How to Leave iFood Without Losing Revenue

Leaving iFood is one of the most talked-about — and most postponed — decisions among restaurant owners. And for good reason: the marketplace brings volume, visibility, and new customers. But it also takes a huge slice of every order.

The question isn't whether to leave or not. The question is: how do you reduce the dependency without dropping your revenue in the process?

How much commission are you actually paying today?

Before any decision, put the number on the table.

iFood's fee varies depending on your plan, segment, and history on the platform. Generally it ranges from 12% to 30% per order. Some restaurants pay 27% without realizing it — because they've never stopped to calculate it directly from their statement.

Do this calculation right now:

| Field | Example | Your number | |-------|---------|-------------| | Orders/month via marketplace | 400 | | | Average ticket | R$ 55.00 | | | Commission rate | 23% | | | Amount lost/month | R$ 5,060 | | | Per year | R$ 60,720 | |

If you're paying more than R$ 3,000/month just in commission, you already have enough reason to build an alternative channel — even if you don't leave the marketplace entirely.

Why leaving all at once is risky (and not what we're suggesting)

Abandoning the marketplace overnight means:

• Losing immediate visibility for people who don't know you yet
• Giving up volume while the direct channel is still weak
• Creating a revenue gap before you have a consolidated alternative

The right strategy isn't to leave — it's to migrate gradually, building the direct channel while still on the marketplace. Same principle as not quitting a job before having the next one lined up.

How to build the direct channel without leaving the marketplace

The direct channel is any sale that arrives without an intermediary. In practice, this means:

Digital menu with a shareable link A link you put on Instagram, WhatsApp, Google. The customer browses, builds their order and sends it via WhatsApp. No commission, no algorithm, no dependency on anything.

QR Code on packaging and tables Every order that comes through the marketplace can become a direct customer next time. Put the QR Code in the bag, on the packaging, on the thank-you card. A loyal direct-channel customer is worth much more than a customer who found you once on the app.

Automatic WhatsApp message When someone messages you, the first response can already include your menu link. Automated, zero operational cost.

Gradual migration: the 90-day plan

Month 1 — Activate the direct channel

• Create the digital menu (takes less than 30 minutes)
• Add the link to your Instagram bio and WhatsApp status
• Set up an automatic message with the menu link
• Print QR Codes to place on packaging

No need to leave the marketplace yet. The goal is just to have the channel working.

Month 2 — Start driving traffic

• Stories twice a week showing the digital menu
• Offer an exclusive discount for direct orders (e.g. "10% off your first order via the link")
• Send a message to customers who have already ordered via WhatsApp — with permission
• Put the link at all physical touchpoints (counter, window, packaging)

Month 3 — Balance and evaluate

• Check what percentage of orders came through the direct channel
• If above 20%, consider reducing investment in the marketplace
• Increase the discount or communication to accelerate the migration of loyal customers

Restaurants that follow this process typically end the third month with 30% to 50% of orders through the direct channel — without having left the marketplace.

What to communicate to your customers during the transition

Most loyal customers will love ordering directly — as long as you explain why. A simple message works well:

"We created our own online menu! When you order directly through our link, we can offer better discounts and you get more personalized service. [menu link]"

No need to badmouth the marketplace. Just show the advantage of ordering directly.

When it still makes sense to stay on the marketplace

Editorial honesty: the marketplace isn't the villain. It has a role for restaurants that are still growing, that need visibility, or that are in areas where the direct channel doesn't have enough traction yet.

It makes sense to stay on the marketplace when:

• You're still building your customer base
• More than 60% of your revenue comes from new customers (not recurring ones)
• You're in a neighborhood with little organic traction on social media

The goal isn't to zero out the marketplace. It's not to depend exclusively on it.

What you need to get started right now

• 30 minutes to create the digital menu
• A QR Code to put on packaging (you generate it instantly)
• A discount coupon for the first direct orders

The direct channel doesn't replace the marketplace overnight. But every direct order you receive is a step toward an operation with better margins, more customer data, and less algorithm dependency.

Create my free menu and start migrating →