Many restaurant owners are frustrated with the high commission fees charged by delivery services like DoorDash, Grubhub, and Uber Eats, which can reach up to 30%. However, a well-known establishment in New York City is taking a stand against this trend.
Morgan’s Brooklyn Barbecue, recognized for its top-notch Texas-style dry rub grilling, encourages customers to place orders through its own website and app instead of opting for larger delivery platforms.
Located at 267 Flatbush Avenue, near Barclays Center, Morgan’s has become a leader in this approach. Owner Matthew Glazier notes that direct orders have risen from 5% to 15% of total deliveries since launching their app six months ago. He’s hopeful that this figure will reach 50%, although he understands it won’t be an overnight achievement.
Glazier commented that the delivery services remain firm on their 30% commission rates. Despite attempts to negotiate, he found no success even with larger orders.
While he continues to use Uber Eats and Grubhub, he has shifted focus towards direct orders. “We used to take orders on our site, but we really leaned into it about six months ago. We use a platform called owner.com to communicate with customers and boost direct orders,” he said. “We also include reminders in our delivery bags about ordering directly.”
He explained, “When orders come through our site or app, they still go to Uber Eats or DoorDash for delivery. The fee is $3.99, which is much friendlier than the 30%.”
In response to Glazier’s comments, a Grubhub spokesperson stated, “At Grubhub, we want restaurants to succeed no matter which channel they use, because when they win, we win.”
Morgan’s is hailed as one of the city’s finest barbecue spots, with chef Cenobio Canariso operating a wood-fired smoker. Their dry rub menu features the Holy Trinity Smoker Plate, which includes brisket, house-smoked sausage, pork ribs, and cornbread.
Critics have praised Morgan’s, with one calling it “great barbecue on par with Hometown, Hill Country, and John Brown,” and describing it as “one of the best places to spend quality time with your inner Neanderthal.”
Glazier estimates that around 60% of his business currently comes from takeout and delivery, while dine-in accounts for the remaining 40%. He shared humorously that during a recent cold snap, it was even higher—up to 70% takeout.
“We’ve created something that attracts customers from all over. But the question was, why not let them come to us?” Glazier said. “Expanding our delivery range means reaching customers where they are. Barbecue got its audience long before delivery options grew; we’re just catching up.”
As of now, DoorDash and Uber Eats have not responded to inquiries about the situation.
