What Has the Food Delivery Business Taught Us in 3 Years? And Can SMEs Have Their Own Delivery Service in 2026?
Over the past three years, the Food Delivery market in Thailand has completely transformed the food industry. What was once an emergency option has become a primary business channel for many restaurants. However, this boom has come with some harsh lessons for SME entrepreneurs, which is why in 2026, many are questioning the necessity of building their own delivery systems for long-term sustainability.
5 Key Lessons from the Food Delivery Business (2022-2025)
The Permanent Shift in Consumer Behavior: The COVID-19 pandemic normalized online food ordering like never before. Even after the crisis, the convenience of ordering from an app remains a core daily habit for many. The food delivery market is no longer a trend; it's an integrated part of the restaurant business ecosystem.
The Rising GP Dilemma: This is the most pressing issue for restaurants. Many face platform fees (GP) of up to 25-35% of their sales, which erodes their profits significantly. For example, if a dish sells for 100 Baht, a restaurant might only be left with 5-10 Baht after subtracting costs and GP. Being on a platform is a double-edged sword, coming with ever-increasing costs.
The Gatekeeper Effect: Large delivery apps act as "gateways" for restaurants to reach a massive customer base. This leaves restaurants with limited options, forcing them to accept platform terms, including high commissions and restricted customer access. Restaurants become completely dependent on these platforms.
Loss of Customer Data: One of the most critical lessons is that businesses don't own their customer data. All customer information belongs to the platform. Restaurants can't track who their customers are, what their habits are, or how often they order. This severely impacts their ability to build long-term relationships or create loyalty programs. Customers become the "platform's customers," not the "restaurant's customers."
Escalating Marketing Costs: With intense competition on apps, it's no longer easy for a restaurant to stand out. Businesses must pay for ads to boost their rankings and get noticed, further increasing monthly marketing costs.
Can SMEs Have Their Own Delivery Service in 2026?
The answer is "Yes, and they should start." Building a proprietary delivery system can solve the problems mentioned above, but it comes with its own set of pros and cons.
Pros of Having Your Own Delivery:
- Full Ownership of Customer Data: You can run CRM and loyalty programs to build long-term customer loyalty and use data for business growth.
- No GP Fees: All profit returns directly to your business, noticeably increasing your margins.
- Complete Control of the Customer Experience: You can manage every step, from order to delivery, ensuring consistent quality and a better customer experience.
Cons to Consider:
- System Development Costs: Building a platform and back-end system requires a significant budget and time investment.
- Rider and Logistics Management: Managing riders, planning delivery routes, and handling on-the-spot issues is complex and requires expertise.
- Changing Customer Habits: Convincing customers who are used to large apps to switch to your channel requires considerable time and effort.
The Best Solution for 2026: The Hybrid Model
In 2026, SME restaurants don't need to choose between "being on a platform" or "doing it themselves." They can wisely adopt a Hybrid Model: use platforms to acquire new customers while simultaneously building their own delivery channel for repeat customers.
This strategy allows you to maintain access to a large customer base on major platforms while slowly building your own loyal customer base on your new channel. This will help you reduce your dependency on big platforms and build a sustainable foundation for your business's future. The world of food delivery is changing for good, and it's time to start thinking seriously about this solution.
