Third-party apps can fill slow shifts. They can also turn your best-seller into a weak-margin order.
Direct ordering can fix that, but only if you price and track it correctly.
Quick Take
- Major U.S. marketplace programs still publish tiered commission structures that can materially change margin by channel.
- Direct channels usually carry lower fee drag but require consistent repeat-order flow to win.
- The right strategy is often hybrid: acquire on marketplaces, retain on direct channels.
- You need channel-level contribution math, not one blended “delivery margin.”
The Mistake That Keeps Operators Stuck
Many teams compare channels by top-line sales only. That hides the real question:
Which channel leaves more dollars after all channel-specific costs?In owner communities, this is a recurring theme: high delivery volume with weak cash outcomes.
Channel Contribution Formula
Use this by channel:
Contribution dollars per order =
Net collected
- food cost
- packaging
- channel labor
- channel-specific fees
- promo fundingTrack per-order contribution first. Then track contribution per labor hour.
Worked Example (Same $32 Menu Ticket)
Assumptions:
- Food + packaging + channel labor: $14.20
- Third-party effective deductions: 28%
- Direct channel effective deductions: 6.5% (processing + basic direct channel tech stack)
- Direct retention spend allocated per order: $1.40
Third-party
Net collected = 32 x (1 - 0.28) = $23.04
Contribution = 23.04 - 14.20 = $8.84Direct
Net collected = 32 x (1 - 0.065) = $29.92
Contribution = 29.92 - 14.20 - 1.40 = $14.32Same dish, same kitchen, very different contribution.
Practical 2026 Mix Strategy
1) Use marketplaces for discovery
Let third-party channels surface your brand to new guests. Treat part of commission as acquisition cost.
2) Protect repeat margin on direct
Build direct re-order behavior with:
- easier repeat UX
- pickup-first offers
- controlled loyalty offers
3) Keep rules compliant
Do not run tactics that violate platform terms. Use permitted channels and transparent guest communication.
What to Track Weekly
- orders and average check by channel
- contribution dollars by channel
- repeat rate by channel
- promo spend by channel
- cancellation/refund rate by channel
If a channel grows orders but contribution stays flat, you are buying sales with margin.
30-Day Test Plan
- Baseline current channel economics.
- Set target mix and target contribution dollars.
- Launch one direct-offer test (pickup bundle or reorder incentive).
- Re-measure weekly.
- Keep what increases contribution dollars, not just order count.
Related Guides
- US Delivery App Pricing Guide
- Uber Eats vs DoorDash vs Grubhub Fees (2026)
- US In-House Delivery Fee Pricing Guide
- US Menu Pricing Calculator
KitchenCost helps you compare channel-level contribution with live recipe costs so channel mix decisions are based on margin, not guesses.