A local pizzeria owner recently discovered his "cheap" self-delivery was costing €4.20 per order while platforms charged €3.60. Platform fees feel brutal at 15-30%, but self-delivery hides expenses that catch operators off guard. The real answer depends on your order volume and true costs.
Gather all costs of self-delivery
Self-delivery involves way more expenses than most owners realize. You need every single cost to make an honest comparison.
- Staff: Delivery driver hourly wage × hours per day
- Transport: Fuel, maintenance, insurance, depreciation
- Phone/system: Taking orders eats up valuable time
- Packaging: Delivery bags, insulation, branding materials
💡 Example self-delivery:
Pizzeria, 50 deliveries per day:
- Delivery driver: €12/hour × 8 hours = €96
- Scooter costs: €25/day (fuel, maintenance, depreciation)
- Phone/admin: €15/day (extra staff time)
- Extra packaging: €0.30 × 50 = €15
Total: €151 per day
Calculate platform costs
Platforms take a percentage of your total order value. Rates vary dramatically based on platform choice and your restaurant's negotiating power.
- Thuisbezorgd: 13-15% for established restaurants
- Uber Eats: 15-30% depending on service level
- Deliveroo: 25-35% including delivery
⚠️ Note:
Platform fees hit your VAT-inclusive order value. That pushes the real percentage higher than it appears.
💡 Example platform costs:
50 orders, average €18 per order:
- Revenue: 50 × €18 = €900
- Platform fee 20%: €900 × 0.20 = €180
- Extra packaging: €0.30 × 50 = €15
Total: €195 per day
Compare the break-even points
Now you can pinpoint exactly how many orders make self-delivery profitable.
Break-even formula:
Own costs per day / (Platform fee % × average order) = break-even number of orders
💡 Break-even calculation:
Own costs: €151 per day
Platform fee: 20% of €18 = €3.60 per order
- Break-even: €151 / €3.60 = 42 orders
- Below 42 orders: platform costs less
- Above 42 orders: self-delivery wins
Don't forget the invisible benefits
After managing kitchen operations for nearly a decade, I've seen costs tell only half the story. Other factors matter just as much:
- Customer contact: Self-delivery builds direct relationships
- Quality control: Your drivers care more about food presentation
- Flexibility: Custom routes and timing
- Margin on delivery fees: €2.50 delivery fee becomes pure profit
But platforms deliver massive reach and marketing exposure that's nearly impossible to value precisely.
Hybrid approach: the best of both
Smart restaurants mix both strategies for maximum efficiency:
- Self-delivery: Regular customers within your zone
- Platform: New customer acquisition and rush periods
- Minimum orders: Self-delivery from €15, platforms handle smaller orders
⚠️ Note:
Factor in administrative time too. Platforms manage payments, complaints and marketing automatically. Self-delivery means you handle everything yourself.
How do you calculate which option is more profitable?
Add up all self-delivery costs
Calculate what self-delivery costs per day: driver wages, transport costs, extra administration and packaging. Don't forget hidden costs like insurance and maintenance.
Calculate platform costs per order
Multiply your average order by the platform percentage. Add extra packaging costs for a fair comparison.
Determine your break-even point
Divide your daily own costs by the platform costs per order. This gives you the number of orders where both options cost the same.
✨ Pro tip
Track your actual delivery costs for the first 90 days, then add 15% buffer. Most operators underestimate fuel, maintenance, and driver downtime by at least €30 weekly.
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
What if I don't have orders yet, how do I estimate?
Start conservatively with 10-20 orders daily. Self-delivery typically makes financial sense only above 30-40 orders per day, depending on your average order value and local costs.
Do I need to include VAT in platform fee calculations?
Yes, platforms charge on VAT-inclusive prices. An €18 order with 20% platform fees costs you €3.60, not the €3.30 you'd expect from the pre-VAT amount of €16.51.
What about insurance for self-delivery?
Standard scooter insurance rarely covers commercial deliveries. Business delivery insurance adds €200-400 annually, and some insurers won't cover food delivery at all.
Can I charge higher prices on platforms?
Absolutely - most restaurants add 10-15% to platform prices. Be transparent by labeling them as 'delivery prices' versus 'pickup prices' on your website.
📚 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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