When an aggregator delivers, it sets the areas, the fees and the promises — and takes a cut for the privilege. Run delivery yourself and you control all three, and keep the margin. The catch is doing it sensibly: sane zones, fair fees, and slots that don't bury the kitchen. Here's how to set it up.
Quick answer
Own delivery means defining your zones (mileage bands are simpler and more reliable than postcode lists), fees that reflect distance or order value, and time slots sized to kitchen capacity — with a driver screen to dispatch. You keep the commission an aggregator would have taken, and you own the customer.
Mileage vs postcode zones
There are two ways to decide who you'll deliver to. Postcode lists are fiddly to maintain and full of edge cases (one postcode can straddle 20 minutes of driving). Mileage bands — distance rings from each branch — are simpler, more predictable and easier to price: "0–2 miles £X, 2–4 miles £Y, beyond that, collection only." For most independents, mileage is the saner default.
Pricing delivery fairly
Delivery fees should cover the cost without killing conversion. Tie them to distance (further = more) or order value (free over a threshold to lift basket size), and set a minimum order so a 2-mile run isn't made for a single side. The point is a fee customers accept and that doesn't lose you money — not an aggregator's flat take. (Our free delivery profit calculator shows the break-even minimum order for your costs.)
Time-slot capacity and kitchen load
The fastest way to ruin delivery is to accept more than the kitchen can cook. Time slots with capacity caps smooth the flow: limit how many orders land in each slot and how much notice you need, per branch. Friday at 8pm fills up and closes; the kitchen keeps pace; food goes out hot. This is the bit aggregators don't tune to your kitchen — but you can.
Driver app and dispatch
Once an order's cooked, someone has to take it. A driver screen shows the delivery queue, the runs assigned, and lets drivers mark drops done — with simple proof-of-delivery links where you use them. Whether you run your own drivers or a small pool, dispatch stays in the same system as the order, not a separate app.
Keeping margins vs aggregator delivery
Aggregator delivery is convenient but expensive — ~25–30% commission when they carry the food (see the commission breakdown). Running your own delivery on direct orders means you pay your drivers and your card processor, not a per-order cut — so more of every order stays with you. Use the apps for discovery if you like; run your own delivery for the regulars.
Where VoiceMenu fits
VoiceMenu includes mileage-based delivery areas, time slots and fees per branch, and a driver screen for dispatch — all on the same system as your ordering and till. It's part of going direct, which is also the heart of being a Just Eat alternative. See the takeaway plans or book a demo.
Sources
- Aggregator delivery commission ranges — our 2026 commission guide (official pricing pages, verified June 2026).
- VoiceMenu delivery features (mileage areas, time slots, driver screen) — platform features.
