Marketing for Restaurant Delivery
Marketing for restaurant delivery means optimizing channels, menus, photos, promos, and reorders to increase local visibility and orders.
More Delivery Orders and More Repeat Customers
Delivery marketing is everything you do to get more people to find your restaurant online, choose your food, and order again - specifically for delivery. It's not just "posting on social media" or "running a discount." It's the full system that turns a hungry customer scrolling on their phone into a completed order.
Delivery marketing is different from dine-in marketing for one big reason - your customer is making a fast decision with limited information. They can't smell the food, see the dining room, or talk to a server. They're judging you by what shows up on a screen - your photos, ratings, menu layout, delivery times, fees, and how easy it is to order.
To keep it simple, delivery marketing has two main jobs -
1. Visibility. This is about showing up where people are searching - delivery apps, Google, maps, and sometimes social. If you don't appear in the right places or your listing looks incomplete, you'll lose orders before customers even view your menu.
2. Conversion. This is what happens after they find you. Your goal is to make the choice easy - clear photos, strong "top items," good descriptions, smart combos, and pricing that makes sense. Even small issues - bad photos, confusing menu categories, missing hours, low ratings - can cut orders.
A simple way to think about delivery marketing is this -
1. Step 1 - Get the click. (Listing, photos, ratings, keywords, placement)
2. Step 2 - Get the order. (Menu design, bundles, upsells, checkout ease)
3. Step 3 - Get the reorder. (Quality, accuracy, packaging, loyalty, messaging)
Choose Your Best Delivery Channels
To get more delivery orders, you need to show up in the right places. But trying to push every channel at once usually leads to wasted time and inconsistent results. The better approach is to pick 1-2 primary delivery channels, get them working well, then expand.
Most restaurants have two main options -
1) Third-party delivery apps (like DoorDash, Uber Eats, Grubhub)
These platforms already have traffic. People open the app with the intent to order now, which is a big advantage. The downside is you have fees, less control over the customer relationship, and you're competing side-by-side with other restaurants.
2) Direct ordering (your website or your own ordering link)
Direct orders can be more profitable because you avoid many third-party costs and you can build repeat business more easily. The downside is you have to create the demand - customers won't automatically "discover" you the way they might on an app.
A simple rule -
- If you need more new customers fast, focus first on one major delivery app in your area.
- If you already have a steady customer base, build direct ordering alongside it to increase profit and repeats.
Here's how to choose your top channels -
Step 1. Follow your customers.
Ask - Where do most of your current delivery orders come from? What apps do guests mention? What do nearby competitors use heavily?
Step 2. Check your operational fit.
Some platforms may push shorter prep times or higher delivery volume. Choose the channel you can support without hurting food quality or speed.
Step 3. Pick one "discovery" channel and one "repeat" channel.
For many restaurants, the best combo is -
- One big app for discovery (new customers)
- Direct ordering for repeat customers
Step 4. Make it easy to find your preferred channel.
If direct ordering is your goal, don't hide it. Put your ordering link on Google, your website, Instagram bio, and even on packaging inserts.
When you focus your effort, you improve listings, menus, photos, and promos faster - because you're optimizing one system instead of juggling five.
Fix Your Delivery Menu for Sales
Your delivery menu is not the same as your dine-in menu. A delivery customer is scanning quickly, comparing options, and trying to avoid risk. A strong delivery menu makes ordering easy, increases average order value, and reduces refunds or bad reviews.
Start with one goal - make your best items the easiest to buy.
If an item arrives soggy, messy, or cold, it can hurt your ratings - even if it's great in the dining room. Keep items that hold quality for 20-40 minutes. Remove or rework items that don't travel well (or only offer them for pickup).
Group the menu the way delivery customers think.
Instead of long lists, build simple categories like -
- "Most Popular"
- "Bowls / Plates"
- "Sandwiches / Wraps"
- "Family Meals"
- "Sides"
- "Drinks"
- "Desserts"
A "Most Popular" section is powerful because it reduces decision stress. Many customers just want the safe choice.
Create delivery-friendly bundles.
