The short version
In 2026, price delivery menu items 15-30% higher than in-house versions to offset 20-30% app commissions, packaging costs ($0.50-1.50 per order), and smaller average tickets. But don't blanket markup—use contribution margins to protect high-sellers.
The real math: delivery cost breakdown
Standard menu pricing ignores delivery's hidden fees. Build from the ground up with 2026 numbers:
- Food cost: Same as in-house, but add 5-10% for portion waste on travel-ready items.
- Packaging: $0.50-1.50 per item (bags, boxes, seals).
- App commission: 20-30% of subtotal (Uber Eats/DoorDash average).
- Labor bump: +$1-2 per order for packing and handoff.
- Marketing fees: 2-5% if you pay for app promotions.
Total added cost per delivery order: $4-8 on a $20 ticket. Without pricing adjustments, that's a 20-40% margin hit.
Example: $6 in-house item cost + $1.50 packaging + 25% commission ($1.50 effective) = $9 total cost ÷ 0.30 target margin = $30 minimum delivery price? No—spread across the menu.
Factors that bump your delivery prices in 2026
Commissions aren't going down, but these tweaks let you price smarter:
1. Item type and travel-ability
- High-margin dry goods (fries, burgers): +10-15% markup.
- Fragile/wet items (salads, soups): +20-30% to cover remakes and waste.
- Cold items (drinks, desserts): Minimal markup—use as upsells.
2. App and location
- High-commission apps (DoorDash): +20-25%.
- Own delivery or low-fee (Grubhub): +10-15%.
- Urban/dense: Lower markups possible with volume.
3. Menu mix and bundles
- Stars (high profit, high popularity): Protect with minimal markup.
- Plowhorses (low profit, high sales): +15-20% to boost margins.
- Bundles: Price combos 10% below a la carte to drive tickets.
4. Overhead and inflation
- Delivery-specific labor: +5-10% buffer.
- Packaging inflation: Up 10% YoY—build in now.
- App fee creep: Plan for 2-3% annual increases.
Quick delivery pricing audit
Audit your menu in under 30 minutes:
Step 1: Calculate true delivery cost
- Pull last month's app statements—add up commissions, fees, packaging.
- Divide by orders to get per-order overhead.
- Use our Delivery Margin Calculator for the math.
Step 2: Set targets by item
- Aim for 15-25% net margin after fees (vs. 30-40% in-house).
- Group items: protectors (minimal markup), boosters (higher markup).
Step 3: Test and track
- Roll out on one app first—monitor order volume.
- Track in Menu Engineering: Adjust based on sales drop-off.
How to price delivery without losing orders
Markups work when you add perceived value:
- App-exclusive items. Create "delivery bundles" with extras that justify the price.
- Minimum orders. Set $15-20 mins to spread fees over larger tickets.
- Dynamic pricing. Lower during slow times, higher in peaks (if app allows).
- Transparency. Note "delivery pricing reflects app fees" to reduce backlash.
Use the Delivery Menu Pricing Template from our templates to map your full menu.
Where the RPS tools plug in
One-item fixes are easy. Scaling to a full delivery menu? Our tools automate it:
- Delivery Margin Calculator: Input costs and fees for per-item break-evens. From calculators.html.
- Contribution Margin Calculator: Rank items by true profit after delivery cuts.
- Menu Engineering Matrix: Optimize your app menu based on sales and margins.
- Live Menu Engine service: Auto-updates prices across apps as costs or fees change. See menu-engine.html.
If you’re comparing DIY spreadsheets and live menu pricing to the big all-in-one restaurant platforms, our Us vs Them page breaks down why Restaurant Profit Systems is different.
Simple next step for this week
Pick your top 5 delivery sellers. Run the margin math with current fees. If net margin is under 15%, markup 10% and test on one app.
FAQs
How should I price menu items?
Use food cost %, margins, and sales mix data.
Why does menu pricing matter?
Pricing drives profitability and customer perception.
What tools help with pricing?
Recipe cost cards and menu costing systems.