The verdict in three sentences
A cloud kitchen (dark kitchen) lives and dies on margin per dish, yet delivery platforms take 25 to 30 % commission. The counter-move: run several virtual brands from one kitchen to spread fixed costs, and push direct orders (site + WhatsApp) to skip the commission. A dish sold direct earns twice as much as one sold via Glovo.
The real cost of platforms
Glovo, Bolt Food and local aggregators bring volume but seize the margin and the customer data. Compare the contribution margin of a dish sold at 5,000 NGN by channel.
| Channel | Commission | Received | Margin / dish |
|---|---|---|---|
| Glovo | 28 % | 3,600 NGN | 1,100 NGN |
| Bolt Food | 25 % | 3,750 NGN | 1,250 NGN |
| Chowdeck | 27 % | 3,650 NGN | 1,150 NGN |
| Direct site order | 0 % | 5,000 NGN | 2,500 NGN |
| WhatsApp + Paystack | 0 % | 5,000 NGN | 2,500 NGN |
(Dish food cost estimated at 2,500 NGN.)
The multi-brand lever
One kitchen can carry 3 or 4 virtual brands (burgers, grilled chicken, bowls) that share staff, oven and rent. Each brand targets a different search on the apps and on Google, multiplying orders without multiplying fixed costs.
| Lever | Effect | Indicative 2026 cost |
|---|---|---|
| 3 virtual brands | +60 % orders / kitchen | Included base |
| Glovo / Bolt integration | Acquisition volume | Platform commission |
| Direct ordering site | Margin x2 | Included |
| Unified kitchen menu | -20 % prep errors | Included |
| Margin-per-dish tracking | Menu decisions | Included |
| WhatsApp loyalty | +15 % direct repeat | Option |
Mini case study
Emeka, who runs a cloud kitchen in Lagos, serves 60 dishes a day, all via Glovo at 28 % commission, i.e. 1,100 NGN margin per dish = 66,000 NGN/day. By shifting 40 % of orders to direct (site + WhatsApp + Paystack), those 24 dishes move to 2,500 NGN margin: 24 x 2,500 + 36 x 1,100 = 60,000 + 39,600 = 99,600 NGN/day, versus 66,000 before. That is roughly +1M NGN of margin per month without a single extra dish.
FAQ
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Should I leave Glovo and Bolt entirely?
No: platforms remain a useful acquisition channel. The goal is to convert repeat customers to direct ordering, where margin doubles, while keeping the apps for discovery.
How do several brands fit in one kitchen?
Virtual brands share staff, equipment and stock; only the menu and identity change. That spreads rent and labour over more orders, lifting overall margin.
Does direct payment go through Paystack?
Yes, direct orders collect via Paystack or transfer with instant confirmation and no platform commission. That is what moves margin from 1,100 to 2,500 NGN per dish.
How do I know which brand is profitable?
Margin tracking per dish and per brand shows in real time what earns. You close a weak virtual brand and launch another without touching the kitchen.
How long to launch a multi-brand cloud kitchen?
Count 2 to 4 weeks to set up the brands, the direct ordering site, platform integrations and Paystack payments.
Let's talk about your project. We structure your virtual brands, direct Paystack ordering and margin-per-dish tracking. WhatsApp +221 77 596 93 33.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
