6 Tips To Increase Order Volume On Your Restaurant Website

If you want to increase order volume for your restaurant, focusing on online takeout and delivery is key.

Since 2014, these channels have grown 300% faster than dine-in—and the trend isn’t slowing down.

Operators who ignore this opportunity risk losing significant revenue to their competitors while missing out on the chance to build a stronger connection with their diners.

But growing online order volume isn’t always easy. Many restaurants struggle with high third-party app fees, low website traffic, and clunky ordering experiences that drive customers away.

Even when they manage to attract online orders, a lack of repeat business makes sustained growth feel out of reach.

The good news is that it doesn’t have to be this way, with a few strategic adjustments, restaurants can increase direct ordering, improve customer retention, and give customers an ordering experience they’ll prefer over your competitors every time.

In this article, you’ll learn:

1. How to optimize your restaurant website for more orders
2. The best marketing strategies to increase online visibility
3. How to use incentives and customer data to grow sales

Let’s dive into the top six ways you can increase order volume for your restaurant’s website.

1. Optimize Your Restaurant Website for More Orders

Your website is your restaurant’s digital front door—if it’s slow, hard to navigate, or doesn’t work well (especially on mobile devices), customers won’t stick around long enough to place an order. A user-friendly website not only improves first impressions but also enhances the customer experience, encouraging repeat orders and greater customer loyalty.

A well-optimized restaurant website makes it easy for guests to explore your menu, customize their meals, and check out in just a few clicks. Optimizing your website is a key way to enhance customer experience and drive more online orders.

Make mobile-friendliness a top priority

71% of customers have used their phone to complete a purchase from a restaurant, so your site needs to be responsive and load quickly on any device.

If customers have to pinch and zoom to read your menu or struggle with clunky navigation, they may abandon their order before they even get started.

Use high-quality images and compelling menu descriptions

You’ve probably heard the saying, “people eat with their eyes first”—it’s an old adage, but a true one. Your photos must look professional, and your descriptions need to connect with your customer’s hunger.

For example, instead of just listing “Cheeseburger,” try: “Juicy, char-grilled beef patty topped with melted cheddar, crisp lettuce, and house-made sauce, served on a toasted brioche bun.”

Featuring dishes with appealing photos and descriptions can encourage customers to try higher-value menu items, increasing your average order value.

The more appealing your menu looks, the more likely customers are to add extra items to their order.

For more information on food photography, read our article How to Take Menu Photos Like The Pros.

Make the check out process simple and easy

The fewer steps it takes to complete an order, the better.  Use a straightforward, easy-to-navigate checkout flow.

The goal is to make ordering as seamless as possible—when the process is frictionless, you can increase order volume, encourage a larger order size, and boost retention and revenue.

Make your “Order Now” buttons impossible to miss

Customers should be able to move from menu browsing to order confirmation in as few steps as possible.

A streamlined checkout process helps prevent drop-offs and encourages repeat orders. Make sure the ordering system is easy to use, without requiring unnecessary steps or lengthy account sign-ups.

Customers want and expect frictionless ordering, if your restaurant can deliver that experience, you’ll see a noticeable improvement in order volume.

2. Improve Your Online Visibility and Marketing

Optimizing your website is just the first step—now you need to make sure customers can find it. Developing a SEO strategy can help your restaurant reach more potential customers searching for dining options online. If they don’t know your online ordering exists, they can’t place an order.

Leverage local SEO and help diners find your restaurant business

When people search for “best pizza near me” or “local burger delivery,” you want your restaurant to appear at the top of the results. Local SEO is essential for restaurant businesses looking to increase their online presence and attract more local diners.

Local SEO (Search Engine Optimization) ensures your website ranks higher in local searches.

• Include location-based keywords on your site, like “Chicago’s best tacos” or “Atlanta sushi delivery.”
• List your restaurant on local directories such as Yelp, TripAdvisor, and industry-specific platforms.
• Include an embedded menu on your site.

