Here's what nobody tells you about delivery platforms: they're quietly killing your profits. Most restaurants copy-paste their dine-in menu to delivery apps and wonder why they're bleeding money. The solution isn't complicated—you need a separate delivery menu designed specifically for those brutal commission fees.
Why a separate delivery menu saves your business
Delivery platforms grab 15-30% commission from every order. Then you've got packaging costs hitting €0.50-€2.00 per order. Your regular menu prices? They weren't built for this kind of financial assault.
⚠️ Note:
A dish with 30% food cost in your restaurant jumps to 50%+ total costs after platform commission and packaging. You're left with scraps for labor and profit.
Calculate your survival prices
Profitable delivery pricing means working backwards from your target margin. Take your ingredient costs, pile on the delivery expenses, then price accordingly.
💡 Example:
Pasta carbonara dine-in: €18.50
- Ingredient costs: €5.50
- Packaging costs: €1.20
- Platform commission 25%: €5.68
- Total costs: €12.38
Minimum delivery price for 30% margin: €17.69 / 0.70 = €25.27
Three ways to boost margins without scaring customers
You don't need to jack up prices on identical dishes. Smart operators use these tactics:
- Shrink portions strategically: Cut portions by 10-15% while maintaining the same price point
- Swap expensive ingredients: Replace premium components with cost-effective alternatives
- Create delivery-only dishes: Design items that travel beautifully and cost little to produce
💡 Example ingredient swap:
Steak salad (dine-in) → Chicken salad (delivery)
- Steak: €8.50 per portion
- Chicken fillet: €3.20 per portion
- Savings: €5.30 per dish
Same price, dramatically better margin.
Dishes that dominate delivery
Some foods are delivery gold mines. From years of working in professional kitchens, I've seen these categories consistently perform:
- Pasta and grain bowls: Cheap ingredients, high satisfaction
- Braised dishes and curries: Actually taste better after sitting in containers
- Assembly-style bowls: Easy to standardize, hard to mess up
- Pizza and flatbreads: Built for delivery, excellent margins
Factor in every packaging penny
Packaging costs sneak up on you. Every container, sauce cup, and napkin chips away at profit:
💡 Packaging costs breakdown:
- Main course container: €0.45
- Sauce container: €0.15
- Cutlery set: €0.12
- Bag: €0.08
- Napkin: €0.03
Total per order: €0.83
Launch smart, adjust fast
Start with 8-12 carefully chosen dishes. Track your margins weekly and pivot quickly. Your top sellers need to be profit drivers—there's no room for charity cases on a delivery menu. Use tools like KitchenNmbrs to monitor which items actually make money.
How do you create a profitable delivery menu?
Calculate your break-even prices
Take your current ingredient costs, add packaging costs (€0.50-€2.00), and factor in platform commission (15-30%). This is your minimum cost price for delivery.
Select delivery-friendly dishes
Choose dishes that travel well and have low ingredient costs. Pastas, curries, and bowls usually work best. Avoid dishes that get soggy or need lots of garnish.
Determine your delivery prices
Use the formula: (ingredient costs + packaging) / (1 - platform% - desired margin%). For 30% margin and 25% platform: divide by 0.45. Test with a limited menu of 8-12 dishes.
✨ Pro tip
Test your delivery menu with exactly 3 dishes for the first 2 weeks—your current top sellers with adjusted portions and pricing. Once these prove profitable, expand gradually to avoid overwhelming your kitchen while losing money.
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
How much higher can my delivery prices be than my restaurant prices?
15-25% higher is standard and expected by customers. They understand they're paying for convenience. Smart menu design can make the difference less obvious.
Can I use my normal recipes with smaller portions?
Absolutely—it's one of the smartest moves you can make. Reduce portions by 10-15% and maintain the same price. Most customers won't notice, but your food cost drops significantly.
What food cost percentage should I aim for on delivery?
Target 25-30% food cost including packaging. This is higher than dine-in percentages but accounts for platform commissions while keeping you profitable.
How often should I review and adjust my delivery prices?
Check margins monthly at minimum. If platform fees change or ingredient costs spike, adjust immediately—don't wait for quarterly reviews.
Should I offer the same variety on delivery as in my restaurant?
No, focus on 8-12 dishes that travel well and have good margins. A smaller, profitable menu beats a large money-losing one every time.
Do delivery-only virtual brands need different pricing strategies?
Virtual brands have more pricing freedom since customers can't compare to dine-in prices. You can optimize purely for delivery economics without worrying about price perception across channels.
📚 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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