Deliveroo Marketplace+ with your own riders: how it works and what it costs

Deliveroo Marketplace+ lets a UK restaurant sell on the Deliveroo app and deliver the orders with its own riders. You set your own delivery radius, delivery fee and minimum order, and Deliveroo takes a service fee worked out as a percentage of the order value including VAT, plus VAT. Deliveroo doesn't publish that percentage; it's in your agreement. The one published rate is for its rider network switch: while you turn on Deliveroo's riders, the fee becomes 35% + VAT on those orders. The customer stays Deliveroo's: you can use their details only to fulfil the order.

Checked on 20 October 2026 against Deliveroo's partner terms, partner policies, Marketplace+ page and FAQs. Menuthere is not affiliated with Deliveroo. Your agreement is the final word.

Marketplace+ at a glance

How a Marketplace+ order flows

1. The customer orders on Deliveroo. Your restaurant shows in the app like any other, inside the radius you set.
2. Your tablet rings. You accept and prepare it as usual.
3. Your rider delivers it. Hand it to your own staff when it's ready.
4. Busy night? Request a Deliveroo rider for an order, or turn on the rider network for the site. While it's on, every order with an address in the permitted radius becomes a Deliveroo-delivered order, and Deliveroo aims to deliver at least 70% of them within 10 minutes of the arrival time shown to the customer. You agree to have 80% of orders ready at the pick-up time and to give equal priority to orders carried by your riders and by Deliveroo's.
5. Deliveroo pays you weekly, the order value minus its fee, VAT on the fee and any refunds you're responsible for.

What it costs: a worked example

Deliveroo doesn't publish the Marketplace+ own-rider rate, so the first two columns use example rates. The 35% column is Deliveroo's published rider-network rate.

A takeaway does 200 Marketplace+ orders a month at £24 (menu prices including VAT), with its own riders doing three drops an hour on 3-mile runs.

The rider cost is £12.71 an hour (National Living Wage, 21+) over three drops, plus a 6-mile round trip at HMRC's 55p approved mileage rate. Any delivery fee you charge Deliveroo customers comes off the rider cost; check your statement for how delivery fees are paid out. How we work out a rider's cost per drop is in own delivery drivers for UK takeaways.

What the table shows:

• Own riders on Marketplace+ only win when the fee gap covers your rider. At an example 15% the fee saving against 35% is about £5.76 an order, less than the £7.54 rider cost. A delivery fee, tighter radius or more drops an hour changes that.
• Deliveroo charges on the VAT-inclusive price. On a £24 hot meal, a VAT-registered restaurant keeps £20 after VAT, so a 35% fee (£8.40) is 42% of what you keep, before the VAT on the fee.
• On your own ordering page the same order costs a 56p card fee (Stripe 1.5% + 20p) plus the rider, with no commission. See the Deliveroo commission page and its calculator, or the loss calculator with Deliveroo UK at 35%.

The Value Programme applies to Marketplace+ too

Deliveroo's Value Programme scores every UK restaurant site each month, Marketplace+ sites included, once a site has been live for 56 days and gets at least 20 orders a month. Scores are Action, Improve, Okay, Good or Great.

• Price mark-up: the gap between your top 20 items on Deliveroo and the same items in your shop, using the lowest of takeaway, dine-in or in-store collection prices. Deliveroo's help article says a mark-up between 25% and 34.99% still scores Okay if it's under £1.75 in absolute terms and your service metrics are Okay.
• Service: rejections, order inaccuracy, rider wait time, partner-caused cancellations and, for Marketplace+ only, orders reported missing or late by customers.
• Quality: your app rating.
• Good and Great unlock Deliveroo-funded Midweek Special offers (up to twice a month on Good, every week on Great), priority in value carousels and other perks.
• Action and Improve limit features: Deliveroo can suspend access to Marketer offers and ads (after three Improve months or two Action months in a row) and rank you lower. A site that stays on Action for three months can be suspended for at least 60 days.

Because your own riders carry the order, late deliveries count against your score. Keep the radius realistic.

Before you switch to Marketplace+

1. Get your Marketplace+ rate in writing, and the rider-network rate (35% + VAT unless agreed otherwise).
2. Insure every rider for food delivery and hold employers' liability insurance. See our delivery driver insurance guide.
3. Set a radius your riders can cover in the time Deliveroo shows the customer.
4. Set a delivery fee and minimum order that cover a drop.
5. Price to match your shop menu. Marketplace+ terms say your Deliveroo prices should be the same as your in-store menu, and the Value Programme scores your mark-up.
6. Decide when you'll switch on Deliveroo riders, and remember the whole site moves to 35% + VAT while it's on.
7. Don't use Deliveroo customer details for your own marketing. Win regulars with in-store and packaging offers instead.

Running Hub day to day? Read our Deliveroo Restaurant Hub guide. Not on Deliveroo yet? See how to join Deliveroo as a restaurant.

Your riders, your own customers

Marketplace+ gives your riders Deliveroo's customers. Your own ordering page gives them your customers, at 0% commission. Menuthere Pro (US$39 a month) adds your own riders with the Menuthere Delivery App (iPhone and Android): one-tap assignment, a live map and Call button for the customer, and each rider's deliveries and distance in analytics. There's no auto-assignment or route planning; you choose the rider for each order.

Many takeaways keep Deliveroo for discovery and send regulars to their own page. See our takeaway ordering system or Deliveroo alternatives.

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