Helping a Regional Food Delivery Brand Break Free From Aggregator Fees

A look at how one client went from renting their delivery experience to owning it, and what it actually took to get there.

The Client and Their Challenge

We were approached by a regional food delivery brand that had built a loyal following in their home city, but every single order was running through a third-party aggregator app. They didn’t own the customer relationship, they couldn’t run their own promotions without going through the aggregator’s approval process, and a percentage of every sale was going straight to the platform instead of staying in the business.

The client wanted to expand into a handful of new cities, but doing that through the aggregator meant starting the same negotiation all over again in every new market, with no guarantee of the same terms. They came to us wanting their own branded app, one they could actually own and control, without having to build a dev team from scratch.

How We Resolved It

We handed over our white label food delivery platform and rebranded it fully around their identity, their colors, their logo, their own menu categories, so it never felt like a template with their name pasted on top. That included a customer app, a driver app, a restaurant panel, and an admin dashboard they could manage themselves once we handed things over.

Because the client wanted to launch in multiple cities, we built the platform so each new city could be configured as its own delivery zone, with its own pricing and delivery radius, instead of treating every city as a separate project. That meant they could open a new market from their own admin panel without coming back to us every time.

Challenges We Faced Along the Way

• Timeline pressure. The client wanted to catch a seasonal spike in demand, which meant the rebrand and the backend setup had to happen in parallel instead of one after the other.
• Balancing two rider pools. The client used a mix of their own delivery fleet and partner riders, so the dispatch logic had to route orders fairly between both without leaving one group idle while the other got overloaded.
• Payments without the safety net. The aggregator had handled payments invisibly for years. Moving that in-house meant integrating a local payment gateway directly and making sure checkout stayed smooth from day one, since any friction there would have hurt early adoption.

The Outcome

The client’s first city was live within a few weeks, and the rest of their planned markets followed soon after. Orders started coming in from day one, and for the first time the client could see exactly who their repeat customers were and run their own promotions instead of asking a third party for permission. The commission that used to go to the aggregator now stays with the business.

“We’d been renting our own customer relationships from a delivery aggregator for two years. DeliveryBee gave us an app we actually own, and it’s paid for itself already.”

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