Restaurant Losing Money on Delivery? 7 Ways to Fix It (Without Cutting Service)

You launched delivery thinking it would be pure profit—using existing kitchen capacity to serve more customers. Instead, you're watching money evaporate with every order. Sound familiar?

TL;DR

Most restaurants lose money on delivery not because of one big problem, but death by a thousand cuts. The fixes: optimize menu for delivery profitability, price appropriately by channel, switch to commission-free ordering, reduce packaging costs, streamline operations, implement delivery radius limits, and convert customers to direct ordering.

Why Restaurants Lose Money on Delivery

Before the fixes, understand the problem:

The Profit Illusion

What you think: "30% food cost + 25% commission = 45% cost. That's 55% left!" Reality: Labor, packaging, errors, refunds, tech fees, and overhead eat the rest—often leaving negative margins.

The Volume Trap

What you think: "More orders = more profit!" Reality: More money-losing orders = more losses. Volume amplifies bad economics.

The Competition Fallacy

What you think: "Everyone else does delivery, so I have to." Reality: Everyone else might be losing money too. Or doing it smarter than you.

Fix #1: Create a Delivery-Optimized Menu

The Problem

Your full menu wasn't designed for delivery. Some items:

• Don't travel well
• Take too long to prepare
• Have thin margins
• Require special packaging

The Solution

Create a separate delivery menu with only profitable items.

Criteria for Delivery Menu Items: | Factor | Requirement | |--------|-------------| | Food Cost | <28% | | Prep Time | <10 minutes | | Travel Quality | Maintains quality 30+ min | | Packaging Cost | <$1.50 | | Error Rate | Low complexity |

Items to Remove from Delivery:

• Fried foods that get soggy
• Large salads (wilting issues)
• Complex plated dishes
• Low-margin items
• Items requiring special packaging

Items to Feature on Delivery:

• Bowl-format meals (travel well)
• Sandwiches and wraps
• Family-style portions (higher tickets)
• Add-on items (desserts, drinks, sides)
• Combo deals (increase average order)

Real Example

A casual dining restaurant reduced their delivery menu from 85 items to 32. Result: Average order value up 18%, complaint rate down 45%, profitability positive.

Fix #2: Implement Channel-Based Pricing

The Problem

You charge the same price everywhere—but costs vary dramatically by channel.

| Channel | Your Cost | Your Price | Margin | |---------|----------|-----------|--------| | Dine-In | 30% food | $15 | Good | | Pickup | 30% + packaging | $15 | Okay | | Direct Delivery | 35% + labor | $15 | Thin | | DoorDash | 60% all-in | $15 | Negative |

The Solution

Different channels, different prices.

Pricing Strategy: | Channel | Pricing Approach | |---------|-----------------| | Dine-In | Base price | | Pickup | Base price (or small discount) | | Direct Delivery | +10-15% | | Third-Party Apps | +18-25% |

Implementation Tips:

• Update app menus immediately (you control this)
• Train staff on pricing differences
• Explain value ("delivery premium includes convenience")
• Don't apologize for app pricing

Objection Handling

"Won't customers just order from apps to get lower prices?"

No—apps add their own fees. Customer pays ~$8-15 in delivery fee, service fee, etc. Your price increase is hidden in their overall higher cost.

Fix #3: Switch to Commission-Free Ordering

The Problem

Third-party apps take 25-30% commission. That's often more than your entire profit margin.

The Solution

Build your own ordering channel.

Commission Comparison: | Platform | Commission | On $1,000 Sales | |----------|-----------|-----------------| | DoorDash | 25-30% | $250-300 | | UberEats | 15-30% | $150-300 | | Grubhub | 15-30% | $150-300 | | Direct (RestauNax) | 0% | $0 |

The Math:

• 100 delivery orders/week at $35 average = $3,500
• Commission at 25% = $875/week
• Annual commission cost: $45,500
• Direct ordering platform cost: ~$200/month
• Annual savings: $43,100

Implementation Steps

1. Set up commission-free ordering platform
2. Configure delivery zones and fees
3. Integrate with your POS
4. Train staff on new workflow
5. Begin customer migration

Fix #4: Optimize Packaging Costs

The Problem

Delivery-specific packaging costs $1.50-$4.00 per order. That's 5-12% of a typical order.

The Solution

Reduce packaging costs without sacrificing quality.

Quick Wins: | Change | Savings | |--------|---------| | Buy in bulk (500+ units) | 15-25% | | Reduce container varieties | 10-15% | | Eliminate double-packaging | $0.30-0.75/order | | Use standard sizes only | 10-20% |

Strategic Changes: | Change | Description | Impact | |--------|-------------|--------| | Supplier negotiation | Quote from 3+ suppliers | 10-30% savings | | Container standardization | 3-4 sizes max | Reduce inventory, bulk pricing | | Eliminate branded packaging | Generic is fine for delivery | 40-60% savings | | Optimize by menu item | Right-size containers | Reduce waste |

Real Numbers

A pizzeria spending $2.10/order on packaging:

• Switched to bulk buying: $1.65
• Standardized box sizes: $1.40
• Negotiated new supplier: $1.15
• Annual savings: $9,500 (100 orders/week)

Fix #5: Streamline Delivery Operations

The Problem

Inefficient operations add hidden costs:

• Staff scrambling during rushes
• Orders sitting/getting cold
• Mistakes requiring remakes
• Drivers waiting (some apps charge for this)

The Solution

Systemize the delivery workflow.

