Delivery data by postcode reveals which neighborhoods order your most profitable dishes. Many dark kitchens miss this opportunity and send the same promotions to everyone. With smart data analysis, you can promote high-margin dishes to postcodes that are already open to them.
Why postcode data is worth its weight in gold
Every postcode has its own taste and purchasing power. Postcode 1071 (Amsterdam South) orders different dishes than 3011 (Rotterdam Center). By analyzing this, you can target promotions on dishes where you make the most profit.
💡 Example:
Dark kitchen analyzes 3 months of delivery data:
- Postcode 1071: 40% orders sushi (margin 65%)
- Postcode 1012: 60% orders burgers (margin 45%)
- Postcode 1091: 35% orders salads (margin 70%)
Action: Sushi promo to 1071, salad promo to 1091
Collect your delivery data systematically
Most delivery platforms give you order data by postcode. Download this monthly and record:
- Postcode per order - where the order was delivered
- Dishes per order - what this postcode ordered
- Order value - how much they spent
- Frequency - how often they order
Use a simple Excel or an app like KitchenNmbrs to track this. Without data, you can't steer.
Calculate net margin per dish per postcode
Not all dishes earn equally. Calculate your net margin per dish after deducting:
- Ingredient costs (food cost)
- Packaging costs (containers, bags)
- Platform fee (15-30% of order value)
- Delivery costs
💡 Example calculation:
Sushi box selling price €18.50 (incl. 9% VAT):
- Selling price excl. VAT: €16.97
- Ingredients: €5.20
- Packaging: €0.80
- Platform fee (25%): €4.24
- Delivery: €2.50
Net margin: €16.97 - €12.74 = €4.23 (25%)
Identify your high-margin favorites per postcode
Create an overview of which postcodes already order your most profitable dishes. These are your natural target groups for promotions.
Sort per postcode:
- Top 3 ordered dishes
- Margin per dish
- Average order frequency
- Average order value
⚠️ Note:
Always calculate with net margin after platform fees. A dish with 60% gross margin can become 20% net margin due to delivery costs.
Design targeted promotional campaigns
Use your data to create smart promotions:
Strategy 1: Strengthen what works
Postcodes that already order high-margin dishes get a small discount (5-10%) to increase frequency.
Strategy 2: Tempt new postcodes
Postcodes that have never ordered your best dishes get an introductory offer (15-20% discount).
Strategy 3: Upselling within postcode
Postcodes that order cheap dishes get bundle offers with high-margin add-ons.
💡 Example campaign:
Postcode 1091 orders lots of salads (margin 70%), but never sushi (margin 65%):
- Campaign: "Try our sushi - 20% off your first sushi order"
- Target: Only customers from 1091 who ordered salads in the past month
- Expected: 15% conversion to new high-margin dish
Measure and optimize your campaigns
Track per promotional campaign:
- Conversion rate - what percentage ordered the promoted dish
- Repeat rate - do they order it again afterwards
- Impact on order value - did the order get larger
- Net profit - did the campaign ultimately generate more revenue
A successful campaign has at least 10% conversion and increases average order value by €3-5.
Tools and automation
Manual analysis takes a lot of time. Consider:
- Excel with pivot tables - free, but labor-intensive
- Google Analytics - if you have your own website/app
- Platform analytics - Thuisbezorgd and Uber Eats have basic reports
- KitchenNmbrs - automatically calculates net margins and can import delivery data
The most important thing is that you consistently collect and analyze data. Once a month is better than wanting to be perfect and doing nothing.
How do you set up postcode promotions? (step by step)
Download 3 months of delivery data
Get order data from your delivery platform with postcode, dishes and amounts. Sort by postcode which dishes are ordered most frequently.
Calculate net margin per dish
Deduct from each selling price: ingredient costs, packaging, platform fee and delivery costs. This is your actual profit per dish.
Identify opportunities per postcode
Find postcodes that don't yet order your high-margin dishes. These are your target groups for targeted promotions.
Design specific campaigns
Create different promotions: strengthen what works (5-10% discount), tempt new postcodes (15-20% discount) and stimulate upselling.
Measure results and optimize
Track conversion, repeat rate and net profit per campaign. Repeat successful campaigns, stop failed ones and adjust.
✨ Pro tip
Start small: first analyze your top 5 postcodes and top 3 most profitable dishes. Better a simple campaign that works than a complex one you can't maintain.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
What data do I need at minimum for postcode analysis?
You need: postcode per order, ordered dishes, order value and date. At least 3 months of data gives reliable patterns.
How often should I adjust my postcode promotions?
Check your data monthly and adjust your strategy quarterly. Seasons and trends change taste preferences per neighborhood.
What is a good conversion rate for targeted promotions?
For existing customers: 10-15%. For new postcodes: 5-8%. Anything above that is excellent, below that you need to adjust your offer.
Can I do this with a small dark kitchen too?
Yes, even with 50 orders per week you can see patterns. Start with your top 5 postcodes and top 3 high-margin dishes.
How do I avoid giving too much discount?
Always calculate your break-even discount: maximum discount = (net margin - desired minimum profit) / selling price. Never go below that.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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