Average order value (AOV) is the quiet lever in delivery economics. The rider cost is roughly fixed per trip, so a larger basket spreads that cost over more revenue. A 15% commission on a $15 order is $2.25; on a $30 order it is $4.50 for the same delivery.
Raising AOV is not about charging more for the same food. It is about helping the customer build a better meal with less decision effort.
| Tactic | Example | Best for | Risk |
|---|---|---|---|
| Bundle | Main + side + drink | Lunch, family meals | Discounting the whole basket |
| Minimum basket | $12 minimum for delivery | Low-value orders | Losing small orders |
| Paid modifiers | Extra cheese, large size | Pizza, burgers, drinks | Choice overload |
| Upsell at cart | Add a dessert for $2 | All menus | Irrelevant suggestions |
| Free delivery threshold | Free over $25 | Dense zones | Subsidy creep |
| Family pack | 4 mains + sides | Evening, weekends | Kitchen capacity |
| Loyalty reward | Spend $30, earn double points | Repeat customers | Points liability |
1. Build bundles around the kitchen
The best bundle uses items the kitchen already produces well and packages together. Price it slightly below the sum of the parts, but above the contribution of a single main. Test one bundle per week and measure attach rate, not just revenue.
2. Use a minimum basket that protects margin
If the delivery cost is $3 and the commission on a $10 order is $1.50, the order loses money before food cost. A minimum basket of $12–$15 can make small orders viable. Explain it clearly and offer pickup for customers below the minimum.
3. Make modifiers easy to buy
Paid modifiers are the highest-margin upsell because they often use existing ingredients. “Make it a large”, “add extra sauce”, “add a drink” should be one tap. Do not bury them in a long list of options.
4. Place the upsell at the right moment
The cart is the best moment for a complementary item: dessert after a main, a drink after a pizza, a side after a burger. The home screen is for discovery; the cart is for completion. Keep the suggestion relevant to what is already in the basket.
5. Use free-delivery thresholds carefully
A free-delivery threshold can raise AOV, but it is a subsidy. Model the margin at the threshold and just below it. If the customer adds a $2 item to save a $3 fee, the platform may lose money. Set the threshold where the contribution still works.
6. Design family and group packs
Family packs increase basket size and reduce decision fatigue. They also help the kitchen plan production. Build them for evenings and weekends, when group ordering is more common. Test a small and a large pack.
7. Reward basket growth, not just frequency
“Spend $30, earn double points” is a clearer instruction than “earn points on every order”. It ties the loyalty programme to the behaviour you want. Cap the reward so the margin survives.
8. Improve menu presentation
Photos, descriptions and placement change what people order. Put high-contribution items first, use honest portion cues and group complementary items together. A menu that is easy to scan sells more than a long list.
9. Measure contribution, not just AOV
A higher AOV with a heavy discount can be less profitable. Track AOV, discount rate, food cost, packaging, delivery cost and contribution per order. The goal is contribution, not a bigger number on the dashboard.
See the restaurant app, the menu engineering guide, or the ROI model.