Food delivery apps have become a lifeline for diners who want restaurant meals at home. The convenience of ordering through Deliveroo, Uber Eats, Just Eat and smaller rivals comes with a price, though platforms typically collect double‑digit commissions on every order.
Many London restaurateurs say the only way to keep margins sustainable is to raise menu prices on apps, negotiate lower rates, or steer diners to their own ordering channels. Below is a look at the major platforms operating in the UK, what they charge and how savvy operators are responding.
1. Just Eat – the market leader
Just Eat is still the biggest takeaway marketplace in the UK. Restaurants can list their menus for free but pay commission on every order. When you handle your own deliveries, Just Eat’s cut is about 14 %. If you use Just Eat’s drivers, the commission jumps to around 30 % of the order value. Some takeaways raise app prices by 20–30 % to offset these fees. For example, a haddock and chips that cost £11.20 in‑store might be priced at £14.40 on Just Eat. Others stick with the lower‑fee collection option so they can control their own delivery service.
Pros
Huge customer base and brand recognition across the UK.
Offers both marketplace (delivery) and collection‑only models.
Partner Hub provides order management and marketing tools.
Cons
High commission (around 30 %) if you rely on Just Eat’s drivers.
Restaurants don’t own customer data.
Marketplace listings make it hard to stand out without paying for adverts.
Contact
Partner line: 020 8736 2000 (for device support and partner queries).
Restaurant sign‑up: 020 3370 9922 (restaurant onboarding and partnership enquiries).
General email: info@just‑eat.co.uk.
Headquarters: Fleet Place House, 2 Fleet Place, London EC4M 7RF.
2. Deliveroo – premium positioning with high fees
Deliveroo is often credited with bringing restaurant‑quality food delivery to London. It boasts real‑time order tracking and a premium image, but that comes at a cost. Restaurants typically pay 25–35 % commission on each order. Deliveroo also charges an onboarding fee (which covers menu photography and tablet equipment) and pays out revenue every two weeks. Many independent operators increase their prices on Deliveroo by roughly 20 % to cover the commission; a cappuccino costing £3.10 in‑house might appear at £3.90 on the app. Others opt for Deliveroo’s “self‑delivery” option to reduce fees, or they encourage customers to order directly through their own websites.
Pros
Strong brand recognition and loyal customer base.
Live order tracking and marketing support tools.
Choice of delivery models (Deliveroo riders, your own drivers or customer pickup).
Cons
Commission averaging 25–35 % of order value.
Onboarding fee for photography and device setup.
Restaurants have limited control over customer data and cannot customise the app.
Contact
Partner support line (live orders and login issues): 020 7138 9037.
Partner Hub (for support tickets and live chat): via restaurant‑hub.deliveroo.net
Website for sign‑up and information: https://merchants.deliveroo.
com/
3. Uber Eats – flexible commission but hefty activation fee
Uber Eats’ three commission tiers give restaurants some flexibility. Using Uber’s courier network costs around 30 % per order; the Self‑Delivery and Pick‑Up options reduce commission to about 13 %. However there is a significant one‑off activation fee (around £650 plus VAT) for tablet equipment and onboarding. Restaurant owners complain that the high commission forces them to raise menu prices by roughly 20 % to stay profitable. Many also run loyalty schemes or promote direct ordering to move customers away from the app.
Pros
Large user base and strong brand recognition.
GPS tracking for customers and delivery drivers.
Choice of delivery, self‑delivery or pick‑up models to suit your operation.
Cons
High commission on orders fulfilled by Uber’s drivers (around 30 %).
One‑time activation fee for equipment and training.
Limited customisation and access to customer data.
Contact
Restaurant support email: restaurants@uber.com (for menu, account and integration queries).
4. Scoffable – Scottish challenger
Scoffable started in Scotland and now works with hundreds of restaurants and takeaways. It provides a marketplace for customers to order from local takeaways and charges a commission only on completed orders. The exact percentage depends on order value and volume. Joining the platform is free, and Scoffable supplies the ordering equipment. However, it operates mainly in Scotland, so London restaurants may see limited benefit.
Pros
Pay commission only on completed orders, with no set‑up fee.
Support team helps upload and maintain menus.
Strong regional brand recognition in Scotland.
Cons
Limited geographical reach outside Scotland.
Pricing details aren’t publicly disclosed; you must contact Scoffable for a quote.
No branded app or customer data ownership for restaurants.
Contact
Social channels (Facebook & Instagram) for support and promotions.
5. Building your own ordering channel
Many restaurateurs are tired of giving away 30 % of their revenue to third‑party apps. One solution is to invest in a commission‑free ordering system or POS‑integrated website. Platforms such as UpMenu, Square Online, Otter or Orderbase let restaurants take orders directly, process payments and arrange delivery using their own drivers or a local courier. Fees are typically a flat monthly subscription, and you retain control of your customer data and branding.
Tips for success
Raise app prices responsibly: If you use delivery platforms, adjust menu prices by 10–20 % to cover commissions, but be transparent with customers about why.
Use multiple platforms: Some operators list on several apps to diversify their customer base and negotiate better commission rates. Leverage each platform’s promotions to acquire new diners.
Negotiate: High‑volume restaurants may be able to negotiate lower commission rates with platforms. It never hurts to ask, especially if you’re exclusive to one app.
Promote direct ordering: Encourage repeat customers to order via your own website or app. Offer loyalty rewards or lower prices for ordering directly, saving both parties money.
Consider self‑delivery or pick‑up: Handling your own deliveries reduces commission. Pair it with click‑and‑collect to drive footfall back to your physical location.
Third‑party apps offer exposure to a vast pool of customers, but their commissions can swallow profits. London’s restaurateurs are increasingly balancing the marketing benefits of platforms with the need to maintain healthy margins.
Armed with the right information, you can ensure the apps work for you, not the other way around.
