Food delivery integration on restaurant websites — is it necessary

Wolt and Glovo have changed consumer habits in Serbia — millions of orders per month, convenience that a restaurant can't ignore. But the commission isn't mentioned loudly enough: Wolt takes between 25 and 30% of every order, Glovo similarly. On a dish costing 1,000 dinars, the restaurant gets 700 to 750 dinars. When you subtract ingredient costs, labour and fixed costs, the margin is razor thin or negative. Platforms bring volume but not necessarily profit.

Your own delivery page makes sense when: you have a loyal customer base who would order directly if they paid less or got a loyalty benefit, when Wolt/Glovo commission directly eats your profit, or when you want to collect customer data (Wolt doesn't give it to you). Technically, the page doesn't need to be complicated — an order form, menu, delivery address, payment. But you need to solve logistics: who delivers, what radius, how the kitchen is communicated with.

Technical solutions: Orderin and Flipdish are platforms specialised for branded restaurant online orders. Alternatively, WooCommerce with a restaurant order plugin if you have a WordPress site. For smaller restaurants, even a simple form on the website with card payment (Stripe or Corvus in Serbia) can be enough to start. The key is that the system is integrated with the kitchen — a tablet or printer receiving orders in real time.

Marketing for your own delivery: inserts in Wolt/Glovo packaging ('Order directly and save 10%'), QR on the table leading to your own page, Instagram and Facebook campaigns with 'Order without intermediaries', email marketing to existing clients. A loyalty programme is a powerful tool — every fifth delivery free, or points for each order spent on discounts. This is impossible on Wolt.

A realistic approach for most restaurants is the hybrid model: stay on Wolt and Glovo for discovery (new clients find you through the platform), but aggressively promote your own channel to loyal clients. The goal is to move 30 to 40% of repeat orders to your own channel — this directly increases profitability without losing volume. Feather Studio builds delivery pages for restaurants with integrated order systems and payment.