Most operators know delivery platforms are expensive. Few know how expensive.
Delivery apps can bring reach and convenience, but they also come with a serious margin trade-off. When a platform takes a percentage of every order, the cost grows with every basket. That means the more successful your delivery channel becomes, the more expensive it can get.
Why this matters
A commission of 25% to 35% may not sound dramatic at first glance, but on a busy restaurant operation it adds up quickly. On every order, part of your revenue is being handed to a third party before you have covered ingredients, labour, packaging, rent, and all the rest.
The real problem with marketplace commission
- You lose a percentage of every order, not just a flat admin fee.
- Higher-value baskets become more expensive to fulfil.
- You do not fully own the customer relationship.
- Repeat demand can stay dependent on the platform instead of your brand.
- Margin gets squeezed even when order volume looks healthy.
A simple example
Worked example
Inputs
- 100 delivery orders per week
- £30 average order value
- 30% marketplace commission
Steps
- Each order costs £9 in commission.
- At 100 orders per week, that is £900 per week.
- Across a year, that becomes £46,800.
That is £46,800 a year leaving the business in commission alone.
Now compare that with direct ordering and custom delivery
When orders come through your own site, the economics change. Instead of giving away a percentage of every b, you are usually working with a flatter delivery cost plus payment processing. That means you keep more of the value of the order, especially as basket size rises.
Marketplace vs direct
| Model | Typical cost per £30 order |
|---|---|
| Marketplace at 30% | £9.00 |
| Direct ordering with £4.80 delivery cost | £4.80 plus payment processing |
| Difference | Often several pounds saved per order |
Why direct channels matter beyond savings
This is not just about reducing fees. When customers order directly, your restaurant has more control over the brand experience, more visibility over demand, and a stronger foundation for repeat business. Over time, that can be more valuable than the saving on any one order.
What stronger dt ordering can unlock
- Better margins on repeat customers
- More control over promotions and pricing
- Less reliance on marketplace algorithms
- A stronger long-term customer relationship
- More flexibility in how delivery is handled
The question is not whether marketplaces are useful
For many restaurants, they are. The real question is how much of your delivery business should stay there, and how much could be moved to a more profitable direct channel over time.
See your own numbers
Every restaurant has a different order profile, average basket, commission setup, and delivery model. Use our calculator to compare marketplace commission against direct ordering with custom delivery, and get a clearer view of what those fees may be costing your restaurant.