Insights F&B
Delivery apps or your own channels? A guide for Saudi restaurants
For most restaurants in Saudi Arabia, delivery apps are no longer optional. HungerStation, Jahez, Keeta and Ninja bring the orders. But they also take a commission, set the rules of the shop window and keep the customer data.
The question is not apps or no apps. It is how to use them to grow — without becoming dependent on them.
The market in numbers
According to Argaam’s January 2026 analysis:
- Delivery app sales grew from SAR 2.8 billion in 2018 to SAR 16.2 billion in 2023, from 3.5% to 14.4% of foodservice sales.
- Orders rose from 228 million in 2023 to 408 million in 2025.
- Riyadh accounted for around 44% of orders in 2025.
- Prices for the same order can differ widely between apps and a restaurant’s own channel.
Competition between the apps is intense, and the General Authority for Competition is watching pricing practices closely. For restaurants, that means the terms can change quickly.
What delivery apps are good for
- Discovery. New customers find you while browsing a category.
- Volume. Peak evenings, Ramadan nights and weekends.
- Testing. New dishes and bundles can be tested fast with app promotions.
What they are not good for
- Margin. Commissions, discounts and fees add up.
- Loyalty. The app owns the relationship — and promotes your competitors on the next screen.
- Brand. Your restaurant becomes one tile in a grid.
A balanced model
- Use apps for acquisition. Run sharp, time-limited offers to win first orders, especially in new areas.
- Move repeat customers to your own channel. A card in the bag with a QR code to your WhatsApp ordering, app or website — with a simple reason to switch, like a free item on the next order.
- Engineer the app menu. Fewer items, better photos, bundles that travel well and prices that protect your margin.
- Make the packaging part of the brand. It is the only physical touchpoint a delivery customer has with you.
- Track by channel. Compare cost per order, basket size and repeat rate for each app and for your own channel every month.
Where marketing fits
Your social content should send people to the channel you want: “order on our app” or “book a table”, not just “available on all apps”. Paid campaigns can target your own ordering link and measure every order directly.
Rent reach from the apps. Own the relationship yourself.
If you want help setting up your own ordering and loyalty journey, talk to us.
