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:
- 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.
- 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.
- 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.