The True Cost Of Convenience On Food Delivery Apps

Not that many years ago, food delivery was a rare luxury, reserved strictly for those pizza dinners at home. Then came smartphones, apps, a pandemic and boom  — suddenly we were all ordering our ‘Nasi Lemak Telur Mata + Teh O Ais, tak nak ais’ on food delivery apps.

Though we were in lockdown back then, we still couldn’t go without our daily foodie fixes.  This was when we began to rely on food delivery apps and the abang rider who would brave rain and shine to bring your next meal right to your doorstep. 

Food delivery became a habit

What began as a lockdown necessity quickly morphed into habit. Today, it’s simply how we eat. Food delivery is no longer an occasional treat, it’s part of daily life. It’s fast, easy, and only requires two things: your thumb and your e-wallet. But here’s the kicker: behind all that convenience lies a system of mark-ups and “small order fees” (because your appetite wasn’t large enough, apparently). That RM15 meal you used to enjoy? It’s now pushing RM30, and you probably didn’t even notice. Or worse, you did… but you still ordered anyway.Welcome to the great Malaysian delivery deception —where the food is fast, but the truth is hidden in the fine print.

Same price in-store?

TLDR: No it isn’t. But lets break it down so you can spot these markups too. Say you’re craving ayam gepuk, you open up the food delivery app of your choice and you see that the set you want is RM18.90. Harmless enough, right? Except the exact same dish, at the actual restaurant just a few minutes away, costs RM13.90. That’s a RM5 markup before you even add sides, drinks, or the inevitable delivery fees. And any true ayam gepuk fan would know this, adding on a serving of rice or sambal is free in store, but if you wanted extra sambal for your in app order? BAM, that’s another RM3 on top of your already upcharged meal. And let’s not forget: no Malaysian meal is complete without a sweet drink, so you add a teh tarik. RM6.00. A full RM6 for tea, sugar, and air tangan abang mamak. The same drink that costs RM3 at any kopitiam/mamak. Perhaps this is when you realise, the froth isn’t the only thing that’s been tarik-ed.

And no, it’s not a mistake. It’s strategy. Most restaurants quietly raise their prices on delivery platforms to absorb the commission they’re charged. So, while the platform claims “same price in store,” you’re still paying extra, just tucked in the meal price.

Is food delivery worth the money?

Here’s the truth: restaurants aren’t jacking up prices just to make you cry into your overpriced sambal. Delivery platforms charge merchants a commission of up to 30% per order. That’s a significant chunk of their profit margin. So instead of absorbing the cost, most F&B outlets simply raise their prices on the app. It’s not deception — it’s survival. And yes, the platforms themselves are businesses too. A whole team builds the tech, manages the logistics, designs the promos, and handles silly customer complaints like “my rendang is not crispy.” (Yes that was a throwback reference. IYKYK.) These platforms don’t run on love and likes, they run on  manpower, marketing, and margins.

Then, there’s the abang rider. The unsung Malaysian hero, bringing meals to the hungry. For many riders, this is their full-time job. And let’s be real: riding through Malaysian weather (which is basically either rainstorm or heatwave) while weaving through rush hour traffic isn’t a glamorous gig. They’re out there dodging potholes and double-parked cars, just so you can dodge human interaction. That said, there are ways to soften the blow.Yes, the markup stings, but if you play your cards (and your cart) right, you can still make food delivery work without torching your wallet.

How to save on food delivery apps

Start with bundle deals. Many restaurants offer set meals or combo packs that are cheaper than ordering items individually. If you’re working from home or planning a lazy day in, consider ordering both lunch and dinner in one go. Not only can this save you on delivery fees, it also means you won’t be doomscrolling through menus again in five hours. Bonus: some places throw in free drinks or desserts with bundle sets.A little reward for your foresight!

Next, keep your eyes peeled for in-app promos. Delivery platforms love a good deal and you’d be amazed how many discounts, cashback offers, or “Spend RM25 and get RM7 off” vouchers are quietly lurking in your inbox or banner notifications. Some apps even run daily deals for certain restaurants or payment methods. A few taps of detective work can shave a nice chunk off your total.

Then there’s the good old free delivery trick. Sometimes, simply hitting a minimum spend unlocks free delivery. Got a friend or housemate nearby? Combine your orders. Or, if you’re feeling a bit sneaky, throw in that extra snack you were eyeing anyway, it might just tip you into the “free delivery” zone and save you more in the long run.It’s not exactly extreme couponing, but with a little planning, timing, and strategic cart-stuffing, you can still enjoy the convenience of food delivery.