Most restaurant owners think external sales platforms are automatically profitable because they bring extra customers. Actually, high commissions, hidden fees, and extra packaging costs often turn promising partnerships into money losers. The real question isn't about getting more orders—it's about each sale actually putting money in your pocket.
What are the real costs of external sales?
Selling through another company looks straightforward: they deliver customers, you create the product. But multiple costs hide beyond the visible commission.
💡 Example: Sales via Thuisbezorgd
You sell a pasta for €18.50 via Thuisbezorgd:
- Platform commission: 25% = €4.63
- Extra packaging: €0.75
- Payment fees: 3% = €0.56
- Total extra costs: €5.94
Net receipt: €12.56 instead of €18.50
Calculate your actual margin per channel
Each sales route needs a complete cost breakdown. Add every expense and subtract from your selling price—only then will you see what remains for overhead and profit.
- Commission: Platform percentage (typically 15-30%)
- Payment fees: Online transaction costs (2-4%)
- Packaging: Specialized containers for delivery
- Marketing fee: Platform visibility charges
- Returns/complaints: Increased issue rates with third-party sales
⚠️ Note:
Platforms typically charge commission on VAT-inclusive prices. Your real commission rate exceeds the stated percentage.
Break-even point per sales channel
You need minimum margins to cover fixed expenses. If a sales channel drops you below this threshold, every transaction loses money.
💡 Example: Break-even calculation
Restaurant with 40% total costs (food + staff + overhead):
- Pasta ingredients: €5.50
- Fixed costs per portion: €7.40
- Minimum net receipt: €12.90
At €18.50 selling price, external sales can cost maximum €5.60.
Thuisbezorgd costs €5.94 → loss of €0.34 per portion
Factor in the volume effect
External sales might still work if you achieve significantly higher volume. More orders mean better fixed cost distribution across sales.
- Extra capacity: Can you increase production without hiring staff?
- Slow periods: Can you utilize kitchen downtime?
- Fixed cost distribution: Rent and wages spread across more transactions
💡 Example: Volume compensation
Loss of €0.34 per portion, but 200 extra portions monthly:
- Extra revenue: 200 × €12.56 = €2,512
- Margin loss: 200 × €0.34 = €68
- Net effect: +€2,444 revenue toward fixed costs
If your overhead wasn't fully covered, this generates profit
Compare different channels
Every sales channel carries different costs and customer reach. Build a comparison chart of net revenue per channel to identify the most profitable options.
| Channel | Commission | Extra costs | Net per €18.50 |
|---|---|---|---|
| Own restaurant | 0% | €0.00 | €16.97 |
| Thuisbezorgd | 25% | €1.31 | €12.56 |
| Uber Eats | 30% | €1.31 | €11.64 |
| Local caterer | 15% | €0.50 | €13.73 |
⚠️ Note:
Don't overlook time investment for external sales: additional admin work, packaging tasks, complaint resolution. Include these labor costs in your calculations.
External sales profitability conditions
External partnerships work well with excess kitchen capacity and high-margin products. From years of working in professional kitchens, I've seen success comes from situations where additional volume creates real value.
- Empty kitchen periods: Lunch service while operating dinner-only
- High margin items: Dishes with food costs under 25%
- Standard recipes: No additional prep time required
- Extended shelf life: Reduced waste risk
Food cost tracking systems show exact ingredient costs per dish and minimum selling prices needed for each channel.
How do you calculate if external sales is profitable? (step by step)
Calculate all costs of the sales channel
Add up commission, payment fees, extra packaging, and marketing fees. Calculate commission on price including VAT and subtract total costs from your selling price.
Determine your minimum net revenue per product
Add ingredient costs and your share of fixed costs per portion. This is the minimum you need to receive net to break even.
Compare net revenue with minimum
If your net revenue is higher than your minimum, the channel is profitable. With lower revenue, extra volume needs to better spread your fixed costs.
✨ Pro tip
Test one external channel for exactly 8 weeks with your top 3 highest-margin items only. This gives you real data on complaint rates and hidden administrative costs that don't show up in the first month.
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
Should I include VAT in my profitability calculation?
Yes, platforms typically charge commission on VAT-inclusive prices. Your actual commission exceeds the stated percentage. Always calculate using net amounts you receive after all deductions.
Can external sales be profitable if I lose money per product?
Yes, if extra volume helps distribute fixed costs more effectively. As long as you receive more than ingredient costs, each sale contributes toward covering rent and staff expenses.
Which products work best for external sales?
Items with low food costs (under 25%), easy packaging requirements, and no extra prep time. Pasta dishes, pizzas, or standard salads typically perform well.
How often should I review profitability per channel?
Check net revenue per channel monthly. Platforms frequently adjust rates and fees, so costs can increase without immediate notification.
Should I use different prices for each sales channel?
Yes, that's often necessary to maintain consistent net revenue. Increase prices on expensive platforms to offset extra costs, while staying competitive in your market.
What's the minimum order volume to make third-party sales worthwhile?
You need at least 150-200 orders monthly to justify the administrative overhead and packaging costs. Lower volumes rarely generate enough contribution margin to cover the extra work involved.
How do I handle seasonal fluctuations in external sales profitability?
Track your fixed cost coverage monthly and adjust channel participation accordingly. During slow periods, even lower-margin channels might be worthwhile if they help maintain cash flow and staff utilization.
📚 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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