Hospitality
Delivery platform fees vs your own online ordering system
A marketplace and a restaurant's own ordering system solve different problems. A sound comparison includes fees, reach, operations and customer access.
Restaurants looking to reduce Lieferando or other delivery platform fees can end up asking the wrong either-or question. A marketplace can introduce the restaurant to new customers. A direct ordering system gives the business more control over repeat orders and the buying journey. For many restaurants, the sensible route includes a period in which both channels have different roles.
Use the figures in your current contract and a written quote for the direct system. General commission rates found in forums and old articles are not a safe basis for a budget. Terms can vary by product, service and agreement.
Updated 29 July 2026
Contents
- Marketplace and direct ordering compared
- Include the full cost of each channel
- A calculation using your contract figures
- What a direct ordering system needs to do
- Move orders without switching off too early
- Promote the direct route responsibly
- Frequently asked questions
Marketplace and direct ordering compared
Delivery marketplaces bring existing demand into one app. Customers compare restaurants and place an order through an account they already know. That access can be valuable, especially for a new business with limited reach of its own.
The same setup puts many restaurants beside one another at the point of purchase. The marketplace determines much of the presentation, customer contact and ordering flow. The restaurant gains access to the platform audience while accepting the commercial and technical conditions of that channel.
A direct system starts elsewhere. Customers arrive through the restaurant website, Google Business Profile, social channels, a QR code or a saved link. Within the provider's technical limits, the restaurant controls its menu, extras, collection choices, delivery areas and communication. The business must then make that route visible and run it reliably.
| Question | Delivery marketplace | Direct ordering system |
|---|---|---|
| Where do first-time customers come from? | Search and comparison inside the platform | Website, Google, social channels and existing customers |
| Who designs the ordering path? | The platform, within its rules | The restaurant with its system provider |
| Which costs apply? | Current contract and selected services | Setup, ongoing service, payments and promotion in the supplier quote |
| Who creates demand? | Platform and restaurant | Restaurant or its appointed marketing provider |
| How direct is the customer relationship? | Limited by platform terms and roles | Managed through the restaurant's lawful direct channels |
The table does not produce an automatic winner. A new restaurant may benefit from marketplace discovery while direct demand is still being built. A restaurant with many regular customers begins from a different position.
Include the full cost of each channel
Do not compare a commission percentage with a monthly software fee and call the exercise complete. Those two figures often cover different services.
For the marketplace, use every charge shown in the current agreement and statements. Depending on the contract, that may include brokerage, payment processing, delivery, advertising or other products. Read the current documents rather than relying on a headline figure. Official information for businesses is available through the Lieferando partner website, but your own contract and written offer remain the relevant sources for your restaurant.
For a direct system, include setup, subscription fees, transaction or payment charges, maintenance, equipment, support and design work. Add the budget needed to lead customers to the direct route. Staff time spent updating menus, opening hours and sold-out items also has a cost.
Operating costs that are easy to miss
A cheap system becomes expensive if orders do not reach the kitchen reliably. Check how outages are handled, when support is available and what staff should do if the internet connection fails. Duplicate administration costs time too. Does every price change need to be entered separately in the till, on the website and across several portals?
Refunds and complaints need a defined process. Who responds when a paid order cannot be accepted? Where can the team see the status? How is the refund recorded? Software cannot compensate for unclear responsibility.
A calculation using your contract figures
Use one actual monthly statement rather than an estimated average. Record both channels over the same period.
Monthly marketplace cost
contract fees + paid additional services + internal handling time
Monthly direct-channel cost
share of setup cost + ongoing system cost + payment charges + promotion + internal handling time
Then compare the cost with the order value actually processed and the number of completed orders. Treat cancellations and refunds consistently. Separate collection and delivery if the operating costs differ substantially.
A simple fictional example explains the method. A restaurant sets a planning target of 200 direct orders in one month. It enters the system, payment and advertising costs from the supplier quotes, then calculates the cost per successfully completed direct order. That figure is compared with the actual cost per platform order from the restaurant's statement. Without those real contract figures, the result should remain open.
