Should you drop that expensive delivery platform eating into your margins? The financial impact goes far beyond saving commission fees. You'll lose entire order values plus their contribution to covering your fixed costs.
Why this calculation matters more than you think
Most restaurant owners see platform costs (15-30% commission) and assume: 'Drop Thuisbezorgd, keep that 25% commission.' That's completely wrong. The entire revenue vanishes, but your rent, staff costs, and utilities stay exactly the same.
⚠️ Note:
Platform revenue disappears entirely. You don't keep the commission, you lose the entire order value minus your variable costs.
The real margin impact
Stopping with a platform means losing the contribution margin from those orders. This is revenue minus variable costs (food, packaging, delivery). That contribution was helping you pay rent, staff wages, and energy bills.
💡 Example:
Monthly Thuisbezorgd revenue: €8,000
- Revenue: €8,000
- Platform commission: €2,000 (25%)
- Food cost: €2,400 (30%)
- Packaging: €400 (5%)
- Total variable costs: €2,800
Contribution margin: €8,000 - €2,800 = €5,200
This €5,200 helps cover fixed costs. Stop the platform, lose this amount.
One of the most common blind spots in kitchen management is underestimating how much platform orders contribute to covering overhead costs, even after paying hefty commissions.
Customer migration to other channels
Some customers will find you through other channels. But the percentage is typically lower than optimistic projections suggest.
- Direct website: 20-40% of customers migrate
- Phone orders: 10-20% switch over
- Other platforms: 15-25% move elsewhere
- Total retention: Usually 45-65%
💡 Calculation example:
Retaining 50% of €8,000 Thuisbezorgd revenue through other channels:
- Retained revenue: €4,000
- Lost revenue: €4,000
- Lost contribution: €4,000 - (€4,000 × 35%) = €2,600/month
Net impact: €2,600 less contribution monthly
Break-even calculation
To decide if stopping makes sense, calculate your break-even point. How much extra revenue must you generate through other channels to match your current result?
Formula: Lost contribution ÷ Margin other channels = Required extra revenue
💡 Break-even example:
Lost contribution: €2,600. Direct orders have 65% margin:
- Lost contribution: €2,600
- Direct sales margin: 65%
- Required extra revenue: €2,600 ÷ 0.65 = €4,000
You need €4,000 extra direct revenue to break even
Timing and seasonal patterns
Platform dependency changes with weather, seasons, and weekly patterns. Analyze at least 3 months of data to identify trends.
- Rainy days: Platform orders spike significantly
- Weekends: Higher platform dependency typically
- Holidays: Platform orders can jump 40-60%
- Summer months: More pickup, less delivery demand
Additional cost savings
Stopping a platform saves more than commission. Other costs decrease too:
- Packaging costs: 3-6% of platform revenue
- Tablet fees: €30-50/month per platform
- Administrative time: Less order management
- Complaint handling: Platforms typically generate more issues
These savings seem small, but they add up in your total impact calculation.
How do you calculate the financial impact? (step by step)
Gather 3 months of platform data
Note per month: total revenue via the platform, number of orders, average order value. Also check seasonal peaks and dips. You'll find this data in your platform dashboard or POS system.
Calculate your variable costs per order
Add up: food cost (usually 28-35%), packaging costs (3-6%), and any delivery costs. These are costs that disappear if the order is lost. The rest are fixed costs that remain.
Estimate your customer retention percentage
Research how many customers continue ordering through other channels. Send a short survey or test a month with limited platform availability. On average you retain 45-65% of customers.
Calculate the net impact on a monthly basis
Subtract your variable costs from the lost revenue. This gives you the lost contribution. Subtract the retained contribution (through other channels) from that. The remainder is your actual monthly loss.
✨ Pro tip
Run a 48-hour test by temporarily going offline on the platform during your busiest weekend. Track exactly how many customers contact you directly during those hours - this gives you realistic retention data without permanently losing revenue streams.
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
Can't I just see the platform commission as savings?
No, that's a dangerous misconception. You don't 'save' commission when you stop - you lose the entire order value minus your variable costs. The commission was never yours to keep.
How many customers actually switch to direct ordering?
Typically 20-40% of platform customers will find you directly via website or phone. This percentage increases if you actively communicate the change and offer incentives like lower prices or loyalty rewards.
Should I drop all platforms simultaneously?
Never drop them all at once. Test with your least profitable platform first (lowest revenue percentage). Monitor the impact for 2-3 months before making additional decisions.
What if my direct margin exceeds the platform contribution?
Then stopping becomes financially beneficial, assuming you retain enough customers. Calculate your break-even: lost contribution divided by direct margin equals minimum extra revenue needed.
How do I communicate platform changes to customers?
Be transparent about offering lower prices for direct orders. Provide clear incentives: free delivery thresholds, loyalty points, or exclusive discount codes. Promote these benefits prominently across all channels.
What about customers who only use that specific platform?
Platform-exclusive customers rarely convert to other channels. They typically represent 35-55% of your platform customer base and will likely stop ordering entirely if you leave their preferred platform.
Should I consider seasonal patterns before making this decision?
Absolutely. Platform dependency varies dramatically by season and weather. Winter months often see 30-50% higher platform usage than summer, so timing your exit strategy matters significantly.
📚 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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