Assumption: 2UP initially serves independent restaurants, cafés and small hospitality businesses with their own ordering channel and customer tools. It is not yet a proven full POS, inventory suite or hotel property-management system.

Two services, three purchase choices: sell Core/Growth software subscriptions and custom design separately, with Scale as the quote route for groups or complex requirements. A client can buy the subscription with its included design, a standalone website, or custom design connected to a subscription.

Software offers · Custom design · GST/VAT · Renewals. All numbers below are recommended prices for now; publishing them and entering merchant agreements are separate actions.

On a phone, swipe the wider comparison and custom-project tables sideways to see every column.

Meaning of “backend” in these packages: custom design can cover customer, merchant, kitchen and other agreed dashboard screens, using the existing 2UP software. New server logic, an independently owned backend or full source-code handover needs a separate development quote. The subscription fee does not buy the CRM’s intellectual property.

Recommended standard subscription prices

Recommended list prices exclude applicable taxes and third-party usage. India outlets pay INR; UAE outlets pay AED. These are independently positioned regional prices, not live exchange-rate conversions. One outlet means one independently operated physical restaurant or service location; define virtual brands and shared kitchens in the quote.

What the market actually advertises

Published vendor pages checked 1 October 2026. Advertised prices and feature lists are evidence of positioning, not independent verification of quality. Offers, tax treatment and contracts can change; the products are not identical.

Why these prices: India already has inexpensive ordering products, so 2UP must earn a premium through branding, simple onboarding and reliable daily use. Dubai has AED 99 ordering and an established POS provider starting at AED 125/month equivalent on annual payment, alongside higher-priced branded ordering. AED 149 provides a credible entry; AED 299 must earn its fee through stronger customer tools. This positioning is my inference from the benchmarks, not measured willingness to pay.

Two fixed feature plans and Scale by quote

This is proposed packaging, not a statement that every feature is built. Publish a capability only after checking the real product. Growth automation/segmentation may require additional development. Security and correct payment handling belong in both plans.

• Orders: aim for unlimited ordinary restaurant orders with zero 2UP order commission. Confirm capacity first and publish any exceptional-volume terms before purchase; do not introduce undisclosed order overage charges.
• Menus and tables: include ordinary restaurant use; avoid unnecessary per-item or per-table fees. Specify media storage and file-size limits after measuring actual usage.
• Groups: use the relevant per-outlet plan as the starting point. Consider up to 10% off for 3+ outlets on one contract only when consolidated support reduces costs. Quote integrations, shared reporting and service commitments separately; do not automatically combine volume and annual discounts.
• UAE baseline: validate AED checkout, a supported UAE merchant gateway, addresses/phone numbers, English/Arabic storefronts and right-to-left display before promising them. Use merchant-approved menu translations; translation work is a separate service.

Monthly launch offers and standard renewal

Proposed introductory offer: ₹500 off each of the first three paid months in India; AED 50 off each of the first three paid months in the UAE. From month four, charge the standard monthly rate. The trial comes before these paid months.

Tax-inclusive totals below assume a registered supplier making a taxable domestic/local sale: 18% GST in India or 5% VAT in the UAE. They do not apply automatically to an India-to-UAE export invoice. See the tax section below.

Yearly billing: one month free, including renewal

Every annual term: pay for 11 standard months and receive 12 months of service, an 8.33% saving versus 12 standard monthly payments. The same proposed annual base price applies in the first year and at renewal; a later notified base-price change may affect future terms. Annual billing is prepaid and starts when the service is usable.

• Monthly launch-offer eligibility: first 30 new paid outlets in each country, or agreements made within 60 days of the public launch, whichever limit is reached first. Record the actual launch date before advertising a deadline; these are proposed limits, not a claim that seats have sold.
• One billing path: the three-month monthly launch discount and the annual rate cannot be combined. Each annual term already includes one month free. No automatic volume discount stacks with either path. Upgrades do not restart the introductory period; cancellation/rejoining does not create a second offer.
• Existing introductory customers: if they switch to annual billing, credit unused prepaid service and quote the balance explicitly. Do not automatically grant a second introductory discount.
• Trial: 14 days starting when menu and ordering are ready. Extend an unfinished pilot. Offer annual payment only after the merchant has tested the live product successfully.
• Price protection: lock the quoted standard base rate for the first 12 months of monthly service and for each paid annual term. The introductory discount still ends as stated. Future base-price changes require advance notice; tax changes follow the applicable law.

