Most dark kitchens blast the same promotions to everyone, but I've learned this leaves serious money on the table. Your delivery data holds the key - each postcode has distinct preferences for high-margin dishes. Smart operators use this intel to run targeted campaigns that actually move the needle.
Why postcode data unlocks hidden profits
Every neighborhood has its own appetite and spending habits. Postcode 1071 (Amsterdam South) craves different dishes than 3011 (Rotterdam Center). And here's what matters - you can push your most profitable dishes to areas already hungry for them.
? 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 like clockwork
Most delivery platforms hand you order data by postcode. Download this monthly and track:
- 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 tools like KitchenNmbrs to track this. No data means you're flying blind.
Calculate true profit per dish per postcode
Not all dishes pay the bills equally. Calculate your net margin per dish after you subtract:
- 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%)
Spot your high-margin winners per postcode
Build a clear picture of which postcodes already love your most profitable dishes. These become your natural targets for promotions.
Sort by postcode:
- Top 3 ordered dishes
- Margin per dish
- Average order frequency
- Average order value
⚠️ Note:
Always work with net margin after platform fees. From years of working in professional kitchens, I've seen dishes with 60% gross margin drop to 20% net after delivery costs bite.
Build targeted promotional campaigns that convert
Put your data to work with smart promotions:
Strategy 1: Double down on winners
Postcodes already ordering high-margin dishes get a gentle discount (5-10%) to boost frequency.
Strategy 2: Convert new territories
Postcodes that haven't tried your money-makers get an intro offer (15-20% discount).
Strategy 3: Upsell within neighborhoods
Postcodes ordering cheap dishes get bundle offers featuring 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
Track and refine your campaigns
Monitor each promotional campaign for:
- 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 actually generate more revenue
A winning campaign hits at least 10% conversion and bumps average order value by €3-5.
Tools and automation options
Manual analysis eats up time. Consider:
- Excel with pivot tables - free, but labor-intensive
- Google Analytics - if you run your own website/app
- Platform analytics - Thuisbezorgd and Uber Eats offer basic reports
- Food cost calculators - automatically calculate net margins and import delivery data
What matters most is that you consistently collect and analyze data. Monthly beats perfect - doing something trumps 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
Focus your first campaign on just 3 postcodes that already order 2+ high-margin dishes monthly. Test a 10% discount for 2 weeks - you'll see patterns faster than trying to analyze everything at once.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
Calculate it yourself?
Our free food cost calculator does it in seconds.
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Frequently asked questions
What data do I need at minimum for postcode analysis?
What is a good conversion rate for targeted promotions?
How do I avoid giving too much discount?
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
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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