A pizzeria owner discovers their highest-revenue platform actually generates 30% less profit than their smallest one. This happens more often than you'd think - the platform bringing in the most orders isn't always your best bet. Smart operators dig into the numbers before deciding where to focus their energy.
Why platform data matters so much
Each delivery platform has different costs, different customers, and different profit margins. Thuisbezorgd charges different commissions than Uber Eats. One customer orders €15, another €45. Without data, you're making expensive guesses.
💡 Example:
Restaurant Mario operates on 3 platforms:
- Thuisbezorgd: €2,800 revenue, 120 orders (€23.33 average)
- Uber Eats: €1,200 revenue, 80 orders (€15.00 average)
- Deliveroo: €900 revenue, 30 orders (€30.00 average)
At first glance, Thuisbezorgd looks best. But after commissions and costs, Deliveroo turns out to be the most profitable per order.
Collect the right numbers per platform
You need three types of data to make smart decisions:
- Revenue data: total sales per platform per week/month
- Order data: number of orders and average order value
- Cost data: commissions, packaging costs, marketing
Pull these numbers from your platform dashboards. Thuisbezorgd, Uber Eats, and Deliveroo all have reporting sections where you can find this data.
Calculate actual profit per platform
Revenue isn't profit. Each platform has different cost structures that affect your bottom line significantly.
💡 Example calculation:
Platform A - 100 orders of €25:
- Revenue: €2,500
- Commission (20%): -€500
- Packaging (€0.80/order): -€80
- Food cost (30%): -€750
Profit: €1,170 (46.8% margin)
⚠️ Note:
Don't forget packaging costs. These can run €0.50 to €1.50 per order and add up quickly with lots of small orders.
Analyze customer behavior per platform
Not all platforms deliver the same customers. Some order frequently with small amounts, others less often but with larger orders. This is something most kitchen managers discover too late - they assume all platforms attract similar customers.
- Average order value: how much does a customer typically order?
- Order frequency: how often do customers come back?
- Peak times: during which hours do most orders come in?
- Popular dishes: which items sell well per platform?
A platform with lower commission but many small orders can be less profitable than a platform with higher commission and larger orders.
Create a priority matrix
Put all platforms in an overview with the key numbers:
💡 Example matrix:
Platform comparison (per month):
- Thuisbezorgd: €8,400 revenue, €3,200 profit (38% margin)
- Uber Eats: €3,600 revenue, €1,600 profit (44% margin)
- Deliveroo: €2,700 revenue, €1,350 profit (50% margin)
Conclusion: Deliveroo has the highest margin, Thuisbezorgd the highest absolute profit.
Make decisions based on data
Use your analysis to take concrete action:
- Promote the most profitable platform on your social media
- Optimize menus per platform (different prices/dishes)
- Focus marketing budget on platforms with the best ROI
- Adjust minimum order values for platforms with many small orders
⚠️ Note:
Don't immediately stop using a platform just because the margin is lower. Also look at total profit and growth potential. Sometimes volume matters more than margin.
Use tools for automatic tracking
Collecting data manually takes a lot of time. A system like KitchenNmbrs can help you track your food cost per dish, so you can calculate which dishes are most profitable per platform.
This way you don't just see which platform performs better, but also which dishes you should promote on which platform for maximum profit.
How do you analyze platform data? (step by step)
Download all platform data
Go to the reporting section of each platform (Thuisbezorgd Partner, Uber Eats Manager, Deliveroo Hub). Download data from the last 3 months: revenue, number of orders, commissions, and any marketing costs.
Calculate costs per platform
Add up for each platform: commission costs, packaging costs per order, and any advertising costs. Don't forget to add your food cost (usually 28-35% of revenue).
Create a comparison table
Put all platforms side by side with: total revenue, number of orders, average order value, total costs, and net profit. Also calculate the profit margin per platform (profit divided by revenue).
Determine your priorities
Choose based on your goals: do you want maximum absolute profit (focus on volume) or maximum margin per order (focus on efficiency)? Use this to decide where your time and marketing budget goes.
✨ Pro tip
Track your profit per order across all platforms for exactly 30 days, then double your marketing efforts on whichever platform shows the highest per-order profit. Most operators focus on total revenue and miss their actual money-maker.
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
Should I include packaging costs in my calculation?
Yes, absolutely. Packaging costs can run €0.50 to €1.50 per order. With many small orders, this adds up quickly and can make the difference between profit and loss on a platform.
How often should I analyze my platform data?
Check your key numbers weekly (revenue, number of orders) and do a thorough analysis monthly. This way you can adjust quickly if a platform suddenly underperforms.
Can I charge different prices per platform?
Yes, you can. Many restaurants charge 10-15% higher prices on delivery platforms to offset commissions. Just make sure you're transparent with customers.
What if one platform has much more volume but lower margin?
Look at absolute profit, not just margin. €1,000 profit at 20% margin is more than €500 profit at 40% margin. Volume can be more important than margin, especially for covering fixed costs.
📚 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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