In short
- Aggregator commission grows with revenue; a subscription does not. That is why there is a threshold above which your own channel always wins.
- For a typical pizzeria doing 30,000 PLN a month in delivery, the gap runs into thousands of złoty per month.
- An aggregator is a customer acquisition cost, not a sales channel — treat it as advertising with a very high CPA.
- The best setup is usually hybrid: aggregators for new customers, your own channel for the ones who come back.
The “aggregator versus own system” debate is usually fought with opinions. That is a shame, because it is one of the few questions in hospitality a spreadsheet can settle.
Two very different cost models
An aggregator takes a percentage of every order — in Poland typically 25–35%, depending on the package and who handles delivery. Your own ordering system runs on a subscription: a fixed monthly amount, regardless of how much you sell. On top of that comes the payment gateway fee (roughly 1–2%), which you pay either way.
| Cost item | Aggregator | Own system |
|---|---|---|
| Commission per order | 25–35% | 0% |
| Subscription | none or low | fixed, monthly |
| Payment gateway | included in commission | approx. 1–2% |
| Delivery | optionally on their side | in-house or contractor |
| Customer data | stays with the aggregator | yours |
| Marketing contact | none | email / SMS / notifications |
Where the break-even point sits
With a 30% commission and a subscription in the low hundreds of złoty, the threshold turns out to be very low. Here is the math for a sample pizzeria with a 70 PLN average basket:
| Orders / month | Revenue | 30% commission | Subscription + gateway | Difference |
|---|---|---|---|---|
| 100 | 7,000 PLN | 2,100 PLN | approx. 400 PLN | +1,700 PLN |
| 300 | 21,000 PLN | 6,300 PLN | approx. 700 PLN | +5,600 PLN |
| 600 | 42,000 PLN | 12,600 PLN | approx. 1,000 PLN | +11,600 PLN |
When an aggregator makes sense
To be fair: it does. Just in a different role than most restaurants assume.
- A new venue with no recognition. For the first months the aggregator brings customers you have no other way of reaching. Treat the commission as an advertising cost.
- Spare kitchen capacity. Hours when the kitchen sits idle are better filled with a commissioned order than with nothing.
- Entering a new neighbourhood. The aggregator has reach there that your profile has not built yet.
- Testing a virtual brand. You can validate demand for a new concept without investing in marketing your own channel.
The problem starts when the aggregator stops being an acquisition channel and becomes your only sales channel. At that point you are paying the highest rate on the market for customers who already know you and would have come back on their own.
The hybrid model: how to move your regulars
- 1
1. Launch your own channel before you need it
An ordering page, your own domain, online payments. Without them there is nowhere to move customers to.
- 2
2. Put an insert in every aggregator order
A QR code, your web address and a concrete incentive: a free drink, dessert or delivery on the first direct order.
- 3
3. Keep direct prices lower
If you mark prices up on aggregators to cover commission, say so plainly on your own site: “cheaper here, because there is no middleman.” It is honest and it works.
- 4
4. Collect consent and stay in touch
A list of phone numbers is the one channel nobody can switch off or raise the commission on.
- 5
5. Track the share of direct orders
One number, one target per quarter. Going from 20% to 40% direct orders on 40,000 PLN of revenue is several thousand złoty more in the till every month.
An aggregator is a great way to get someone to order from you for the first time. And the most expensive way to get them to order for the tenth.
Work out your break-even point
Tell us your order count and average basket — we will show how much of your revenue goes to the middleman today and how fast your own channel pays for itself.
Book a free consultationFrequently asked questions
Do I have to drop aggregators entirely?
No. Most venues do best with a hybrid model — aggregators as a source of new customers, your own channel for regulars. The goal is not zero aggregator orders, it is a rising share of direct ones.
Will customers actually order directly?
If you give them a reason, yes. The most effective ones are a lower price than on the aggregator, a free extra on the first order and a simpler process than the middleman's app.
Who delivers orders from my own system?
Either your own driver or a courier company billed per delivery. With in-house delivery the cost is fixed and predictable rather than percentage-based — another line that stops growing with your revenue.
About the author
Jan Korczyński
CEO & Founder, Dinevo
Ex-Google, UX and AI expert. Breaks down costs and margins in hospitality.
