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Learn how to craft a delivery menu that converts

Learn how to create a delivery menu that helps you get more views, more clicks and more orders while keeping your customers happy.

How to create a Deliveroo menu that converts | Deliveroo Partners

This guide explains how to build a high-performing Deliveroo menu that converts more views into orders. A well-optimised menu improves conversion rate, increases basket value and helps you capture more demand from customers browsing in the app.

How to create a Deliveroo menu that converts and increases orders

Overview: what makes a high-converting Deliveroo menu

Step-by-step: how to optimise your menu for more orders

Tips: improve visibility and increase basket size

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Your Deliveroo menu is your digital storefront. Customers decide whether to order based on how easy your menu is to understand and how appealing your items appear.

1. Add variety to your menu with menu items

A wider variety of dishes can help increase customer conversion, and your menu should have something for everyone. Your menu should consist of at least 25 menu items, to make sure it caters to as many different tastes as possible.

If you have a dine-in menu, use this as a baseline to think of the items you’d like to offer to your delivery customers. What dishes are your customers ordering more frequently? Which items do you think your customers will like to get delivered? You can also think of your delivery menu as an opportunity to test customer’s appetite towards new dishes, before introducing them to your dine-in menu.

Review your menu regularly and keep enhancing it. Use insights in Hub to track popular items, and keep an eye on market trends (can you create a plant based options for Veganuary, for example?)

2. Showcase your unique dishes with item descriptions

Accurate item descriptions can help delivery customers better understand what they’re ordering, increasing your order volume up to 23%**. When customers are browsing through your menu, they only have a few seconds to decide if a dish is for them or not. And without any staff members around to ask questions about your food, your item descriptions can help your customers understand what makes a dish so special, and why it stands out from the others.

We recommend that at least 40% of your menu items should have a description. Try to be as descriptive as possible with your descriptions, while keeping them concise, and include the dish's size, ingredients and cooking method.

Remember to tickle your customer’s tastebuds  After all, there’s a difference between a ‘Mac and Cheese’ and a ‘Creamy macaroni topped with grilled cheese’.

3. Bring your dishes to life with food photography

Food presentation is important. After all, we all eat with our eyes first! It’s not surprising that adding photos can help boost orders by up to 25%**. We recommend ensuring that at least 25 of your items have images. However, the more high-quality images, the better. You should have as many clear, well-lit photos as possible.  Learn more about Deliveroo’s guidelines for menu images in this article.

A hero image is often the first picture customers will see of your menu. You could think of updating your hero image to one that showcases a range of your most popular dishes (for example, a table laid with different dishes) to encourage customers to view your menu.

We recommend that all hero images have at least 5 different dishes. This helps show the customer the variety of dishes that you have on your menu. Make sure that your dishes are always taking up the majority of the shot, leaving just a small margin at the top, bottom and sides of the frame.

You can choose to upload your own menu photos, or opt for one of Deliveroo’s professional photography packages which make it easy to book a professional photoshoot and get your photos uploaded on Menu Manager.

When scrolling through a menu feels more like a chore than a pleasure for indecisive customers, using your menu categories wisely can make it easier for them to find what they’re looking for or decide what to eat.

Your menu should have at least 3 categories. You can be as adventurous as you wish with how you organise your categories, keeping it as similar to your dine-in menu or as creative as you can. A few ideas to consider:

You could create categories around your dish type, for example ‘Pizzas’ or ‘Wraps’ or ‘Desserts’, or around courses, such as ‘Mains’, ‘Sides’, ‘Drinks’ or ‘Desserts’ to browsing easy for your customers

You could also include a ‘Favourites’ category to highlight your most popular dishes

Why not add a ‘Try something new’ category, to promote new dishes or items you want to sell more of?

Think big with Seasonal Deals such as a ‘Summer special’ to cater to seasonal eating preferences and stay on top of trends

Finally, try to use consistent and clean naming for your categories, and use the category description section to provide additional information on the category. This will make it easier for customers to read and scan through your menu, without overloading them with information. It will also help your menu get discovered in search results.

5. Make your restaurant easy to find with menu tags

Tagging your menu with the right tags can help customers find items and dishes quicker, when searching on the platform. Menu tags help your business get discovered by customers looking for a specific cuisine, so it’s important that your tags are relevant to the make up of your menu.

Your menu tags will be added by our dedicated onboarding team when you first join Deliveroo. If you wish to update your tags later on, you can submit a request through our Help section on Hub.

6. Use item tags for dietary requirements

Adding dietary requirement tags to your items is important to make customers aware of any dietary information and make informed choices. You should add dietary tags to all your itemYou can find a list of all the available item dietary tags and how to add them here.

Download our guide to dietary requirements here.

7. Create and schedule different menus throughout the day

On Deliveroo you can schedule menus to appear for a limited time in the day or week. Just like your in-house menu changes throughout the day, you can use Scheduled menus to offer a ‘breakfast menu’ or  a ‘weekend brunch’ menu. 

Schedule your menus to automatically appear at the right time, saving staff precious time they would spend updating menus. Scheduled menus are also a great way to drive sales during off-peak times and to get customers exactly what they want, at the right time. 

8. Track your menu completeness and best-selling items

The completeness of your menu increases your chance of converting customers. You can monitor and assess your menu health and track your best selling items in Partner Hub’s Homepage. This overview provides insights into your menu completeness based on menu items with photos and descriptions and your Menu Conversion. Use it to learn how you can increase your menu conversion, that is, how many customers view your menu and actually go on to order from you.

Leverage insights on your best selling items to think about ways you can optimise your menu. You could consider highlighting your best sellers in a special category. You could also consider offering  promotions such as Buy 1, Get 1 Free.

By focusing on variety, detailed descriptions, enticing photography, and strategic organisation, you can significantly enhance the customer experience and drive more orders. Regularly reviewing and updating your menu based on accurate Hub insights and reporting keeps your menu fresh and relevant and ensures that your restaurant stands ou. 

By leveraging these strategies, you can transform your Deliveroo menu into a powerful tool for attracting and retaining customers.

*Deliveroo customer survey July 2023: Deliveroo customers last three months, UK only, sample 778

**Estimate based on an analysis of menu quality and customer conversion done in 185k global restaurant partners from January-May 2024.

How often should I update my menu?
Review monthly and after any seasonal or promotional changes.

Should I remove low-performing items?
Yes, if they create complexity without contributing meaningful sales.

Tip: Review top-selling items monthly and optimise placement.
Best Practice: Place high-margin items in visible positions.

Written by: Luke

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