Setup fees and the founding offer

Assisted setup covers up to 150 menu items from a clean supplied sheet, supplied branding, an existing domain and a supported gateway, QR files and one remote training session of up to 60 minutes. Photography, writing, translation, hardware, travel and custom code are quoted separately. Gateway approval remains the provider’s decision.

A connected custom-design project already includes this basic setup, so do not charge it again. A setup waiver may accompany one software offer because it is a different service. Setup is not charged again at ordinary renewal.

Custom website, ordering page and operational screens

Recommended starting project fees: one brand and one outlet, supplied content/assets, mobile and desktop layouts, two consolidated revision rounds and the agreed handover. These are minimum scoped quotes, not unlimited custom development. The UAE designs support English/Arabic layouts using merchant-approved content; translation itself is extra.

All standard and launch project fees are before applicable tax; multiply standard India fees by 1.18 or standard UAE fees by 1.05 for the corresponding taxable local total. Launch prices use fixed discounts of ₹2,500/₹5,000/₹10,000 or AED 250/500/1,000. Offer: first 5 custom projects per country agreed within 60 days of public launch. Additional pages, brands, outlets, integrations and languages/content work need a quote.

Research context: Codelith Lab publishes a ₹24,999 restaurant website package. 800Website publishes UAE Business at AED 3,500 and payment integration at AED 2,500; One Bit Launch publishes an AED 3,500 informational restaurant site with a cart/payment store quoted separately. These advertised packages have different scope. The 2UP design prices above are my proposed commercial starting points, supported by these references and the need to fund delivery. [30–32]

• Connected ordering: either custom connected package requires a Core/Growth subscription. Choose the plan for its software features, not the visual style. A custom order page can be combined with Core if Core meets the operational needs.
• Website-only purchase: requires no 2UP subscription. The client may use their own hosting and maintenance. Adding 2UP ordering later requires a subscription and an agreed integration quote.
• Independent software: if the client wants their own server-side backend, new functionality or ownership of a complete codebase, quote discovery, development, security, deployment and maintenance as a separate project. Do not sell that as the ₹99,999/AED 9,999 screen-design package.
• Delivery payments: suggest 50% at start, 30% after design approval and 20% before launch/handover. Start software billing when ordering goes live, not while the custom site is unfinished.
• Scope and rights: name every page, flow, role and integration in the quote. Document domain/content ownership, design/source deliverables, licences and exit rights. The merchant keeps its supplied brand assets and data; 2UP’s shared software remains 2UP’s.
• Discount combinations: a fixed custom-project offer can accompany one software offer because they apply to different fees. Do not apply multiple discounts to the same fee. Include the first year’s promised custom support when checking the project margin.

Custom design: what renews and what does not?

The original design fee is not charged again at renewal. Subscription renewal pays for the software; optional custom-care renewal pays for the agreed custom work. Connected sites already receive platform hosting through the subscription, so do not sell a second standard hosting fee. Core platform security, backups and fixes remain included in the subscription.

Include 90 days of correction of defects in the delivered custom work. New designs/features and work beyond the annual care hours need prior quotes. If custom care is not renewed, the merchant may continue using the last delivered design; new maintenance is quoted. Offer the supported standard theme as a fallback if future platform changes require custom-interface work. Never cut off core security fixes or access to the merchant’s data because an optional design-care plan ended.

Should GST or VAT be included?

Recommendation: retain net base prices in the business quote and show the final tax-inclusive amount alongside them. India taxable domestic IT/software/design services generally attract 18% GST when supplied by the applicable registered supplier. UAE taxable local supplies generally attract 5% VAT from a VAT-registered supplier. These rates concern 2UP’s services, not the restaurant’s food or hotel-room tax rate. [27–28]

In the UAE, published taxable prices generally need to include VAT. The Executive Regulation permits clearly labelled tax-exclusive prices for registered customers and exports, with special treatment for reverse-charge supplies. Therefore use the VAT-inclusive total prominently on a public UAE price card, with the net amount and VAT breakdown underneath. [29]

Cross-border billing: a qualifying Indian export may be zero-rated and supplied under the applicable LUT/bond procedure without IGST. A VAT-registered UAE recipient may account for eligible imported services through reverse charge. Customer location alone does not determine either result; confirm the supplier entity, registrations, place of supply and export conditions before issuing the invoice. [27] [29]

Do not collect GST/VAT simply because the price card mentions it: establish the seller’s applicable registration and obligations first. Use applicable invoice/credit-note rules to calculate tax on valid discounted consideration. Record base fee, discount, taxable value, tax and payable total separately. Tax-inclusive examples are arithmetic, not a determination of the actual entity’s liability.

