The Restaurant Optimization Checklist (That Actually Moves the Needle)
Take a breath. Before the holiday rush (and before next year sneaks up on you), a few light tune-ups to your online ordering and website can unlock faster checkouts, higher average tickets, and fewer “Wait, what did they mean by ‘sauce on side’?” moments. This isn’t a rebuild. It’s a friendly sweep of the obvious friction that costs you orders every day.
Think of this as your quick walk-through with a fresh pair of eyes.
Start at the finish line: the checkout
Open your site on your phone and try to order like a hungry guest with 2 minutes to spare. Where do you get stuck?
If sizes matter, make them required. Nothing kills momentum like a call from your staff and additional charges.
Set max-1 on groups that should be one choice (drink size, protein selection). Too many simultaneous choices = cart chaos.
Offer “Add popular sides” right before checkout. Keep it obvious and one tap away: fries, garlic knots, side salad.
Let guests schedule future orders. Clear ASAP, Today, Tomorrow, Other buttons help busy people plan without calling.
Small tweaks here make the biggest difference in completion rate—because this is where carts go to die.
Clean up the menu: less scrolling, more ordering
Menus tend to collect dust. A quick tidy is free money.
Put your best-sellers at the top of each category. Guests want a nudge toward the “right” choice. Automate it by enable Smart Categories.
Hide or retire dead SKUs and seasonal items that won’t be stocked. The fewer landmines, the fewer refunds.
Add photos to your top 10–20 items. Even one good image per category can lift conversion.
Pre-select the most-popular modifier when it’s a safe default (e.g., dressing choice, spice level).
Pro tip: if your staff has to explain the same item three times a day, the description probably needs a rewrite online.
Upsells that don’t feel pushy
The best upsells feel like helpful suggestions at the right time.
Offer a tiny prompt after an item is added: “Add Garlic Knots?” “Make it a Meal?”
Reserve combos for the people who want them. Don’t bury single-item buyers in combo logic.
Keep add-ons under 4 options wherever possible; long lists get ignored.
If you wouldn’t say it at the counter, don’t force it online.
Hours, prep, and promises (set expectations)
Mismatched expectations drive support tickets.
Double-check hours (including holiday exceptions) and lead times for large orders.
If you have limited inventory (specials sell out), say it up front.
Add clear pickup instructions: where to park, which door, buzzer info.
For delivery zones, be explicit: “North of 3rd St is 45–60 minutes at dinner.”
Clarity lowers stress—for your guests and your team.
A tiny content refresh goes a long way
You don’t need a new brand. You need a few sharper lines.
Rewrite the About/Story into 2–3 friendly sentences that sound like you.
Add a seasonal hook to your homepage: “Game Day Packs,” “Holiday Party Trays,” “Weeknight Dinner Solved.”
Update alt text and filenames on key images (helps accessibility and search).
If it reads like a menu board your staff would actually say out loud, you’re on the right track.
Daypart nudges (set them and forget them)
Give slow windows a little love without shouting.
A quiet lunch combo that appears 11–2.
A midweek family tray nudge for Mon–Thu dinner.
A small late-night item highlight if your kitchen runs late on weekends.
Many platforms let you schedule these in advance. One hour today can fuel weeks of polite, profitable reminders.
The two-minute image sprint
While having your whole menu visually represented with beautiful food shots. You don’t need a full photoshoot if you can’t. You need 3 clean, appetizing shots for each category.
Good light (near a window), neutral background, overhead or 45° angle—done.
A quick way to measure if this worked
Pick three numbers and watch them weekly:
Checkout completion rate (how many carts become orders)
Average order value (AOV)
Ticket edits / refunds (if they drop, your menu is clearer)
If completion and AOV tick up while edits drop, your changes are earning their keep.
A gentle 30/60 plan (no heroics required)
Next 30 days: do the checkout fixes, require sizes, max-1 groups, and move your top sellers up. Add five photos.
Days 31–60: publish two scheduled nudges (lunch combo, family tray), refresh pickup instructions, and replace three clunky descriptions.
That’s it. You’ll feel the difference on your busiest nights.
Make it easy to pick, easy to pay, and easy to come back. Clean menus, clear choices, friendly nudges. Do the obvious things well and you won’t need a discount to win the order—you’ll win because ordering from you simply feels better.