Third-Party Platforms (Meituan/Ele.me)

Pros: massive user base (Meituan 600M+ users), built-in discovery, logistics handled, trust established. Cons: high commission (15-25% per order), no customer data ownership, price competition, algorithm dependency risk.

Self-Built Private Domain

Pros: own customer data, zero commission (save 15-25%), full brand control, loyalty ecosystem possible. Cons: must drive own traffic, handle delivery logistics, higher upfront tech investment.

Hybrid Strategy Recommended

Use platforms for acquisition, build private domain (WeChat mini program/member system) for retention. A restaurant chain in 益阳 with 8 stores follows this model: 60% orders from Meituan/Ele.me (acquisition), 35% from private mini program (repeat customers). Commission savings on that 35%: approximately 180,000 RMB annually. Plus 45,000 member phone numbers for direct marketing.