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Route Wholesale vs. Revenue Report Documentation

Menu Location: Reports > Financial Reports > Route Wholesale vs. Revenue

Access Level: Manager / Administrator / Kiva Admin

Last Updated: 2026-03-01

Overview

The Route Wholesale vs. Revenue Report provides critical insights into your product costs versus revenue on a per-route basis. This powerful financial analysis tool helps you understand profitability by comparing the wholesale cost of products delivered on each route against the revenue generated, allowing you to identify high-performing routes and optimize your delivery operations.

Primary Functions:

  • Compare wholesale costs to revenue by delivery route
  • Analyze route profitability over multiple weeks
  • Visualize cost-to-revenue trends with interactive graphs
  • Calculate wholesale percentage of revenue
  • Identify routes with optimal profit margins

Page Layout

Header Section

  • Page Title: "Route Wholesale vs. Revenue Report"
  • Information Alert: Explains that revenue includes box totals and addons but excludes taxes, delivery fees, and discounts

Filter Section

  • Start Week Selector: Choose the beginning week for analysis
  • End Week Selector: Choose the ending week for analysis
  • Route Dropdown: Select the specific delivery route to analyze
  • Submit Button: Generate the report with selected parameters

Main Content Area

When a route is selected, the page displays:

  • Interactive Graph: Visual representation of wholesale costs vs revenue over time
  • Data Table: Detailed week-by-week breakdown with calculations

Report Configuration

Week Range Selection

Choose your analysis period by selecting start and end weeks. The system displays weeks by their delivery date, making it easy to select the exact time period you want to analyze.

Available Options:

  • Current week and several weeks into the past
  • Custom ranges from a few weeks to several months
  • Default view shows the last 4 weeks when first loading

Best Practices:

  • Use 4-8 week ranges for trend identification
  • Compare similar seasonal periods year-over-year
  • Include enough weeks to account for weekly variations

Route Selection

Select from your active delivery routes organized by day of the week. Each route is displayed as "Day: Route Name" for easy identification.

Example Routes:

  • Monday: North Side
  • Tuesday: Downtown
  • Wednesday: West County
  • Thursday: East Valley

Understanding the Report Data

Wholesale Cost Column

This represents the total cost your business paid for all products (both box contents and addons) delivered to customers on this route for the specified week.

What's Included:

  • Cost of produce and products in subscription boxes
  • Cost of addon items ordered by customers
  • Calculated using your actual wholesale pricing

What's Excluded:

  • Delivery fees
  • Taxes
  • Operating expenses (labor, gas, vehicle costs)
  • Processing fees

Revenue Column

This shows the total amount customers paid for their orders on this route, providing the income side of the profitability equation.

What's Included:

  • Box subscription fees
  • Addon item retail prices

What's Excluded:

  • Taxes collected
  • Delivery fees
  • Tips
  • Discounts applied

Revenue Minus Wholesale Column

This critical metric shows your gross margin - the money left after paying for products but before accounting for operating expenses.

Interpretation:

  • Higher values indicate better route profitability
  • This covers all other business expenses (labor, vehicles, rent, etc.)
  • Compare across routes to identify your most profitable delivery areas

Wholesale Percentage Column

This percentage shows what portion of your revenue goes to product costs, helping you quickly assess route efficiency.

Target Ranges:

  • Lower percentages (25-35%) indicate healthy margins
  • Higher percentages (45%+) may indicate pricing or cost issues
  • Industry benchmarks vary by product type and market

Actions & Operations

Generating a Route Report

Purpose: Analyze profitability for a specific delivery route

Steps:

  1. Select your desired Start Week from the dropdown
  2. Select your desired End Week from the dropdown
  3. Choose the specific Route you want to analyze
  4. Click the "Submit" button
  5. Review the generated graph and data table

Requirements:

  • At least one week of order history for the selected route
  • Active route with completed deliveries

Comparing Multiple Routes

Purpose: Identify which routes are most and least profitable

Steps:

  1. Run the report for your first route, noting the wholesale percentages
  2. Export or screenshot the data table for reference
  3. Select a different route and generate a new report
  4. Compare wholesale percentages and margins across routes
  5. Identify patterns or outliers

Tips:

  • Use the same week range for all routes to ensure fair comparison
  • Consider route size (order count) when comparing absolute revenue
  • Look for routes with consistently high wholesale percentages

Purpose: Understand how route profitability changes across weeks

Steps:

  1. Select a longer date range (8-12 weeks)
  2. Generate the report for your chosen route
  3. Use the graph to visually identify upward or downward trends
  4. Review the data table for specific week-to-week changes
  5. Investigate weeks with unusual patterns

Common Use Cases

Use Case 1: Route Profitability Assessment

Goal: Determine which routes generate the best margins

Steps:

  1. Set date range to last 4 weeks for recent performance
  2. Run report for each active route
  3. Record the average wholesale percentage for each
  4. Rank routes from lowest to highest wholesale percentage
  5. Prioritize growth and marketing on lowest percentage (highest margin) routes

Example: Route A shows 28% wholesale, Route B shows 42% wholesale. Route A is more profitable despite potentially lower revenue, as you keep 72% for other expenses vs only 58% on Route B.

Use Case 2: Pricing Strategy Validation

Goal: Verify that your product pricing covers costs with adequate margin

Steps:

  1. Select a recent 4-week period
  2. Run report for a representative route
  3. Review wholesale percentage trends
  4. If percentage is trending upward, costs may be rising faster than prices
  5. Use data to inform pricing adjustments

Tips:

  • Monitor trends quarterly to catch pricing issues early
  • Compare wholesale percentages before and after price changes
  • Account for seasonal product cost variations

Use Case 3: Route Optimization Decisions

Goal: Decide whether to expand, maintain, or discontinue specific routes

Steps:

  1. Run 8-12 week reports for routes under consideration
  2. Compare absolute margins (Revenue - Wholesale) across routes
  3. Consider route size, growth potential, and operating costs
  4. Identify routes with declining margins requiring attention
  5. Make data-driven decisions about route changes

Example: A route showing consistent $2,000 weekly margin with growing order count is a strong expansion candidate. A route with $500 margin and increasing wholesale percentage may need pricing review or customer mix changes.

