SyncShelf guide · for business owners
SyncShelf: Your Square prices on Deliveroo, in step every day, with optional rules that help you stay inside Deliveroo's Good tier. Claim one of the first test spots, free while testing.
Data checked 22 October 2026. Updated monthly; next refresh after 18 November 2026 (next ONS CPI release).
Most independents price passively: set prices once or twice a year, absorb cost changes in between, and hope the average works out. The mechanics of that hope are ugly. Your overheads — energy, rent, wages, insurance, platform commission — don't wait for your annual repricing. They move on their own calendar, and every day your prices sit still while costs move, you're selling at a margin you didn't choose. The data makes the scale plain. Menu prices in the sector rose 6.8% year on year in June 2026 (Meaningful Vision), against 1.7% for retail food and drink that month (ONS). The National Living Wage rose 4.1% to £12.71 an hour in April 2026 (GOV.UK). Operators who repriced as costs moved kept their margin; operators who repriced once a year paid for the difference themselves for most of the year.
Platform commission deserves special attention because it's an overhead that scales with your prices. Raise menu prices 5% to cover an energy bill, and the commission you pay rises 5% too. It is tempting to answer that with a separate, higher delivery price. Deliveroo's standard partner terms say platform prices should be the same as in-store; that sentence appears in the Delivery, Marketplace+ and Pickup sections. The Pickup section adds a refund-and-deduct clause: if a customer collecting in person shows that your in-store price is lower, Deliveroo can refund them the difference and take it from your payout. For restaurants, Deliveroo's real check is its Value Programme, which scores the markup on your top 20 items each month (0% Great, under 10% Good, 10–25% Okay, 25–35% Improve, 35%+ Action) and pushes high-markup sites down the rankings (the tiers and what each costs you). So the lever is the till price plus a deliberate delivery markup: set the till price with commission in view (our margin calculator shows what each item really keeps on delivery), keep any markup on your best sellers inside the tier you want, and make sure every channel moves with the till the same day. If your own signed agreement says otherwise, get that confirmed in writing first.
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.
Active pricing fails as a human discipline for one reason: it's repetitive clerical work across four systems, forever. SyncShelf (in testing) makes it a system behaviour instead — Square prices flow to Deliveroo (Uber Eats is next), and drift gets flagged the moment it appears. Your pricing stays active even on the weeks you don't think about it.
Get early access — free while testing
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.
Related: Uber Eats margin calculator · What delivery platforms really cost