Source: https://wpinplate.com/en/move-regulars-from-delivery-apps-to-direct-orders/

# You're paying Glovo 30% for guests who would have come to you anyway

A delivery app does something valuable for a restaurant: it shows it to people who don't know it yet. For a guest like that, the commission is a fair price. The trouble is that you pay the same commission for Mr. Marek, who lives three streets away, orders every Friday and has known your cooking for years. He didn't find you in the app. He just got used to ordering there.

We work out what a regular in the app costs, what the law in Poland and the EU says about customer data, marketing consent and prices in different channels, and how to move your regulars to your own channel step by step without burning bridges with the app (sources at the end).

> [!TIP] In short
> The app is good for winning new guests, and your own channel for serving regulars. A regular who orders twice a month for PLN 70 costs about PLN 500 a year at a 30% commission. Don't send texts or emails to customers from the app without their consent (Article 398 of Poland's Electronic Communications Law). Before you lower prices in your own channel, check the app's terms. A guest will switch when your own channel is just as convenient and gives them something more.

## What a regular in the app costs you

App commissions usually range from the low teens to about 30% of the order value, and they're highest with delivery by the app's courier. A June 2026 comparison gives as much as 25–35% for Glovo. We collected the details and sources in the article [Delivery app commissions in Poland](/en/delivery-app-commissions-poland/).

Let's work through an example. A regular orders twice a month, PLN 70 on average. That's 24 orders and PLN 1,680 a year.

| Commission | Per year for one guest | Per year for 30 such guests |
|---|---|---|
| 15% | PLN 252 | PLN 7,560 |
| 25% | PLN 420 | PLN 12,600 |
| 30% | PLN 504 | PLN 15,120 |

This is an example, not a market average. For comparison: in your own channel, with card payment a provider such as Stripe charges 1.5% + PLN 1, which is PLN 2.05 on a PLN 70 order. For 24 orders that's about PLN 49 a year. If the guest picks up, there's no delivery cost. If you deliver, count it separately, as in the article [Own delivery or delivery apps?](/en/own-delivery-vs-delivery-apps/). You can enter your own numbers in the [commission calculator](/en/pricing/).

## How many regulars you have on the apps

We didn't find Polish research on this, but US data gives a point of reference. In an NCR Voyix survey reported in January 2025, 58% of customers preferred to order delivery through the restaurant's app or website (29% each), and another 15% by phone. The most common reason was convenience (65%), followed by how easy it is to customize the order (50%) and loyalty points (36%).

The takeaway for a venue: many guests order through an app not because they prefer it, but because they don't know a convenient alternative. To estimate how many regulars you have:

- **Check the partner dashboard.** The app has to describe in its terms what data you get (Article 9 of the P2B Regulation, described below).
- **Ask the kitchen and the couriers.** They usually know the addresses they deliver to every week.
- **Count the orders from the immediate neighborhood.** A guest from the next street could pick up the order themselves, without a courier and without a commission.

## What the law says: data, consent and prices

### Customer data from the app

Regulation (EU) 2019/1150, known as the P2B Regulation, governs the relationship between platforms and the businesses that sell through them. Article 9 requires the platform to describe in its terms what data you have access to and on what conditions, or that you have no access at all.

Even if you get a name, phone number and address, it's so that you can fulfill the order. The GDPR only allows further processing of data in a way that's compatible with the purpose for which it was collected (Article 5(1)(b)). Direct marketing can rely on a legitimate interest (Recital 47 of the GDPR), but the customer's reasonable expectations count, and the customer ordered through the app. What settles it in Poland, though, is Article 398 of the Electronic Communications Law (*Prawo komunikacji elektronicznej*), in force since November 10, 2024. It prohibits sending commercial information, including direct marketing, by phone, text message or email without the recipient's prior consent. Such marketing is also an act of unfair competition (Article 398(4)).

In practice: **don't send a “order from us for less” text to a number from an app order.** You'll win the guest over in channels that belong to you.

### Lower prices in your own channel

Some apps restrict their partners from offering better terms in other channels. Article 10 of the P2B Regulation doesn't prohibit such restrictions, but it requires the platform to put them in its terms together with the main economic, commercial or legal reasons for them. The reasons have to be easily and publicly available.

Such clauses are called price parity clauses. In September 2024, the Court of Justice of the EU ruled in the Booking.com case (C-264/23) that parity clauses, including “narrow” ones that cover only the seller's own channels, are not in principle “ancillary restraints”. The Court noted that it hadn't been shown that they were “objectively necessary”. Their compatibility with competition law is therefore assessed case by case. The judgment concerned hotel bookings, not food delivery.

Practical advice: read your terms and contract with the app. If they contain a price restriction, win guests over with convenience and extras instead of a lower price.

### Promotions in your own channel

If you tempt guests with a discount, remember the price rules we described in the article [The Omnibus Directive and restaurants in Poland](/en/omnibus-directive-restaurants-poland/):

- A “−10% on your first order on our website” code that the guest uses to lower the price of any dishes they choose is, according to UOKiK (Poland's competition and consumer protection authority), a basket code. It doesn't require showing the lowest price from the last 30 days, but UOKiK warns that using such codes too often may be treated as circumventing the rules.
- UOKiK considers a price comparison between channels, e.g. “cheaper here than in the apps”, an acceptable form of promotion. It has to be true, and if you add elements of a price reduction, e.g. a strikethrough or “−20%”, you also give the lowest price from the last 30 days.
- “A free drink with pickup” has to be genuinely free (Article 7(20) of Poland's Act on Counteracting Unfair Market Practices).

