In the fast-paced living and working environment, in recent years, "ordering takeout" has become a popular way for more and more people to eat, and the takeaway industry is in full swing. At the same time, industry topics related to takeaway have also begun to attract much attention, and the recently hotly discussed topic of McDonald's KFC 9 yuan high delivery fee has appeared on the hot search. Compared with the delivery fee of less than 5 yuan for ordinary takeaways, some can even be delivered for free, and the delivery fee of 9 yuan is very puzzling to the public, far exceeding the normal psychological expectations of consumers. Some merchants say that this situation is caused by the high commission for takeaways, what is the real reason?
First of all, one thing we want to make clear is that the takeaway commission is paid by the merchant to Meituan and other takeaway platforms, and is charged proportionally according to the actual use of services by the merchant, accounting for only about 6%-8% of the entire revenue, and the proportion of the entire merchant cost is not high. For example, according to the data released by Meituan Takeaway in 2021, the total transaction volume of Meituan Takeaway that year was 702.1 billion yuan, of which the commission part was 28.5 billion yuan, and the actual proportion was 405%, so the answer is clearly visible.
Secondly, even if the takeaway commission is 0, brand merchants such as KFC and McDonald's still need to pay rider delivery fees. In addition, they belong to the merchant's own allocation, and they also need to consider the cost of purchasing delivery boxes, electric vehicles, food delivery equipment, etc., in order to maintain their own high-quality services, they have to increase the delivery fee to make up for the cost of distribution. Therefore, the level of takeaway commission is not the decisive factor of the merchant's profit and loss, but is related to the cost structure of takeaway.
In fact, as early as 2021, the main domestic takeaway platforms have implemented the rate transparency reform, refining the fees into takeaway commissions and catering takeaway delivery service fees. Therefore, in the context of fierce competition in the catering market, the quality of the dishes and services provided by merchants, as well as the intensity of subsidies, delivery costs and other related factors, are the reasons that determine whether takeaway can be profitable.
To sum up, the high delivery fees of McDonald's and KFC are not caused by high takeaway commissions, and takeaway commissions are not the decisive factor in the profit and loss of merchants, but are more related to the cost structure of takeaways. If merchants want to truly achieve stable and lasting profits, in addition to ensuring the quality of dishes and providing high-quality services, they must also work hard in formulating reasonable products and planning appropriate distribution scopes.