6 Months Without Deliveroo: A Restaurant Owner's Review – Revenue, Costs & Customer Loyalty Compared
Real experience report: Restaurant leaves Deliveroo platform. Numbers, facts and learnings after 6 months with own ordering system.
“After 6 months without Lieferando, I can say: It was the best business decision of recent years. Yes, the first few weeks were tough. But the numbers speak for themselves.” – Marco Pellegrini, Owner “Bella Vista” in Munich
I would never have believed these words six months ago. Like Marco, many restaurateurs felt this way: Lieferando had become a necessary evil. Until they found the courage to break free. Here’s the unfiltered story of his first 6 months without the orange platform.
The Starting Point: Why We Turned Our Backs on Lieferando
Marco’s Italian restaurant “Bella Vista” had been successful on Lieferando for years. €14,000 monthly revenue through the platform – that sounds good at first. Until you do the math:
The Hidden Costs of Lieferando Dependency:
| Cost Type | Monthly Amount | Share of Revenue |
|---|---|---|
| Commission (15-30%) | €2,800 | 20% |
| Advertising & Ranking | €450 | 3.2% |
| Packaging Surcharge | €180 | 1.3% |
| Total Costs | €3,430 | 24.5% |
“Almost a quarter of our delivery revenue went directly to Lieferando. On top of that came the price pressure – we had to offer our dishes 15% cheaper than direct orders to remain competitive.”
But costs were only part of the problem. The real drama: 847 regular customers, and Marco didn’t have a single email address or phone number. Lieferando guarded customer data like treasure.
The three main reasons for Marco’s exit:
- Commission burden: 24.5% of all delivery income disappeared in Lieferando fees
- Zero customer control: No possibility for direct marketing or customer retention
- Algorithm dependency: Ranking fluctuations led to unpredictable revenue drops
The turning point came when Lieferando raised commissions again while simultaneously reducing organic visibility. Marco decided: “Either we regain control of our business, or we’ll slowly be bled dry.”
Month 1-2: The Rocky Start Without Lieferando Traffic
“The first four weeks were hell. I couldn’t sleep at night and constantly checked the numbers. 40% less delivery revenue – that hurts.”
The hard numbers from the first two months:
Month 1:
- Delivery revenue: €8,400 (previously €14,000)
- Decline: -40%
- Customers in new app: 78 (out of 847 regular customers)
- Conversion rate: 12%
Month 2:
- Delivery revenue: €9,800
- Decline: -30%
- New app downloads: 156
- WhatsApp orders: 23%
The first weeks were a reality check. Many customers still searched for “Bella Vista” on Lieferando and couldn’t find the restaurant anymore. Others hesitated to download a new app.
Marco’s Emergency Strategy:
- Immediate customer communication: Flyers with every order featuring QR code for new app
- Phone offensive: Contacting all known regular customers
- WhatsApp service: As a bridge for app-shy customers
- Discount campaign: 15% off first three direct orders
“In the second week, I personally called 127 regular customers. It was time-consuming, but 78% promised to try our new app. This personal touch surprised many.”
Month 3-4: The Turn – First Positive Signals
From the third month onwards, the tide turned. The intensive marketing measures showed results, but more importantly: Marco discovered the advantages of direct customer contact.
The Breakthrough Numbers:
| Metric | Lieferando (before) | Month 3-4 (direct) |
|---|---|---|
| Average Order Value | €23 | €31 |
| Customer Satisfaction | 76% | 89% |
| Reorder Rate | 34% | 47% |
| Net Margin | 12% | 28% |
“Suddenly we realized: Without Lieferando’s price pressure, we could charge normal prices. Our pizzas cost €13 again instead of €11. And customers accepted this because they were ordering directly from us.”
The most successful marketing measures:
- Google My Business optimization: +340% more calls
- Facebook advertising (local): 89 new customers for €180 advertising budget
- Word-of-mouth program: 10% discount for successful referrals
- Newsletter launch: 267 subscribers in 8 weeks
The turning point came through an unexpected insight: Direct customers order more frequently and larger amounts. Without the anonymity of Lieferando, many developed a stronger connection to the restaurant.
