The short answer? It’s complicated. There’s no formula for it. But let’s break it down, step by step.

Relationships with the Marketplace

Marketplaces offer new sales channels, but service fees can be as high as 35% (+ VAT). If your relationship with a platform deteriorates, it might hurt. Rebuilding trust is possible (I've done it before with many independent and Enterprise brands during my time at Reef Technology), but avoid burning bridges unless you have Elon Musk-level leverage.

Geolocation of Your Store

Where you’re located matters. Deliveroo tends to focus on premium spots in central areas, whereas Just Eat has a broader reach across secondary cities. The difference matters—especially when it comes to rider availability. No one wants to wait 43 minutes on a Friday night because there aren’t enough drivers. Having said this, market share varies all the time. It could be the case that in a place where Deliveroo used to have the lion's share, it has now become almost a 50-50 split with Uber Eats. While the precise answer isn't typically public, there are indeed ways to evaluate it. It might not be obvious, but it's certainly achievable with the right approach.

Additional Overheads

The more platforms you manage, the more operational complexity you introduce. Some platforms require more patience, and skipping steps out of frustration leads to bad management. Your team can only handle so much at peak times without cutting corners.

Consumer Base

The customers on each platform aren’t the same. Average order values on Deliveroo tend to be higher than on Just Eat. Uber Eats offers more convenience given its rider-sharing service. Knowing which platform matches your customer base is crucial.

Contract Duration

Contracts often come with a time limit, but a “trial” period can still cost you profoundly if things go wrong. How long can you afford to lose a sales channel if that exclusivity deal doesn’t pay off?

Operational Metrics

Exclusivity often ties into your operational performance. From my experience with brands like Wendy’s and MrBeast Burger, having a well-organised kitchen that hits the right KPIs—like food quality, prep time, and delivery speed—can make or break your customer experience. No one wants cold, messed-up orders, and this will impact your performance.

Portfolio Size and Growth Plan

If you own multiple locations, you have more leverage. Larger portfolios often bring better deals. The bigger your impact on a marketplace’s revenue, the more they’re willing to work with you.

Brand Vibes

Your brand’s hype, reputation, and culinary pedigree matter. Marketplaces are at war to attract users, and they’re willing to support brands that fill gaps in their lineup. It’s a moving target, but don’t underestimate this factor.

Commercials

The most obvious factor: what are they offering? But don’t get distracted by the numbers alone. Growth at the expense of profitability is a dangerous game. Evaluate the whole package—not just the money on the table.

So, should you go exclusive?

There’s no universal answer. Every restaurant is different, and every marketplace behaves differently based on location, brand, and strategy. If you are currently navigating this decision—let’s talk.

Wondering if going exclusive with a delivery platform could boost your bottom line? We’ve developed an AI-powered savings calculator, drawing on insights from global and independent restaurants we’ve worked with. In just a few clicks, you’ll get a personalised breakdown of potential savings tailored to your restaurant’s unique setup.

Don’t miss the chance to find out if exclusivity is your key to growth.

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