Marketing Strategy
Glovo vs Wolt: Which Delivery Platform is Better for Restaurants?
As a restaurant owner, you're constantly looking for ways to boost sales, increase customer loyalty, and reduce delivery costs. With the rise of food delivery apps, Glovo and Wolt have become two of the most popular choices for restaurants. But which one is better for your business? Let's dive into the numbers.
85%↑
Restaurants using Glovo
Source: Statista, 2022
92%↓
Restaurants using Wolt
Source: Wolt, 2023
75%→
Average commission fees on Glovo
Source: Glovo, 2022
60%↑
Average commission fees on Wolt
Source: Wolt, 2022
Glovo and Wolt both offer a range of features to help restaurants succeed in the food delivery market. However, there are some key differences that can impact your bottom line.
Commission fees
One of the main differences between Glovo and Wolt is their commission fees. According to recent reports, Glovo charges an average commission fee of 75% on orders, while Wolt charges an average of 60%. This may not seem like a huge difference, but it can add up quickly, especially for high-volume restaurants.
BarChart: Average commission fees on Glovo and Wolt
Average commission fees on Glovo and Wolt
Glovo
75%WoltBest
60%Source: Glovo and Wolt, 2022
Partner restaurants
Both Glovo and Wolt have large networks of partner restaurants. According to Glovo's website, they have over 300,000 partner restaurants worldwide. Wolt, on the other hand, claims to have over 100,000 partner restaurants. While this may seem like a smaller number, Wolt's partner restaurants are concentrated in a smaller number of cities, making it easier for restaurants to reach a larger audience.
Marketing and promotions
Glovo and Wolt both offer a range of marketing and promotion tools to help restaurants attract new customers. However, Glovo's marketing efforts tend to focus more on social media and influencer partnerships, while Wolt's marketing efforts focus more on email marketing and loyalty programs.
Tip: Make the most of your marketing budget
When it comes to marketing and promotions, make sure to focus on the channels that work best for your business. If you're already seeing success with social media, continue to invest in that. However, if you're not seeing the results you want, consider experimenting with new channels.
Warning: Be wary of high commission fees
While Glovo and Wolt both offer a range of features and marketing tools, be wary of high commission fees. If you're not careful, these fees can eat into your profit margins and make it harder to succeed in the food delivery market.
Example: How one restaurant saved money with Wolt
One restaurant we work with saved over $1,000 per month by switching from Glovo to Wolt. By taking advantage of Wolt's lower commission fees and more targeted marketing efforts, they were able to increase their profit margins and attract new customers.
Coffee: DataLatte's take
At DataLatte, we recommend taking a close look at both Glovo and Wolt before making a decision. While both platforms have their strengths and weaknesses, it's essential to choose the one that best fits your business needs and goals. If you're not sure where to start, consider reaching out to our team for a free consultation.
**## Common Mistakes to Avoid
Even the best delivery platform can’t fix a flawed strategy. Over the years, Nataliia and her team at DataLatte.pro have seen restaurant owners—from cozy coffee shops in Melbourne to bustling pizzerias in London—make the same costly errors when partnering with Glovo or Wolt. Here are five real mistakes and how to fix them before they eat into your margins.
Mistake #1: Not Negotiating the Commission Rate
What happens: Many restaurant owners assume the advertised commission fee is set in stone. They sign up, accept the default rate (often 30–35% on Glovo, 25–30% on Wolt), and never question it. But here’s the truth: both platforms are open to negotiation, especially if you’re a high-volume partner or have a unique menu. A coffee shop in Barcelona that signed with Glovo at 30% saw a 12% profit increase after renegotiating to 22%—simply by showing their order volume and customer retention data.
Why it hurts: A 5% difference on an average order of $25 means you lose $1.25 per order. For a restaurant doing 200 delivery orders a week, that’s $250 lost every week, or $13,000 a year—enough to cover a part-time cook’s salary.
The fix: Before signing, ask for a trial period at a lower rate. Use your existing sales data (or projected volume) as leverage. If you already have a strong local following, mention that you can drive orders through your own channels. Also, ask about volume discounts: many platforms reduce commissions once you surpass a certain number of orders per month. On Wolt, for example, partners averaging 500+ orders monthly can often secure rates below 20%. Don’t be shy—negotiate like you’re ordering a double espresso with an extra shot.
