Food delivery platform Wolt is making a major policy shift that will allow restaurants to charge lower prices in their physical locations than on the Wolt platform. The change takes effect in December when Wolt removes a controversial pricing clause that required identical pricing across both channels.
Danish restaurants have long expressed frustration with Wolt's pricing policy, particularly given the platform's 30 percent commission fee. The combination created significant financial pressure on establishments already operating with thin margins.
Daniel Johansen, Sales Director at Wolt Denmark, explained the decision. He said the company wants to create clarity and stability for all parties involved. The proactive removal of the clause represents a significant concession to restaurant industry concerns.
Industry organization Horesta, which represents hotels, restaurants, and tourism businesses, welcomed the change. Managing Director Jeppe Møller-Herskind described how the previous pricing clause made it difficult to run a healthy business. He called the policy shift positive and expressed hope it would lead to more equitable dialogue between platforms and restaurants.
Wolt had previously defended the pricing clause by arguing their service helped restaurants better utilize their capacity. The platform claimed it provided valuable exposure and additional revenue streams for establishments.
This policy reversal comes after years of industry pressure. Back in 2022, the industry group Danske Restauranter og Caféer filed a formal complaint against Wolt specifically targeting the pricing clause. The organization accused Wolt of gaining dominant market position during COVID-19 lockdowns, then using that position to force restaurants into unfavorable terms.
The complaint argued restaurants found themselves trapped. They felt compelled to remain on Wolt despite the financial burden because the platform had become essential for customer reach. Meanwhile, Wolt captured a substantial portion of their profits through the combination of high commissions and pricing restrictions.
The Danish Competition and Consumer Authority has not yet issued a ruling on the complaint. The timing of Wolt's policy change suggests the company may be attempting to address regulatory concerns before an official decision.
This development reflects broader tensions in the Nordic food delivery market. Platform companies face increasing scrutiny over their business practices and relationships with restaurant partners. Similar debates have emerged across Sweden, Norway, and Finland as delivery services become more integrated into the dining ecosystem.
The policy change could have significant implications for restaurant profitability. Establishments will now have flexibility to encourage direct ordering by offering better prices in-house. This might help offset the commission costs associated with platform orders.
International readers should note this represents a notable shift in platform-restaurant dynamics. Many global markets face similar challenges with third-party delivery services. The Nordic resolution could set precedents for other regions grappling with these same issues.
What happens next will be telling. Restaurants will need to carefully consider their pricing strategies. Consumers may see different prices depending on their ordering method. The competitive landscape for food delivery in Denmark could undergo substantial changes in the coming months.