Online ordering
Most pizzas are ordered on the phone now. The question is not whether to be online. The question is how much of every order you keep.
The apps – Foodora, Wolt and Uber Eats – bring you new customers but take 15 to 30 percent of every order. Your own ordering page, for example through Lumit, costs almost nothing per purchase and makes the regulars yours. Smartest is often both: the apps for new customers, your own page for the loyal ones.
How the apps work
You enter your menu, the app sends orders to a tablet in the kitchen. A courier or the customer picks up. You pay a share of every purchase in fees. Easy to get started – but the fee never goes away.
- New customers find you without you doing anything
- The fee is 15–30% depending on app and contract – negotiate
- The customer is the app's customer, not yours – you rarely even get the phone number
- Do the maths: SEK 100,000 in app sales = SEK 20,000–30,000 in fees, every month
Your own ordering page – keep the money and the customers
Your own page where customers order directly from you. No per-purchase fee to any app, and the customer list is yours. Put a note in every box and point your Google profile there, and your own channel grows every month.
- Almost the whole pizza price stays with you
- You see who your customers are and can reward regulars
- Works for both takeaway and your own delivery
Our recommendation: run both
Be on one or two apps to get seen and win new customers. At the same time, have your own ordering page where you send everyone who already likes you. Then you pay fees for new customers – not for your regulars.
- New customers: the apps do the job
- Regulars: your own page, lower cost, your customers
- A note in every app box: "Next time – order directly from us"
- Raise prices 10–20% in the apps so the fee does not eat your margin
The apps and platforms
These are the biggest in Sweden. All of them take a share of every order:
Foodora
Biggest in SwedenThe most users in most Swedish towns. The pink couriers are seen everywhere.
- Many customers right away
- Their own couriers – you need none
- High fee per order
- The customer stays Foodora's customer
Wolt
Fast growingStrong in big cities and university towns. A slick app that customers like.
- Good app and support
- Reaches younger customers
- Fee on every purchase
- Not in every town yet
Uber Eats
Big cityBiggest in Stockholm, Gothenburg and Malmö. Tourists already have the app on their phones.
- Big reach in the big cities
- Easy to get started with
- Weaker outside the big cities
- Same fee model as the others
Your own website – the alternative to the apps
Want to skip the fees and own your customers? Then this is the way:
Lumit
Our pickYour own ordering page with your name and your prices. Easy menu management, works for takeaway and delivery – and the customers become yours, not the app's. Quick to get started.
- No per-order fee to any app
- The customer list and the brand are yours
- Same photos and menu as in the restaurant
- You need to steer customers there yourself at first – a note in the box and QR codes do the job
Common questions
Do I have to be on Foodora or Wolt?
No, but it is often smart at the start. The apps bring you customers you could not reach yourself. The goal is that the new customers then become regulars who order directly from you.
What does it cost to be on the apps?
Usually 15–30 percent of every order, sometimes plus a start-up fee. Contracts vary – ask, compare and negotiate. Everything is negotiable.
Do I need my own couriers for my own ordering page?
No. Many run takeaway only via their own page – the customer orders, pays and picks up. If you want to deliver yourself, you set your own delivery area and a fee.