The commission model: what you are actually paying
Just Eat, Deliveroo, and Uber Eats operate on a commission model: they take a percentage of every order placed through their platform. While the headline rates vary, the all-in cost — including VAT on commission, payment processing fees, and any optional marketing/placement fees — typically lands between 20% and 35% of order value.
This is not a one-time cost. It is deducted from every order, every week, for as long as you use the platform. For a restaurant taking 100 orders per week at an average of £22, that is £440–£770 disappearing to the platform every single week.
| Scenario | 50 orders/wk · £18 avg | 100 orders/wk · £22 avg | 150 orders/wk · £25 avg |
|---|---|---|---|
| Weekly order revenue | £900 | £2,200 | £3,750 |
| Commission at 25% | £225/week | £550/week | £938/week |
| Annual commission paid | £11,700 | £28,600 | £48,750 |
| 5-year commission total | £58,500 | £143,000 | £243,750 |
| Food-Ordering.com licence (one-off) | £3,500 | £3,500 | £3,500 |
| 5-year hosting + support | £2,400 | £2,400 | £2,400 |
| 5-year saving | £52,600 | £137,100 | £237,850 |
Breakeven: how fast does the licence pay for itself?
The £3,500 licence cost (plus £599 first-year hosting) is recovered entirely from the first commission-free orders taken through the direct site. At 50 orders/week averaging £18 and a 25% commission rate:
- Weekly commission saving: £225
- Breakeven point: £4,099 ÷ £225 = 18 weeks
- Everything after week 18 is pure saving
At higher order volumes the breakeven is faster. A restaurant doing 100 orders/week recoups the full licence cost in approximately 7–8 weeks.
Full feature comparison
| Feature | Just Eat / Deliveroo | Food-Ordering.com |
|---|---|---|
| Commission per order | 20–35% | Zero |
| Customer data ownership | Platform owns it | You own it |
| Menu control | Platform approval required | Instant, full control |
| Branding | Platform branding dominant | Fully your brand |
| Pricing control | Restricted; many force parity | Full control |
| Loyalty programme | Platform loyalty only | Your own loyalty scheme |
| Email marketing to customers | Not permitted | Full customer list access |
| Multi-location management | Separate listings, separate fees | Unified back-office, one licence |
| Cost model | Ongoing % of revenue | One-off purchase |
| Contract | Platform T&Cs — can change | You own the software |
The hybrid approach: direct + platform
Most restaurants do not need to choose between platforms and direct ordering — they can run both. The recommended hybrid strategy:
- Keep platform listings for new customer discovery — platforms do generate new customers
- Convert platform customers to direct by including a card in every delivery with a discount code for their first direct order
- Reward direct customers with loyalty points, exclusive offers, and a better experience than the platform checkout
- Track the shift — over 12–18 months, the proportion of orders through direct channels typically grows significantly as repeat customers switch
The goal is not to exit the platforms overnight but to reduce your dependency on them. Every order that shifts from platform to direct saves you 20–35% on that transaction and puts the customer relationship back under your control.
What direct ordering gives you that platforms never will
- Customer data — name, email, address, order history. Platforms keep this. You cannot email a Deliveroo customer directly.
- Pricing flexibility — platforms increasingly enforce price parity, meaning you cannot legally offer lower prices on your direct site. With your own site, your pricing is entirely your decision.
- Menu freedom — add new items, run specials, update descriptions without waiting for platform approval.
- Brand continuity — the customer experiences your brand from landing page to receipt email, not a generic platform interface with your logo squeezed in.
Frequently asked questions
How much commission does Just Eat charge restaurants?
Just Eat charges approximately 14% base commission plus VAT and payment processing. The all-in effective rate is typically 20–25% of order value. Deliveroo and Uber Eats typically operate at 25–35% depending on the package and negotiated terms.
Can I have a Food-Ordering.com site and stay on Just Eat at the same time?
Yes. There is no exclusivity requirement. Running both channels simultaneously is the most common approach — using platforms for discovery and the direct site for repeat orders from existing customers.
What happens to existing orders if I switch to direct ordering?
Nothing happens immediately to platform orders — you continue to receive them normally. You add the direct ordering site alongside your existing operation and gradually migrate customers over time.
Calculate your commission saving
Tell us your average weekly order volume and average order value. We will calculate your exact commission saving and breakeven timeline.
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5-Year Cost Comparison · vs Flipdish · Types of Ordering System