Delivery volume can hide a profitability problem. If your team simply copies dine-in prices into third-party apps, margin usually drifts down within a few weeks.
This guide gives you a US-ready workflow: set a target margin first, convert it into a delivery price, then validate by market.
Quick Summary
- Use one effective fee rate per platform, not headline commission alone.
- Include packaging in item-level pricing math, not as an afterthought.
- Build separate playbooks for dense lunch zones and suburban dinner zones.
- Review top delivery SKUs every week before margin drift compounds.
Why Delivery Margins Slip in 2026
US menu operators are already repricing against higher input pressure.
In the CPI release published on 2026-02-13 (January 2026 data), BLS reported food-away-from-home up 4.0% year over year.
When ingredient pressure rises and delivery fees are layered on top, unchanged app pricing quickly compresses contribution margin.
US Platform Fee Snapshot (Public Pricing Pages)
Public pages are not your final contract, but they are a practical starting baseline.
| Platform | Delivery structure shown publicly | Pickup / self-delivery examples | Source |
|---|---|---|---|
| DoorDash (US) | Marketplace plans shown at 15% / 25% / 30% | Pickup rate shown at 6% | DoorDash US merchant products |
| Uber Eats (US) | Plan-based marketplace pricing (varies by agreement) | US pricing page shows 15% self-delivery and pickup at 7% with validated parity (otherwise 10%) | Uber Eats US merchant pricing |
Use statement data to compute your real all-in rate before any repricing decision.
Core Formula for Delivery-Only Menu Pricing
Base target price = F / T
Delivery menu price = (Base target price + P) / (1 - R)Where:
F= food cost per servingT= target food cost ratioP= packaging cost per orderR= effective platform fee rate (commission + order-linked platform costs)
This formula protects your margin target before tax.
Worked Example (USD)
Assumptions:
F= $5.60T= 30%P= $0.85R= 28%
Step 1: base target price
5.60 / 0.30 = $18.67Step 2: delivery menu price
(18.67 + 0.85) / (1 - 0.28)
= 19.52 / 0.72
= $27.11Operational listing would usually be $26.99 or $27.49 based on your price ladder.
Menu Design Rules for Delivery Hold Time
Food safety and quality both matter in transit. FDA Food Code standards (for hot/cold holding) are a useful floor when deciding which items should stay on delivery menus.
| High-risk format | Common failure in delivery | Practical redesign |
|---|---|---|
| Crisp-fried mains | Steam loss and texture collapse | Sauce-on-side or glaze finish |
| Broth noodles | Overhydration during transit | Noodles and broth packed separately |
| Fully dressed salads | Wilted greens and pooling | Dressing separated; sturdier greens |
Local Execution: Two US Operating Contexts
Midtown Manhattan lunch corridor
Lunch windows are narrow and app demand is convenience-driven. Keep menu depth tight, push fast-assembly bowls and wraps, and use pickup bundles for nearby office towers.
Suburban Dallas dinner trade
Baskets are broader and household orders are more common at night. Bundle mains with low-cost add-ons (drink, soup, side) to lift average ticket before broad base-price increases.
20-Minute Weekly Delivery Pricing Routine
- Pull the top 10 delivery SKUs by volume and margin.
- Recalculate effective fee rate from actual weekly statements.
- Reprice SKUs drifting more than 2 points above target food cost.
- Remove or redesign low-volume, high-leakage items.
- Sync changes across POS, app menus, and printed inserts on one effective date.
Related Guides
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