Commission Prices: For instance, many restaurants reported paying huge commissions on every order they receive from UberEats, Doordash, GrubHub, Postmates and other third party apps. Let’s imagine your restaurant is running lean and mean at 50% of cost. For a $10 order, that’s $5 in food and labor costs. Include the 30% commission due to the 3rd party app; you’ve made $2 and spent $8.
However, you still have account expenses such as utilities, rent, food waste and employee expenses. Based on the above commission, you’re lucky if you make a penny.
Ultimately, you should never pay any commission unless it is a delivery order and you do not have your own driver. If a customer is picking up – can you justify the third party apps’ huge commission for just marketing? Paying commissions on pick up orders should not be encouraged, especially for regular customers order repeatedly (because your food is delicious) several times.
If you deliver and have drivers–this is no brainer. Just promote your online ordering with delivery to new and current customers to increase your brand’s value. In case if you don’t deliver, you may need help of third party delivery – you should consider having a separate menu for your delivery with increased pricing to cover the cost of commissions.
If the phone company took 15%, 20%, or 30% every time you took an order over the phone, you would have stopped taking phone orders a long time ago. No matter which third-party marketplace you’re on, take measures to preserve your margins.
Additionally, there is so much value in owning your own customer’s information, so that you can encourage them to order directly from you and not pay marketplace fees time and time again, especially for non-delivery customers.
One of the most important components of successful restaurant branding is understanding your customers and their behavior. Who are your regular customers that visit your restaurant or place online orders? What do they look for and what items they like? Why do they choose to order from your restaurant over a competitor’s?