Part of the idea is that you were already paying that £6, or more, in advertising costs the restaurant pays and that Deliveroo is more efficient at customer acquisition than the average restaurant is.
I think it's also about how you don't need the front of house elements for a delivery order. No need for extra real estate for tables, wait staff, etc. All you need is a kitchen, someone to cook the food and the ingredients.
That might be the theory. In practice, even if I click the "only on Deliveroo" option, I'm looking at a list of restaurants that spend a fortune on premises and their own marketing campaigns (including at chain level); they're selling on Deliveroo not because they don't already have high marketing and premises costs (to pass on) but because they're really not expecting enough takeaway orders to justify running their own delivery operation.
I think restaurants would be happy to pay 30% for new customer, but for subsequent orders, Deliveroo should take smaller cuts. I wonder if something like this part of agreement.
