Platform prices need to be higher than in your restaurant - that's not greed, it's math. Delivery platforms charge 15-30% commission, plus extra packaging costs. Without a price increase, you'll earn less or lose money on every order.
Why platform prices always need to be higher
Many restaurant owners think: "I'll set the same prices on Deliveroo as in my restaurant." That's an expensive mistake. Your extra costs are:
- Platform commission: 15-30% of your order value
- Packaging costs: €0.50-€2.00 per order
- No tips: staff earns less
- Payment fees: extra transaction costs
⚠️ Note:
If you use the same prices, you'll earn 20-35% less per dish. With a 30% margin, you'll have almost nothing left.
Calculate your break-even platform price
Your break-even price is the minimum to earn as much as in your restaurant. The formula:
Platform price = (Restaurant price + Packaging costs) / (1 - Platform commission%)
💡 Example:
Pasta carbonara in your restaurant: €16.50
- Platform commission: 25%
- Packaging costs: €0.80
Break-even platform price: (€16.50 + €0.80) / (1 - 0.25) = €23.07
You need to charge at least €23.07 to earn the same.
Different commissions per platform
Not every platform charges the same. Common commissions:
- Deliveroo: 13-35% (depending on contract)
- Uber Eats: 15-30%
- Just Eat: 20-35%
- Own delivery via platform: 10-15%
The lower the commission, the less you need to mark up. But don't forget packaging costs - they're always there.
💡 Example commission difference:
Margherita pizza restaurant price: €12.00
- At 15% commission: €14.82 platform price
- At 30% commission: €18.29 platform price
Difference: €3.47 per pizza
Don't forget packaging costs
Packaging seems small, but adds up quickly. Average costs per order:
- Meal containers: €0.15-€0.40 per unit
- Sauce containers: €0.05-€0.10 per unit
- Cutlery and napkins: €0.10-€0.20
- Bags and stickers: €0.05-€0.15
With an average order, you'll spend €0.50-€2.00 on packaging. You need to pass this on.
⚠️ Note:
Packaging costs are often higher than you think. Track what you spend for a month and divide by number of orders.
Psychology of higher platform prices
Customers accept higher prices on platforms. They know delivery costs extra. Research shows:
- 85% expect higher prices on delivery platforms
- An average 15-25% markup is considered normal
- Prices that are too low can even raise suspicion
So don't be afraid to adjust your prices. It's logical and expected.
💡 Example price perception:
Burger in restaurant: €14.50
- Platform price: €18.50
- Customer thinks: "Makes sense, delivery costs extra"
A 27% markup is perceived as normal.
Different strategies for different dishes
Not every dish needs the same markup. Think strategically:
- Popular dishes: Lower markup (volume compensates)
- Premium dishes: Higher markup (customer expects this)
- Sides and drinks: Higher markup (easy margin)
This way you optimize your average order value and margin at the same time.
How do you calculate the right platform prices?
Gather your costs
Note your restaurant price per dish, the platform commission (check your contract), and add up your packaging costs from an average order. Divide packaging costs by number of dishes per order.
Calculate break-even price
Use the formula: (Restaurant price + Packaging costs per dish) / (1 - Platform commission%). This is your minimum to earn as much as in the restaurant.
Test and optimize
Start with break-even prices and monitor your orders. Gradually increase popular dishes by €0.50-€1.00 to improve your margin. Watch order frequency.
✨ Pro tip
Calculate your platform prices with an app like KitchenNmbrs that automatically factors in commissions and packaging costs. This way you immediately see if each dish remains profitable.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
How much markup is normal for delivery platforms?
An average 15-30% markup is perceived as normal by customers. This compensates for platform commission and packaging costs without being off-putting.
Should I use different prices per platform?
Yes, that can be smart. Platforms with lower commissions can get lower prices. Just be aware that customers can compare.
What if my competitor is cheaper on the platform?
Check if they're actually profitable. Many restaurants lose money on platforms due to prices that are too low. Focus on your own numbers, not your competitor's.
Can I charge packaging costs separately?
Technically yes, but customers find this annoying. Better to incorporate packaging costs into your dish prices for transparency.
How often should I adjust my platform prices?
Check your numbers monthly. If platform commissions change or packaging costs rise, adjust immediately. Your margin is too important to let slip away.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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