Before the aggregator arrived, many food chains provided delivery alone with the help of a phone call. |Picture source: File Photo
As aggregation apps that offer food delivery services continue to increase their commissions, restaurants in Bangalore are looking for alternative channels, including self-delivery and WhatsApp-based delivery systems in partnership with technology partners.
Although the commission issue is a huge burden, restaurants can’t cope with the dual monopoly applications in the market (in the case of an open digital business network (ONDC), according to the restaurateurs, there are logistical issues regarding last-mile connectivity.
While some restaurants are now working with ONDC to solve these problems, restaurateurs are looking for a win-win situation for both restaurants and customers, without much trouble.
“Many restaurants and cloud kitchens which are dependent on food delivery are on the verge of shutdown or are not able to pay salaries to the staff due to the commissions imposed by the aggregators. The aggregators also force discounts on restaurants which do not work out for us. They also refuse to share our own customer data with us,” said Chethan Hegde, who heads the Bengaluru Chapter of National Restaurants' Association of India (NRAI).
He added: “That's why many restaurants are now trying to figure out their self-delivery options. We are working with technology partners and delivery partners.”
Just Fresh Point is a vegetarian restaurant that runs three stores in Bellandur and Electronics City. Recently, the chain launched its own delivery system on WhatsApp. Customers can send “HI” on the messaging application, then browse the menu and place an order. The restaurant offers free house delivery at a meal price of up to 3 km, with delivery costs around Rs 25 to 30 for 3 km.
“This strategic shift is also growing trends with local food businesses to adopt a more sustainable and community-driven approach. By handling delivery internally and reducing reliance on third-party platforms, we ensure better control over the interests of our customers’ interests,” said Durgesh Shobhawat, restaurant co-creator.
Many restaurants are considering similar strategies to strengthen local delivery systems. “Long before the aggregator arrived, many food chains, especially pizza chains, provided delivery alone with the help of a phone call. Even today, many chains still have their own delivery systems to a certain radius. This helps them maintain a loyal customer base,” said the owner of a popular restaurant in Jayanagar.
Girish Pai, founder and CEO of GrowthFalcons, a sell-side platform on Ondc, said whether it’s WhatsApp channels or even ONDC, they can help restaurants acquire and retain customers without higher commissions. “While ONDC can help them make acquisitions, self-delivery channels can help them retain customers,” he said.
publishing – May 3, 2025 at 09:05 pm ist
