Delivery is bounded by driver time and distance. Pickup, for most independents, isn't bounded by much beyond kitchen capacity — a customer collecting their own order doesn't compete for a driver's evening. A pickup discount is the simplest lever for nudging demand toward the option that's actually cheaper to fulfil.
Setting the discount
Pickup discounts are configured as either a percentage or a fixed amount off the order total, applied automatically when a customer chooses pickup at checkout — no code to enter, no separate step. The discount shows clearly on the order summary before the customer confirms, not as a surprise after payment.
Making it worth the switch
A discount too small to notice won't change anyone's choice. The right figure is roughly what the delivery fee itself would have cost the customer — close enough that pickup and delivery feel like a genuine trade-off rather than delivery being the obvious default.
Why this is cheaper than it looks
The discount comes out of margin on that order, but it replaces a delivery run that costs driver time either way — see how the driver app removes third-party courier fees for what a delivery actually costs to run. A modest pickup discount is often less expensive than the delivery it avoids.
Where it fits with delivery radius
Pickup discounts are especially useful at the edge of your delivery radius, where a customer just outside your comfortable delivery zone has a genuine reason to collect instead of being turned away entirely.
No setup fee, no contract, cancel any time. Nomvo is £69 a month, or £54 a month equivalent billed annually — no commission on any order.
