Own delivery vs aggregators: what actually pays off
Almost every restaurant that comes to us asks this. The answer is rarely "leave the aggregators" — they bring new customers, and turning that off is a bad trade. The answer is to stop paying commission on people who already buy from you for the second, fifth and twentieth time.
What an aggregator actually costs
Aggregator commission in our markets runs 15–30% of order value. Take a restaurant with an average check of 80,000 UZS and 1,500 aggregator orders a month: 120M UZS turnover, and at 20% you hand over 24M UZS every month. That is not the whole price. You do not get the customer's phone number, order history, or a reason to bring them back. They ordered through the aggregator's app, so they remain the aggregator's customer.
Where own delivery wins, and where it does not
Own delivery does not bring new people. It has no storefront where a hungry stranger discovers you — that is the aggregator's job, and they charge fairly for it. Own delivery wins on repeat orders. Someone who already ate your food does not need a storefront, they need a "reorder" button. If that button leads to your own site or Telegram bot, you pay no commission at all.
The math: when it pays off
Same restaurant: 1,500 orders a month, 80,000 UZS average check, 20% commission. Say in six months you move 30% of repeat orders to your own channels — 450 orders a month, 36M UZS turnover, 7.2M UZS of commission you no longer pay. Against that, the MEDIUM plan for 3,000 orders costs 3.6M UZS a month, with the website, Telegram bot and QR menu included.
What actually gets in the way
The real obstacle is not money, it is operations. Add your own site and bot to three aggregators and you have five order sources, each with its own screen. This is where most restaurants stop: own delivery technically launched, but harder to run than simply paying commission. The fix is to collapse every channel into one screen.
Where to start
The order that works: connect aggregators to a single screen first, then launch your own site and bot, then start moving guests over, and only then turn on retention.