A 30% Delivery App Fee? How to Measure Its Impact on Restaurant Margins
Delivery apps make it easier for customers to find and order from restaurants. However, service fees, promotions, advertising, and other terms can affect how much a restaurant receives. The useful question is not only how many orders arrive, but how much remains after all costs are counted.
Is the Delivery App Fee Always 30%?
No single figure applies to every restaurant and every service. Fees may vary by platform, service type, commercial agreement, taxes, promotions, and policy changes. Review your merchant agreement and settlement reports before making a decision. The example below uses a 30% assumption only to demonstrate the calculation; it is not an official rate or a claim that every merchant pays the same amount.
For current terms, see the GoFood Merchant terms, Grab Merchant terms, and ShopeeFood merchant terms. Your commercial terms and merchant agreement remain the reference for fees that apply to your restaurant.
How to Calculate the Cost Impact
Use monthly sales data from your restaurant reports. The table below is a simple illustration before ingredient, labor, tax, other promotion, and operating costs:
| Component | Amount |
|---|---|
| Monthly sales through delivery apps | Rp100,000,000 (example) |
| Assumed platform fee of 30% | Rp30,000,000 (simulation) |
| Remaining before ingredient and operating costs | Rp70,000,000 (simulation) |
This amount is not profit. Use actual transaction and deduction reports to calculate the impact for each menu item or outlet.
Costs That Are Easy to Miss
- Promotions or discounts partly funded by the restaurant.
- Advertising budget within the app.
- Taxes, payment service charges, or applicable administrative fees.
- Extra time and ingredients needed to handle online orders.
- The opportunity to build an ongoing customer relationship when the restaurant cannot access customer data.
Why Do Restaurants Still Use Delivery Apps?
Customers already know the apps. They are used to choosing a restaurant, comparing menus, and ordering in a few steps. These channels can support discovery and delivery, but if every online order comes from one source, the restaurant has less control over the experience, promotions, and customer relationships.
An Alternative: Add Direct Ordering Through a Website
A website with an ordering flow lets customers order directly from the restaurant. Orders placed through the website do not incur the delivery-app commission that would apply to a transaction on that app, but other costs can still apply, such as online payment, delivery, website setup, and maintenance.
- A website can add another channel; it does not have to replace delivery apps.
- Customers need a clear reason to order directly, such as convenience or an offer that is actually available.
- The order flow should be short and comfortable on a phone.
- Compare the total cost of each channel, not just one commission component.
Checklist: Should You Reduce Your Reliance on Delivery Apps?
- Have you calculated all monthly deductions?
- Do most online orders come from one or two platforms?
- Are there repeat customers who could choose a direct channel?
- Can your website provide a clear experience or offer?
- Do you have a process for collecting customer data with permission?
If many answers are yes, test a direct channel gradually and compare its costs and results.
Read also: how to attract customers to a restaurant website.
Conclusion
Platform fees are one component to calculate for every sales channel. Use merchant reports rather than a general percentage to assess the impact. An owned ordering website can add a direct channel and reduce dependence, as long as you also consider its costs and customer experience.