Bundles help you sell more without relying on discounts. Examples -
- Meal for 1 (main + side + drink)
- Meal for 2
- Family pack (feeds 4)
- Game night bundle (shareables + drinks)
Bundles also speed up ordering because customers don't have to build their meal from scratch.
Add smart upsells that don't feel pushy.
Upsells work best when they're simple and relevant -
- Add protein
- Add sauce
- Upgrade side
- Add drink
- Add dessert
The key is to keep it short. Too many options slows down ordering.
Rewrite item names and descriptions for clarity.
Delivery customers can't ask questions. Your menu should answer them. Use clear names and short descriptions that explain -
- What it is
- What makes it special
- What comes with it (sides, sauces, portions)
- Heat level or allergens when relevant
Example - Instead of "Chicken Bowl," use "Teriyaki Chicken Bowl (Rice + Veggies + House Teriyaki)."
A good delivery menu is curated, clean, and focused. When customers understand what they're getting, they order faster - and they're more likely to order again.
Improve Your App Listings and Photos
On delivery apps, your listing is your storefront. Customers decide in seconds whether to click, scroll, and order. Small details - photos, ratings, prep time, and menu layout - can make a big difference in how many orders you get.
Start with listing basics (they matter more than you think).
Make sure these are correct and consistent everywhere -
- Restaurant name (use the same name across apps)
- Address and delivery area
- Hours (including holidays)
- Phone number
- Cuisine tags (pick the most accurate ones)
- Clear prep time estimates (avoid being overly optimistic)
If hours or prep times are wrong, customers get frustrated, and ratings drop.
Most people won't scroll for long. Put your best sellers at the top, and create a Most Popular section if the platform allows. If you have one item you're known for, make sure it shows up early and has a great photo.
If you can only improve one thing, improve photos. Good photos increase clicks and reduce uncertainty. Use a simple photo checklist -
- Bright lighting (natural light works great)
- Clean background (no clutter)
- Show the portion size clearly
- Take photos of your top 8-12 items first
- Avoid blurry shots, messy packaging, or dark images
Don't try to photograph everything. Photograph what you actually want to sell.
Match photos to the exact item.
Customers get upset when the photo shows one thing and the delivered item looks different. This creates refunds, bad ratings, and fewer repeat orders.
Keep descriptions short, but include key info -
- Main ingredients
- Spice level
- What's included (sauce, side, toppings)
- Any customization options that matter
Be careful with pricing and fees.
If your prices are far higher than similar restaurants nearby, conversion drops. If your prices are too low, profit disappears. A practical approach is to keep pricing consistent across items and use bundles to increase order size.
When your listing looks trustworthy - clear photos, strong top items, accurate details - customers feel safe ordering from you. That safety is what turns browsing into sales.
Use Promos the Right Way
Promotions can increase delivery orders, but only if you use them with clear rules. The goal is not more orders at any cost. The goal is more profitable orders and more repeat customers.
Start by choosing the right promo type for your situation -
1) New-customer promos (to get first-time orders).
These work when you need more discovery. Keep them limited so you don't attract only deal hunters. A simple option is -
- "$5 off orders over $25"
This protects your ticket size and covers fees better than a big percentage discount.
2) Slow-day or slow-hour promos (to smooth demand).
If Mondays-Wednesdays are weak, run a time-based promo -
- "Free appetizer 2pm-5pm" or "10% off 2pm-5pm"
This helps you use kitchen capacity that would otherwise sit idle.
3) Bundle-based promos (to increase average order value).
Bundles are often the best "promo" because they don't feel like discounting. Examples -
- "Dinner for 2" bundle priced slightly below ordering items separately
- "Family pack" with a clear value message
Bundles also make ordering faster.
Now set guardrails so promos don't wreck margins -
- Use a minimum order amount. Example, "$6 off $30+"
- Limit the promo window. Example, weekdays only, or 2 weeks at a time
- Limit the menu items included. Focus on items with good margins and strong travel quality
- Avoid stacking. Don't combine multiple promos at the same time unless you've tested it
A common mistake is offering a discount on your best-selling item with no minimum. You'll get more orders, but your profit per order drops fast.
