Consumer preferences for commission rates in the online food delivery industry: a willingness-to-pay approach

Abstract

Purpose

Food service establishments and online food delivery companies use a revenue share model based on a commission rate. Because of the asymmetry of bargaining power, many food service establishments are vulnerable to a high commission rate. What is missing in the ongoing discussion about the revenue share model is the perspective of food consumers, who are the third party in the multi-sided market.

Design/methodology/approach

Within a willingness-to-pay (WTP) framework, we study if food consumers have preferences for the commission rate charged by food delivery companies to food service establishments. With 456 random consumers in the United States, we conduct a controlled experiment in which information is used as treatment in two groups. In the first group, the provided information only relates to the revenue share model (i.e. economic). In the second group, participants also received information about price control initiatives (i.e. economic and political).

Findings

Based on WTP-space mixed logit model results, there is a significant effect of information on preferences for the commission rate. While participants in the control group exhibited no aversion to the commission rate, participants who received treatment had a significant and negative WTP. The magnitude of the effect is estimated at -$1.08 for participants in the first treatment and -$2.28 for participants in the second treatment.

Originality/value

To date there is no applied research on the preferences of consumers in the online food order and delivery industry with respect to upstream conditions (i.e. commission rates).

Citation

Grashuis, J., Su, Y. and Liu, P. (2024), "Consumer preferences for commission rates in the online food delivery industry: a willingness-to-pay approach", British Food Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/BFJ-09-2023-0847