Month 5-6: The New Normal – Convincing Numbers
In the fifth month, the incredible happened: Marco exceeded his original Lieferando revenue.
The Success Report After 6 Months:
| Comparison | Lieferando Era | After 6 Months |
|---|---|---|
| Monthly Delivery Revenue | €14,000 | €14,560 |
| Commission/Fees | €3,430 | €299* |
| Net Profit | €10,570 | €14,261 |
| Profit Increase | +35% |
*GastroSystem flat rate
“After six months, we’ve not only reached our old revenue but have €3,700 more profit per month. That’s over €44,000 additional per year – just from leaving Lieferando.”
Further impressive developments:
- 1,247 app downloads with 73% active users
- 89% customer satisfaction (vs. 76% on Lieferando)
- 267 newsletter subscribers for direct marketing
- 47% reorder rate (previously 34%)
The own app became a game changer. Through push notifications, Marco could specifically inform about daily specials, start rainy-day promotions, or congratulate regular customers on special occasions.
The Gain in Control: What Really Changed
Beyond the raw numbers, Marco’s entire business model changed. From a Lieferando-dependent operation, it became an independent restaurant again.
The most important control gains:
1. Price autonomy:
- 15% higher prices without platform price pressure
- Individual promotions and offers possible
- Premium dishes profitably sellable
2. Direct customer contact:
- Push notifications for 1,247 app users
- Personal birthday greetings and anniversary discounts
- Immediate feedback for problems
3. Marketing flexibility:
- Own loyalty point programs
- Weather-dependent promotions (“Rainy Day Pizza”)
- Cross-selling through intelligent recommendations
“Last week I could inform 234 customers about our new truffle pizza via push notification. Within 3 hours we had 27 orders. This only works with direct customer contact.” – Marco Pellegrini
Customer feedback from the own app:
- “Finally I can communicate directly with the restaurant!”
- “The loyalty points motivate me to order more often.”
- “Faster service and more personal approach than through Lieferando.”
The Learnings: What Other Restaurateurs Should Know
After 6 months without Lieferando, Marco has clear insights for other restaurateurs:
Realistic time planning:
- Month 1-3: Calculate revenue decline of 30-40%
- Month 4-5: Slow recovery and first gains
- Month 6+: Exceeding original numbers possible
Critical success factors:
- Proactive customer communication before and during the transition
- Technical alternative must be established before exit
- Marketing budget for first 3 months (approx. €500-800/month)
- Perseverance during difficult first weeks
“The biggest mistake would have been giving up. After 6 weeks I wanted to go back to Lieferando. Fortunately, my wife convinced me to persevere.”
The Success Checklist for Lieferando Exit:
- Own ordering system established and tested
- Regular customers informed about switch (WhatsApp, email, phone)
- Google My Business profile optimized
- Social media channels activated
- Marketing budget planned for 3 months
- Team trained for increased phone/app volume
- Alternative payment methods integrated
- Delivery logistics organized without Lieferando
Conclusion: Why We’d Never Go Back
The balance after 6 months is clear:
- €4,200 monthly savings compared to Lieferando fees
- 23% more regular customer frequency through direct communication
- 35% higher net margin in delivery sector
- Complete control over prices, customers and marketing
“A year ago I was convinced that restaurants couldn’t survive without Lieferando. Today I know: We can’t only survive without Lieferando, but operate much more profitably.”
Marco’s story shows: Leaving Lieferando is possible and worthwhile – if you’re prepared to survive the first difficult months and actively invest in alternative solutions.
For his transition, Marco used GastroSystem – a German alternative to Lieferando with 0% commission and own restaurant app. The €299 monthly flat rate paid for itself already in the second month through saved Lieferando fees.
Want to become independent too? Book a free demo and learn how other restaurateurs successfully escaped Lieferando dependency: gastrosystem.app
The first step is often the hardest. But Marco’s numbers prove: It’s worth it.
