Customer acquisition costs (CAC) via delivery platforms determine if your delivery business stays profitable. Many entrepreneurs focus only on platform commission but overlook marketing costs, discounts and promotions. You need the complete picture to make smart decisions about your delivery strategy.
What are customer acquisition costs?
Customer acquisition costs (CAC) represent every expense you incur to bring in one new customer. For delivery platforms, this includes platform commission, discounts, advertising spend and promotional offers.
💡 Example:
You invest €500 in Uber Eats advertising and acquire 25 new customers:
- Advertising costs: €500
- New customers: 25
CAC: €500 ÷ 25 = €20 per new customer
All costs that count
For an accurate CAC calculation, you'll need to include these expenses:
- Platform commission: 15-30% of order value
- Advertising costs: sponsored ads on platform
- Discount actions: new customer discounts (e.g. €5 off)
- Free delivery promotions: if you cover the delivery costs
- Minimum order promotions: additional discount at minimum amount
⚠️ Note:
Only include costs that specifically target new customers. Regular platform commission on existing customers doesn't factor into CAC calculations.
CAC formula for delivery platforms
The fundamental formula is straightforward:
CAC = Total acquisition costs ÷ Number of new customers
But here's where it gets tricky - separating new customers from existing ones. Most platforms won't give you this data directly.
💡 Practical example:
March via Thuisbezorgd:
- Advertising costs: €300
- New customer discounts (€5 each): €200
- Free delivery actions: €150
- Number of new customers: 40
CAC: (€300 + €200 + €150) ÷ 40 = €16.25 per new customer
Identifying new vs. existing customers
Since most platforms don't clearly separate new from returning customers, try these approaches:
- Promo code tracking: create unique codes for new customers
- First order filter: some platforms show this in analytics
- Email/phone comparison: cross-reference with your customer database
- Growth-based estimation: if you gain 20% more customers, those are likely new acquisitions
Comparing Customer Lifetime Value (CLV)
CAC means nothing without context - you need to know what each customer brings you. That's where Customer Lifetime Value comes in:
CLV = Average order value × Number of orders per year × Number of years customer stays
💡 CLV example:
Delivery customer profile:
- Average order: €25
- Orders per year: 8
- Stays customer: 2 years
CLV: €25 × 8 × 2 = €400
With a CAC of €16.25 and CLV of €400, you're earning €383.75 per new customer. That's a solid return on investment.
Healthy CAC ratios for delivery
Here's a pattern we see repeatedly in restaurant financials - successful delivery operations maintain these ratios:
- CAC-to-CLV ratio: 1:3 or better (CLV at least 3× higher than CAC)
- Payback period: maximum 6-12 months to recover CAC
- CAC as % of first order: maximum 30-50% of first order value
⚠️ Note:
Delivery customers tend to be less loyal than dine-in guests. Calculate your CLV conservatively and test multiple acquisition channels.
How do you calculate customer acquisition costs? (step by step)
Collect all acquisition costs from last month
Add up: advertising costs on platform, new customer discounts, free delivery promotions, and other costs specifically for new customers. Use invoices and platform dashboards.
Count the number of new customers
Use promo codes, platform analytics or compare email/phone numbers with your existing database. If unsure: estimate based on customer growth percentage.
Calculate CAC and compare with CLV
Divide total costs by number of new customers. Also calculate Customer Lifetime Value and check if ratio is healthy (CLV at least 3× higher than CAC).
✨ Pro tip
Calculate your CAC weekly during the first 30 days of any new promotional campaign. If CAC exceeds 40% of your average order value within the first two weeks, pause the campaign immediately to prevent losses.
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 count platform commission in CAC?
Only commission on orders from new customers belongs in CAC calculations. Regular platform commission on all orders falls under operational costs, not acquisition expenses.
How do I identify which customers are new?
Create unique promo codes for new customers, use platform analytics with 'first order' filters, or cross-reference contact details with your existing customer database. Some restaurants estimate based on customer growth patterns.
What's a healthy CAC for delivery platforms?
Your CAC should never exceed 30-50% of the first order value. Additionally, Customer Lifetime Value must be at least 3× higher than CAC for profitable operations.
Can I compare CAC across different platforms?
Absolutely - calculate CAC separately for each platform like Thuisbezorgd, Uber Eats, and others. Each platform has different cost structures and customer behaviors, so focus your budget where CAC performs better.
📚 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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