The verdict in three sentences
Delivery aggregators bring volume but charge 15 to 30% commission and keep the customer relationship for themselves. A restaurant's own ordering app hands you back the margin, the customer data, and the ability to build loyalty with targeted promos. The break-even point is low: a few dozen direct orders per month are enough to cover development.
Aggregator vs own app: where the margin goes
Let's compare a 6,000 FCFA order (2026 urban restaurant average basket).
| Item | Via aggregator | Via own app |
|---|---|---|
| Customer basket | 6,000 FCFA | 6,000 FCFA |
| Platform commission | -1,200 to -1,800 FCFA (20-30%) | 0 FCFA |
| Mobile money fee | included | -60 to -120 FCFA (1-2%) |
| Net margin kept | 4,200 – 4,800 FCFA | 5,880 – 5,940 FCFA |
| Customer data recovered | No | Yes |
| Retargeting / loyalty possible | No | Yes |
| Photos & branding controlled | Partial | Total |
On 300 orders/month, the margin gap reaches 300,000 to 500,000 FCFA/month in favor of the own app.
The features that sell
An ordering app is more than a PDF menu. It must smooth the journey all the way to payment.
| Feature | Role | Estimated impact |
|---|---|---|
| Visual menu + photos | Triggers appetite | +10-15% basket |
| Wave / Orange Money payment | Zero friction | -50% drop-offs |
| Live driver tracking | Reassures customer | -30% "where is it?" calls |
| Delivery slots & zones | Avoids out-of-zone orders | -20% cancellations |
| Promo codes | Reactivates inactive users | +8-12% repeat |
| Order history | Reorder in 2 taps | +15% frequency |
Setup cost (2026 order of magnitude)
| Item | FCFA |
|---|---|
| Ordering app + mobile money payment | 1,000,000 – 2,500,000 |
| Installable PWA (Growth) | included from 2,000,000 |
| Mobile money fee per transaction | 1 – 2% |
| Monthly maintenance | 50,000 – 150,000 |
| SMS/notification credits | 15,000 – 25,000 /1,000 |
Mini case study
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
Awa, owner of a thiéboudienne restaurant in Abidjan (Cocody). She does 300 deliveries/month, 6,000 FCFA average basket, exclusively via an aggregator at 25% commission. She therefore loses 450,000 FCFA/month in commissions (300 × 1,500). After launching her own app (cost 1,800,000 FCFA), 60% of her regulars order directly, i.e. 180 commission-free orders = 270,000 FCFA of margin recovered/month. The app pays for itself in under 7 months, and she now owns the database of her 400 best customers for her promos.
Become a Kolonell referral partner
Do you know restaurants bleeding their margins to aggregators? Introduce them to Kolonell and earn a commission. The referral partner program pays out on every project signed.
| Referred project type | Referral commission |
|---|---|
| Restaurant app / showcase site | 15% + 5% recurring on maintenance |
| E-commerce store / app | 12% of project value |
| Multi-restaurant marketplace | 10% of project value |
| Institutional project (chain, group) | 8% of project value |
On an ordering app billed at 1,800,000 FCFA, the referral partner earns 216,000 FCFA (12% e-commerce) or 270,000 FCFA if classed as showcase + module (15%). You introduce, we deliver.
FAQ
Will I lose the aggregators' volume? No, you often keep both: the aggregator for discovery, your own app for regulars. The goal is to gradually shift 50 to 70% of loyal customers to the direct channel, where you keep 100% of the margin.
Is mobile money payment really integrated? Yes, Wave and Orange Money natively, with confirmation webhooks. Budget 1 to 2% fees per transaction, far below the aggregators' 20-30%.
How do I manage drivers? The app assigns the order to a driver and shares position tracking. You can use your own drivers or freelancers; the customer sees progress, cutting "where is it?" calls by about 30%.
Does the customer need to download an app? Not necessarily. An installable PWA from the browser is enough and avoids store fees; it opens full-screen like a native app, ideal for a market sensitive to data cost.
How fast does it pay off? On 300 orders/month, shifting 60% to direct recovers about 270,000 FCFA/month; an 1,800,000 FCFA app then pays off in 6 to 7 months. After that, the recovered margin is a net gain every month.
Let's talk about your project. We build your ordering app with Wave/Orange Money payment and driver tracking, or bring you on as a referral partner. 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.
