Delivery apps have brought restaurants a large number of new customers. But every order through them has a price β the commission. The problem is that this price doesn’t show up on a single invoice; it’s quietly deducted from every payout.
Let’s calculate it.
How delivery platform commission works
The platform takes a percentage of the order value. How much depends on the contract. In conversations with restaurant owners and in public sources, the figure most often mentioned is 20β30%, and the percentage depends on:
- Who does the delivery β when the platform sends its own courier, the commission is as a rule higher than when you deliver yourself.
- Exclusivity β some platforms offer a lower percentage if you’re only on their app.
- Marketing β featured placement in the app, and promotions and discounts the platform runs, are often charged separately or shared with the restaurant.
Look at your contract and your latest payout. Divide the total commission by the total turnover β that’s your real percentage.
The math: what commission costs per month and per year
Example with an average order of 2,000 RSD and a commission of 25%:
| Orders per month | Turnover via the platform | Commission per month | Commission per year |
|---|---|---|---|
| 30 | 60,000 RSD | 15,000 RSD | 180,000 RSD |
| 60 | 120,000 RSD | 30,000 RSD | 360,000 RSD |
| 100 | 200,000 RSD | 50,000 RSD | 600,000 RSD |
| 150 | 300,000 RSD | 75,000 RSD | 900,000 RSD |
For comparison: your own ordering website on Restoran Pilot costs 3,000 RSD per month (36,000 RSD per year) β regardless of the number of orders, with 0% commission.
At 60 orders a month, the platform commission for one month is almost equal to a full year’s subscription to your own website.
Enter your own numbers in the savings calculator.
Why 25% commission isn’t “just” 25%
Commission is calculated on turnover, not on profit. That’s the key point.
Take an order of 2,000 RSD. If ingredients, packaging, labour and overheads cost you, say, 1,500 RSD, your profit is 500 RSD. A 25% commission is also 500 RSD.
| Direct order | Via the platform (25%) | |
|---|---|---|
| Order value | 2,000 RSD | 2,000 RSD |
| Costs (example) | 1,500 RSD | 1,500 RSD |
| Commission | 0 RSD | 500 RSD |
| What you keep | 500 RSD | 0 RSD |
The figures are illustrative β your margin may be higher or lower. But the principle holds: with a lower margin, the commission can eat the entire profit on an order. That’s why many restaurants charge more in the apps than in the restaurant.
What platforms do well (and why you shouldn’t switch them off)
Let’s be fair β platforms give you something your own website can’t right away:
- New customers who browse the app and don’t know about you.
- Couriers, if you don’t have your own delivery.
- Trust β the customer already has an account and a saved card.
That’s why “platform or website?” is the wrong question. The right question is: how many of your regular customers are still paying commission, even though they’d happily order directly?
Strategy: platforms for new customers, your website for regulars
A customer ordering for the third time already knows you. They don’t need the app to find you β they need a reason to order directly. Give them one:
- A lower price directly. If app prices are higher because of the commission, on your website the customer pays the real price. That’s the strongest argument.
- A promo code for the first direct order. E.g.
DIRECT10β 10% off. For you that’s still far cheaper than the commission. - A flyer or sticker in the packaging with a QR code to your website (if your platform contract allows it).
- A link on Instagram, Facebook and your Google profile β pointing directly to your website, not to the app.
- Combo deals that exist only on your website.
- Fast, simple ordering β if your site is more complicated than the app, the customer goes back to the app.
More ideas in 12 ways for a restaurant to get more online orders.
How much you can save
Say you have 100 orders a month through platforms and manage to move 30% of regular customers to your website. That’s 30 orders Γ 2,000 RSD Γ 25% = 15,000 RSD less commission per month, or 180,000 RSD per year β against a website cost of 36,000 RSD per year.
And if you also handle delivery yourself, see what your own delivery costs.
Conclusion
Commission is the price of access to new customers β and that’s fine. But regular customers shouldn’t cost you 20β30% of every order. Your own ordering website is a way to keep that money while still using the platforms as a growth channel.
Frequently asked questions
What commission do Wolt and Glovo charge restaurants?
The exact percentage depends on the contract and isn’t published for each restaurant. Restaurants most often report a range of 20 to 30% of the order value, and the percentage is usually higher when the platform also handles delivery. Marketing and featured placement in the app may be charged on top.
Should I raise my prices on Wolt and Glovo?
Many restaurants do this to cover the commission, which is legitimate if the contract allows it. The result is that the same food costs more in the app than directly from you β which is a good argument for customers to order from your website.
Is it better to leave the delivery platforms completely?
For most restaurants, no. Platforms bring new customers who otherwise wouldn’t find you. The best strategy is a combined one: platforms for new customers, your own website for regulars.
How do I move customers from Wolt to my own website?
The most effective way is through the packaging: a flyer or sticker with a QR code and a promo code for the first direct order. Respect the terms of your platform contract β some platforms restrict direct advertising inside their orders.
Restoran Pilot
Your own ordering website β 3,000 RSD per month, 0% commission
Customer website, delivery zones, promo codes, kitchen display and admin panel. Hosting and support included.