Guide
Average order value, read properly.
The number itself means little. The direction, split by channel, means a lot.
In short
Average order value is net sales divided by order count. Published benchmarks are close to useless because format, market and channel vary so widely. What matters is your own trend, split by channel, and the four levers that move it: menu pricing, attachment, bundles and item mix.
Updated 28 August 2026
Why benchmarks mislead here
A city-centre dining room and a suburban chipper have completely different average orders and both can be healthy. Comparing yourself to a published average tells you which format you are in, which you already knew. Compare to your own last quarter instead.
Always split by channel
Online usually runs above phone and counter because the prompts are consistent. Delivery often runs above collection because of minimums and because it is a group purchase more often. If your blended figure moves, check whether the channels moved or whether the mix between them did, because those need different responses.
The four levers
Only four things move average order value, and knowing which one you are pulling stops you claiming credit for the wrong thing.
- Price: raises the number without changing behaviour
- Attachment: more items per order, the highest-margin lever
- Bundles: shifts people up if priced above your current average
- Item mix: promoting higher-value dishes
Watch it alongside order count
Average order value rising while orders fall is usually bad news dressed as good, because it often means price-sensitive customers left. The two numbers have to be read together. Gross profit per period is the check that settles it.
The honest limitation
It is an average and it hides distribution. A handful of large catering orders can move it while nothing changed for your typical customer. If you make decisions on it, look at the median occasionally too, or segment out the unusually large orders.
Questions, answered straight.
Not covered here? Just ask us.
How often should I look at it?
Weekly, by channel, alongside order count. It is one of the few numbers that responds quickly to changes you make.
Should I include delivery fees?
Be consistent. Most operators measure it on net food and drink sales excluding delivery fees, so that the number reflects what the customer bought.
Why did it jump last week?
Check for a large catering order or a promotion. Single unusual orders move a weekly average more than most owners expect.
Is a higher average always better?
No. Higher average with fewer orders can mean you priced out your regulars. Judge on gross profit for the period, not on the average alone.
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