About
We started because the platform our family restaurant used was taking a third of the bill.
Sellio Company operates a digital platform that connects customers with local restaurants, handling online ordering and coordinating delivery from the kitchen to the door. We have been doing it since 2019, from Chicago, Illinois.
- 1,840+
- Partner restaurants
- Independent kitchens and small local groups
- 12
- Cities served
- Across the Midwest and Great Lakes region
- 27 min
- Median delivery time
- Door to door, measured over the last 90 days
- 96.4%
- Orders on time
- Delivered inside the window quoted at checkout
Why we exist
A marketplace has to work for everyone in it
In 2018 the Halabi family restaurant on 18th Street was paying 31% commission, absorbing the refund every time a driver was late, and had no way to reach a person at the platform during service. The restaurant was busier than it had ever been and making less money than it had in a decade.
Sellio was built on the assumption that this is a solvable problem rather than the natural cost of convenience. The economics work if you keep delivery radiuses short, stop paying couriers as though waiting is free, and charge a commission that a restaurant can actually survive.
We are a smaller company than the platforms we compete with, and we intend to stay one for a while. Twelve cities, 1,840 restaurants, and a rate card that is printed on our own website is the whole strategy.
How we operate
Four rules we do not trade away
The restaurant keeps the relationship
Partners set their own menu, their own prices and their own hours. We do not hide a kitchen behind a house brand, and we do not launch virtual restaurants that compete with the people who pay us.
One rate card, published
Commission, delivery fees and courier pay are printed on this website. When a number changes, partners get 30 days of written notice before the change applies.
Couriers are paid for time, not only distance
Every courier is paid for waiting time at the counter. A slow kitchen is a scheduling problem for us to solve, not a pay cut for the person standing there.
Small radius, hot food
Most delivery zones stop at 2.5 miles. It keeps food at temperature, keeps couriers close to home, and keeps the promise we make at checkout honest.
History
Seven years, twelve cities
2019
Sellio starts in one neighborhood
Three founders, forty restaurants along 18th Street in Pilsen, and a shared spreadsheet standing in for a dispatch system.
2020
Pickup mode ships in eight days
Built during the first shutdown so partners could keep taking orders while dining rooms were closed. Pickup is still free for partners to use.
2021
Courier pay moves to a per-minute model
Waiting time at the restaurant became paid time. Median courier earnings rose 14% in the quarter after the change.
2022
Sellio Direct opens
Partners can put a Sellio-powered ordering page on their own domain and pay 6% commission instead of 14%.
2024
Live dispatch replaces batch assignment
Couriers are matched using real kitchen ticket times, which cut median delivery from 34 minutes to 27.
2026
Twelve cities, 1,840 partners
Growth stays deliberate. We open a new city only after at least 120 restaurants have signed on before day one.
Leadership
The people accountable for it
Every one of them spends two shifts a year riding with couriers or working in a partner kitchen. That rule has no exceptions, including for the founders.
Noor Halabi
Co-founder & Chief Executive
Ran the family restaurant on 18th Street for nine years before starting Sellio. Still answers partner escalations on Sunday nights.
Tomás Ferreira
Co-founder & Chief Technology Officer
Built dispatch software for a freight carrier. Believes an ETA you cannot explain is an ETA you should not show.
Ingrid Solberg
Chief Operating Officer
Leads city operations and courier experience. Joined from a grocery network where she managed 2,000 drivers.
Daniel Okonjo
VP, Restaurant Partnerships
Spent a decade in hospitality supply. Holds the rule that no partner is signed on terms we would not accept ourselves.
Mei-Lin Zhou
Head of Product
Designs the ordering flow around one question: does the customer know exactly what happens next?
Ravi Menon
Head of Trust & Safety
Owns refunds, food-safety escalation and courier incident response. Publishes a quality report every month.
Press
Media and speaking
For interviews, figures or a comment on delivery-sector policy, write to press@selliocompany.org. We answer press email within one business day.
“The only major platform that publishes its full rate card.”
“Growth measured in partner retention rather than downloads.”
“Per-minute courier pay is now the industry's most-copied idea.”