Menu performance insights

Your digital menu is your hardest working salesperson, but if you don't know how many customers are viewing your menu, and how many are dropping off, you’re flying blind.

Conversion is the percentage of people who visit your menu and actually complete an order. Improving this by a small margin (e.g., from 50% to 55%) can result in thousands of dollars in extra revenue each month without needing to find a single new customer.

This dashboard gives you the data to see exactly where that "leak" is happening, and what the potential impact is to your revenue. 

Ordering Journey (Funnel Chart)

This chart tracks the health of your sales process. It breaks down the customer ordering journey into four key stages:

• View Menu: The total number of customers who opened your menu. 

• Add to Cart: Customers who found something they liked and took the first step toward completing a purchase. 

• Start Checkout: Customers who continued to make payment.

• Purchase: Success. The number of people who placed an order. 

Under each step of the journey, you can see how many customers completed the step, and how many dropped off before completing the step. The % amounts shown are all relative to the total menu views, so you can see the incremental drop off along the way.

Look for the biggest gaps between the bars. For example, if you have decent View Menu numbers but a large drop-off at Add to Cart, your menu might be missing photos, or the layout might be confusing.

What does good look like? ✅

This menu has an overall conversion rate of 58.2% – 2,506 out of 4,309 customers who viewed the menu went onto make a purchase. More than 65% of customers who viewed the menu added an item to their cart. This menu is performing well, but that doesn't mean there isn't potential for improvement. 

What does a problem look like? 

This menu has an overall conversion rate of only 8.8% (only 28 out of 318 customers who viewed the menu placed an order). Quite concerningly, more than 85% of customers drop-off before adding an item to their cart. This signals that there are major, but probably very simple, improvements required in the menu setup. 

Missed Revenue 

This chart puts a price tag on the customers who are leaving your menu before ordering, so you can easily understand the missed opportunity. 

• Missed Revenue ($): This is the estimated amount of potential revenue lost because of orders that were started but never completed. It is calculated based on your average order value and the number of customers who dropped off.

• Trend Line: This shows missed revenue over the selected time period. It helps you see if marketing campaigns or menu changes are actually moving the needle. Hover over the chart to see the missed revenue for specific dates. 

Why it matters: Missed Revenue is an opportunity. It represents the low-hanging fruit of customers who were already interested in your food or drinks but needed a better menu experience to convert from a view to a purchase. 

Taking action

Data is only useful if you act on it. If your conversion rate isn't where you want it to be, check out our dedicated guides:

• Marketing checklist ➜ How to get more eyes on your menu.

• Menu setup cheat sheet ➜ How to tweak your menu setup to close more sales.