Free delivery pricing calculator
Enter one item. See three prices side by side: the one that keeps your shop profit in pounds, the one that keeps your margin percentage, and one held under 10% above your shop price. You also see what each keeps you after commission and VAT, and where it lands in Deliveroo's Value Programme.
| Option | App price | You keep | Margin | Note |
|---|
Keeping every item priced right as costs move is what SyncShelf does: Square prices on Deliveroo, in step every day, with optional rules that help you stay inside Deliveroo's Good tier. Claim a test spot ↓
In your shop you keep the price minus VAT (if any) minus what the item cost you. On a delivery app the platform also takes its commission, charged on the price the customer pays. So you keep the app price, minus VAT, minus commission, minus your cost.
Same £ profit is the lowest app price that leaves you the same cash profit as your shop. For a zero-rated item that is shop price ÷ (1 − commission), not shop price × (1 + commission). If the item carries VAT, commission is charged on the VAT-inclusive price but you only keep the net price, so the calculator divides by (1 − commission × (1 + VAT rate)). If you are not VAT registered, the VAT on commission is a cost you can't reclaim, so it divides by (1 − commission × 1.2). Same % margin keeps your shop's margin percentage, which always needs a higher price. Both round up to the next price ending in 9p.
Under 10% markup caps the price at 9.9% above your shop price, which keeps a top-20 item in Deliveroo's Good tier, or uses the same-£ price if that is lower. The "vs same £" figure shows what you give up per sale for staying in that tier. On any real commission you can't recover the whole fee on your best sellers and stay in Good, so the choice is where to take the margin: on the top 20, on the long tail, or in your shop price itself.
Commission is also the price of reaching customers you would not otherwise serve. For an order that is genuinely extra, the only costs are the goods, the packaging and the commission; rent, staff and energy are already paid, so what is left is profit you did not have before. The exception is a regular who moves from the counter to the app: that is the same sale with a commission on top. The calculator shows both readings.
The same price as in-store row, highlighted by default, shows what you keep if you charge exactly your shop price, which is what Deliveroo's standard partner terms expect; if that sells below cost it says so and gives the break-even price.
The under 10% markup row is only shown for cafés and takeaways; shops and grocery are priced by margin. It never shows a price below cost: if 10% over your shop price would lose money, it shows the lowest price that breaks even instead. With 20% VAT selected the example switches to a standard-rated line (a 500ml soft drink at £1.75 costing 95p for a shop, a £3.20 flat white costing 60p for a café); your own figures stay put.
Café, coffee shop or takeawayDeliveroo's Value Programme ranks restaurants on the markup across their top 20 sellers. Keep those under 10% to stay in the Good tier, price the rest of the menu by margin, and keep every price in step with your till.
Convenience store, off-licence or groceryShops are outside the Value Programme today. Price each line by margin so commission never takes a line below cost, and keep app prices in step with your till.
How the Value Programme tiers work. Checked 22 October 2026 against Deliveroo's Value Programme partner page.
Sources, checked 22 October 2026: Deliveroo Partner Terms · Deliveroo partner site · Deliveroo Value Programme. Your own agreement wins.
Sources, checked 22 October 2026: Uber Eats UK pricing · Uber Eats UK: menu pricing · Restaurant Dive, 13 Sep 2021. Your own agreement wins.
Sources, checked 22 October 2026: Just Eat partner sign-up (commission FAQ) · Just Eat Price Promise terms. Your own agreement wins.
| Tier | Markup on your top 20 items | What happens |
|---|---|---|
| Great | 0% | Deliveroo's Choice badge and pop-ups; featured in a "great value" carousel shown on high-markup competitors' menus; value tags; priority in value and offers carousels; Midweek Special offer funded by Deliveroo every week. |
| Good | 0–10% | Value tags; priority in value and offers carousels; Midweek Special funded by Deliveroo for the first two weeks you sign up each month. |
| Okay | 10–25%, or 25–34.99% if the average gap is under £1.75 | No benefits, no penalties. |
| Improve | 25–35% | Penalties build month by month: bottom-ranked in carousels, Marketer Offers and Ads switched off, then bottom-ranked everywhere including list position. |
| Action | 35% or more | The same penalties, plus a risk of suspension. To reactivate you must cut markups below 35% and send photos of your in-store menu. |
Great and Good also need a 4.5+ rating and every service metric at Okay or better. How markup is measured: Deliveroo's partner page compares your top 20 items by sales with the same items at "your physical site". The Grocer (22 Aug 2024) reports the policy uses whichever of your dine-in, collection or own-delivery price is lower. Sources, checked 22 October 2026: Deliveroo Value Programme partner page · Deliveroo help: Value Programme · Deliveroo help: Value Programme FAQs.
| Commission | Markup needed: shop price ÷ (1 − commission) | Deliveroo tier if used on your top 20 |
|---|---|---|
| 10% | 11.1% | Okay |
| 15% | 17.6% | Okay |
| 20% | 25.0% | Improve (Okay if the average gap is under £1.75) |
| 25% | 33.3% | Improve (Okay if the average gap is under £1.75) |
| 30% | 42.9% | Action |
Zero-rated items, before VAT on commission. Under 10% markup (Good) only fully covers a commission of 9.1% or less. Work out your own items with the Deliveroo margin calculator or the Uber Eats margin calculator, which include VAT.
Assumptions: it leaves out packaging, delivery fees you pay, offers you fund and card fees. VAT examples are a rough guide; check HMRC's guidance on food and VAT and hot takeaway food. This is an estimate, not tax or financial advice. Everything you type stays in your browser.
To keep the same £ profit as in your shop on a zero-rated item, divide your shop price by (1 − commission). At 30% commission that is a 42.9% markup. If the item carries VAT, commission is charged on the VAT-inclusive price, so the calculator divides by (1 − commission × (1 + VAT rate)) instead. It also shows the same-%-margin price and a price capped under 10% above your shop price.
Deliveroo's Value Programme scores restaurants on the markup across their top 20 items by sales: 0% is Great, under 10% Good, 10–25% Okay (or 25–34.99% if the average gap is under £1.75), 25–35% Improve and 35% or more Action. Items outside your top 20 are not scored, and shops and grocery partners are outside the programme today.
Yes. The margin maths is the same on every platform; only the commission changes. Uber Eats publishes no markup tiers but its UK survey found customers see about 11% as reasonable. Just Eat's Price Promise compares a restaurant's Just Eat price with its own website or app, not its in-store menu.
Want a single platform? Try the Deliveroo margin calculator or the Uber Eats margin calculator, or read whether Deliveroo prices have to match in-store.
SyncShelf is in a free first test with a small batch of shops on Square and Deliveroo. Leave your email and we'll contact you when it's your turn. No cost, no commitment.