Here's something most restaurant owners won't admit: they're losing money on every delivery order because they didn't plan for that brutal 30% commission. You set the same prices as your dine-in menu and wonder why your profits vanish. But there's a way to turn delivery into a profit center instead of a cash drain.
Why 30% commission hurts so much
A 30% commission means that from every €20 order, only €14 goes to you. But there are more costs hidden in there that you often forget:
- Packaging costs (containers, bags, cutlery): €0.50-1.50 per order
- Extra staff for packing and preparation
- Higher food cost due to packaging waste
- Free extras that customers expect with delivery
⚠️ Heads up:
Many business owners forget that you also pay VAT on the commission. With a 30% commission and 9% VAT, you actually only keep 64% of your menu price.
Calculate your real costs per order
For a profitable delivery strategy, you first need to know what each order really costs you. Add up all the hidden costs:
💡 Example:
Pasta carbonara - dine-in price €16.50:
- Menu price: €16.50 (incl. 9% VAT)
- Platform commission 30%: €4.95
- Packaging: €0.75
- Extra packing time: €0.50
Net revenue: €10.30 instead of €15.14 for dine-in
The 3-step formula for delivery prices
To stay profitable at 30% commission, use this formula:
Delivery price = (Dine-in price + Packaging costs) / 0.70
The 0.70 comes from 100% - 30% commission = 70% that you keep.
💡 Example calculation:
Steak dine-in €28.00:
- Dine-in price: €28.00
- Packaging costs: €1.20
- Total: €29.20
- Delivery price: €29.20 / 0.70 = €41.71
This way you keep the same margin as dine-in
Optimize your menu for delivery
Not all dishes are suitable for delivery. Focus on dishes that:
- Travel well (no crispy elements that get soggy)
- Have high margins (can handle commission)
- Are popular on platforms (high sales volume)
- Need minimal packaging
💡 Smart menu engineering:
Create delivery-specific dishes:
- Bowl concepts (everything in one container)
- Pastas and curries (travel well)
- Wraps and sandwiches (compact packaging)
- Desserts with high margins (€2 cost, €8 sale)
Set minimum order value strategically
A minimum order value helps you cover fixed costs per order. Calculate it this way:
Minimum = (Fixed costs per order × 3) / 0.70
The ×3 ensures that your fixed costs are at most 33% of your revenue.
⚠️ Heads up:
A minimum order value that's too high will scare customers away. Test different amounts and look at your conversion rate.
Measure and adjust weekly
Delivery is dynamic. Track these numbers weekly:
- Average order value
- Food cost percentage per platform
- Number of orders vs. packing time
- Return rate (bad reviews due to poor transport)
From analyzing actual purchasing data across different restaurant types, I've seen that successful operators monitor their food cost per dish directly, including for their delivery menu. This way you know exactly which dishes stay profitable at 30% commission.
How do you set up a profitable delivery strategy?
Calculate your total costs per order
Add up: ingredient costs + packaging + extra packing time + any delivery costs. Don't forget the 30% platform commission that comes off your menu price.
Determine your delivery prices with the 70% rule
Divide your desired net revenue by 0.70 to get your delivery price. This way you compensate for the 30% commission and maintain the same margin as dine-in.
Select and optimize your delivery menu
Choose dishes that travel well, have high margins, and need minimal packaging. If needed, create delivery-specific variations of popular dishes.
Set a strategic minimum order value
Calculate your fixed costs per order and set the minimum at 3x that amount divided by 0.70. Test different amounts to find the best balance between conversion and profitability.
Monitor and adjust weekly
Track your average order value, food cost per platform, and packing times. Adjust prices if suppliers get more expensive or if you notice certain dishes are losing money.
✨ Pro tip
Focus your delivery menu on just 6-8 dishes that can handle a 45% markup while still feeling like good value to customers. Test this pricing strategy for 30 days before expanding your delivery offerings.
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 use the same prices as in my restaurant?
No, that's a common mistake. With 30% commission plus packaging costs, you lose 35-40% of your revenue. Your margin disappears completely and you lose money on every order.
How high can I set my delivery prices without losing customers?
Test gradually. Start with 20-25% higher than your dine-in prices and watch your conversion rate. Customers often accept higher prices for delivery, especially if your quality and packaging are good.
Do I have to pay VAT on the commission that the platform charges?
Yes, you pay VAT on your full menu price, including the part that goes to the platform as commission. This makes the real cost of platforms even higher than the advertised 30%.
What packaging costs should I include in my calculation?
All packaging: main course container, sauce containers, cutlery, napkins, bags, stickers, and any insulation. Also factor in extra packing time and risk of spills during transport. These costs add up fast - usually €0.75-€1.50 per order.
📚 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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