Pickup, platform delivery, and own delivery each have a different cost structure. Platform fees, packaging costs, and delivery costs dramatically impact your margin. Understanding these differences helps you choose the most profitable delivery method for your restaurant.
The three cost structures at a glance
Each delivery type carries unique costs that affect your bottom line:
- Pickup: Zero delivery or packaging costs, though average order values tend to be lower
- Platform delivery: 15-30% platform fee plus packaging costs, but higher order values
- Own delivery: Driver wages plus fuel costs, packaging expenses, but you keep full margins
? Example cost breakdown:
Margherita Pizza €16.50 (incl. 9% VAT):
- Pickup: €0 additional costs
- Thuisbezorgd: €3.30 platform fee (20%) + €0.75 packaging
- Own delivery: €2.50 driver costs + €0.75 packaging
Calculate your net margin per option
You'll need a different calculation for each delivery method. Here's the formula:
Net margin = Sales price excl. VAT - Food cost - Delivery costs
? Margherita Pizza calculation:
Sales price: €16.50 incl. VAT = €15.14 excl. VAT
Food cost: €4.50
- Pickup: €15.14 - €4.50 = €10.64 (70% margin)
- Platform: €15.14 - €4.50 - €3.30 - €0.75 = €6.59 (44% margin)
- Own delivery: €15.14 - €4.50 - €2.50 - €0.75 = €7.39 (49% margin)
Platform fees vary by provider
Different platforms charge vastly different fees, directly impacting your margins:
- Thuisbezorgd: Typically 13-15% plus marketing fees
- Uber Eats: Ranges from 15-30% based on your contract terms
- Deliveroo: Around 30% including their delivery service
⚠️ Important:
Platform fees change frequently. Review your contracts monthly and recalculate what each platform actually costs you.
Don't forget packaging costs
Delivery and pickup orders require packaging that adds to your food costs:
- Pizza box: €0.45-0.65
- Meal container + lid: €0.30-0.50
- Soup cup: €0.15-0.25
- Cutlery, napkins, bag: €0.10-0.15
? Packaging costs breakdown:
Typical delivery order (2 dishes + drink):
- 2 meal containers: €0.80
- Drink bottle: €0.00 (comes in own packaging)
- Cutlery and napkins: €0.15
- Plastic bag: €0.05
Total packaging: €1.00 per order
Calculate own delivery costs
Running your own delivery involves different expenses than platform fees:
- Delivery driver: €12-15 per hour plus social contributions
- Fuel/wear: €0.30-0.50 per kilometer
- Insurance: Business coverage for delivery operations
- Phone/app: Order management system costs
? Own delivery cost calculation:
Driver €15/hour, 4 orders hourly, 3 km average distance:
- Labor costs per order: €15 ÷ 4 = €3.75
- Fuel per order: 3 km × €0.40 = €1.20
- Social contributions (30%): €3.75 × 0.30 = €1.13
Total per delivery: €6.08
Which option is most profitable?
After managing kitchen operations for nearly a decade, I've found profitability depends on your specific circumstances:
- Pickup: Delivers the highest margin but limits your customer reach
- Platform: Provides extensive reach but eats into profits on smaller orders
- Own delivery: Offers solid margins when you have sufficient order volume
⚠️ Critical point:
Own delivery only becomes profitable with a minimum of 3-4 orders per hour. Below that threshold, you'll lose money compared to using platforms.
Pricing strategy per channel
Smart restaurants adjust prices based on delivery method:
- Pickup: Standard menu prices or 5-10% discount to encourage
- Platform: 10-20% price increase to offset platform fees
- Own delivery: Regular pricing plus separate delivery fee
How do you calculate the margin per delivery option?
Gather all costs per option
Note the food cost, packaging costs, and delivery costs for each dish. For platforms, add the platform fee (usually 15-30% of order value).
Calculate the net margin per dish
Subtract all costs from your sales price (excl. VAT): food cost + packaging + delivery/platform fee. The remainder is your net margin.
Compare margins and choose your strategy
Put the margins side by side and decide which channels to prioritize. Also consider reach and volume per channel.
✨ Pro tip
Track your actual delivery volumes for 30 days across all three channels, then calculate which method generated the highest profit per hour during your peak periods.
Calculate this yourself?
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Frequently asked questions
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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
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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