Unlike in a brick & mortar restaurant, online delivery platform customers cannot ask questions about the food before they place their order. Instead of reading a menu on a piece of paper, they are scrolling on their phones. Because of this, building a menu that is optimized for delivery platforms is really important to increase conversion and get more orders at a higher basket size.
Number of Items
- Try to have about 10-20 items on your menu. Remember that most customers are ordering on their phones so having a super large menu may not be very user-friendly.
Food Items
- Include the type of food and keywords in the item and modifier names
- If you have a pizza brand, include “pizza” in every item name to be more searchable
- Ex. Philly Steak Sandwich, Supreme Pizza vs. Supreme
- Use short names that are easily searchable
Descriptions
- Diners are 25 to 30% more likely to order items with descriptions.
- Use appetizing words
- Include ingredients
- Try to be concise
- Specify amounts (# of chicken tenders, ounces, etc.)
- Specify dietary restrictions (gluten-free, vegetarian, vegan, etc.)
- Double-check for spelling errors!
Customization is Key!
Remember that customers can't talk to the server and add modifications to their food when ordering on the delivery platforms. In order to give the customer as much flexibility as possible, do the following:
- Include “Make your own” items
- Give them the option to make their own bowl, pizza, etc.
- Item add-ons
- Always allow for sides/appetizer/dessert/drink add-ons to encourage customers to order more (can increase your ticket size)
- Item Modifiers (don’t be afraid to charge more!)
- Allow diners to remove/add toppings
- Allow diners the option to add extra toppings (ex. Extra meat, extra sides)
- Allow diners to replace items (ex. Lettuce instead of buns, greens instead of rice)
- Add a party pack - Add a section of your menu where you sell platters of food for larger groups (8+ people)
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