## How to move your regulars step by step

1. **Build a channel that's as convenient as the app.** A menu with photos, online payment, a choice of pickup time and details that are remembered for next time. Convenience is the number one reason people prefer one channel over another. We describe how to launch ordering on your website in the article [Online ordering on your restaurant's own website](/en/online-ordering-on-your-restaurant-website/).
2. **Be where the guest looks for you.** In your Google Business Profile, add a link under “Food ordering” or “Pickup and delivery” and mark it as preferred. Google lets you add up to 10 links in each category. Put the same link in your Instagram and Facebook profile description and as the main button on your website.
3. **Talk to the guests you see.** A QR code on the tables, by the counter and on the receipt, a sticker on the bags of your own orders. Before you add a leaflet to an app order, check whether your contract with the app allows it.
4. **Give them a reason to switch.** Pickup without waiting at a chosen time, a dish available only on direct orders, a stamp card, a code for the first order and, if the contract allows it, a lower price.
5. **Collect consent from the first order.** An unticked box, clear wording (“I'd like to get emails about new dishes and promotions”) and an easy way to opt out. Under Article 398(2) of the Electronic Communications Law, giving an email address in order to receive commercial information at it also counts as consent.
6. **Don't disappear from the apps overnight.** Keep them as a channel for new guests. Every month, check what percentage of orders come in directly and watch whether it grows.

> [!NOTE] Work out your threshold
> Take the total commission for last month from your app statements and divide it by the number of orders. That's your average commission per order. Every order you move to your own channel saves roughly that much, minus the online payment fee.

## What not to do

- **Don't message customers from the app** by text, email or chat without their consent.
- **Don't promise “the lowest price”** unless it's true in every channel and for every dish.
- **Don't hide surcharges.** UOKiK reminds venues that packaging or service fees have to be stated clearly before the order is placed, in your own channel too.
- **Don't force guests to create an account.** A guest who's switching from an app doesn't want to fill in a form with a password.

## How WP InPlate helps you move your regulars

WP InPlate is an ordering system on your WordPress website. It takes no commission on orders, and orders and customer data stay in your database. For regulars, these are especially useful:

- **Pickup, delivery and ordering at the table.** The guest chooses a pickup time, and delivery works in your zones, with your fee and order minimum. At the table they order with a QR code.
- **An account without a password.** The guest signs in with a 6-digit code from email, saves up to 10 addresses, and on the next order the form fills itself in. Ordering without an account is always possible.
- **Marketing consent under control.** You show your own consents, e.g. for a newsletter, unticked when an account is created or with every order. The system saves the version of the wording and exports the list to CSV, and a guest with an account can withdraw consent in their profile. You send the messages with your own tool.
- **Discount codes**, e.g. for the first order, as WooCommerce coupons.

One license, paid yearly or monthly: $149 a year + VAT or $14.99 a month + VAT, whatever the number of orders. Online payment fees are charged by the payment provider. See how the [online menu](/en/features/online-menu/) works, work out your situation in the [commission calculator](/en/pricing/) and try WP InPlate free for 30 days, no card required.

## Summary

An app pays off for new guests, but a regular who orders in the app costs you up to several hundred zloty in commission a year. Move them to your own channel, one that's just as convenient and gives them something more. Don't message app customers without consent, check the app's terms for price restrictions and collect consent from the first order. Keep the app as a channel for new guests.

## Sources

- [EUR-Lex: Regulation (EU) 2019/1150 of the European Parliament and of the Council of June 20, 2019 (P2B)](https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32019R1150)
- [The Electronic Communications Law of July 12, 2024 (Prawo komunikacji elektronicznej), Dz.U. 2024 poz. 1221 (in Polish)](https://eli.gov.pl/eli/DU/2024/1221/ogl)
- [EUR-Lex: Regulation (EU) 2016/679 (GDPR)](https://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX:32016R0679)
- [The Act of August 23, 2007 on Counteracting Unfair Market Practices, consolidated text Dz.U. 2023 poz. 845 (in Polish)](https://eli.gov.pl/eli/DU/2023/845/ogl)
- [CJEU: press release No 145/24, judgment in case C-264/23 Booking.com (September 19, 2024)](https://curia.europa.eu/site/upload/docs/application/pdf/2024-09/cp240145en.pdf)
- [President of UOKiK: Information on price reductions – explanations (2023, in Polish)](https://uokik.gov.pl/storage/archiwum/e6e552a1.pdf)
- [UOKiK: How much and for what? Food service under scrutiny (July 31, 2026, in Polish)](https://uokik.gov.pl/ile-i-za-co-gastronomia-na-widelcu)
- [Restaurant Dive: Most customers prefer ordering delivery direct from restaurants, NCR Voyix (January 30, 2025)](https://www.restaurantdive.com/news/most-customers-prefer-ordering-delivery-direct-restaurant-ncr-voyix/738397/)
- [Google: Local business links – Google Business Profile Help (accessed October 18, 2026)](https://support.google.com/business/answer/6218037?hl=en)
- [UpMenu: Pyszne, Glovo, Uber Eats – what commissions? (2023, in Polish)](https://www.upmenu.com/pl/blog/pyszne-glovo-uber-eats-prowizja/)
- [Foodyo: Pyszne, Glovo and Uber Eats – the cost of selling in 2026 (June 4, 2026, in Polish)](https://foodyo.pl/blog/ile-kosztuje-sprzedaz-przez-pyszne-glovo-uber-eats)
- [Stripe: pricing for Poland (accessed October 18, 2026)](https://stripe.com/en-pl/pricing)