Restaurant delivery apps can boost visibility and orders – but only if you manage them with a clear strategy. This checklist turns the big ideas from Part 1 into simple, actionable steps you can actually implement.
1. Before You Join Any App
-
Define your goal:
-
Extra sales at off‑peak times?
-
Brand visibility?
-
Testing demand in new areas?
-
-
Know your numbers:
-
Average order value (AOV)
-
Food cost % and labour cost %
-
Current profit margin on dine‑in vs delivery
-
-
Decide your delivery “mix”:
-
Third‑party apps only
-
Direct ordering only
-
Or a hybrid (most operators end up here)
-
2. Choosing the Right Platforms
-
Check where your customers actually order from in your city (Zomato, Swiggy, Uber Eats, Deliveroo, DoorDash, local players, etc.).
-
Compare:
-
Commission range (often ~15–35% depending on country and service level)
-
Delivery radius and reliability in your area
-
Integration with your POS or aggregator tools
-
Support for promotions, ads and visibility boosts
-
-
Avoid joining every platform at once; start with 1–2 and scale based on results.
3. Protecting Your Margins
-
Increase menu prices on delivery apps (even by 5–15%) to absorb commissions, while keeping in‑house prices more attractive.
-
Build a delivery‑specific menu:
-
Focus on high‑margin items
-
Avoid dishes that get soggy, melt or fall apart
-
Create combos/family boxes to increase AOV and simplify prep
-
-
Track:
-
Delivery orders per day
-
Net profit per order after commission, packaging, and taxes
-
Compare to dine‑in profitability regularly.
-
4. Smart Negotiation Tactics
-
Use your leverage if you have it:
-
Strong local brand recognition
-
Multiple outlets
-
High existing volume on another platform
-
-
Ask about:
-
Lower commission in exchange for volume targets or partial exclusivity
-
Reduced fees if you use your own drivers
-
Free credits for sponsored listings when you launch
-
-
Review contracts carefully for:
-
Pricing‑parity clauses
-
Exclusivity requirements
-
Penalties, refunds and chargeback rules
-
5. Operational Best Practices
-
Assign a point person for online orders during busy shifts.
-
Standardise packaging:
-
Leak‑proof containers
-
Vented boxes for fried foods
-
Clear labelling (dish name, allergy notes, reheating instructions)
-
-
Set realistic prep times in the app so riders arrive when food is ready.
-
Monitor delivery times and complaint patterns so you can flag repeated courier issues to the platform.
6. Owning the Customer Relationship
-
Build and promote your direct ordering channels alongside apps: website, QR menu, WhatsApp ordering, or a white‑label app.
-
Incentivise customers to order directly by offering:
-
Lower prices or “app‑exclusive” fees waived on your own channel
-
Loyalty points or stamps
-
Free add‑ons for repeat orders
-
-
Use inserts in delivery bags:
-
Thank‑you notes
-
QR codes for direct ordering
-
Loyalty or referral offers
-
7. Brand and Reputation Management
-
Keep your brand consistent across every platform: name, logo, photos, tone of voice.
-
Invest in strong food photography, as it significantly impacts click‑through and conversion in delivery marketplaces.
-
Reply to reviews (both positive and negative):
-
Acknowledge issues, don’t blame the driver publicly
-
Offer a make‑good where appropriate
-
-
Watch for “rating drift”:If scores start to slide, investigate whether it’s food quality, packaging, or delivery delays.
8. Knowing When to Pull Back
-
Regularly ask:
-
Are we actually making money on this platform after all costs?
-
Are we seeing more direct orders thanks to the visibility?
-
Is the operational strain hurting dine‑in service?
-
-
It’s okay to:
-
Exit a low‑performing app
-
Limit delivery hours to protect kitchen capacity
-
Pause paid promotions if they don’t produce profitable orders
-
Bottom line: delivery apps are powerful distribution channels, not business models. Treat them as rented space; useful while they serve your goals, but never a substitute for owning your brand, data and direct relationship with your guests