Make sure your name, address, and phone number (NAP) are consistent across all platforms. Google prioritizes businesses with accurate and matching details, which can improve your search ranking.

Fill out your Google Business Profile

Your Google Business Profile is often the first thing customers see when they search for your restaurant.

Make sure your profile is complete with up-to-date contact information, business hours, a link to your online ordering page, and high-quality photos. Encouraging satisfied customers to leave reviews can also improve your visibility and credibility.

Google allows restaurants to add an “Order Online” button, making it easier for customers to place orders directly from search results.

Enabling this feature can help reduce friction and increase conversions. To learn how to set this up, read our article, Order with Google for Restaurants: How to Get Started.

Use email marketing to re-engage past customers

It’s more cost-effective to retain an existing customer than acquire a new one. Email marketing is a powerful tool for engaging existing customers and encouraging repeat orders by offering incentives and keeping your restaurant top of mind.

Automated email marketing tools make this even easier by sending targeted promotions and reminders without requiring constant manual effort.

• Send exclusive deals or limited-time promotions to past customers
• Offer a discount for their next online order to encourage repeat business
• Send reminder emails to guests who haven’t returned in a few weeks

For example, a simple email like, “Hey, we haven’t seen you in a while. Check out some of our most popular dishes,” can drive repeat diners and keep your restaurant in regular rotation for customers.

3. Offer Incentives and Loyalty Programs to Boost Restaurant Sales

Your next step is to give customers a reason to order more frequently from your restaurant, and a well-structured rewards program is the easiest and most effective way to do this.

Incentives and loyalty programs encourage repeat business, increase order frequency, and shift customer behavior away from third-party apps.

Here’s how to use them effectively.

Entice first-time customers with discounts

A customer’s first order is often the hardest to secure, but a well-placed discount can eliminate hesitation.

• Offer a percentage off (such as 10-15%) for first-time online orders
• Use a dollar amount discount—“Get $5 off your first order”
• Provide a free item with a first order, like a side or dessert

Make sure this offer is prominently displayed on your website, social media, and email campaigns to maximize visibility.

Once customers try your food, they’re more likely to return—especially if you give them a reason to.

Reward repeat customers with a loyalty program

Rewards are the motivation people need to choose you over your competitors every time, and they don’t need to be complicated.

A simple system like “Order 5 times, get $10 off” can help turn one-time visitors into regulars. The key is to make it easy to understand and redeem—customers should see the value right away.

Make sure you highlight your loyalty program on your website.

Use rewards to shift customers away from third-party apps

Many customers default to third-party delivery apps out of habit, even if they’d save money ordering directly. For a restaurant owner, encouraging direct orders not only increases profits but also reduces reliance on commission-heavy third-party apps.

To break that habit, your online ordering experience needs to be just as easy—if not easier—than using a third party delivery app.

Rewards give customers that extra push to order direct, helping you build loyalty while avoiding costly commissions.

• Make direct ordering the smarter choice: A clean, mobile-friendly ordering system makes it easier for customers to choose your website over a third-party app. If ordering direct is faster, they’ll do it more often.
• Reward loyalty in ways third-party apps can’t: Offer points or stickers for every purchase that add up to discounts. Customers who see real savings over time have no reason to go back to apps that don’t reward them.

When customers see that ordering direct gives them a better experience, better rewards, and better deals, they’ll stop reaching for third-party apps and start coming straight to you.

4. Streamline Your Ordering and Fulfillment Process

A well-structured ordering and fulfillment process benefits both your staff and your customers.

A streamlined process not only boosts efficiency but also enhances the guest experience, making it more likely that customers will return and place repeat orders. When employees can work efficiently without roadblocks, orders are prepared quickly and accurately—ensuring customers get their food on time and are more likely to order again.

Simplify the online ordering process

Most customers order from their phones, so your ordering platform needs to be fast, mobile-friendly, and intuitive. A slow website or confusing layout leads to frustration and abandoned orders.

