Ask a restaurant owner what they pay the delivery apps and most will quote a commission percentage. Ask what they actually keep per order after commission, discounts, packaging and GST on the commission, and the answer is usually a silence. This article puts numbers on it and lays out a realistic way to grow direct orders without abandoning the apps.
What an aggregator order really nets you
Take a ₹400 order on a 25% commission:
| ₹ | |
|---|---|
| Order value | 400 |
| Commission 25% | −100 |
| GST on commission (18%) | −18 |
| Restaurant-funded discount (say 10%) | −40 |
| Packaging | −25 |
| Payment / platform fees | −8 |
| What you receive | ~209 |
Before food cost. Commissions vary by city, category and your negotiating power, and the numbers above are illustrative – plug in your own from the partner dashboard. The point is that the effective take is often far above the headline percentage.
When aggregators still make sense
- Discovery. A new kitchen or a new area has no cheaper way to reach thousands of hungry people tonight.
- Incremental volume in slow hours, if your kitchen has spare capacity.
- Logistics you would otherwise have to build.
The mistake is not using the apps; it is letting them own every repeat customer.
The direct-ordering playbook
1. Have somewhere to send people
A branded online ordering page – your menu, your prices, UPI and card payment, pickup or delivery – linked from Instagram, Google Business Profile, WhatsApp and your packaging. It must load in two seconds on a phone and not require an app.
2. Put the link where aggregator customers will see it
You cannot message aggregator customers, but you can reach them through the box. A printed card or sticker on every order: "Order direct next time and get 10% off / free delivery – scan here." A QR code to your ordering page costs nothing.
3. Make direct cheaper for the customer
You save 25–35% on a direct order; share part of it. A standing 10% off or free delivery on direct orders is still far more profitable than the app order.
4. Use WhatsApp properly
Most Indian customers will happily reorder through WhatsApp. A link to your ordering page in your WhatsApp Business profile and a quick reply template beats taking orders by chat.
5. Capture consent and numbers
When customers order direct, you get their number. With consent, a weekly message about a new dish or a weekend offer brings them back. Keep it useful and infrequent.
6. Keep the apps, change the mix
Track the share of orders by channel every week. A healthy trajectory is aggregators falling from 80% to 40–50% of orders over six to twelve months while total orders grow.
What your POS needs
- Own online ordering page and QR ordering with UPI/card payment, included rather than a paid add-on
- Aggregator orders in the same kitchen queue so you can keep both channels without two tablets
- Channel-wise reports (aggregator vs direct vs dine-in) to see the mix and the margin
- Customer records from direct orders, with consent flags
- Delivery zones, charges and rider assignment for your own delivery
MealNix includes a branded online ordering page, QR ordering, delivery-platform order handling, rider assignment and channel-wise reports; the ordering page carries zero MealNix commission.
FAQ
How much commission do Swiggy and Zomato charge restaurants?
Commissions vary by city, category and contract, commonly quoted in the 18–30% range of order value, plus GST on the commission, payment fees and any restaurant-funded discounts. Check your own partner dashboard for the effective rate.
Is it legal to ask aggregator customers to order direct?
Putting your own ordering link or QR code on your packaging and in your own channels is your decision; you cannot message aggregator customers through the platform's data. Follow your platform agreement and consumer-consent rules.
How do I take online orders without Swiggy or Zomato?
Use a POS with a branded online ordering page and UPI/card payments, share the link on Instagram, Google and WhatsApp, print a QR code on packaging, and offer a small direct-order incentive.
Does zero-commission ordering really work for small restaurants?
Yes, for repeat customers. Aggregators win new customers; direct ordering retains them. Most restaurants that try it move a meaningful share of repeat orders direct within a few months.