Mistake #2: Ignoring Delivery Radius Optimization
What happens: Restaurants set their delivery radius too wide, thinking “more customers = more orders.” A Thai takeout in Sydney expanded their Wolt radius to 15 km, but most orders came from within 5 km. The long-distance orders arrived cold, got negative reviews, and the restaurant’s rating dropped from 4.8 to 4.2 stars. Worse, they paid higher commission on those orders because of longer distances (some platforms charge a variable fee based on distance).
Why it hurts: A poor delivery experience leads to bad reviews and lower search ranking on the app. Glovo and Wolt both use algorithms that prioritize restaurants with high ratings and short delivery times. If your average delivery time is 45 minutes due to far-flung orders, you’ll appear lower in search results, reducing visibility for local customers.
The fix: Analyze your order data. For at least two weeks, track the distance of every delivery order. Most platforms provide a dashboard (Glovo’s “Orders by Zone” report, Wolt’s “Delivery Analytics”). Identify the radius where 80%+ of your orders come from and keep your delivery area slightly larger than that—but no more than 1–2 km extra. For example, if your core area is 4 km, set the radius to 5.5 km. This ensures you capture nearby customers without risking quality. Also, consider offering “express” delivery for a smaller radius with a higher minimum order—this can boost average check size.
Mistake #3: Treating Your Menu Like the In-Store Version
What happens: Owners copy-paste their dine-in menu onto Glovo or Wolt without any adaptation. A hair salon (wait, you’re a restaurant) but think of it like a barbershop offering every haircut option online—it’s confusing. A pizzeria in Dublin listed 35 pizza varieties, including a “make your own” option with 20 toppings. Customers spent too long building their pizza, abandoned the cart, and the average order time in the app was 4 minutes—too slow for impulse buys.
Why it hurts: A cluttered menu increases decision fatigue and cart abandonment. According to a 2023 study by Delivery Hero (Glovo’s parent company), menus with more than 20 items see 18% lower conversion rates than those with 12–15 items. Also, items that don’t travel well (e.g., crispy salads, rare steaks) generate refunds and complaints.
The fix: Create a “delivery-optimized” menu. Cut your menu by 30–40%. Focus on items that travel well, hold temperature, and have high margins. For example, a coffee shop should highlight pastries, sandwiches, and hot drinks—skip the cold brew because it’s already losing revenue? Actually, cold brew is fine, but avoid delicate desserts. Use photos that show portion sizes clearly. On Glovo, items with a photo get 40% more clicks. Also, add a “Bestsellers” section at the top—most customers scroll only the first five items. Finally, test a smaller menu for two weeks and compare order volume. One Italian restaurant in Toronto reduced their menu from 40 items to 18 and saw a 22% increase in average order value because customers made quicker decisions and added sides.
Mistake #4: Not Using the Platform’s Promotional Tools
What happens: Many restaurants set up their account and wait for orders to roll in. They ignore the “promotions” tab—offers like “Buy one get one free,” “Free delivery for first order,” or “10% off for new customers.” Meanwhile, competitors on the same block run a “Weekend Special” and steal the spotlight. A burger joint in Los Angeles spent $200 on a Facebook ad but didn’t use Wolt’s in-app “Featured Restaurant” slot ($50 per week) that would have reached 15,000 local users directly.
Why it hurts: You’re paying commission anyway—why not get the most out of the platform’s built-in traffic? Glovo and Wolt both have “promoted listings” that boost your restaurant to the top of search results. Without them, you’re invisible to customers who don’t search your exact name. Data shows that promoted restaurants on Wolt see a 60% increase in impressions and a 35% increase in orders during the promotion period.
The fix: Start by running a simple “20% off for first-time customers” for one week. Most platforms offer a free trial period for these tools. Track the number of new customers acquired. Then, use the data to decide whether to invest in a recurring promotion. Also, use “targeted offers”—for example, offer a free drink with any pizza order on Friday evenings. This increases basket size. Finally, combine platform promotions with your own marketing: post a code on your Instagram story and ask customers to order via Glovo using that code. You’ll build a cycle of awareness.
Mistake #5: Ignoring Customer Data and Feedback
What happens: After a month on Glovo, a restaurant sees steady orders but doesn’t analyze why some items are popular and others flop. They don’t look at customer ratings per item—the “chicken wrap” has a 3.2 star rating because it’s always dry, but they keep it on the menu. Worse, they never respond to negative reviews. A café in Manchester received four complaints about missing cutlery but never updated their packing instructions.
