Delivery Apps Are Taking Over—Here’s How to Stay in Control
Third-party food delivery platforms, Uber Eats, DoorDash, and Grubhub, are a gift and a curse. On one hand, they open doors to new customers, pump up revenue, and take logistics off your plate. On the other hand, they squeeze margins, dilute brand identity, and put a critical part of your business, the last mile of the customer experience, in someone else’s hands.
Smart operators don’t just adapt to disruption, they leverage it. If you want to make delivery platforms work for you, not the other way around, you need a game plan. Here’s what’s at stake and how to take control.
The Upside: More Customers, Less Complexity
1. Revenue That Doesn’t Rely on Your Dining Room
Delivery platforms expand your reach beyond foot traffic, bringing in customers who might never have walked through your doors. If done right, this can turn off-peak hours into steady income streams.
2. Logistics? Handled.
No need to build a delivery operation from scratch. The platforms do the heavy lifting, including drivers, routing, and tracking, while you focus on food. It’s a shortcut to offering delivery without the headaches.
3. Built-In Marketing Muscle
These apps pour millions into advertising and customer acquisition. Being listed puts you in front of an audience already searching for what you offer. You’re renting space on a digital Main Street.
4. Data That Drives Smarter Decisions
Customer insights, including what sells, when, and how often, can help optimize menus, pricing, and promotions. This intel is gold if you know how to use it.
The Downside: Fees, Control, and Brand Identity
1. Commission Fees That Eat Your Profits
These platforms take a 20–30% cut per order. For businesses with tight margins, that’s painful.
How to Fight Back:
Adjust menu pricing to absorb some of the cost.
Offer exclusive deals for direct orders.
Negotiate lower commission rates if you generate high volume.
2. You Don’t Control the Customer Experience
Late deliveries, spilled food, and missing items—you’ll take the heat, even if it’s not your fault.
How to Fight Back:
Use tamper-proof, spill-proof packaging.
Label everything clearly.
Monitor reviews and respond fast.
3. Your Brand Gets Lost in the App’s Ecosystem
On a delivery platform, you’re one of thousands. Customers might love your food but associate the experience with the app, not you.
How to Fight Back:
Invest in branded packaging, inserts, and personal touches.
Keep your online menu visually appealing and well-written.
4. Operational Strain Can Hurt Your Core Business
Juggling in-house diners and delivery orders can lead to bottlenecks, long wait times, and frustrated staff.
How to Fight Back:
Train staff to handle both efficiently.
Limit third-party orders during peak hours.
Gradually expand delivery operations as your team adapts.
5. The Customer Data Problem
Platforms keep customer data, making it harder to build direct relationships and loyalty.
How to Fight Back:
Incentivize direct ordering with discounts, loyalty programs, or exclusive items.
Build an email or SMS list to keep in touch with your customers.
The Playbook: Own Your Strategy
Delivery platforms are a tool, not a business model. The best operators use them strategically, balancing convenience with control. The goal? Maximize reach without losing grip on profits or brand identity.
At Verified Hospitality, we help businesses like yours navigate the delivery landscape, choosing the right platforms, optimizing onboarding, and keeping margins healthy. The platforms don’t get to dictate the terms. You do.
The future of hospitality belongs to those who adapt without surrendering what makes them great. Use delivery to scale, but always keep control of the experience. That’s how you win.
