Delivery apps or direct orders: what does each order leave you?

1. Profit per delivery-app order = order value × (1 − food cost % − commission %) − packaging. Both %s are of the order value.
2. Profit per direct order = order value × (1 − discount %) × (1 − payment fee %) − order value × food cost % − packaging − delivery cost per direct order. The payment fee is a % of what the customer pays; food cost a % of the full order value.
3. Extra profit on a direct order = profit per direct order − profit per delivery-app order. Commission per delivery-app order = order value × commission %; a month = delivery-app orders × that; a year = × 12.
4. Orders moved = delivery-app orders × your share. Commission saved = orders moved × commission per order. Profit gained = orders moved × extra profit per direct order − ad spend (the ad spend is the cost of the move); a year = × 12.
5. Break-even share = ad spend ÷ (delivery-app orders × extra profit per direct order) × 100. 0 when there is no ad spend; never when a direct order earns no more than a delivery-app order.
6. From ads: visits = ad spend ÷ cost per visit. MQLs = visits × % that view the menu. SQLs = MQLs × % that start an order. First direct orders = SQLs × % placed. Order again = first orders × % who come back. Ad cost per first order = ad spend ÷ first direct orders. As a % of the move = first orders ÷ orders moved × 100.
7. Profit today = delivery-app orders × profit per delivery-app order + direct orders × profit per direct order. After the move = (delivery-app orders − moved) × per delivery-app order + (direct orders + moved) × per direct order − ad spend. Sales: delivery apps = delivery-app orders × order value; direct = direct orders × order value × (1 − discount %). Before rent, salaries and other fixed costs.

Green, amber and red compare each result with the break-even your own numbers imply, never with an outside benchmark. Every starting number is an editable example, not an industry average.