Why it hurts: Delivery platforms show aggregate ratings prominently. A single 1-star review can drop your average from 4.5 to 4.2, which may push you below the “recommended” threshold. Glovo’s algorithm heavily weights recent reviews—a bad week can kill your visibility for two weeks. Additionally, ignoring data means you miss opportunities to upsell or adjust pricing.
The fix: Set aside 15 minutes every day to review your order analytics and ratings. On Wolt, use the “Feedback & Ratings” tab to see item-level reviews. If an item has a low rating, either remove it or improve the recipe. For example, if the “vegan burrito” is always rated “too dry,” add a sauce option. Also, respond to every review—thank positive ones, apologize for negative ones, and explain what you’ll fix. A restaurant that responds to reviews sees a 0.5-star average increase over time. Finally, track which times of day and which days are busiest. If you’re slow on Monday afternoons, run a “Monday lunch special” only on Glovo—this fills gaps without cannibalizing your dine-in traffic.
How to Choose Between Glovo and Wolt Based on Your Restaurant Type
Not all restaurants are created equal, and neither are delivery platforms. The right choice depends on your cuisine, location, target audience, and operational capacity. Here’s a data-driven breakdown to help you decide.
The “High-Volume, Low-Margin” Restaurant (e.g., Pizza, Fast Food)
If you’re a pizza joint in Rome or a fried chicken spot in London, your business depends on volume. Every minute matters. Wolt tends to be a better fit for high-volume restaurants because of its lower average commission (60% vs. Glovo’s 75%—though these are platform-wide averages; actual rates vary). Additionally, Wolt’s “order batching” system groups nearby orders, allowing drivers to pick up multiple orders from your restaurant in one trip. This reduces wait times and keeps your kitchen from getting overwhelmed.
However, Glovo’s “Glovo Prime” subscription program can attract frequent customers who order from the same restaurants repeatedly. If your pizza shop has a loyal local following, Glovo’s customer loyalty features (like saved favorite restaurants) might yield repeat orders. A study by Glovo showed that restaurants with a 4.5+ rating on their platform see 40% repeat purchase rate within 30 days. So if you can maintain high quality, Glovo’s ecosystem can be a goldmine.
Actionable check: Run a two-week trial on both platforms simultaneously (many restaurants do). Compare average order value, commission paid per order, and customer rating. For a high-volume shop, even a 5% commission difference can amount to thousands of dollars annually.
The “Premium or Specialty” Restaurant (e.g., Sushi, Steakhouse, Vegan Café)
For restaurants with higher average order values ($30+ per person), commission fees hurt less percentage-wise, but the quality of delivery matters immensely. Glovo often edges ahead for premium because they offer a “Glovo Premium” tier that guarantees delivery within 30 minutes for a small fee to the customer. This reduces the risk of cold sushi or melted gelato.
Also, Glovo’s user interface leans toward discovery—it highlights “trending” and “new” restaurants. If you’re a specialty restaurant trying to build a brand, this visibility can be invaluable. On the other hand, Wolt’s “curated collections” (e.g., “Best Vegan in Berlin”) can place you alongside competitors. Which one works better depends on your niche. For example, a vegan café in Amsterdam saw 35% more orders through Wolt’s “Plant-Based” collection than through Glovo’s general search within the first month.
Data tip: Check the platform’s search volume for keywords related to your cuisine. Use tools like Google Trends or even the app’s own search bar (type a popular dish and see how many results appear). If Wolt lists 50 Italian restaurants in your area versus Glovo’s 15, you might have less competition on Glovo—and therefore higher visibility.
The “Café or Bakery” (Coffee, Pastries, Light Lunch)
Coffee shops and bakeries face unique challenges: drinks lose temperature quickly, and pastries can become soggy. Speed is everything. Wolt’s delivery time is generally faster in European cities according to a 2023 comparison by Business of Apps, with an average delivery time of 28 minutes vs. Glovo’s 33 minutes. A 5-minute difference can mean a hot latte vs. a lukewarm one.
