The UK’s food delivery market is bigger than ever. By 2026 it’s expected to reach £14.3 billion, and around 1 in 5 dining occasions now involve delivery. Convenience, hybrid working and customers who do everything on their phones have made ordering food part of everyday life.
Behind the growing order numbers, though, many restaurant owners are asking whether delivery apps are actually making them more profitable. More orders don’t automatically mean more money.
Delivery is growing faster than ever
Ordering through delivery apps is now a normal habit across the UK. Whether it’s a Friday takeaway, a quick lunch while working from home or a late-night meal, customers expect restaurants to be available online.
That has helped restaurants reach more customers than ever. It has also brought more competition, higher marketing costs and more dependence on third-party platforms.
More orders don’t always mean more profit
This is where many owners feel the pressure. Delivery marketplaces typically charge between 20% and 30% commission on every order, while independent restaurants often run on net profit margins of just 3% to 8%. A single delivery order can wipe out most, or even all, of its profit.
To protect margins, many businesses raise their prices on delivery platforms, but then customers start comparing prices or ordering from competitors.
Getting orders is no longer the hard part. Keeping more of the money from each one is.
Customer ownership costs more than commission
Most owners focus on commission fees, but many say the bigger problem is that they don’t own the customer.
When customers order through marketplaces:
- Restaurants don’t own the customer data.
- Email marketing becomes difficult.
- Loyalty programmes are limited.
- Repeat business depends on the app rather than the restaurant.
The restaurant gets the order and loses the relationship, and over time that makes lasting growth much harder.
Why direct ordering is becoming a priority
Restaurants aren’t dropping delivery apps altogether. They’re changing how they use them, treating marketplaces as a way to win new customers and encouraging repeat customers to order directly.
Direct ordering has several advantages:
- No third-party commission
- Full access to customer information
- Easier loyalty programmes
- Better repeat purchase rates
- Higher long-term profitability
More and more owners see direct ordering as an investment rather than just another channel. The first order may come through a delivery app, and the aim is for the second, and every order after it, to come directly.
AI is changing restaurant operations
AI isn’t replacing restaurant teams. It’s helping owners make faster, better decisions.
Restaurants are using AI to:
- Forecast customer demand
- Reduce food waste
- Optimise staffing levels
- Automate marketing campaigns
- Improve customer engagement
It cuts down repetitive tasks and gives operators a clearer view of how each day is going. For independent restaurants on tight margins, even small improvements make a noticeable difference.
What restaurant owners are prioritising next
Operators are moving away from chasing order volume alone and looking for growth they can sustain.
The biggest priorities include:
- Increasing direct orders
- Improving customer retention
- Using AI for smarter operations
- Making better use of customer data
- Reducing dependency on third-party marketplaces
Most aren’t trying to replace delivery apps. They want a healthier business that runs alongside them.
UK food delivery market 2026: key numbers
| Metric | 2026 figure |
|---|---|
| UK online food delivery market | £14.3B |
| Dining occasions involving delivery | 20% |
| Delivery app commission | 20-30% |
| Independent restaurant net margins | 3-8% |
| Major industry trend | Direct ordering + AI |
Key takeaways
- The UK delivery market continues to grow quickly.
- Higher order volume doesn’t automatically increase profits.
- Commission fees often exceed restaurant profit margins.
- Owning customer relationships gives restaurants an edge.
- Direct ordering improves retention and long-term profitability.
- AI is helping restaurants run more efficiently without replacing staff.
- Restaurants that combine marketplace visibility with owning their customers will do best.
Final thoughts
Delivery apps have changed how people across the UK order food, and they’re likely to stay an important part of the industry. In 2026, though, successful restaurants are looking beyond order volume. They’re building direct relationships with customers, improving retention, using AI to run more smoothly and widening their profit margins.
Rather than relying entirely on third-party platforms, more operators are pairing delivery apps with direct ordering, which gives them more control over their business. Platforms like Growtality help with that by increasing direct orders, keeping customers coming back, adding AI insights and reducing dependence on third-party marketplaces, so the restaurant owns the customer behind every order.
Questions owners ask
How big is the UK food delivery market in 2026?
It's expected to reach £14.3 billion, and around 1 in 5 dining occasions now involve delivery.
How much commission do delivery apps charge restaurants?
Delivery marketplaces typically charge between 20% and 30% commission on every order, against restaurant net margins of around 3 to 8%. A single delivery order can wipe out most or all of its profit.
Are restaurants leaving the delivery apps?
Most aren't abandoning them. They use marketplaces to find new customers and encourage repeat customers to order directly on the restaurant's own channel.
