How UK takeaways can cut delivery-app commission with direct ordering
Delivery apps are a good way to be found, but they charge a commission on every order. For many takeaways that cost is the biggest line after food and wages. Here is how direct ordering helps, with the maths shown so you can check it against your own statements.
1. What delivery apps really cost
The commission rate depends on your agreement and the service you use, so look at your own statement. The arithmetic is simple: every £1,000 of orders that moves from an app charging 18% to your own ordering page saves £180 in commission.
Worked example (assumptions in bold)
If your app fee is 18% and £2,000 of orders a month move to your own ordering website, that is £360 less commission.
Our ordering website costs £20 a week, about £87 a month. Net saving: about £273 a month.
Your figures will differ. Not every customer will switch, and the saving depends on how many do.
2. Own your customer relationship
When customers order through a delivery app, the platform usually keeps the customer relationship. With direct ordering you hold the details yourself, so you can message customers you have permission to contact.
3. Bring customers back with SMS and email
Once you have permission to contact customers, a text with your own business name as the sender, offering something for a quiet night, is a low-cost way to bring them back. Our SMS marketing is from 4p per message. Marketing messages need valid consent and an opt-out, and we help you set that up.
4. Make sure customers know
Direct ordering only works if customers know about it. Put your ordering website on your menus, flyers, social pages and Google listing, and mention it when customers phone.
Want to see what direct ordering would save you?
The calculator gives an estimate based on the figures you enter.