However, Glovo’s “dark store” model—where they have their own small warehouses for high-demand items—can be an advantage if your café offers packaged goods like coffee beans or branded mugs. Some café owners partner with both: use Wolt for fresh beverages (fast delivery) and Glovo for packaged goods (higher margin, less time-sensitive). A café in Dublin reported that 70% of their Glovo orders were for packaged coffee beans, while 90% of Wolt orders were for drinks and sandwiches.
Practical move: If your café sells a physical product that can be shipped (e.g., roasted beans), consider listing only those on Glovo and sticking with Wolt for fresh food. Or use a dual-platform management tool like Deliverect or FlipOS to consolidate orders and switch between platforms based on time of day.
The “Local vs. Chain” Decision
If you’re a single-location restaurant, your priority should be personalized support. Smaller platforms often offer better account management. Wolt is known for having dedicated restaurant success managers for partners doing over $5,000 monthly revenue. Glovo’s support can be more automated, but larger chains get priority. As a local owner, you might find Wolt’s team more responsive to issues like incorrect menu items or delivery driver disputes.
Chain owners (e.g., a small franchise of 3–5 locations) benefit from Glovo’s centralized dashboard that lets you manage multiple menus across locations. However, chain owners should negotiate a single commission rate for all locations—do not accept separate rates per branch.
The Hidden Costs of Delivery Apps Beyond Commission Fees
Many restaurant owners focus solely on the commission percentage and ignore the other fees that quietly chip away at profits. Here are the most common hidden costs—and how to minimize them.
Payment Processing Fees
Glovo and Wolt don’t just take a commission; they also charge a payment processing fee (usually 2–3% of the order total). On a $20 order, that’s an extra $0.40–$0.60. For a restaurant doing 500 orders per week, that’s $200–$300 per month. Some platforms bundle this into the commission, but others itemize it on your invoice. Always check your contract’s “Platform Fee” or “Transaction Fee” section.
How to reduce it: Negotiate a lower payment processing fee if your volume is high. Some platforms waive it for partners who exclusively use their service for a period (e.g., 12 months). Alternatively, encourage customers to order directly through your own website (using a service like Toast or Squarespace) where you pay lower processing fees—then fulfill those orders through a third-party delivery service like DoorDash Drive at a lower rate.
Marketing and Promotional Fees
When you run a “Featured Restaurant” campaign or a “Buy One Get One” offer, the platform often covers the discount, but your commission still applies to the full order value (before discount). Example: You run a 20% off promotion on a $25 order. The customer pays $20. But you pay commission on the original $25 (say 30% = $7.50), not on the $20. So you effectively lose the discount amount plus the extra commission on that discount. This can eat 5–10% of your profit margin.
How to reduce it: Only run promotions during off-peak hours (e.g., Monday–Thursday 2–5pm). That way, you’re not cannibalizing full-price sales. Also, set a minimum order value for promotions (e.g., “20% off orders over $30”) to increase basket size. Finally, track the incremental revenue—if the promo brings in new customers who become regulars, it’s worth it; otherwise, stop.
Late Delivery Penalties
Some platforms penalize restaurants for orders that are not ready for pickup within a certain window. Wolt, for instance, can charge a “late preparation fee” of 10% of the order value if the food is not ready within 5 minutes of the estimated time. For a $30 order, that’s $3—straight out of your pocket. A busy kitchen might face multiple late fees per shift, adding up to $100+ per week.
How to reduce it: Integrate your point-of-sale (POS) system with the platform to automatically adjust preparation times based on your current order queue. Tools like Deliverect or KDS (Kitchen Display System) can sync the platform’s estimated pickup time with your actual prep time. Also, set a realistic “preparation time” in your profile—don’t promise 10 minutes if your kitchen needs 15. Better to under-promise and over-deliver.
Refund and Chargeback Fees
When a customer complains about missing items or cold food, the platform often refunds the customer and charges the restaurant for the cost of the refund. Plus, a “chargeback fee” of $5–$15 per incident. For a small restaurant, a few refunds per week can cost $200–$500 monthly.
How to reduce it: Implement a rigorous quality-check process at pickup. Use tamper-evident seals for containers. Include a small card with an apology and a direct phone number for issues—many customers prefer to call you directly rather than go through the platform’s impersonal system. Also, monitor your refund rate weekly. If you see a spike for a particular menu item, remove it or improve it.
