Increase the average order value for delivery: 9 tested and approved strategies by restaurateurs

On delivery platforms, a restaurant’s average order value is one of the most important indicators of profitability. With fixed commissions of 25-30%, increasing the average order value by 5 euros on 300 monthly orders represents an additional €1,500 in revenue, of which €1,050 to €1,125 remain in your pocket after commission. The impact on the margin is immediate and significant.

Strategy 1 - Upselling at the menu level: position your most profitable dishes at the top of each category. The display order on platforms directly influences choices. The first dishes in a category receive 30-40% additional clicks. Your combos and formulas (more profitable than individual dishes) should appear first, before à la carte dishes. Strategy 2 - Add-ons and extras: add clearly valued paid options. “Special homemade sauce +1.50 euro”, “extra cheese portion +2 euros”. These small additions are not resisted and easily accumulate.

Strategy 3 - The intelligent minimum basket: set your minimum order amount to a level that encourages the addition of an item. If your average basket is €18 and your minimum is €12, many customers stop at €12-13. Increase the minimum to €15: you will encourage these customers to add a dessert or a drink. Strategy 4 - Complementary suggestions: on platforms that allow it, activate complementary suggestions. “Also order: fries +€3.50, drink +€2.90”. These contextual suggestions can increase the average basket by 8 to 12%.

Strategy 5 - Menus and Packages: Offer a “all-inclusive” package (dish + side + drink) at a price less than 10-15% lower than the sum of the individual items. Customers perceive value and tend to order the package instead of the dish alone, mechanically increasing their basket. Strategy 6 - Well-Showcased Desserts: Desserts are often undersold on delivery. Appetizing photos, evocative descriptions, and visible positioning can triple dessert orders. A dessert at 5 euros ordered by 20% additional customers increases your average basket by one euro.

Strategy 7 - Beverages and Extras: Offer beverages, additional sauces, artisan breads, or premium condiments. These items have high margins (60-80%) and low additional preparation costs, which have a disproportionate impact on profitability. Strategy 8 - Portion Sizes: Always offer “regular” and “large” sizes with a price difference. Most customers opt for the “large” if the supplement is less than 30% of the base price. Strategy 9 - Event Bundles: Family pack for 4 people, sharing platter, romantic box for 2. These offers generally have an average basket value 50-80% higher than a standard order.

Measuring the impact is straightforward: note your current average basket, implement 2-3 of these strategies each month, and measure the variation. Most restaurateurs who systematically apply these techniques observe an increase in average basket of 15 to 25% in 3 months. On 400 monthly orders with an average basket of €22, a 20% increase represents an additional €1,760 in monthly revenue.