Revenue growth · 7 min read
Delivery apps rent you guests. Direct channels let you keep them.
How to balance aggregator reach with commission-free ordering, first-party guest data, and loyalty you own.
In this article:
01
Do the commission maths per order
Marketplace commissions commonly range from 15% to 30% of the order value, before promotions the platform asks you to fund. On a 20 USD order with a 30% food cost, a 25% commission leaves 9 USD to cover packaging, labour, and overhead. Calculate net margin per channel before deciding how hard to push each one.
02
Use aggregators for discovery, not dependency
Marketplaces are good at introducing new guests, especially for delivery-first concepts and cloud kitchens. The risk is when they become the only channel. Treat them as paid acquisition: know what a first order costs you and design a reason for that guest to order direct next time.
03
Make direct ordering the easier path
Direct channels win when they are at least as convenient as the app: a fast mobile menu, saved details, clear delivery times, and a reason to choose you directly, such as a loyalty reward or an item only available in-house. Put the QR code and link in the bag, on the receipt, and on the table.
04
Own the guest record
A direct order gives you the name, order history, and consent to communicate. That first-party data powers relevant invitations, allergy notes, and loyalty. It must be collected with consent and used for a clear purpose; data sovereignty is a competitive advantage only when guests trust how you handle it.
05
Track the channel mix monthly
Measure share of orders and share of margin by channel, repeat rate for direct guests versus marketplace guests, and cost per acquired guest. The goal is not to leave the aggregators. It is to shift repeat demand to channels where you keep the margin and the relationship.
Put this into practice
- Calculate net margin per order for each channel
- Add a direct-order QR code to every delivery bag
- Offer one direct-only reason to reorder
- Report channel mix and direct repeat rate monthly
Journey context
This article supports the Discover stage
Explore the complete journey to see how this decision connects with the guest experience and the next team handoff.
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