Map the order economics
Start with the restaurant’s revenue from the order. Subtract commission, promotion cost, food cost, packaging, and any other incremental fulfillment costs.
- Confirm the basis on which commission is charged.
- Separate customer fees from revenue retained by your restaurant.
- Use channel-specific prices when they differ.
Separate revenue from contribution
More delivery sales can coexist with less contribution. Compare an ordinary order with a promotional order, and distinguish new demand from customers shifting away from direct ordering.
- Calculate contribution per order after the offer.
- Estimate truly incremental orders rather than total attributed orders.
- Include campaign spend in the overall review.
Set a review threshold
Before launch, define the minimum contribution you are willing to accept and the point at which the offer will be changed or stopped.
- Limit the offer to a measurable period.
- Check kitchen capacity and guest experience.
- Review channel statements against your assumptions.
PUT IT TO WORK
Give the next step an owner and a review date.
Use this guide to structure a team conversation. Document the assumptions, choose a focused action, and revisit the result.
Explore restaurant calculatorsEducational operating guidance. Adapt the process to your restaurant and review professional matters with the relevant qualified advisers.