Running delivery alongside dine-in is like managing two completely different restaurants under one roof. Your customers transform into bargain hunters online, skipping drinks and dodging add-ons they'd happily order at your tables. Let's break down why this happens and how to close that revenue gap.
Why is your delivery order value lower?
Three main factors drive customers to spend less through delivery platforms:
- No drinks: At home, people have their own beer and wine
- Fewer impulse purchases: No eye contact with desserts or staff recommendations
- Price awareness: Online, people compare prices more easily
💡 Example:
Restaurant De Smaak sees this difference:
- Average bill in restaurant: €32.50
- Average bill via delivery: €22.80
- Difference: 30% lower
Reason: no drinks (€8-12 per order) and fewer side dishes.
Analyze your delivery data
Before taking action, you need to pinpoint where the difference originates:
- Compare popular dishes: Are people ordering the same main courses?
- Check add-ons: What % order appetizers/desserts/drinks?
- Look at bundles: Do people choose menus or individual items?
💡 Example analysis:
In restaurant:
- 85% order drinks (avg. €9)
- 40% take appetizer (avg. €8)
- 25% take dessert (avg. €6)
Via delivery:
- 15% order drinks (avg. €4)
- 12% take appetizer
- 8% take dessert
Strategies to increase order value
1. Bundle and menu options
Make ordering more attractive:
- Menu deals: Main course + side dish for €2 off
- Family packages: For 2-4 people at a fixed price
- Free delivery: From a minimum amount (e.g., €25)
2. Delivery-specific items
After managing kitchen operations for nearly a decade, I've learned that creating products specifically for home consumption beats trying to squeeze dine-in favorites into takeout containers:
- Drink packages: Bottle of wine + 2 main courses for €5 off
- Sharing dishes: Large portions for 2-3 people
- Dessert deals: Dessert for €3 with every order
⚠️ Watch out:
Don't just raise your prices to compensate for the lower order value. You'll become too expensive compared to other delivery restaurants.
3. Smart menu layout
Guide customers toward higher-value items:
- Menus at the top: Place bundles prominently in your app
- Recommended items: Mark profitable dishes as 'Chef's Choice'
- Upsell suggestions: "Add for €X" options
Calculate the impact of your actions
Check after 2-4 weeks if your changes are working:
💡 Example calculation:
Before changes:
- 100 orders/week × €22.80 = €2,280
After menu deals and bundles:
- 95 orders/week × €26.50 = €2,518
- Difference: +€238/week = +€12,376/year
Note: sometimes you get fewer orders, but higher value per order.
Accept the lower order value sometimes
Sometimes it makes sense to accept the lower order value:
- Higher volumes: If you get 50% more orders, you compensate for the lower value
- Lower costs: No service and dishwashing saves €3-5 per order
- New customers: Delivery can lead to restaurant visits later
💡 Break-even example:
Restaurant order: €32.50 - €8 service/dishwashing = €24.50 net
Delivery order: €22.80 - €4.50 platform fee - €1.20 packaging = €17.10 net
So you need 43% more delivery orders for the same profit.
How do you tackle lower delivery order value? (step by step)
Analyze the difference
Compare your average order value in restaurant vs. delivery over the last month. Specifically look at which items are ordered less via delivery.
Develop bundle options
Create 2-3 menu deals specifically for delivery. Combine main course + side dish + drink at an attractive price that's higher than your current average.
Test and measure results
Implement your bundles for 3-4 weeks. Measure your average order value and total delivery revenue weekly to see if the strategy works.
✨ Pro tip
Give your bundle strategy exactly 4 weeks to show results - you'll typically see 18-25% higher order values even with 8-10% fewer total orders. The revenue math almost always works out better.
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
Is a 30% lower order value normal for delivery?
Absolutely - most restaurants see 20-40% drops through delivery apps. You're losing drinks, impulse purchases, and those "just one more thing" moments that happen face-to-face.
Should I raise my delivery prices to compensate for this?
Bad idea. Customers compare delivery restaurants ruthlessly on price, and you'll price yourself out fast. Focus on bundles and menu deals to boost order values instead.
How much should I budget for platform fees and packaging?
Plan for 15-25% of your order value going to platform fees, plus €1-2 per order for packaging. These costs eat into margins quickly if you don't account for them upfront.
What's the fastest way to increase delivery order values?
Family-style sharing dishes and wine-plus-meal bundles work incredibly well. I've seen restaurants boost average orders by €8-12 just by positioning these prominently at the top of their delivery menus.
📚 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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