Glovo Takes 35% on Every Order. It's Legal — But It's Killing You.

The number nobody says out loud

You run a restaurant in Casablanca, Rabat, or Marrakech. You're on Glovo. On Jumia Food. Maybe Careem Now. You see orders coming in, and you're happy: 200, 300, 400 orders per month on top of your counter sales.

But at the end of the month, when you look at the actual transfer landing in your account, you understand: on 100 MAD charged on the platform, you receive 60 to 70. The rest — 30 to 40 MAD — goes to commission.

For a restaurant doing 200,000 MAD/month on delivery platforms, that's 60,000 to 70,000 MAD per month in commissions. Or 720,000 to 840,000 MAD per year in margin handed over to companies based in Barcelona, Lagos, or Dubai.

That's more than 3 employees' annual salaries. For nothing more than being listed in an app.

👉 Calculate exactly what the platforms cost you with the loss calculator for Moroccan SMEs.

Why you can't just leave

You know it: if you quit Glovo tomorrow, you lose 40-60% of your delivery revenue. Your customers are not your customers — they are Glovo's customers. They order in the app, pay in the app, and often don't even know your address.

Glovo owns the customer relationship. You're just an interchangeable supplier in their catalog.

That's why commissions don't go down. On the contrary: since 2023, several Moroccan restaurateurs have reported commission increases from 22% to 28%, then to 32%, and sometimes 35% on certain slots (Sunday lunch, Friday evening).

The real solution: a parallel channel, not a replacement

The trap is to think "Glovo or nothing." The right strategy is to build a direct channel in parallel — one that's 100% yours, without leaving Glovo.

Here's how it works:

Step 1 — Your menu ordered directly via WhatsApp

WhatsApp is the most-used app in Morocco. 95% of your customers have it. You can turn WhatsApp into a direct ordering channel with:

• A WhatsApp Business catalog with your dishes, photos and prices
• An order bot that takes the order step by step (appetizer, main, dessert, address, payment)
• CMI payment integrated into the conversation (the customer pays without leaving WhatsApp)
• Real-time order tracking ("Your order is being prepared", "The driver is 12 minutes away")

Customer pays the same price as at the counter. Your cost: 0 MAD in commission.

Step 2 — Your own ordering website

A mini-site dedicated to ordering, in Darija, French, and Arabic. The customer types "your restaurant name delivery" on Google, lands on your site, orders directly.

Hidden advantage: your site captures Google reviews, your customers become your own customers, and you collect their details to re-engage them.

Step 3 — Your own drivers (or an off-platform partnership)

You think you can't handle delivery. Wrong. Many Moroccan restaurants work with 2-3 freelance drivers paid per delivery (10-15 MAD each). On an average basket of 120 MAD, that's 2-3x cheaper than Glovo's commission.

For distant zones, you can still use Glovo as a fallback — but only when truly necessary.

👉 Want to see how this works concretely? Contact us — we'll show you 3 Moroccan restaurants that made the transition.

Migrating customers gradually

You can't tell a Glovo customer "stop ordering on Glovo, order from us directly." The app knows, and it can ban you.

The right strategy: offer such a superior direct experience that customers switch on their own.

Practically:

• With every Glovo delivery, slip a QR flyer in the bag: "Order directly next time — 15% off immediately"
• On the flyer, a unique code to track how many customers switch
• On your direct site: free delivery above 150 MAD (Glovo charges for delivery)
• Loyalty program: 10 orders = 1 free dish (Glovo has none)
• WhatsApp messaging: "Hi Karim, we have your favorite tajine today. Order direct?"

In 6 months, an average restaurant sees 30 to 50% of its Glovo customers switch to its direct channel. On 200 monthly orders, that's 60-100 commission-free orders, or 30,000-50,000 MAD saved per month.

The math after 6 months

Take a restaurant doing 250,000 MAD/month on Glovo today:

	Before (100% Glovo)	After 6 months (direct channel live)
Glovo orders	250,000 MAD	150,000 MAD
Direct channel orders	0 MAD	100,000 MAD
Average commission	30%	15% (Glovo + direct mix)
Commissions paid/month	75,000 MAD	45,000 MAD
Net monthly gain	—	+30,000 MAD

Over 12 months, that's 360,000 MAD saved to reinvest in your business. Enough to renovate, hire, open a second location, or simply breathe.

👉 To see exactly what we build for Moroccan restaurants, check out our offer page — details, examples, transparent pricing.

What Tadnun builds for restaurants

• WhatsApp Business catalog with automated order bot in 3 languages
• Direct ordering website with CMI payment integrated and configurable delivery zones
• Loyalty program with automatic points and rewards
• Customer migration toolkit from platforms (QR flyers, promo codes, tracking)
• Dashboard with real-time Glovo vs direct channel comparison
• WhatsApp marketing to re-engage existing customers
• Coordination with your driver network or integration with off-platform partners

We come spend a day in your restaurant, observe your orders, talk to your team — and build a direct channel that fits your current operation, without breaking what works.

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You run a restaurant in Morocco and you know you need to act? Let's talk this week — first call is free, 15 minutes, no commitment.