ChooseOutWhy Some Restaurants Have Their Own Delivery Services
UK chains like Domino's, Pizza Hut, Wagamama and ASK Italian — and many independents — run their own delivery rather than relying on Uber Eats, Deliveroo or Just Eat. The reasoning is economic, and the result is usually a better deal for customers.
The maths from the restaurant's side
Third-party platforms charge 25-35% commission. Running your own delivery operation has fixed costs (drivers, fleet, dispatch software, insurance) but no per-order commission. The break-even is volume.
A restaurant doing 50+ deliveries per day finds in-house delivery comfortably cheaper than 30% commission on every order. A restaurant doing 5 per day cannot justify the fixed cost.
That is why the model splits cleanly:
- Big chains: in-house delivery is profitable. They run their own fleets.
- Mid-size restaurants: hybrid — direct ordering through Stuart or Uber Direct, branded as their own.
- Small independents: third-party platforms only. The fixed cost of any direct fleet is too high.
Why this is good for customers
In-house and direct delivery typically saves £4-£10 per UK order compared to the same food on a third-party app:
- No item markup (prices match in-store).
- No service fee.
- No small-order fee (sometimes a flat minimum instead).
- Simple delivery fee, often £2-£4 with no surge.
The headline delivery fee on a chain's app might look the same as on Uber Eats. The difference is in everything else stacked around it.
Examples in the UK
Domino's: own app and delivery. Free delivery often offered above £20; menu prices roughly match in-store.
Pizza Hut: own app and delivery. Slightly higher prices than dine-in but no service fee.
Wagamama: own app and delivery via Stuart. Prices closely match dine-in.
Honest Burgers: own app and delivery via Stuart. Direct prices about 15% less than Uber Eats / Deliveroo for the same items.
Pizza Express: own app, often own drivers. Prices closely match the menu in-store.
Independents using Stuart or Uber Direct: typically branded as the restaurant's own ordering, with the fee structure of in-house delivery rather than third-party.
When in-house is not better for customers
A few cases where the apps win:
- Aggressive Uber Eats / Deliveroo promo: 25-30% off can beat in-house pricing.
- Subscription members: Deliveroo Plus or Uber One closes the gap on delivery fees.
- Restaurants whose direct site is poorly built: occasionally a chain's own ordering site is so awkward that the apps' usability tax is worth paying.
What this means going forward
The trend in UK delivery is toward more direct ordering. Stuart, Uber Direct and similar courier-only services have made it cheap and easy for restaurants to run their own delivery without owning a fleet, which removes the historical barrier.
In 2026, most UK chains and a growing share of mid-size independents have their own ordering. Within five years, third-party apps may be primarily a small-independent and ghost-kitchen channel.
Why do some UK restaurants run their own delivery instead of using apps?
To skip the 25-35% commission. At sufficient volume, owning the delivery channel is dramatically more profitable than paying a platform. Chains and mid-size independents almost universally run their own.
Are restaurant-direct delivery prices cheaper than apps?
Almost always — typically £4-£10 cheaper on the same UK order. The savings come from no commission markup, no service fee and no small-order surcharge.
How do I find a restaurant's own ordering?
Search "[restaurant name] order online" on Google. Most chains have their own app or website. Many independents use Stuart or Uber Direct under their own branding, with a direct ordering link on their website or Instagram.