A promo code is the cheapest marketing a restaurant has — if it’s set up well. Set up badly, it’s just a discount you give to people who would have ordered anyway.
Here’s how to tell the two apart.
Three questions before every promotion
Before you create a code, answer:
- What do I want to achieve? A new customer? A bigger order? An order at a quiet time? Moving a customer from an app to your website?
- What does it cost me? Discount × expected number of orders.
- How will I know it worked? Which number should I see after a month?
A promotion without a goal is just a lower price.
Types of discount and when to use each
| Type | Example | Best for |
|---|---|---|
| Percentage | 10% off the whole order | First order, bigger bills |
| Fixed amount | 300 RSD off orders over 2,000 RSD | Controlled cost, raising the bill |
| Free item | Free drink with a pizza | Introducing a new item, a sense of a gift |
| Discount on selected items | 20% off the new burger | Launching a new dish |
Rule: almost every promotion should have a minimum order. Without one, the discount also goes to the smallest orders, where it pays off least for you.
6 promotions that usually work
1. First direct order
FIRST10 — 10% off the first order through your website. Goal: move the customer away from the delivery app. A 10% discount is still much cheaper than the platform commission (the math is here).
Put the code on a flyer in the bag, on the receipt in the restaurant and in your Instagram bio.
2. Automatic promotion above an amount
No code: “10% off orders over 3,000 RSD”. A customer with a 2,600 RSD cart sees they’re just short — and adds a dessert or a drink. The average order goes up.
Set the threshold slightly above your current average order. If your average is 2,200 RSD, a threshold of 2,500–3,000 RSD makes sense.
3. A discount at quiet times
Are Tuesday and Wednesday weak? A promotion valid only on those days moves orders to when the kitchen has time, instead of adding to the Friday rush.
4. Launching a new dish
A discount or free item tied only to the new item. Customers try something they wouldn’t otherwise, and you quickly find out whether the dish sells.
5. A code for regular guests from the restaurant
A guest sitting in your restaurant gets a card with a code for online orders. They already like you — give them a reason to order when they’re not coming in.
6. A code for partnerships
A separate code for a local company, gym, student dorm or influencer. Since each code has its own analytics, you see exactly which partnership brought in orders.
Promotions that usually just burn money
- A permanent discount with no end date. It becomes the new, lower price. Customers expect it forever.
- A discount with no minimum order. The smallest orders use it most.
- The same code everywhere. You don’t know where the customer came from.
- Too big a discount at the start. 30% attracts bargain hunters who don’t come back at full price.
- A promotion nobody sees. A code that only exists in the panel does nothing — it has to be on social media, the flyer, the website.
How to measure the result
After 2–4 weeks, look at each code:
- number of uses — do people use it at all;
- total discount — how much it cost you;
- revenue — how much the orders brought in.
In Restoran Pilot this is under Analytics → Promotions, for each code separately. Switch off promotions that don’t work, and repeat the ones that do.
A good promotion is one where revenue is much bigger than the discount and where you see new customers who come back even without a code.
How to create a promotion in Restoran Pilot
- Open Promotions → + New promotion.
- Enter the code (e.g.
FIRST10) or switch on Automatic if no code is needed. - Choose the discount type: percentage, fixed amount or free item.
- Set the minimum order and whether it applies to the whole order or selected items.
- Set the validity period and save.
Details are in the user guide. For more ideas on increasing orders, read 12 ways for a restaurant to get more online orders.
Frequently asked questions
Which discount is better — a percentage or a fixed amount?
A percentage (e.g. 10%) grows with the size of the order and sounds more attractive to customers on large bills. A fixed amount (e.g. 300 RSD) gives you exact control over the cost. Combined with a minimum order, a fixed amount is often the safer choice.
What is an automatic promotion?
A promotion that applies by itself, without entering a code, when the cart passes a certain amount. The customer sees the discount in the cart, which encourages them to add something more to pass the threshold.
How do I know if a promotion worked?
Track the number of uses, the total discount and the revenue from orders with that code. In Restoran Pilot you can see this under Analytics → Promotions for each code separately.
How long should a promotion last?
A limited promotion (a weekend, a week, a month) works better than a permanent one. A deadline creates a reason to order now and gives you a clear period to measure.
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.