menu showcase, online ordering, and reservation management
- Invoice Processing: $2 per invoice sent for estimate and invoice sending with tax calculation and customer portal
- Delivery Service: Proprietary delivery service offered nationwide, differentiated by not charging restaurants commission on delivery orders unlike competitors like DoorDash and Grubhub
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | POS - Basic package with core order management |
| Subscription | Monthly | Essential - Mobile-first with customer engagement features |
| Subscription | Monthly | Power - Enhanced engagement with reservations |
| Subscription | Monthly | Premium - Full suite with self-order and advanced loyalty |
| Freemium | Pay-as-you-go | Online Ordering - Commission-free platform |
| Transaction based/ take rate | Pay-as-you-go | Payment Processing - Standard card processing rates |
| Subscription | Monthly | Add-on: Drive-Thru System |
| Subscription | Monthly | Add-on: Customer Facing Display |
| Subscription | Monthly | Add-on: Basic Loyalty |
| Subscription | Monthly | Add-on: Advanced Loyalty with Email Marketing |
| Unit Pricing | Pay-as-you-go | Add-on: Waitlist |
| Unit Pricing | Pay-as-you-go | Add-on: Texting Receipts |
| Transaction based/ take rate | Pay-as-you-go | Add-on: Digital Gift Cards |
| Subscription | Monthly | Add-on: Website Suite |
| Subscription | Monthly | Integration: Chowly (Third-party Online Orders) |
| Subscription | Monthly | Integration: 7Shifts (Staff Scheduling) |
| Transaction based/ take rate | Pay-as-you-go | Invoicing - Estimate and Invoice Sending |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels7 records
Selflane product offering
Product offeringCore offering
Selflane provides a cloud-based, mobile-first point-of-sale (POS) platform for restaurants, complemented by a commission-free online ordering system, kitchen display systems, customer loyalty programs, and a nationwide in-house delivery service. The platform is sold as tiered subscriptions plus per-transaction payment processing fees, with modular add-ons such as reservations, self-order kiosks, website suite, waitlist, gift cards, and invoicing. Target buyers are independent and small-to-medium restaurant operators across the United States and Canada.
Product overview
Selflane is a restaurant technology company offering a modular POS platform with tiered subscription plans (POS, Essential, Power, Premium) plus add-on modules. The core offering combines a point-of-sale system with online ordering (commission-free), kitchen displays, loyalty programs, reservation systems, self-order kiosks, and delivery services. The platform integrates with third-party services including Chowly for multi-platform online ordering, 7Shifts for staff scheduling, and payment networks (Visa, MasterCard, Discover, Amex), plus Apple Pay and Google Pay. Additional products include website suites, invoicing, waitlist management, gift cards, and visual seating management. The company also operates a Restaurant and Tech Podcast and offers a KDS app called Selflane Displays as a standalone product.
Differentiator
Problem solved
Functional benefit
Products and services
- Selflane POS Mobile-first, cloud-based point-of-sale system for restaurants enabling order placement, payment processing, split checks, clock-in/out, basic back-office management, and modular add-ons including loyalty, kitchen displays, reservations, self-order kiosks, invoicing, and gift cards.
- Online Ordering Platform Commission-free online ordering platform that allows restaurants to accept orders through their own websites without paying per-order commissions to third-party aggregators.
- Selflane Displays (Kitchen Display System) Standalone Kitchen Display System app for iOS and Android that replaces paper tickets with a real-time color-coded order grid organized by order type (dine-in, pickup, delivery, drive-thru) with timers and channel filters for kitchen staff.
- Delivery Service Proprietary in-house delivery service available nationwide across all U.S. states, enabling merchants to fulfill delivery orders directly without paying commissions to DoorDash, GrubHub, or Uber Eats.
- Website Suite Professional restaurant website service that showcases menus, accepts online orders, and manages reservations, priced at $50 per location monthly.
- Invoicing Estimate and invoice creation and sending tool with email delivery, PDF attachments, branding, tax calculation, and customer portal, priced at $2 per invoice sent with online payment processing via Stripe.
Quantifiable outcome
- Commission-free delivery service saves restaurants the 15-30% commission charged by third-party platforms
- +2 more outcomes
Companies that use Selflane
Customer profileNamed customers15 records
Segments4 records
Ideal customer profiles2 records
Selflane technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature12 records
Selflane partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Star MicronicscoreStrategic partnership with Star Micronics for standardized TSP143IV thermal receipt printer integration using StarXpand SDK. This partnership streamlined printer integration, simplified installations, and reduced recurring support issues for Selflane's POS deployments across restaurant environments.
- 7ShiftscoreIntegration partnership for staff scheduling and labor cost management. Enables restaurants to manage team schedules, sync sales data for labor forecasting, and handle larger teams or multiple locations from a unified platform.