Ensure your ordering system:

• Loads quickly, ideally in three seconds or less
• Works seamlessly on mobile without excessive scrolling or zooming
• Has a clear, easy-to-navigate menu with a prominent “Order Now” button

When customers can place an order in just a few clicks, they’re far more likely to complete the purchase—and return for future orders.

You can make ordering even easier for your customers by offering a branded mobile app.

Aggregate online orders in one place to simplify management

Managing multiple ordering platforms can lead to confusion, delayed fulfillment, and missed orders.

A centralized system that aggregates all online orders into a single dashboard allows your team to stay organized.

This reduces the risk of errors, eliminates the hassle of juggling multiple tablets, and improves overall efficiency in the kitchen, getting orders to customers faster.

Optimize pickup and delivery flow to prevent bottlenecks

Even when orders are prepared on time, a slow or chaotic pickup process can lead to mistakes, delays, and unhappy customers.

Set aside a dedicated staging area so staff can organize online orders to make the hand off fast and accurate.

Also, clear signage should be provided for pickup spots so drivers and customers know exactly where to go to grab their orders.

5. Expand Ordering Channels to Increase Order Volume for Your Restaurant

While your website is the foundation of your online ordering strategy, offering additional ways for customers to place orders can significantly increase volume. Expanding your ordering channels can significantly boost restaurant delivery sales and help you reach more restaurant guests.

Meeting customers where they already spend time—whether on social media or search platforms—makes ordering more convenient and helps increase order volume for your restaurant.

Use direct ordering on social media platforms

With 72.5% of the US population on social media, your restaurant has a huge opportunity to capture orders directly from customers as they scroll through their feeds.

Platforms like Facebook and Instagram allow restaurants to integrate direct ordering buttons, making it easy for followers to place an order without leaving the app.

Enabling these features helps you capture diners the moment the urge to place an order strikes, eliminating the risk of losing their attention once they go off the app.

Leverage Google’s “Preferred by Business” label

Restaurants can set their own direct ordering system as “Preferred by Business” on Google, making it the top choice when customers search for them.

This designation encourages more direct online orders by making the process seamless and convenient.

When customers see that ordering directly supports your business, they’re more likely to skip third-party apps—helping you drive higher order volume while keeping more of your revenue.

Expand your reach with ChowNow’s Order Better Network

ChowNow’s Order Better Network connects your restaurant to over 20 high-traffic platforms, including Google, Yelp, and Apple Maps, significantly boosting your online visibility.

This integration allows diners to easily discover and order from your restaurant across their favorite sites and apps, leading to increased traffic to your website.

6. Collect and Use Customer Data to Increase Restaurant Sales

Every online order tells a story—what customers crave, how often they return, and what keeps them coming back. Analyzing this customer data can help you identify opportunities to increase your restaurant’s overall revenue.

Tracking these patterns helps you refine your menu, adjust pricing, and send targeted promotions that drive increased sales.

By using real data instead of guesswork, you can fine-tune your strategy and increase online order volume with smarter, more personalized marketing.

Track ordering trends to identify best-selling items

Your order data shows you what’s selling and what’s stalling—helping you double down on customer favorites and rethink dishes that aren’t pulling their weight. If a certain dish consistently sells out, consider featuring it in promotions or creating similar options.

On the other hand, if a menu item is barely getting ordered, it may be time to swap it out with something more exciting.

Gather customer feedback to refine your menu and experience

Your sales data only tells part of the story—you have to listen to your customers. Their feedback will help you understand why people love some dishes, while others could probably be replaced.

• Use post-purchase surveys or follow-up emails to ask about the ordering experience.
• Monitor online reviews and social media comments to identify recurring themes/problems.
• Test new menu items based on customer preferences and phase out underperforming ones.

When customers see you listening and making changes based on their feedback, they feel valued—and that turns a one-time order into a long-term habit.

Optimize, Promote, and Streamline for More Online Orders

Increasing restaurant sales isn’t a single quick fix—it’s about making strategic improvements that remove friction, create convenience, and improve customer loyalty.

Contact ChowNow to learn more about increasing the order volume for your restaurant website using tools like automated email marketing.