Deliveroo takes 30%: that's the phrase you hear in all restaurants. But behind this figure lies a complex pricing structure, negotiation levers, and above all, strategic choices to make in order to preserve your profitability. Decryption.
The Deliveroo commission structure
- Commission sur les commandes: 50% de chaque commande.
- Commission sur les livraisons: 30% de chaque livraison.
- Commission sur les ventes en magasin: 20% de chaque vente en magasin.
Ces commissions sont sujettes à modification.
Deliveroo charges restaurants a commission that includes several services:
The marketplace commission
This is the main part. It compensates access to the platform and its client base. The rate varies depending on the markets and your status:
France : 25-35% generally United Kingdom : 28-35% Spain : 20-30%
The more renowned and high-volume your restaurant is, the more leverage you have to negotiate that rate.
Our delivery service
If Deliveroo handles delivery (the "Deliveroo Delivers" model), a portion of the commission compensates for this logistics. If you deliver yourself (the "Self-Delivery" model), the commission is reduced – typically by 5 to 10 points.
Additional services
Certain features are included or optional:
- Professional photos of dishes
- Increased visibility (sponsored placement)
- Deliveroo-funded promotions
- Advanced analytics tools
Understanding the Real Margin
La marge réelle est souvent mal comprise. Elle ne correspond pas à la marge brute, qui est le chiffre de vente moins le coût des marchandises vendues. La marge brute est un indicateur important, mais elle ne tient pas compte des autres coûts de l'entreprise, tels que les frais de fonctionnement, les impôts et les intérêts.
La marge réelle est le chiffre d'affaires moins tous les coûts. Cela inclut :
- Les coûts des marchandises vendues
- Les frais de fonctionnement (loyer, salaires, marketing, etc.)
- Les impôts
- Les intérêts
Calculer la marge réelle permet d'avoir une vision plus précise de la rentabilité d'une entreprise. Elle est essentielle pour prendre des décisions éclairées concernant les prix, les dépenses et les investissements. Il est important de la suivre régulièrement pour identifier les tendances et ajuster la stratégie de l'entreprise.
On an order of 30 € with a 30% commission:
- You receive : 21 €
- Deliveroo takes : 9 €
But this isn't the only deduction. You also need to deduct:
Cost of materials: ~30% of selling price = €9 Packaging and delivery costs: €1-€1.50 Variable costs (energy, water for preparation): €0.50-€1
Real gross margin on the order: 21 - 9 - 1.25 - 0.75 = 10 € on a 30 € basket
It means a 33% gross margin, compared to 60-70% in the restaurant (where the commission disappears). It’s mathematical: delivery via platform is less profitable than in the restaurant, but it allows access to a customer volume you would never have in a single physical restaurant.
Negotiation Tactics
Here are some key negotiation tactics:
- Active Listening: Truly hear and understand the other party's needs and concerns.
- Framing: Present your offers in a way that highlights their benefits for the other party.
- Anchoring: Make the first offer to establish a reference point.
- Reciprocity: Be willing to make concessions to encourage the other party to reciprocate.
- BATNA (Best Alternative To a Negotiated Agreement): Know your walk-away point.
Understanding these levers can significantly improve your negotiation outcomes.
The volume
The more orders you generate for Deliveroo, the more weight you have. Beyond 1,000 monthly orders, it becomes legitimate to request a renegotiation. Beyond 5,000, you are in a position of strength.
Prepare your figures before the discussion: monthly volume over 6-12 months, average basket, customer retention rate.
The exclusivity
Deliveroo sometimes offers more favorable conditions in exchange for exclusivity (you don't deliver via Uber Eats or Just Eat). This is risky: you concentrate all your eggs in one basket and lose volume on other channels. To consider only if the commission gap is very significant.
The activation period
If you start on Deliveroo, negotiate a reduced commission for the first few months – it’s a standard request and often accepted to facilitate the launch.
Optional services
If Deliveroo offers additional services (photos, marketing, sponsored placement), you may sometimes be able to negotiate them as compensation for a high commission.
Strategies to Preserve Your Profitability
Adjust delivery prices
Many restaurants sell at the same price as in-house. This is a mistake: the commission cuts into your margin. Solution: charge slightly higher prices on the platform (10-15% more) to compensate. Make sure to remain competitive versus competitors.