The calculation is a planning aid, not proof of future demand. If only 80 of the planned direct orders arrive, the fixed cost per order changes. Test several volumes rather than relying on one optimistic target.
Evaluate reach separately
Cost alone does not show whether an order would have happened without the marketplace. A first-time customer who found the restaurant through the platform is different from a regular guest who used it from habit.
Attribution will not be perfect. A short optional question on the direct order route or privacy-conscious campaign links can provide some context. Avoid large conclusions from a handful of responses.
What a direct ordering system needs to do
The mobile experience should make the basics clear before a guest works through a long form. The branch, collection or delivery choice, available time, minimum order value and menu availability should be easy to find.
Run a real test order and check:
- Do opening hours and order cut-off times work correctly?
- Can customers understand variants, extras and allergy information?
- Are the delivery area, charges and collection time clear before payment?
- Does the order reach the kitchen or till in an unambiguous form?
- Does the customer receive a correct confirmation and status?
- Are cancellation, refund and support steps documented?
- Can users reach the privacy notice, legal notice and payment information?
A system that looks good in a demonstration still has to survive normal restaurant pressure. Test sold-out products, late acceptance, an incorrect address and a customer question. Ask the people working in the kitchen and front of house to take part, because they will spot different problems from the manager who bought the system.
Customer data and consent
Running your own ordering channel does not make every use of customer data lawful. Order details are collected first to fulfil the purchase. Newsletters, promotional messages and advertising audiences need an appropriate legal basis and clear information. Have the specific implementation checked for data protection compliance.
Also clarify which company processes payments, hosts the data and provides support. The contract should reflect the actual roles rather than leaving the restaurant to infer them from the interface.
Move orders without switching off too early
Do not close a functioning sales channel before the new route has been tested and customers know it exists. Start with a limited introduction. Let the team process real test orders, correct the menu and responsibilities, and record any faults.
Once it works, use the same direct link at every contact point you control: website, Google Business Profile, social profiles, email signatures and suitable printed material in the restaurant. Test QR codes before printing and afterwards. A stable restaurant-owned URL is useful because it can redirect to another supplier if the technology changes later.
Monitor the channels separately. A sudden fall in marketplace orders is not a success if those orders do not arrive directly. Follow total order value, contribution after channel costs, cancellations and operational workload.
Promote the direct route responsibly
"Order direct" is not a customer benefit on its own. The journey must be easy and trustworthy. Communicate advantages that are actually available, such as the current menu, convenient collection, a direct route for questions or a clear order status.
Avoid discounts that remove the margin you hoped to protect. Test whether a direct collection offer makes commercial sense, and give every campaign a defined period and method of review.
Existing guests are often the most natural audience. Mention the direct route at collection, on receipts or inside packaging where this is legally and contractually permitted. Staff should be able to explain how it works without making claims that the restaurant cannot keep.
Frequently asked questions
What is the Lieferando commission rate in 2026?
A general number is not a safe basis for your restaurant. Check the current agreement, selected services and statements. Ask for a written offer showing every charge when the terms change.
Is a direct ordering system always cheaper?
No. Order volume, provider terms, payment methods, marketing and internal work all affect the cost. A low monthly fee does not help if there is little direct demand or the process creates extra work.
Should we cancel Lieferando immediately?
An abrupt change can reduce reach and orders. Test the direct channel, build reliable access to it and decide using your figures, operational results and notice periods.
Who owns the customer data?
The answer depends on contracts, legal roles and data protection law. Check which information you receive to fulfil an order and what you may do with it. An order is not blanket consent for marketing.
Do we need a restaurant app?
For many restaurants, a fast mobile web order is enough. An app adds installation and maintenance barriers. It makes sense only when it offers a clear reason for repeated use.
How should we measure the result?
Compare cost, completed orders, average order value, refunds, cancellations, support work and acquisition source over the same period. Track whether customers return through the direct route, without overstating what the available data proves.
Want to compare your figures with the cost of a direct channel? Our online ordering system service covers the technical and operational questions OzyCore Studio reviews before launch. You can then explore the product at OzyCore Gastro.