Pricing strategies on platforms: how to remain profitable

The issue of pricing on platforms divides restaurateurs. Some apply the same prices as in the dining room, while others increase them by 20 to 30%. Both approaches have advantages and disadvantages.

Overages are permitted by the contracts of the platforms. Uber Eats and Deliveroo do not impose a price parity. You are free to set your prices as you wish.

The recommended method: calculate your actual food cost for each dish (ingredients + packaging + labor cost). Add the platform commission. Apply your target margin. The final price is often 15-25% higher than in the dining room.

Pay attention to psychological thresholds. A burger selling for 14.90 EUR sells much better than one selling for 15.10 EUR. Adjust your portions or ingredients to stay below important thresholds (10, 15, 20 EUR).

The formulas and menus are your main lever. A burger + fries + drink combo for 18.90 EUR is more attractive than the items sold separately at 22 EUR, and you better manage your overall margin.

Test your prices for 2 weeks before freezing them. Increase by 5% and observe the impact on volume. If orders decrease by less than 5%, the increase is profitable.

Temporary promotions (free delivery, -20% on a dish) should not become permanent. Use them to attract new customers, not to artificially maintain a volume.