Delivery apps or your own ordering site? Run this math first

This is not an either-or decision. The two channels do different jobs, and the useful question is which orders belong on which.

What the marketplace apps cost

The big delivery apps typically charge a commission on each order, commonly somewhere between 15 and 30 percent depending on the plan you choose, and higher tiers buy you more visibility in the app. On a 30 dollar order at 25 percent, that is 7.50 before food, labor and packaging.

What your own ordering costs

A direct ordering system usually charges a flat monthly fee or a small per-order fee, plus normal card processing. On the same 30 dollar order that is often a dollar or two. If you offer delivery, you can use your own drivers or a flat-fee dispatch service, and many restaurants pass part of that fee to the guest.

What the apps do well

Discovery. People who have never heard of you open an app hungry and find you. Treat the commission as a marketing cost for a first order. It is a bad deal only when you keep paying it for a guest who already knows you.

The strategy that works

• Stay on the apps for reach, on the lowest tier that still gets you seen.
• Make direct ordering the obvious choice for regulars: a link on your website and your Google listing, a card in every bag, a loyalty reward that only works on direct orders.
• Check the app's terms before pricing your menu higher there. Rules on this vary.

What to look for in an ordering system

• Orders go straight into your POS. No tablet to watch and no retyping during a rush.
• Menu changes sync in one place. Mark an item sold out once, everywhere.
• You own the guest data. Names and emails of people who order direct are the whole point.
• Clear pricing. Flat fee or per-order fee, and who pays the card processing.

Tell us which POS you run and we will point you to ordering systems that connect to it cleanly.