Delivery economics
How much do DoorDash and Uber Eats really cost restaurants?
The real cost of a delivery marketplace order is bigger than the commission percentage. Restaurants should understand the full economics of every channel and decide what role each channel should play.
Start with the effective cost per order.
A marketplace order can involve commission, payment-related costs, promotions, discounts, refunds, and other channel expenses. The useful number is what remains after the costs required to generate and fulfill that order.
Do not confuse reach with ownership.
Third-party marketplaces can put a restaurant in front of customers who might not otherwise discover it. That reach has value. But a restaurant also needs a path for turning known customers into direct customers, where the restaurant controls the ordering experience and can build a repeat relationship.
Build a channel strategy instead of picking one side.
Use marketplaces where they create useful discovery or incremental demand. Use your website and app for customers who already know your restaurant. Then give those customers reasons to return directly through rewards, offers, easy reordering, and a strong branded experience.
Track the numbers that actually matter.
Compare direct-order share, average order value, repeat rate, customer acquisition cost, channel fees, and contribution margin. A restaurant that only watches gross sales can miss which channels are creating the healthiest long-term customer base.
FAQ
Common questions
How much do DoorDash and Uber Eats charge restaurants?
Marketplace commission varies by agreement, plan, market, and services. Restaurants should compare the effective cost of each order rather than looking only at the advertised rate.
Should restaurants stop using delivery marketplaces?
Not necessarily. Marketplaces can be useful for discovery and incremental demand. The goal is to build a direct channel for customers who already know and like the restaurant.
What should restaurants measure?
Track marketplace sales, commissions and fees, direct sales, average order value, repeat ordering, customer acquisition cost, and contribution margin by channel.
Where TableX fits
TableX connects direct ordering, customer profiles, rewards, POS, kitchen workflow, and reporting so restaurants can grow a direct channel without abandoning useful marketplace reach.
Request founding access