Product presentation · Thailand · 2026
A controlled ordering workflow for food suppliers that turns natural LINE messages into catalogue-matched, correctly priced order drafts—ready for sales to review and confirm.
The operational gap
Restaurant customers naturally send shorthand, mixed languages, corrections, delivery notes, and partial product names. Supplier teams must turn every message into accurate operational data—usually by hand.
Product, quantity, unit, timing, and special instructions arrive in one conversational message.
Aliases, preferred products, pack sizes, and client prices depend on individual memory.
Ambiguity, missed changes, and retyping errors can reach customer service or the warehouse.
The Orderline product
Orderline keeps the customer’s familiar ordering channel while giving the supplier a structured, traceable workspace. It supports the sales team; it does not replace their commercial judgment.
How it works
A complete operational flow with a human-controlled decision at the point that matters.
Capture the raw customer message first, preserving the original source for auditability.
Identify candidate items, quantities, units, intent, delivery hints, and notes.
Match against the real tenant catalogue using deterministic product and alias rules.
Apply client-specific prices, units, pack constraints, and supplier delivery rules.
Surface ready, held, cancellation, change-request, and needs-review work in one queue.
Create the final order and structured internal handoff only after controlled confirmation.
The operator workspace
Sales sees a focused operational queue instead of searching chat history. Clear orders move forward; uncertain orders stay visible and held until a person resolves them.
2 items · Product choice required for “buffalo mozzarella”
4 items · Delivery Thursday · Client pricing applied
Designed for trust
The product deliberately separates language understanding from business decisions. That boundary makes automation useful without letting uncertain model output silently become operational truth.
Ambiguous or unmatched items remain held for review.
Prices come only from deterministic tenant and client rules.
Confirmation is a separate, explicit business action.
Raw intake and key workflow decisions remain traceable.
Product value
Convert chat evidence into structured draft lines for the team.
Surface product, unit, price, and delivery blockers before fulfilment.
Keep aliases, preferences, catalogue rules, and pricing in the system.
Send confirmed, structured order information to internal teams.
Operating economics
A 170-fold increase in clients raises the monthly running cost by roughly 3.6×. Every figure below is taken from live billing or modelled from measured system behaviour.
Per month for the complete system, running two fully independent environments.
Per month, as a planning figure. The modelled total is $257; the remainder is headroom.
Hosting, transactional email, and AI language processing combined.
Two full environments with backups carry the pilot today and a thousand clients after one upgrade.
Under half a cent of language processing per order, and only for the messages that need it.
Load testing puts throughput headroom several times above projected demand at a thousand clients.
Confirmation is deliberately a person’s decision. That is the cost that grows, and where leverage is planned.
Modelled on 22 ordering days a month, one order per client per ordering day, three AI-parsed messages per order, and one confirmation email per order—about 22,000 orders a month. Structured orders bypass language processing entirely and cost nothing to parse. Under deliberately conservative assumptions—five parsed messages per order, a managed database, and higher email volume—the upper bound is roughly USD 680 a month.
Current product stage
The full ordering workflow now runs in production. Real restaurant orders arrive through LINE, are reviewed and confirmed by sales, and reach fulfilment as structured orders—while the pilot expands restaurant by restaurant.
Running in production today
Live pilot focus
Orderline
Supplier-owned ordering infrastructure for the way restaurants already buy.