Margin Reclamation

Margin Reclamation is the deliberate recovery of contribution margin lost to delivery marketplaces, back onto your own direct channels.

Every order a regular places through a platform instead of directly costs the full commission — even though the restaurant already built the relationship. Margin Reclamation reverses that loss: it moves repeat orders step by step to your own ordering page, without giving up platforms for first-touch discovery.

The levers are well understood — branded short links, loyalty incentives, automated re-engagement and fast direct ordering. The goal is not zero platform, but keeping the repeat habit where the margin stays.

In practice

Moving 30% of platform orders to direct typically lifts contribution margin substantially — at essentially the same guest count.

The Marketplace TaxThe Marketplace Tax is the gap between a delivery marketplace's advertised commission and the true total cost of an order.
Contribution MarginContribution margin is the amount left from an order after variable costs, which then contributes to covering fixed costs.
Variable CostsVariable costs are costs created by each individual order, such as food cost, packaging, payment fees or marketplace commissions.

Margin Reclamation

In practice

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