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The popularity of food delivery aggregators has stopped growing

Food delivery aggregators Delivery Club and Yandex.Eda are losing popularity in the Moscow market, while orders directly from restaurants are growing, analysts at Sberbank CIB found out. They associate the trend with a decrease in promotions and discounts on the part of aggregators. The latter, however, do not agree with such assessments. Experts explain the situation as a conflict between restaurants and aggregators due to high commissions and a stake on the development of their own applications.

“Kommersant” got acquainted with the study by Sberbank CIB “Ivanov’s Consumer Index” for the second quarter, within which 2.3 thousand people from 164 Russian cities with a population of over 100 thousand people were interviewed in June. According to a survey on the popularity of ready-to-eat delivery aggregators, Delivery Club and Yandex.Eda began to lose popularity in Moscow in favor of ordering directly from restaurants.

So, among those who order food online, the Delivery Club (analysts take it into account together with the VKontakte Food mini-application and ZakaZaka) in June 2020 were approached by 69% of respondents from the capital, in December – 74%, and in June 2021 years – 61%. For Yandex.Eda (including Yandex.Go) these indicators were 50%, 45% and 45%, respectively.

При этом популярность заказов из ресторанов напрямую растет — с 36% год назад до 47% в июне этого года.

  • Aggregators “started to cut the bitches themselves,” argues Sergei Mironov, a public commissioner for the restaurant business in Moscow:

“They’ve seriously raised the price of shipping. In addition, the commission from the order reaches 35%. Nobody can pay it, this is a guaranteed minus. Therefore, restaurants have started to launch their delivery. “

The representative of the Prime network (part of the Novikov Group) Maria Loshkova also speaks about the growth of the share of its own delivery. Direct orders from Prime account for up to 35% of online orders: “During the restrictions due to the pandemic and the complete transition to delivery only, it became obvious that paying up to 25% of all revenue is too much.” Therefore, Mrs. Loshkova adds, many market participants have begun to prioritize their delivery – through applications, websites, by phone. Own delivery allows you to expand the assortment, process the order at peak times and earn more if there is demand, adds Anna Gishko, the principal of Phystech Ventures.

The hypothesis of Sberbank CIB analysts is close to reality: there are fewer orders because aggregators began to offer fewer promotions, says Alexander Yakimets, Marketing and Product Director of aggregator. According to him, large restaurant chains are trying to reduce the share of aggregators to 15-20% in order to reduce dependence on them, even if this leads to a decrease in income and an increase in expenses.

Sberbank CIB Survey Data “Ivanov’s Consumer Index” for the second quarter presented «Kommersant ».