For most small businesses the best answer is both, each with a clear job. Delivery apps such as DoorDash, Uber Eats and Grubhub put your menu in front of a large audience, but they keep a commission on every order and the customer stays theirs. In-house delivery protects your margin and your customer list, but you have to bring in the orders yourself.
What the apps give you, and what they charge
Pros: a large audience that is already looking to order, discovery by new customers, ordering and payments already built, and, on plans that include logistics, couriers on demand. If you are starting out, that means immediate volume.
Cons: commissions on each order that vary by plan and by service (for example, with or without the app's own couriers), payment fees, monthly fees in some cases, promotion wars that squeeze prices, and the strategic point: the customer belongs to the app, not to you. You often do not get the customer's contact details, and competitors sit one tap away on the same screen. Check each app's current fee table for your area, and never assume a percentage you read in an article, including this one.
In-house delivery in practice
Pros: no commission, so your margin stays with you; a direct relationship (the customer is yours, so you can announce new items and build repeat orders); and freedom over prices and promotions.
Cons: you have to generate the demand with steady promotion, handle the orders (answering messages and calls) and solve the delivery (your own driver, drivers paid per trip, or pickup). The minimum setup is simple and free: WhatsApp Business or another messaging app with a catalog and quick replies, a digital menu with a QR code, and a local presence on Google Maps and Instagram.
The real math: profit per channel
Pick one item or one typical order and calculate the net profit on each channel:
- On the app: price − product cost − packaging − app commission − payment fee (if charged separately) − any delivery fee or promotion you subsidize − taxes;
- On your own channel: price − product cost − packaging − card or payment fee (see the guide on card reader or payment link fees) − delivery cost − taxes.
Here is a hypothetical example. Every number is made up for illustration and is not the fee of any app or provider. Replace them with your own.
| Line | Order through an app | Own channel, own delivery | Own channel, pickup |
|---|---|---|---|
| Order price | $30.00 | $30.00 | $30.00 |
| Food and packaging | −$10.00 | −$10.00 | −$10.00 |
| Commission (hypothetical 20%) | −$6.00 | $0.00 | $0.00 |
| Payment fee (hypothetical 3%) | $0.00 | −$0.90 | −$0.90 |
| Delivery cost | $0.00 | −$4.00 | $0.00 |
| What is left, before taxes | $14.00 | $15.10 | $19.10 |
In this example the app's commission is assumed to cover its payment processing and its couriers. Check your own plan, because some charge these separately. Many owners find that the same order leaves more money on their own channel, but how much more depends on your delivery cost: here, pickup leaves the most. Two practical conclusions:
- On the apps, your price has to absorb the commission. Many businesses list slightly higher prices on apps than on their own channel, but read your agreement, because some platforms have rules about menu pricing;
- Every customer you move from an app to your own channel raises your margin on every later order.
The hybrid strategy: the best of both
- Apps as your acquisition storefront: a short menu with your signature items, prices that absorb the commission, and excellent ratings;
- Your own channel as the home of repeat customers: the full menu, exclusive combos, personal service and a real advantage for ordering direct (a better price, a free extra or a loyalty program);
- Each channel with its own line in your books: track orders, revenue and margin by channel in a simple spreadsheet.
How to bring customers to your own channel, within the rules
Apps usually have terms against steering customers off the platform: a flyer in the bag saying "order direct" can get you penalized, so read the terms of the app you use. The way forward is to build a presence that customers find on their own:
- Branded packaging with your social media handles clearly visible. A happy customer will look you up;
- Polished Instagram and Google profiles, with a one-tap way to message or order and a clear benefit for ordering direct, announced on YOUR channels;
- A memorable experience: care, punctuality and a personal thank-you make people save your number;
- A loyalty program on your own channel ("every tenth order comes with dessert on us"), rewarding repeat orders where your margin is best.
Running your own deliveries
- Start small: pickup plus your own delivery in a short radius (you, or a regular driver at peak hours);
- As you grow: drivers paid per trip, through a courier-network service or local courier companies, so you pay only when there is an order. Before you put anyone on the road, check with your insurance provider and your local rules for delivery drivers;
- A delivery fee by zone (a neighborhood map with prices) and a minimum order, so you do not deliver at a loss;
- A realistic delivery window shown when the customer orders. A late order you warn about is good management; a late order in silence is a lost customer.
The bottom line: use the reach of the apps without depending on them, and treat every order as a chance to win a direct customer. Margin is built order by order, on the right channel.
Commissions, fees and rules vary by app, plan and location, and they change often. Confirm the current terms on each app's official partner pages before you decide. Informational content only, with no brand recommendation.
Frequently asked questions
How much do delivery apps charge restaurants?
Commissions vary by app, plan and whether you use the app's couriers, and they can take a meaningful share of each order. Check each app's current fee table for your area and build the full cost into your prices.
Is it worth leaving delivery apps?
Rarely all at once, because the apps bring new customers. A hybrid strategy usually works best: use the app as an acquisition storefront and move repeat customers to your own channel.
How do I set up simple in-house delivery?
Start with a messaging app such as WhatsApp Business with a catalog, local promotion on Google Maps and Instagram, and your own driver or a courier paid per trip. As volume grows, add a digital menu with online ordering.
