How to Reduce Deliveroo Commission: 7 Ways UK Restaurants Are Taking Back Profit in 2026

2. Encourage Repeat Customers to Order Directly

Acquiring a new customer through Deliveroo can be worthwhile if it leads to future direct orders. Many restaurants now include subtle prompts inside takeaway packaging, such as QR codes, discount vouchers, or loyalty rewards that invite customers to place their next order through the restaurant's own website.

Effective incentives include:

• 10% off the next direct order
• Free side dishes
• Complimentary desserts
• Loyalty points
• Exclusive menu items

The goal is not to persuade customers to abandon Deliveroo immediately. Instead, give them a compelling reason to choose your website the next time they order.

3. Use Loyalty Programmes Instead of Marketplace Discounts

Marketplace promotions often reduce your profit while strengthening customer loyalty to the platform rather than your restaurant. A restaurant-owned loyalty programme creates a different outcome. Customers earn rewards directly from your business, making them more likely to return without relying on Deliveroo's promotional campaigns.

Examples include:

• Every fifth order earns a free starter
• Birthday rewards
• VIP discounts for frequent customers
• Points redeemable against future orders

Restaurant CRM software makes these programmes easier to manage because customer purchases are automatically tracked across every direct order.

4. Increase Average Order Value

Reducing commission is not always about lowering costs. Sometimes increasing revenue per order improves profitability just as effectively.

Consider a simple example.

Although commission increases, fixed operating costs remain similar, allowing larger orders to generate stronger margins.

Restaurants commonly increase basket values by:

• Meal bundles
• Family deals
• Suggested side dishes
• Premium drinks
• Desserts
• Limited-time offers

Well-designed menus can significantly improve average order value without increasing marketing spend.

5. Collect Customer Data You Actually Own

One of the biggest disadvantages of marketplace platforms is that restaurants receive limited customer information. Without customer data, you cannot build long-term relationships or market effectively.

A direct ordering platform enables you to collect valuable information such as:

• Order history
• Favourite dishes
• Customer preferences
• Birthday details
• Visit frequency
• Average spending

This data supports personalised promotions that encourage repeat orders and improve customer retention over time. Restaurants using integrated CRM systems can automatically segment customers and send targeted campaigns instead of generic discounts to everyone.

6. Automate Marketing to Bring Customers Back

Many restaurants spend heavily acquiring customers but do little to encourage repeat visits. Automated marketing helps recover lost revenue without increasing advertising budgets.

Useful campaigns include:

• "We miss you" messages after 30 days
• Birthday offers
• Seasonal menu launches
• New product announcements
• Weekend takeaway promotions
• Exclusive offers for loyal customers

Platforms such as ONAP FoodTech combine customer data with WhatsApp, SMS, and email marketing, allowing restaurants to automate many of these campaigns instead of sending messages manually.

7. Choose Technology That Supports Direct Growth

Your technology stack plays a significant role in how dependent your business becomes on third-party delivery platforms. Many restaurants still use separate systems for online ordering, loyalty, CRM, marketing, and reporting. This creates duplicated work and fragmented customer data.

An integrated platform allows you to manage everything from one dashboard, including:

• Direct online ordering
• Customer relationship management
• Loyalty programmes
• Marketing campaigns
• Menu management
• Analytics and reporting

If you're comparing solutions, the ONAP FoodTech Features page provides an overview of how restaurants can combine these tools without relying on multiple software providers. Before investing, it's also worth reviewing the FoodTech pricing options to understand which features match your business size and growth plans.

Does It Make Sense to Leave Deliveroo Completely?

For most UK restaurants, the answer is no. Deliveroo remains an effective channel for customer acquisition and can generate valuable exposure, particularly in competitive areas.

A balanced strategy usually delivers better results:

Rather than choosing one or the other, successful operators use both strategically. Deliveroo introduces new customers, while direct ordering improves profitability over time.

Common Mistakes Restaurants Make

Restaurants trying to reduce commission often make changes that unintentionally hurt sales.

Avoid these common pitfalls:

• Removing Deliveroo without an established direct ordering channel.
• Offering no incentive for customers to order directly.
• Ignoring customer retention and focusing only on acquiring new customers.
• Running discounts that reduce profit more than commission fees.
• Failing to collect customer data from direct orders.
• Using disconnected systems that require manual administration.

Reducing commission should be part of a broader strategy focused on increasing customer lifetime value, not just cutting costs.

Frequently Asked Questions

Can I negotiate Deliveroo commission rates?

Sometimes. Larger restaurant groups or high-volume partners may be able to negotiate better commercial terms. Independent restaurants usually achieve greater financial gains by increasing direct orders rather than relying on commission negotiations alone.

Is it legal to encourage Deliveroo customers to order directly?

Restaurants should always comply with the terms of their agreement with Deliveroo. Many businesses promote their own ordering channels through packaging inserts, loyalty schemes, social media, and their websites without violating platform rules.

How much can restaurants save by increasing direct orders?

The exact savings depend on your commission agreement and order volume. Even shifting a portion of repeat customers to a direct ordering platform can significantly improve margins over time because marketplace commissions no longer apply to those sales.

What features should a direct ordering platform include?

Look for online ordering, secure payment processing, customer profiles, loyalty programmes, CRM, marketing automation, reporting, and integration with your restaurant operations. A unified platform reduces administrative work and provides a better customer experience.

Is ONAP FoodTech suitable for independent restaurants?

ONAP FoodTech is designed for restaurants that want to grow direct orders while managing online ordering, customer engagement, and marketing from one platform. It can support independent venues as well as multi-site operators looking to reduce reliance on third-party marketplaces.

Conclusion

Reducing Deliveroo commission is less about finding loopholes and more about building a business that is not dependent on a single sales channel. Marketplace platforms remain valuable for attracting new customers, but the greatest long-term profitability comes from converting those customers into loyal, direct buyers. Investing in your own ordering website, customer database, loyalty programme, and automated marketing creates an asset that grows with your restaurant. Over time, every direct order helps improve margins, strengthens customer relationships, and gives you greater control over your business.