Instead, use promos to guide behavior -
- Increase ticket size (minimum order)
- Move specific items (bundle or targeted free add-on)
- Shift demand to slower periods (time window)
Finally, decide what "success" looks like before you start. Track -
- Orders gained
- Average order value (AOV)
- Ratings/refunds during promo
- Repeat orders after promo ends
Promos are a tool - not a strategy. When you use them with rules, you can grow delivery orders without training customers to only buy when you discount.
Get More Repeat Delivery Orders
Getting a first delivery order is good. Getting that customer to order again is where delivery becomes consistent and profitable. Repeat orders come from two things - a smooth experience and a clear reason to come back.
First, fix the "hidden marketing" inside the order.
Many repeat orders are won or lost after the customer clicks "Place Order." Focus on -
1. Accuracy - correct items, correct modifiers, correct sauces
2. Packaging - items separated so food stays crisp, no leaks, labeled containers
3. Temperature control - vented containers for fried foods, insulated bags, hot and cold separated
4. Speed consistency - don't promise times you can't hit
A customer might forgive average marketing, but they won't reorder if the food arrives wrong or messy.
Make reordering easy.
Repeat customers like convenience. Help them quickly choose you again by -
- Keeping the same "Most Popular" items at the top
- Offering "meal for 1" bundles that require no thinking
- Using clear item names so they remember what they liked
- Adding a few consistent add-ons (drink, dessert, side) so the reorder feels complete
Use light loyalty for delivery customers.
You don't need a complicated program. Simple loyalty can work -
- "Buy 6, get 1 free" (tracked through your direct ordering platform if possible)
- A QR code on the bag that leads to your direct ordering page
- A "thank you" card with a small next-order offer (with a minimum spend)
Send simple reorder messages (only if you have the contact info).
If you run direct ordering, email and SMS are powerful for repeat orders. Keep messages short and useful -
1. "Dinner idea for tonight" + link
2. "Your favorites are ready" + link
3. "Family meal deal ends tonight" + link
Don't over-message. One or two messages per week is often enough.
Add one small surprise - a labeled sauce, a napkin pack, a short thank-you note, or a crisp packaging setup. These details increase trust and help your ratings - ratings drive more orders.
Repeat delivery is built on reliability. When customers know what to expect, they stop shopping around and start choosing you by default.
Drive Local Demand Outside the Apps
Delivery apps help people discover you inside the app. But you can also increase delivery orders by creating demand outside the apps - where you have more control and can push customers toward your preferred ordering channel.
Start with Google.
Many delivery customers search "best [food] near me" and then choose from Google results. Make sure your Google Business Profile is strong -
- Add your delivery ordering link (and keep it current)
- Post updates 1-2 times per week (promo, new item, bundle)
- Upload new photos regularly (especially top sellers)
- Answer questions and respond to reviews
- Keep hours accurate (including holidays)
If Google is outdated, you're losing orders before people even reach a delivery app.
Use social media for conversion, not "likes."
Instead of random posts, use content that helps someone decide what to order tonight -
- Short "Top 3 best sellers" post
- "Meal for 2" bundle photo + price + ordering link
- "What's for dinner?" poll with a link
- Behind-the-scenes of a popular item (quick, simple video)
Always include a clear next step - "Order delivery here" with the link in bio or a pinned post.
Win your neighborhood on purpose.
Delivery is local. You can drive steady orders by targeting nearby groups -
1. Apartment complexes - leave flyers or partner with the leasing office
2. Offices - lunch bundles or catering trays
3. Gyms - high-protein meal options
4. Schools - family packs on busy nights
Keep your pitch simple - "Fast delivery + family meals + easy ordering."
Build partnerships that send recurring orders.
Look for local businesses that share your customer base -
- Breweries (food + beer nights)
- Coffee shops (cross-promotions)
- Event venues (preferred food option)
- Hotels (guest delivery menu)
Even one partnership can bring consistent weekly volume.
Use packaging to pull customers into direct ordering.
Every delivery bag is a marketing channel. Add -
- A QR code to your direct ordering page
- A small "next order" offer with a minimum spend
- A reminder of your top bundles
The aim is to create awareness locally, then make ordering easy. When people think of you first - and have a clear link to order - delivery sales follow.