10 Proven Tactics to Turn Your Menu into an Order Machine
- Ronnie Codman
- Aug 14
- 4 min read
In today’s crowded food delivery space, your online menu is more than a digital list of dishes - it’s one of your most powerful sales tools. A well-structured, easy-to-use menu can turn browsing customers into loyal regulars, while a poor layout can cause them to click away and order elsewhere.
If you want to boost orders, increase average spend, and make customers choose you over a third-party marketplace, then these proven strategies will help.
Structure Your Menu for Simplicity and Spend
Great menus are easy to find, easy to browse and designed to increase basket size. Start with clarity:
Make sure your Google listing, social links, and menu all align, creating one smooth funnel that leads directly to your best channel
Group items into straightforward categories
Avoid deep category nesting - customers shouldn’t have to click more than twice to find what they want
Put your most popular and profitable dishes at the top of each category
Then think strategically:
Suggest sides, dips, and drinks during the order flow
Put high-margin items early in the menu to catch the eye
These simple structural choices help customers order faster - and spend more.
Minimise the Clicks to Checkout
Every extra click increases the chance a customer will abandon their order. To reduce friction:
Allow customers to add to basket quickly
Aim for ten clicks or fewer from homepage to completed payment.
Offer guest checkout - forcing account creation may lose some conversions
The easier it is to order, the more likely customers are to complete their purchase.
Use Photos
Good photography sells food.
Use clear, well-lit, authentic images of your dishes - avoid generic stock images where possible
Feature photos for hero items and bestsellers in particular
Make sure you are using a system that can handle images and maintain fast loading on mobile.
Customers eat with their eyes - don't miss out on the chance to impress them visually.
Highlight Your Price Advantage – “Takeaway Saver”
If you’re competing with third-party delivery apps, make it clear that ordering direct is cheaper.
Offer special direct-only deals, such as meal bundles or family specials that aren’t available through aggregators.
Reinforce the savings throughout the menu and at checkout.
With Order Digital, you can add a “Takeaway Saver” banner showing: “Save up to £X by ordering direct — no third-party fees”.
When customers see that they always save money by ordering direct, they’re far more likely to choose your site - a much more effective strategy than single use discount codes.
See our blog on food portal strategy for more: https://www.orderdigital.co.uk/post/the-real-cost-of-food-portals-and-what-you-can-do-about-it
Make it Special
Use strong branding, messaging, and welcome banners to build trust and make your site feel unique and not just another generic ordering page.
Help customers discover new items and boost order variety:
Highlight limited-time offers or seasonal dishes on the homepage
Use banners or “special” tags to make offers stand out
Promote new or experimental dishes to test customer interest
Optimise for Mobile First
Over 70% of takeaway orders are placed on a mobile phone, so mobile optimisation in the modern day isn’t just nice to have - it's a must-have.
Test your menu on different devices to ensure buttons are large and tap-friendly.
Keep text sizes legible without zooming.
Avoid clutter - white space improves readability and usability.
Invest in your own app as a means of having your brand’s logo directly on a customer’s phone. Gone are the days of customers typing in search bars to find you!
Reduce Payment Friction
Make paying quick, easy, and secure:
Offer multiple payment options: debit/credit card, Apple Pay, Google Pay, loyalty points. One tap payments are great for maximising spend
Keep payment pages clean and distraction-free.
Clear communication during checkout so customers can see when payment has been made and their order is confirmed.
A smooth checkout process turns intent into revenue.
Review & Refine
Your menu should evolve based on real customer behaviour:
Use reporting functionality to track which items are being ordered most often.
Test different featured dishes, offers, and layouts.
Regular updates ensure your menu stays relevant and competitive.
Adapting according to your latest data is key.
Reassure with Clear Information
Trust is everything when ordering online. Make sure customers know exactly who they’re ordering from and when they can expect their food:
Display opening hours clearly, especially if they change regularly
Include your address and a contact number for reassurance
Show delivery time estimates and collection options where relevant
Add a “We’re open!” banner or pre-order message when outside hours
A confident, transparent ordering experience makes customers far more likely to checkout.
Reward, Reward, Reward!
Once a customer orders, the job isn’t done - now you want them to return. There must be an incentive for your customers to continue ordering from you. You can use:
Loyalty points to reward repeat purchases and build long-term habits
Achievements or milestones (e.g. "Order 5 times, get £5 off") to gamify the experience
Discount codes and personal offers triggered by order history or frequency
Small rewards go a long way in turning first-time buyers into loyal fans and keeping them away from expensive third-party platforms.
Bring These Tactics to Life
Your online menu isn’t just an online version of your printed one - it’s a sales engine. By simplifying navigation, reducing clicks, showcasing your best products, and highlighting the value of ordering direct, you can increase conversions, order value, and customer loyalty.
If you’d like to see how our platform can help you create a high-performing menu and win more direct orders, fill in the form below and our team will be in touch.