Renewal, cancellation and price-change policy

1. Monthly: charge the offer rate for the first three paid months, then the standard rate. Cancel before the next billing date to stop the next renewal; access continues to the paid period’s end.
2. Annual: every annual term includes one free month; the next term starts at the same proposed annual base price in the tables, subject to any properly notified later price change. Issue a renewal quote/invoice 30 days before expiry and reminders 14 and 3 days before expiry. Default to manual renewal; automatic payment requires the merchant’s opt-in and a supported payment mandate.
3. Price changes: no base-price increase during a quoted protected or prepaid period. For a later renewal, give at least 30 days’ notice on monthly plans or 45 days on annual plans and show the new net price, tax and final bill. These are proposed commercial notice periods, not a statement of statutory minimums.
4. Refunds: after a successful trial, annual payment is normally for the full term; disclose the policy before payment, including remedies for service failure and mandatory rights. Do not promise both a large annual discount and unrestricted monthly refunds. For custom projects, charge agreed completed work and handle any unearned advance under the written cancellation terms.
5. Late payment: suggest a 7-day grace period, then pause new orders rather than silently accepting orders the restaurant cannot manage. Allow existing orders to finish and retain read-only history/export for at least 30 days under the published retention policy.
6. At exit: keep domain ownership with the merchant, provide the agreed data/source/design handover and state which hosted services stop. Renew domain registrations and third-party licences at their disclosed provider cost, not as a repeated design fee.

Examples: a merchant chooses both services

India: custom ordering frontend launch fee ₹44,999 + first-year annual Growth ₹27,489 = ₹72,488 before tax, or ₹85,535.84 with 18% GST for the assumed domestic case. Year two: Growth ₹27,489 + optional storefront care ₹4,999 = ₹32,488 before tax, or ₹38,335.84 with 18% GST. Without optional care, the software renewal alone is ₹27,489 + applicable GST.

UAE: custom ordering frontend launch fee AED 4,499 + first-year annual Growth AED 3,289 = AED 7,788 before tax, or AED 8,177.40 with 5% VAT for the assumed local case. Year two: Growth AED 3,289 + optional storefront care AED 499 = AED 3,788 before tax, or AED 3,977.40 with 5% VAT. Without optional care, the software renewal alone is AED 3,289 + applicable VAT.

These totals combine distinct fees for comparison; the project fee is collected by milestones and the annual subscription begins at go-live. They exclude domain purchase/renewal, usage charges, hardware and extra scope. The basic assisted setup is already included.

Show the complete merchant bill

Bill = software + chosen services + third-party usage + applicable tax. “Zero commission” means 2UP takes no percentage of food orders. It does not mean payment processing, delivery or messages are free.

• Gateway: let the merchant contract with and pay its supported provider directly. Razorpay publishes standard 2% + GST pricing, with method/contract exceptions and promotions. Stripe UAE publishes 2.9% + AED 1 for domestic cards, with international/conversion extras. These are examples, not a promise that every restaurant qualifies for those rates. [20–21]
• WhatsApp/SMS: bill at disclosed provider rates or use the merchant’s own account. Meta pricing depends on destination market and message category; provider fees can be additional. Include an opt-in spending cap and usage alerts, not an unlimited-messages promise. [22]
• Domain and delivery: the subscription includes domain connection and hosting, not buying/renewing the domain, riders or courier charges.
• Tax: follow the GST/VAT section and show the final payable total. Use tax-inclusive public UAE prices where required. Confirm the invoicing entity and customer status; the FTA distinguishes resident and non-resident registration rules. [23]
• Custom services: keep scoped design/development charges separate from the recurring software fee and disclose any care renewal.