October 8, 2025

Aggregator vs. Brand-Led Delivery: Which Model Works Best for Food Brands?

Explore the pros and cons of aggregator vs. brand-led delivery models—and learn which approach helps food brands scale and protect margins.

The delivery landscape has shifted. Aggregators like DoorDash and Uber Eats dominate consumer awareness, but many food brands are questioning whether to rely solely on third-party platforms—or to take control with brand-led delivery.

Both models have advantages and risks. Choosing the right approach can make the difference between sustainable growth and shrinking margins.

Here’s how the two models stack up:

  1. Aggregator Delivery
    • Pros: Massive customer reach, quick market entry, and low setup costs.
    • Cons: High commission fees, limited control over customer experience, and weak brand visibility.

  2. Brand-Led Delivery
    • Pros: Full ownership of customer data, consistent brand experience, stronger margins, and ability to build loyalty.
    • Cons: Higher upfront investment, need to manage logistics, and responsibility for maintaining service standards.

  3. The Hybrid Approach
    Many brands are finding balance by using aggregators to capture new customers while investing in brand-led channels for repeat orders. This mix maximizes reach without sacrificing ownership.

Why it matters: Food brands can’t afford to treat delivery as an afterthought. Relying only on aggregators puts margins and customer relationships at risk. Building brand-led delivery—whether fully or as part of a hybrid strategy—creates resilience, loyalty, and long-term growth.

Want data to back your delivery strategy? Download the 2025 FULFLLD Workplace Catering Delivery Report.