Own Delivery App vs Food Aggregators: What Pays Off
Basics4 minInnovialabs editorial team
In short
An aggregator brings new customers fast but takes a commission on every order and keeps the data; your own app pays off once you have a steady flow of regulars, so most restaurants are best served by a hybrid: aggregator for acquisition, own channel for repeat orders.
The short answer
It is not an either-or choice. Aggregators (Yandex Eats and similar services) are good at bringing new guests: they already have an audience and logistics. Your own app or website pays off for repeat orders: you pay no per-order commission and you own the customer data.
An own app makes sense when:
- a noticeable share of your guests are regulars;
- you are ready to invest effort in marketing your own channel;
- you have your own couriers or a contract with a delivery service.
If the restaurant has just opened and nobody knows it yet, starting with an own app is premature.
Comparison on the key points
| Factor | Aggregator | Own app |
|---|---|---|
| Launch | Fast: connect and set up the menu | Development and testing |
| Cost | Commission on every order | Development, support, hosting, payment processing |
| New customers | Built-in flow | You acquire them yourself |
| Customer data | Stays with the aggregator | Yours |
| Brand and UX control | Limited by platform rules | Full |
| Loyalty program | On platform terms | Any mechanics you want |
| Logistics | Often included | Your own or a contractor |
Commissions and the real cost of an order
An aggregator commission is a percentage of the order value; the rate depends on the platform, the city and the model (their couriers or yours). Look not at the rate but at your margin after all costs:
- cost of dishes and packaging;
- platform commission and paid promotion inside it;
- discounts and promotions you fund;
- delivery cost if the couriers are yours.
Your own channel has no commission but brings its own costs: payment processing, couriers, app support and marketing. Calculate the margin of one average order in both channels using your own numbers — that is more honest than any generic advice.
Customer data
This is the main strategic argument. An aggregator usually does not pass you a guest's full contact details and order history. Without them you cannot:
- reach out with a personal offer;
- run a points-based loyalty program;
- understand who your regulars are and what they order.
In your own app the whole history is yours and can be used in a CRM, newsletters and push notifications (with the guest's consent).
Marketing your own channel
An app does not bring orders by itself. You will need:
- reasons to switch: a first-order bonus, cashback, exclusive items;
- touchpoints: a flyer in the delivery bag, a QR code in the dining room, social media, a Telegram channel;
- retention: push notifications, a loyalty program, one-tap reorder of a past order.
Without resources for this, the app becomes a cost with no return.
Development budget: what drives it
An exact figure is impossible without requirements, but cost is driven by:
- format: mobile website (PWA), native iOS and Android apps, or a Telegram bot;
- integrations: POS, inventory, payment gateway, courier service;
- features: delivery zones, courier tracking, loyalty, promo codes;
- maintenance: updates for new OS versions, fixes, hosting.
A sensible path is to start with a mobile website or Telegram bot connected to the POS, validate demand, and only then invest in native apps.
The hybrid approach
In practice many restaurants use both channels:
- The aggregator brings new guests.
- Every order includes an invitation to your own channel with a clear benefit.
- Regulars order directly, with no commission.
- Menu, prices and stop list are synced across all channels through the POS.
Mind the platform rules: some aggregators restrict price differences between channels or what you put in the bag. Check your contract before launching.