- StripecorePayment processing partner for credit card, Apple Pay, and Google Pay transactions. Stripe Checkout enables online payment processing for invoices with 3.4% + $0.30 per transaction.
- ChowlycoreIntegration partner that syncs orders from third-party delivery platforms (Grubhub, UberEats, DoorDash) directly to Selflane POS, enabling seamless kitchen printing and order management. Priced at $30 per location monthly.
- Pony PackagingminorPartnership with Pony Packaging, a global leader in paper products, to offer thermal receipt paper at discounted rates. Provides 5% discount code (SELF5) for Selflane customers and creates direct manufacturer relationship to lower costs.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Selflane competitors and assessment
Company assessmentBroad incumbents
- Toast: Largest US restaurant POS platform, offering POS, online ordering, delivery, loyalty, payroll, and capital. Directly overlaps Selflane's core POS + online ordering + delivery + loyalty modules but at vastly greater scale and capital.
- Square for Restaurants (Block): Block's restaurant-focused POS with integrated payments, online ordering, and delivery management. Comparable SMB-targeted all-in-one model with broader fintech ecosystem.
- SpotOn: Restaurant and SMB software platform combining POS, online ordering, reservations, loyalty, marketing, and payment processing. Overlaps directly on POS, ordering, loyalty, and marketing modules.
- Lightspeed Restaurant: Cloud POS for full-service and quick-service restaurants with online ordering, delivery, and loyalty. Part of broader Lightspeed commerce platform serving multiple verticals.
- Clover (Fiserv): POS and payments platform from Fiserv with restaurant configuration, online ordering, and integrated hardware. Competes at the SMB and mid-market restaurant POS layer with significant distribution via banks and ISOs.
Direct peers
- TouchBistro: iPad-based POS built specifically for restaurants, with online ordering, reservations, and loyalty. Closest peer in terms of size, restaurant-only focus, and SMB/independent restaurant target market.
- ChowNow: Commission-free online ordering platform for independent restaurants. Closest peer to Selflane's online ordering and delivery wedge, with the same value proposition of bypassing DoorDash/UberEats commissions.
- Menufy: Commission-free online ordering and marketing platform for restaurants. Competes head-to-head with Selflane's online ordering module targeting independents and small chains.
- Olo: Restaurant ordering platform providing direct online ordering, delivery, and catering for enterprise chains. Overlaps with Selflane's online ordering and commission-free delivery positioning at the larger end of the market.
Emerging players
- Otter (by Toast): Commission-free online ordering and delivery management platform, originally standalone and now part of Toast. Competes directly with Selflane's commission-free ordering value proposition for restaurants.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Selflane social profiles
Digital presenceSelflane financial estimates
Financial estimateRevenue estimate
Valuation estimate
Selflane leadership team
Management profileNumber of profiles
Profiles2 records
Selflane funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Selflane M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Selflane
What does Selflane do?
Selflane provides a cloud-based, mobile-first point-of-sale (POS) platform for restaurants, complemented by a commission-free online ordering system, kitchen display systems, customer loyalty programs, and a nationwide in-house delivery service. The platform is sold as tiered subscriptions plus per-transaction payment processing fees, with modular add-ons such as reservations, self-order kiosks, website suite, waitlist, gift cards, and invoicing. Target buyers are independent and small-to-medium restaurant operators across the United States and Canada.
Is Selflane a public or private company?
Selflane is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Selflane founded?
Selflane was founded in 2017. It employs 1 to 10 people.
Where is Selflane based?
Selflane is headquartered in Albuquerque, United States, in the North America region.
How does Selflane make money?
Eleven revenue lines are on record. POS Software Subscriptions are the primary driver. The others are payment Processing, add-on Feature Sales, third-party Integration Fees, gift Card Sales, catering Orders, alcohol Sales, online Ordering, website Suite, invoice Processing and delivery Service.
Who are Selflane's main competitors?
Broad incumbents on record are Toast, Square for Restaurants (Block), SpotOn, Lightspeed Restaurant and Clover (Fiserv). Direct peers are TouchBistro, ChowNow, Menufy and Olo. Otter (by Toast) is listed as an emerging player.
Does Selflane have an API?
Yes. Selflane offers APIs as part of its platform services. The company references APIs (application programming interfaces) and application programming interfaces as part of its Services definition, which includes Selflane's APIs. Specific API types (REST, GraphQL), authentication methods, rate limits, and versioning are not detailed in the available sources. Developer documentation is at docs.selflane.com.
What industry is Selflane in?
Selflane's product category is Restaurant Point-of-Sale and Operating Software. Its primary akta.pro industry code is FSAGABAO, POS, SoftPOS & In-Person Acceptance Infrastructure.