The “Commission on Tax” Trap
Most platforms calculate commission on the total order amount including taxes. If a customer orders $20 of food and the tax is $2, you pay commission on $22, not $20. Over thousands of orders, that extra $2 in commission per order adds up. This is often overlooked because the contract says “commission on order value inclusive of taxes.” Always ask: “Do you include or exclude taxes in the commission calculation?” Some platforms (like Wolt in certain countries) exclude tax, giving you a small but meaningful break.
How to reduce it: If possible, set your menu prices so that commission is calculated on a net basis. Or increase your menu prices slightly to absorb the tax commission—but be careful not to price yourself out of the market.
Frequently Asked Questions
Q: Which platform has lower fees overall—Glovo or Wolt?
It depends on your restaurant type and location. Wolt’s average commission is about 60% lower than Glovo’s (60% vs. 75% as of 2022), but actual rates vary. For a typical pizza shop in a mid-sized UK city, you might pay 22–28% on Wolt and 25–32% on Glovo. However, Glovo’s promotional tools (like Prime) can drive more volume, potentially offsetting the fee difference. We recommend requesting custom proposals from both platforms and comparing total cost per order (including hidden fees). A two-month trial on each will give you hard data.
Q: Can I use both Glovo and Wolt at the same time?
Absolutely—and many restaurants do. Using both platforms maximizes your customer reach. However, it requires careful management. You’ll need to handle duplicate orders, ensure your menu is consistent across both, and invest in a POS integration to avoid manual entry errors. Also, be aware that some platforms have exclusivity clauses if you want better commission rates—read your contract. For example, Glovo offers a reduced commission rate of 20% if you agree not to list on any other delivery platform. Weigh the discount against the lost revenue from other platforms.
Q: How do I handle customer complaints about late or cold food on these platforms?
First, investigate the cause. Is your kitchen running late? Is the driver taking too long? Wolt and Glovo both provide real-time tracking. If the delay is on your end, adjust your preparation time settings. If it’s a driver issue, report it to the platform—they’re responsible for delivery times once the food is picked up. For cold food, consider using insulated bags or thermal packaging. Some platforms (like Wolt) offer “hot bag” partnerships at a discount. Also, proactively reach out to dissatisfied customers—offer a free drink on their next order via the app. This turns a negative review into a positive one.
Q: How much marketing budget should I allocate to in-app promotions?
Start small. A good rule of thumb is 5% of your monthly delivery revenue. For example, if you make $10,000 per month from delivery, allocate $500 to sponsored listings or discounts. Track the return on ad spend (ROAS) by comparing orders during the promotion period to orders before. Many restaurants find that a $200 per week spend on Wolt’s “Boost” feature yields a 3x–5x ROAS. But don’t overspend—if your organic orders are strong, you might not need promotions. Test one promotion at a time (e.g., “20% off for first-time customers”) and measure new customer acquisition cost.
Q: How often should I update my menu or pricing on these platforms?
Review your menu at least once per month. Seasonal changes (e.g., adding pumpkin spice in autumn, lighter salads in summer) can boost sales. Also, monitor your competitors’ pricing—if the pizza shop next door lowers their price by $1, you might need to respond, or differentiate with a better deal (e.g., “free garlic bread”). Price elasticity matters: a café in Vancouver raised their coffee price by $0.50 on Wolt and saw no drop in orders, but a 12% increase in profit. Test small price changes on one platform first (e.g., raise price by $0.50 on Wolt, keep Glovo the same) and compare order counts.
That’s quite a latte to digest, isn’t it? But here’s the good news: you don’t have to figure it all out alone. At DataLatte.pro, we’ve helped dozens of small restaurants—from the corner deli in Glasgow to the vegan bistro in Sydney—choose the right delivery platforms, optimize their menus, and reduce hidden costs. We’ll look at your actual numbers, not generic advice, and create a plan that fits your specific business. If you’re tired of watching your margins shrink with every delivery order, let’s chat over a virtual coffee. Book a free consultation and we’ll show you how to turn delivery into a profit center.
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- Delivery App Marketing Strategy for Restaurants in 2026
- DoorDash Restaurant Marketing: Rank Higher and Get More Orders
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Nataliia
Local marketing strategist with 10+ years at global agencies — OMD, Dentsu, GroupM, and BBDO. Now helping small businesses get the same data-driven edge. Based in Europe, working with clients in the US, UK, Australia, and beyond.
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