Free tool
What should this dish cost on Just Eat?
Adding the commission percentage to your price does not cover the commission. This calculator does the sum properly, dish by dish, for Just Eat, Deliveroo and Uber Eats, and shows what reaches your bank either way.
Your markup sheet
Type in what a dish costs on your own menu. The calculator works out what the same dish needs to sell for on each platform before you take home the same money. Nothing is stored on our servers and there is no sign-up.
+25%
Just Eat (marketplace)
+35%
Just Eat (full service)
+44%
Deliveroo
+44%
Uber Eats
Charge these prices on each platform to bank the same amount you bank on your own menu.
Chicken tikka masala
Your menu price £9.50
Just Eat (marketplace)
£11.95
£2.45 more (26%)
Just Eat (full service)
£12.95
£3.45 more (36%)
Deliveroo
£13.95
£4.45 more (47%)
Uber Eats
£13.95
£4.45 more (47%)
12" pepperoni pizza
Your menu price £12.00
Just Eat (marketplace)
£14.95
£2.95 more (25%)
Just Eat (full service)
£15.95
£3.95 more (33%)
Deliveroo
£16.95
£4.95 more (41%)
Uber Eats
£16.95
£4.95 more (41%)
Commission is applied to the price the customer pays. VAT sits on both sides of the comparison at the same rate, so it does not change the markup percentage, though it does change the cash you keep. Card processing is charged on your own channel and is bundled inside platform commission. Rates are editable because contracts differ: always check your own statements.
Want these numbers checked against your own statements? Free callback.
Or work out the yearly number with the commission savings calculator.
The sum most menus get wrong
Say a curry sells for £10 on your own menu and the platform takes 30%. The instinct is to add 30% and list it at £13. The platform then takes 30% of £13, which is £3.90, and you receive £9.10. You have raised the price, annoyed the customer, and still ended up worse off than your own menu.
The correct sum divides rather than adds. Ten pounds divided by 0.70 is £14.29, so that is the listing price that returns your £10. The uplift is 43%, not 30%. The same trap catches every rate: 16% commission needs a 19% uplift, 23% needs 30%, and 30% needs 43%.
That is the whole reason platform menus drift so far above shop prices. Once you see the real number, the question changes from how much to mark up to how many of these orders you would rather take somewhere else. The commission savings calculator turns your weekly order count into an annual figure, and the write-up on Just Eat versus your own app covers the trade-offs on discovery and reach that the maths alone does not capture.
Markup needed at common commission rates
| Commission rate | Markup needed | A £10 dish becomes |
|---|---|---|
| 10% | 11.1% | £11.11 |
| 14% | 16.3% | £11.63 |
| 16% | 19.0% | £11.90 |
| 20% | 25.0% | £12.50 |
| 23% | 29.9% | £12.99 |
| 25% | 33.3% | £13.33 |
| 30% | 42.9% | £14.29 |
| 35% | 53.8% | £15.38 |
Markup needed is 1 divided by (1 minus the rate), less 1. Card processing is excluded from this table and included in the calculator above.
What to do with the number
- Check your contract first. Price parity clauses vary and change. Read what you signed before you touch a listing.
- Round on purpose. Rounding up to a .95 ending protects the margin and reads like a normal menu price. Rounding down, even by 4p, quietly gives the platform the difference.
- Do not mark up your own channel. The gap between platform prices and your own prices is the single best argument for customers to order direct next time, so leave it visible.
- Give them somewhere to go. A price difference only converts if there is a direct channel to convert to. That is a flat monthly plan rather than a percentage, and the setup process is built to run alongside the platforms rather than instead of them.
There are cuisine specific walkthroughs for pizzerias, curry houses and chippies, and a longer piece on cutting delivery app commission if you want the strategy behind the pricing.
Menu markup questions.
The things owners ask before they change a single price.
Enough to cover the commission on the higher price, not just on the old one. If you pay 16% commission, adding 16% is not enough, because the platform then takes its cut of the new price too. The correct sum is your price divided by (1 minus the commission rate), which at 16% is a markup of about 19%. At 30% it is about 43%. The calculator on this page does that sum for every dish at once.
Because commission is charged on what the customer pays, not on what you originally wanted. A £10 dish listed at £11.60 on a 16% platform returns £9.74, not £10. You have to gross the price up rather than add the percentage, which is why the required uplift is always higher than the headline commission rate.
Price parity terms differ between platforms and have changed over the years, so check the agreement you actually signed before you change anything. Plenty of UK operators do price differently by channel. If your contract restricts it, the alternative lever is moving repeat customers to a channel you control, which is what the savings calculator is for.
No. VAT applies at the same rate to the price on your own menu and the price on the platform, so it cancels out of the ratio between them. It does change the cash you keep on every order, so if you are VAT registered treat the gross profit figures here as VAT inclusive and take the VAT off before you judge the margin.
Most UK takeaways work to a food cost somewhere in the region of 25% to 35% of the menu price, which leaves a gross profit of 65% to 75% before labour, rent and delivery. Enter your real ingredient and packaging cost per dish in the calculator and it will show what is left on each channel rather than relying on a rule of thumb.
No. The calculator runs entirely in your browser and nothing you type is sent anywhere. Your dish list is saved on your own device so it is still there next time you open the page. The callback form is optional.
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