Report Data & Columns

Column Description Calculation/Source
Week Week identifier and delivery date System weekly cycle dates
Wholesale Cost Total product costs for the week Sum of (quantity × wholesale price) for all products
Revenue Total customer payments Box total + Addon total for not-cancelled orders
Revenue - Wholesale Gross margin before operating expenses Revenue minus Wholesale Cost
Wholesale % Product cost as percentage of revenue (Wholesale Cost ÷ Revenue) × 100

Troubleshooting

No Data Appears After Selecting Route

Symptoms: After selecting a route and clicking Submit, the page shows "no orders found" message.

Solutions:

  1. Verify the selected route had deliveries during the chosen weeks
  2. Check that the start week is before the end week
  3. Confirm orders exist for this route in the system
  4. Try expanding the date range to include more weeks

Common Causes:

  • New route with no historical deliveries
  • Selected week range before route was created
  • Route temporarily paused during selected period

Wholesale Percentage Seems Too High

Symptoms: Report shows wholesale percentage above 50%, indicating thin margins.

Solutions:

  1. Review your wholesale costs to ensure pricing data is current
  2. Check if this route serves customers with different box types or heavy addon usage
  3. Verify retail pricing is set appropriately for products
  4. Investigate if discounts or promotions are affecting this route disproportionately

Check:

  1. Product retail prices are up to date
  2. Wholesale cost data reflects current supplier pricing
  3. Customer mix on this route (discount programs, special pricing)
  4. Addon popularity on this route vs others

If Problem Persists: High wholesale percentages may indicate a need for pricing adjustments or route targeting changes. Consult with Kiva Logic support for pricing strategy guidance.

Graph Not Displaying

Symptoms: Data table appears but the visualization graph is missing.

Solutions:

  1. Ensure you have data for at least 2 weeks (graph requires multiple data points)
  2. Refresh the page and resubmit the form
  3. Try a different browser if issue continues
  4. Check that JavaScript is enabled in browser settings
  • Sales Per Route and Category (sales-per-route-and-category.php) - Product category breakdown by route
  • Billing Revenue Reports (billing-revenue-reports.php) - Customer-level revenue analysis
  • Driver Report - Route Details (driver-report-route-details.php) - Route delivery performance
  • Order Count Report (order-count-report.php) - Volume analysis by customer

Typical Workflow:

  1. Wholesale vs Revenue Report → Identify underperforming route → Sales Per Route Report → Analyze product mix
  2. Notice margin decline → Billing Revenue Reports → Investigate customer-level changes

Permissions & Access

Required Access Level: Manager

Access Level Capabilities:

  • Customer Service: No access to wholesale cost data
  • Manager: View all route profitability reports
  • Administrator: View all route profitability reports
  • Kiva Admin: View all route profitability reports + system configuration

Best Practices

Regular Monitoring

  1. Review route profitability monthly at minimum
  2. Run reports after any significant pricing changes
  3. Compare current period to same period last year for seasonal insights
  4. Track wholesale percentage trends rather than focusing on single weeks

Analysis Approach

  1. Consider both percentage and absolute dollar margins
  2. Account for route size when comparing profitability
  3. Look for trends over multiple weeks, not single-week anomalies
  4. Cross-reference with customer satisfaction and retention data

Action Planning

  • Use margin data to inform route expansion priorities
  • Address declining margins proactively before they become critical
  • Consider route-specific promotions to improve customer mix
  • Adjust product selection by route based on margin performance

Things to Avoid

  • ❌ Comparing routes of vastly different sizes without context
  • ❌ Making route decisions based on a single week's data
  • ❌ Ignoring seasonal product cost variations
  • ❌ Focusing only on revenue without considering margins

Quick Reference Card

Task Action/Location
Run basic profitability report Select 4-week range, choose route, click Submit
Compare route performance Run report for each route with same date range
Identify margin trends Use 8-12 week range and review graph slope
Calculate ideal pricing Aim for 25-40% wholesale percentage
Find most profitable route Compare wholesale % across all routes (lower = better)
Analyze seasonal changes Compare same weeks year-over-year
Export data for spreadsheet Use browser print/export or copy table
View specific week details Find week row in data table

FAQs

What wholesale percentage should I target?

Industry standards vary, but 25-40% is generally healthy for food delivery services. Lower percentages indicate better margins for covering operating expenses and profit.

Why doesn't revenue include delivery fees?

This report focuses on product profitability specifically. Delivery fees typically cover delivery-related expenses and mixing them with product revenue would cloud the product margin analysis.

Can I see individual customer contributions to these numbers?

This report provides route-level summaries. For customer-specific analysis, use the Billing Revenue Reports or Customer Reports sections.

How often should I run this report?

Monthly reviews are recommended for most businesses, with more frequent checks (weekly) during periods of pricing changes, cost volatility, or route optimization projects.

What if my wholesale costs are increasing?

Rising wholesale percentages may signal a need for price adjustments, product mix changes, or supplier negotiations. Use the trend data to identify when increases began and take proactive action.

Change Log

2026-03-01

  • Initial documentation created
  • All sections completed
  • Manager-level access guidance included

End of Documentation

For additional help, contact your system administrator or Kiva Logic support.