Delivery math · BETR
You keep less than you think.
Here's the real math on Grab.
Most owners subtract Grab's fee and stop there. But VAT, food cost and packaging come out of that same order. Rebuild a real order below and see what you actually keep, then what changes when a guest orders direct.
Rebuild one Grab order
Add the items that were in it. Prices are what the customer pays (VAT included).
8% for F&B through Dec 2026, then 10%.
Real margin: 0%
Real margin: 0%
A free item feels like a lot to the guest but costs you little. That is the whole trick.
Ordering direct instead of Grab
0 đ
more in your pocket, every order
That is 0 đ a month you are handing to Grab.
And your guest feels like they got 0 đ free.
Why a free item beats a discount
A 10% discount hands back real money, dollar for dollar. A free side that costs you a little in food cost feels like a lot to the guest. You give away perceived value, not margin.
You do not need everyone to switch. Target the guests who already love ordering delivery. Give them a reason that feels too good to pass up, and move them off an app that takes a quarter of every order.