As food delivery apps continue to charge high commissions, many restaurants in Bengaluru are exploring new ways to handle deliveries on their own. While aggregator apps dominate the market, their increasing fees are putting a strain on local restaurants. Some are now turning to self-delivery systems or even using WhatsApp to handle orders directly, bypassing third-party platforms.
The strain of high commissions
Restaurants have long relied on aggregator apps like Swiggy and Zomato for food deliveries, but the hefty commission fees are becoming unsustainable for many. These fees, combined with forced discounts and limited access to customer data, have made it harder for restaurants to stay profitable.
Chethan Hegde, head of the Bengaluru Chapter of the National Restaurants’ Association of India (NRAI), explained, ‘Many restaurants and cloud kitchens are struggling to survive due to high commissions. Some are unable to pay staff salaries or even keep their doors open. The aggregators’ refusal to share customer data further complicates things.’
Embracing self-delivery solutions
In response to these challenges, restaurants are taking control of their own delivery processes. Some, like Just Fresh Point, a vegetarian restaurant chain with locations in Bellandur and Electronics City, have launched delivery systems via WhatsApp. Customers simply send a ‘Hi’ to the restaurant’s WhatsApp number to browse the menu and place their orders. Deliveries within a 3 km radius are free, while deliveries further afield cost ₹25 to ₹30.
Durgesh Shobhawat, co-founder of Just Fresh Point, shared, “By handling deliveries ourselves, we ensure better control over the quality and service. Plus, we can offer these benefits directly to our customers, making it a more sustainable and community-driven approach.”
A return to traditional methods
Interestingly, this move towards self-delivery is not entirely new. Before the rise of delivery aggregators, many food chains, especially pizza businesses, handled deliveries directly. Even today, some restaurants maintain their own delivery systems within a set radius, allowing them to build stronger customer loyalty.
A restaurant owner from Jayanagar pointed out, “Self-delivery helped us maintain a loyal base before aggregators entered the scene. Even now, managing deliveries in-house within a certain range makes a difference.”
New platforms offer support
Aside from WhatsApp, platforms like Open Network for Digital Commerce (ONDC) are also helping restaurants navigate delivery challenges. Girish Pai, founder and CEO of GrowthFalcons, a platform that works with ONDC, explained, “While ONDC helps restaurants gain new customers, self-delivery systems are key to retaining them without paying high commissions.”
Restaurants are now realising that managing their own deliveries not only saves money but also gives them more control over the customer experience, which can lead to greater loyalty and satisfaction.