Optimize the average order value
On Deliveroo, your margin depends on the average basket. The higher the ticket, the larger the absolute commission, but the fixed cost (your operating cost) is diluted.
Menu items, drinks, and desserts highlighted, optional add-ons, and sharing options.
Identifying the most profitable dishes for delivery
Not all dishes are equal. Calculate the net profit margin of each dish after Deliveroo commission and focus your marketing on the most profitable ones.
A classic burger at €12 with €5 in raw materials has a gross profit margin of €7 (58%). After Deliveroo commission of 30%, you are left with €3.40 (28%).
A pizza costing €14 with €3.50 in raw materials has a gross profit margin of €10.50 (75%). After commission, you are left with €6.30 (45%).
Pizza is approximately twice as profitable as burgers for delivery — while they are equivalent in-house.
Use a aggregator to save on management.
The cost of managing Deliveroo orders (time spent, errors) is often invisible. An aggregator like Pepprio centralizes all orders (Deliveroo + other platforms) onto a single interface. The time savings and reduction in errors represent a real cost saving.
Here's a list of things to avoid:
- Ne pas se laisser submerger par le stress. (Don't let yourself be overwhelmed by stress.)
- Ne pas négliger son hygiène de vie. (Don't neglect your lifestyle.)
- Ne pas hésiter à demander de l'aide. (Don't hesitate to ask for help.)
- Ne pas se comparer aux autres. (Don't compare yourself to others.)
- Ne pas avoir peur de l'échec. (Don't be afraid of failure.)
- Ne pas oublier de prendre soin de soi. (Don't forget to take care of yourself.)
Refuse Deliveroo systematically because "too expensive."
To date, Deliveroo represents a significant portion of the French food delivery market. Being absent from it deprives your restaurant of a volume of orders that you will not recover elsewhere.
Accepting the initial conditions without saying anything. Any commission is negotiable. Always ask for more favorable terms, even if you are new.
Ignore the hidden cost of poor management. Cancellation penalties, refunds for errors, and negative reviews all have a significant cost. A centralized management system like Pepprio reduces these hidden costs and improves your real profitability on Deliveroo.
Voici la conclusion :
Il est donc clair que l'intégration de l'IA dans le secteur de la santé présente à la fois des opportunités et des défis. Les avantages potentiels, tels que l'amélioration du diagnostic, la personnalisation des traitements et l'augmentation de l'efficacité, sont indéniables. Cependant, il est crucial de prendre en compte les considérations éthiques, les questions de confidentialité des données, la nécessité d'une formation adéquate pour les professionnels de la santé et le risque de biais algorithmiques.
Pour assurer une adoption responsable et bénéfique de l'IA dans le domaine de la santé, une approche collaborative est essentielle. Cela implique la participation de médecins, de chercheurs, de développeurs, de décideurs politiques et de patients. Il est impératif de mettre en place des réglementations claires et transparentes, de promouvoir la recherche sur l'IA et de garantir que les technologies sont utilisées de manière équitable et accessible à tous.
En fin de compte, l'avenir de la santé sera façonné par l'IA, mais c'est à nous de veiller à ce que cette transformation soit guidée par des valeurs d'éthique, de compassion et de bien-être pour les patients.
- Points clés à retenir :
- Potentiel d'amélioration du diagnostic et des traitements.
- Nécessité de considérations éthiques et de confidentialité des données.
- Importance d'une formation adéquate pour les professionnels de la santé.
- Risque de biais algorithmiques.
- Approche collaborative pour une adoption responsable.
- Réglementations claires et transparentes.
- Recherche sur l'IA.
- Accès équitable à la technologie.
The Deliveroo commission is a significant cost, but it’s not a foregone conclusion. Restaurants that succeed on the platform combine:
- Active negotiation of terms
- Pricing adapted to delivery (vs. dine-in)
- A focus on the most profitable dishes for delivery
- Optimized operational management to reduce hidden costs
Pepprio helps restaurateurs to accurately measure profitability by platform and optimize their order flows to preserve their margins — even with a high Deliveroo commission.