Your ghost kitchen's survival depends entirely on how many platforms deliver orders to your door—and your ability to actually fulfill them profitably. The biggest mistake delivery-only operators make is spreading themselves too thin across every app, burning out staff while competing on fees that eat into margins. This guide cuts through the noise to show you which platforms actually move product for ghost kitchens and how to work with them strategically.
Why Platform Selection Matters More Than You Think
Ghost kitchens operate on razor-thin margins (typically 3–9% net profit after delivery commissions, rent, and labor). Unlike traditional restaurants with walk-in traffic, you're 100% dependent on discoverability and order flow from third-party platforms. Choosing the wrong mix wastes operational capacity; choosing the right platforms compounds your growth. Most successful ghost kitchen operators work with 3–5 platforms rather than 10+, focusing on volume and consistency over diversification.
The Big Three Platforms: DoorDash, Uber Eats, and Grubhub
DoorDash captures roughly 55–60% of the US delivery market. Commission rates range from 15–30% depending on your region and contract terms. DoorDash tends to send volume quickly, which is ideal for ghost kitchens with spare capacity, but you'll need fast service times (15–20 minutes max) to maintain favorability. Negotiate lower commissions if you commit to consistent hours and quality ratings above 4.7 stars.
Uber Eats takes roughly 25–30% market share. Commissions typically sit between 13–27%. Uber orders tend to be slightly more profitable than DoorDash in some markets, and the app's algorithm favors fast, consistent performers. The tradeoff: Uber Eats has stricter quality controls and more aggressive deactivation policies if metrics slip.
Grubhub holds about 20% market share but dominates in certain cities (especially the Northeast). Commission rates run 15–25%. Grubhub historically offered better terms to independents than DoorDash, though that's shifted. Consider Grubhub as your third platform if it has strong penetration in your region.
Niche and Regional Platforms Worth Testing
Don't sleep on local and category-specific players:
- Yelp Eat24 (where active): lower commissions (around 15%) but smaller order volume
- Instacart (for prepared meals and meal prep brands): typically 5–20% commission on higher-value orders
- Caviar (DoorDash-owned, luxury focus): higher-value orders, 25–30% commission
- Wonder (ghost kitchen aggregator): takes 20% but handles logistics and branding—useful if you're early-stage
- Local-only apps: some metros have strong regional players (e.g., Ritual in Canada, JustEat in Europe)
Test one new platform every 60–90 days. Track commission rates, average order value, and customer acquisition cost independently for each.
Managing Commissions Without Sacrificing Margins
Commission bleed is the silent killer. At 25% average commission across platforms, a $12 burrito yields only $9 in revenue before labor and ingredients.
Strategies to protect margins:
- Raise menu prices 8–12% specifically for delivery platforms (keep in-house prices lower if you accept walk-ins or your own app)
- Bundle items to increase average order value (offer "combos" rather than singles)
- Negotiate volume tiers: most platforms offer 1–3% discounts if you hit monthly order minimums (usually 500–1,500 orders)
- Run platform-specific promotions (e.g., $5 off first orders) for 2–3 weeks to build rating momentum, then dial back promos
Building Your Own Ordering Channel
The long-term play: reduce dependence on platforms. Invest in a simple direct ordering app or website (Shopify, Square Online, or even WhatsApp ordering) and incentivize customers to order direct with small discounts. Even capturing 20% of orders directly saves you 20% in commissions per order. Over 1,000 monthly orders, that's $2,400–$3,000 back in your pocket.
Listing on Mercoly
Getting found on multiple platforms is table-stakes, but consolidating your presence on discovery platforms like Mercoly helps you appear in front of ghost kitchen operators and delivery-focused buyers searching for vendors and partners. It amplifies your reach beyond commission-heavy delivery apps and positions your brand for wholesale or B2B opportunities.
Frequently Asked Questions
Q: How many platforms should a new ghost kitchen launch on? Start with 1–2 of the Big Three (DoorDash or Uber Eats), build a 4.7+ rating and 200+ reviews over 60–90 days, then expand to a third. Spreading thin early guarantees inconsistent service and low ratings across the board.
Q: What's a realistic commission rate I should negotiate? Aim for 15–18% on your first contract. Once you're consistently hitting 4.8+ ratings and moving 500+ orders monthly, you have leverage to negotiate down to 12–15% with most platforms.
Q: Should I offer different menus on different platforms? Yes. Test 2–3 menu variations (e.g., premium vs. budget offerings) across platforms to see what drives margin and volume. Some platforms attract price-conscious users; others attract premium buyers.
Start auditing your current platform mix today—calculate actual commission costs per order and identify which platform is dragging your margins down.