What is actually left, and what a lower price would cost you
Put in your own five numbers. The page shows where every krona of a pizza goes today, what changes when the platform takes 18 per cent instead of 30, and exactly how many pizzas a day a lower price would need.
It does not promise you revenue. It cannot tell you whether your town will buy the volume, and it does not pretend to. What it can tell you is the number you would have to hit, and that is the number worth arguing about.
Five figures you already know
Everything below recalculates from these. They are kept in the address bar, so you can bookmark your own case or send it to someone.
Where the money goes today
At SEK 130 and 6 per cent VAT, the net is SEK 122.64. This is what happens to it.
| Plattformens andel | SEK 36.79 |
|---|---|
| Råvara | SEK 26 |
| Arbete i köket | SEK 22.86 |
| Lokal och fasta kostnader | SEK 28.33 |
| Left to you | SEK 8.66 |
That is SEK 25,976 a month at your current volume.
Under every figure sits a dough, an oven and a person
The calculation above uses your own numbers. What it counts is already standing in the kitchen: the ingredients, the oven time and the hours somebody spends at the pass.
The dough proves for just as long whatever the platform takes. 
The oven is the bottleneck that decides how many fit into an evening. 
The person at the pass is the largest cost after the ingredients. 
Ingredients are the cost that rises without asking anyone. 
Prep is the hour a machine can take over. Serving is not. 
Every calculation ends with somebody eating.
The same money, at a lower price
Our share is 18 per cent rather than 30, and a machine takes work out of the kitchen. The machine's cost is included below, not left out of it.
Say the obvious thing before your customer does
That is not SEK 70. Cutting cost gets you part of the way and no further, because the ingredients and the rent do not move. The rest has to come from volume, and step three is the arithmetic on exactly how much.
What SEK 70 actually requires
This is the whole deal, and it is also the test. A pizzeria charging seventy where the neighbour charges a hundred and thirty does not get slightly more customers. It gets the neighbour's customers. But they have to be delivered.
That is 2.4 times your current volume. Say it plainly: if you cannot deliver 237 a day, do not cut to SEK 70. Put the target price higher and run this page again.
The machine costs more than a person until you are big enough
Picnic Pizza Station costs between SEK 38,000 and SEK 54,000 a month, and we calculate it at 45 pizzas an hour rather than at the manufacturer's peak figure.
Below 2,414 pizzas a month it is more expensive than the person it replaces. If you are under that, do not buy one. We sell no machines and earn nothing either way, which is why this sentence is cheap for us to write.
Zume raised half a billion dollars and went under
Cooking pizza in the van on the way turned out not to work: the cheese slid off in transit. The robotics division closed in 2020 and the company was wound up in 2023.
The difference here is that the machine stays in a kitchen that is standing still. It is a smaller claim, and smaller claims are the ones that survive.
A second site with nobody in it
A hatch with a kitchen behind it. No dining room, no till, no staff during opening hours. That is what makes the second one cost less to run than the first.
The investment comes back in 17 months at the volume above. Rent is taken at SEK 22,000 and service and supervision at SEK 14,000 a month.
What ten hatches would look like
Every row assumes the hatch reaches the same volume as site one. That assumption is doing a lot of work, and it is the thing to challenge rather than the arithmetic.
| Sites | Pizzas a month | Revenue a year | Left a year | Invested |
|---|---|---|---|---|
| 1 | 7,081 | 5.9 million | 0.9 million | 1.3 million |
| 2 | 14,162 | 11.9 million | 1.8 million | 2.5 million |
| 3 | 21,243 | 17.8 million | 2.7 million | 3.8 million |
| 5 | 35,405 | 29.7 million | 4.5 million | 6.3 million |
| 10 | 70,810 | 59.5 million | 9.0 million | 12.5 million |
What the table leaves out
Bookkeeping that becomes a firm, somebody driving between sites, cover on a Sunday evening. Budget a full-time salary from the fifth site, roughly half a million a year. The row is still positive, and you should trust it more for having been told.
A second dining room needs a location people want to sit in, staff for every opening hour and a manager on site. A hatch needs a wall, a socket and a route that already passes. That is why the eleventh hatch costs roughly what the second does to run, while the eleventh dining room does not.
Your own name on it
Your own ordering page on your own domain, with your logo and your colours. We take 0 per cent of what sells there and it costs nothing a month.
A restaurant that sells only through a platform builds the platform's customer list rather than its own. The day you want to raise a price, open a second site or leave, you own no relationship with any customer. We would rather earn from you growing than from you being stuck.
What a restaurant signs Where the others are ahead of us
