You have an ordering website — but orders are coming in slowly? Or they come in, but the average order is low? Here are 12 things you can do, split into three groups: so customers find you, order, and spend more.
So customers find you
1. Sort out your Google Business profile
When someone in your city types “food delivery” or “burger near me”, the first thing they see is a map with local restaurants. That’s your Google Business profile. Check:
- accurate opening hours (including holidays);
- photos of the food, not just the interior;
- an ordering link that goes to your website, not to a delivery app;
- replies to reviews.
More in How to get your restaurant to show up on Google.
2. An ordering link everywhere
Instagram bio, Facebook page, TikTok, WhatsApp status, your message signature. The same link everywhere — your website. Every link to an app is an order with commission.
3. A flyer or QR code in the restaurant and the packaging
A guest eating in your restaurant is an ideal future online customer. A QR code on the table, on the receipt and on the takeaway bag: “Order directly — no commission, at in-restaurant prices.”
4. A menu in several languages
If your city has tourists, students or foreigners living there, a menu in English (and Russian) opens you up to customers the competition doesn’t see. In Restoran Pilot the website works in Serbian, English and Russian, and you translate the menu with one click.
So they order (instead of giving up)
5. A fast website on mobile
Most food orders come from a phone, often on the move. If the menu loads slowly or the “Order” button isn’t visible, the customer goes back to the app. Test your site on a phone over mobile data, not Wi-Fi.
6. Good photos of every item
An item without a photo sells worse. You don’t need a professional photographer — daylight, a clean plate and a photo from above or at a 45° angle are enough. The same background for all items looks professional.
7. A clear delivery fee before checkout
The most common reason for abandoning an order is a surprise at the end: delivery costs more than expected, or you don’t deliver to their address. Automatic address and zone checks show the delivery fee and minimum order straight away. See how to organise delivery zones.
8. Accurate opening hours and availability
Nothing annoys a customer like an order the restaurant rejects because “the kitchen is closed”. Set opening hours per day and category availability (e.g. breakfast until 11 am), and switch off items that have run out — that way they can’t even be ordered.
So they spend more
9. “Frequently ordered together” suggestions
The customer has a pizza in the cart — offer them a drink. But not at random: the best suggestions come from real past orders. Restoran Pilot calculates them automatically based on what customers actually order together.
10. Combo deals with a visible saving
“Pizza + fries + drink = 1,590 RSD (save 310 RSD)”. When the customer sees how much they save, the combo sells itself. For you it’s a bigger order for the same delivery cost.
11. Promo codes with a purpose
A promo code isn’t just a discount — it’s a tool. Examples:
FIRST10— 10% off the first direct order (moving customers away from platforms).- An automatic promotion: a discount above 3,000 RSD — raises the average order.
- A discount at quiet times — e.g. on Tuesdays.
After a month, look at how many times each code was used, what the total discount was and how much revenue it brought. Switch off what doesn’t work.
12. Track analytics and regular customers
Once a week, look at which items sell best, which days are weakest and who your best customers are. Put the best-selling items at the top of the menu. Mark regular customers and keep notes on them (allergies, favourite dish) — personal service is something an app can’t offer.
Where to start
If you don’t have time for all 12, start with three:
- An ordering link on your Google profile and Instagram.
- Drink suggestions in the cart.
- A promo code for the first direct order.
Every order that comes directly instead of through an app is an order with no commission. See what that adds up to on your turnover in the savings calculator.
Frequently asked questions
How can I increase the average order value?
The most effective tools are cart suggestions (“frequently ordered together”), combo deals with a visible saving, and an automatic promotion that gives a discount above a certain amount. All three encourage the customer to add something more.
Do promo codes reduce profit?
They give a discount, but if you target them smartly — first direct order, minimum amount, a specific period — they bring orders you wouldn’t otherwise get. Track the results of each code: number of uses, total discount and revenue.
How important is a Google profile for a restaurant?
Very. When someone searches for “pizza delivery” or “restaurant near me”, Google shows a map with local profiles. An ordering link on your profile takes the customer straight to your website.
Restoran Pilot
Your own ordering website — 3,000 RSD per month, 0% commission
Customer website, delivery zones, promo codes, kitchen display and admin panel. Hosting and support included.