Workflow Optimization:

1. Dedicated station for delivery order prep
2. Separate ticket rail for app orders
3. Timer system for order completion targets
4. Staging area near handoff point
5. Quality checklist before bagging

Technology Improvements: | Tool | Purpose | Impact | |------|---------|--------| | Order aggregator | Single tablet for all apps | -50% tablet management time | | Kitchen display | Digital ticket management | Faster order routing | | POS integration | Automatic order entry | Eliminate manual entry errors | | Driver status alerts | Know when driver arrives | Reduce wait time |

Staff Training:

• Delivery order handling procedures
• Common error prevention
• Customer service for complaints
• Handoff protocol with drivers

Time Savings

Average time per delivery order before optimization: 18 minutes of labor After optimization: 11 minutes of labor At $15/hour, that's $1.75 saved per order

Fix #6: Implement Smart Delivery Radius

The Problem

Deliveries to far locations:

• Take longer (quality suffers)
• Cost more in driver time/pay
• Have higher complaint rates
• Often cancel (wasted prep)

The Solution

Define and enforce profitable delivery zones.

Radius Strategy: | Zone | Distance | Delivery Fee | Priority | |------|----------|-------------|----------| | Priority | 0-2 miles | $3.99 | High volume | | Standard | 2-4 miles | $5.99 | Moderate | | Extended | 4-6 miles | $7.99 | Minimum order $40 | | Beyond | 6+ miles | Not offered | — |

Minimum Order Requirements: | Zone | Minimum Order | Rationale | |------|---------------|-----------| | Priority | $15 | Cover fixed costs | | Standard | $25 | Offset distance | | Extended | $40 | Only worth it for larger orders |

Implementation

For direct ordering: Configure zones in platform For apps: Adjust delivery radius in merchant portal

Results:

• Fewer complaints from distant deliveries
• Higher average order value (minimums)
• Better quality ratings
• More profitable per delivery

Fix #7: Convert App Customers to Direct

The Problem

Every app order costs you 25-30% in commission. Every direct order costs you 3-5%.

The Solution

Systematically move customers from apps to your own platform.

Conversion Tactics:

Package Inserts (Every Order):

• Branded card with QR code
• "Save 15% on your next order"
• Direct ordering URL prominently displayed
• First-order incentive for new direct customers

Menu Differentiation:

• Exclusive items only on direct ordering
• Larger portions for direct orders
• Secret menu for direct customers
• Better deals/combos on direct

Loyalty Program:

• Points only for direct orders
• Free item after X direct orders
• Birthday rewards for direct customers
• VIP treatment for regulars

Digital Marketing:

• Retarget app customers who visit your site
• Email campaigns to customer list
• Social media promotion of direct ordering
• Google Ads for "[your restaurant] delivery"

Conversion Metrics to Track

| Metric | Target | |--------|--------| | QR code scans per 100 orders | 15-25% | | Direct order first-timers/week | 10-20 | | Repeat direct order rate | 40%+ | | App order percentage (monthly) | Declining |

Real Example

A burger restaurant inserted cards in all 200 weekly app orders:

• Month 1: 18 direct order conversions
• Month 3: 45 weekly direct orders (former app customers)
• Month 6: 90 weekly direct orders
• Commission savings: $4,500/month

Putting It All Together

Quick Wins (This Week)

1. Audit your menu for delivery profitability
2. Raise prices on third-party apps by 15-20%
3. Order package inserts promoting direct ordering

Short-Term (This Month)

1. Set up commission-free ordering platform
2. Optimize packaging costs
3. Train staff on new procedures

Medium-Term (Next Quarter)

1. Launch customer conversion campaign
2. Implement delivery zone strategy
3. Track and optimize based on data

Expected Results

If you implement all seven fixes: | Metric | Before | After | |--------|--------|-------| | Delivery margin | -5% | +15% | | Direct order % | 10% | 50% | | Commission paid | $3,000/mo | $1,000/mo | | Net delivery profit | -$1,500/mo | +$3,500/mo |

Conclusion

Delivery doesn't have to be a money pit. The restaurants making it work:

• Sell the right items at the right prices
• Own their customer relationships
• Operate efficiently
• Continuously convert to direct

The restaurants losing money are doing the opposite—selling everything at the same price through channels that take 30%, hoping volume will save them.

It won't. But these seven fixes will.

---

Ready to turn delivery losses into profits? See how RestauNax enables commission-free ordering and helps restaurants take control of their delivery business.