With food delivery aggregators continuing to raise their commissions, many restaurants in Bengaluru are exploring alternate delivery models. These include self-managed deliveries and WhatsApp-based ordering systems developed in partnership with tech providers.
The heavy commission fees and control exerted by the major delivery platforms—who hold a virtual duopoly—have become unsustainable for many small and mid-sized restaurants. Restaurateurs also complain about forced discounts and lack of access to their own customer data. Though platforms like ONDC present an alternative, issues such as last-mile delivery remain a challenge.
To counter these hurdles, restaurants are adopting hybrid approaches. While some work with ONDC to improve logistics, others are setting up direct delivery channels to reduce dependency on third-party platforms and regain control over pricing, service quality, and customer relationships.
Chethan Hegde, Bengaluru Chapter Head of the National Restaurants’ Association of India (NRAI), explained that many outlets are unable to cover staff salaries due to the high aggregator commissions. This has prompted a growing shift toward self-delivery, with restaurants working closely with tech and logistics partners.
One example is Just Fresh Point, a vegetarian restaurant with three outlets in the city, which recently launched a WhatsApp ordering system. Customers can message the restaurant, browse the menu, and place orders directly. Deliveries within 3 km are free, while deliveries up to 5 km incur a small charge. Co-founder Durgesh Shobhawat said the approach gives them greater control over customer experience and supports a more community-focused delivery model.
Several other restaurants are now reconsidering local delivery systems. As one Jayanagar restaurant owner noted, many chains, especially pizza brands, operated their own deliveries long before aggregators existed — a practice that helped maintain customer loyalty.
Girish Pai, CEO of GrowthFalcons (a seller-side platform on ONDC), added that platforms like ONDC and WhatsApp channels help restaurants acquire customers more affordably and build long-term relationships through direct delivery.
