Australia’s food delivery market is competitive, with customers able to choose from countless restaurants and cuisines at the tap of a screen. While great food and reliable service are essential, a well-timed promotion can give customers another reason to choose your restaurant over the competition.
The right offer can help attract first-time customers, increase average order values and encourage existing customers to order again. From meal bundles and limited-time deals to loyalty rewards, here are 10 food delivery promotions worth trying.
1. Offer a first-order discount
Give new customers an incentive to try your restaurant with a first-order discount. This could be a percentage off, a fixed amount, or a complimentary side.
Keep the offer simple and easy to spot across your website, social media and delivery platforms. You could also set an expiry date to give new customers an extra reason to take up the offer.
2. Create value-packed meal bundles
Bundles make ordering convenient while encouraging customers to spend more. Consider creating meals for two, family packs, or combinations featuring a main, a side and a drink.
The key is to make the bundle feel like a good value without cutting too deeply into your margins. Including popular or higher-margin items can help make the promotion commercially worthwhile.
3. Try limited-time flash sales
A short-term promotion can create urgency and encourage customers to order now rather than later. Try a weekend special, lunchtime offer, or discount during quieter trading periods.
Clear messaging, such as “this weekend only” or “ends tonight,” can make the promotion feel more immediate. Flash sales can also be useful for testing new menu items or boosting orders at specific times.
4. Use free delivery strategically
Delivery fees can sometimes discourage customers from completing an order. Offering free delivery when customers spend above a set amount can remove this barrier while encouraging larger orders.
Set the minimum spend slightly above your usual average order value. Customers may then add a drink, side, or dessert to qualify, increasing the value of each order.
5. Reward your regular customers
New customers are important, but your existing customers already know and enjoy your food. A loyalty programme gives them an extra reason to return.
Consider points, discounts, complimentary items or simple rewards such as “order five times and receive your next meal free”. Keep the system easy to understand so customers can see the value quickly.
6. Encourage customer referrals
Happy customers can become some of your best promoters. Referral offers give existing customers an incentive to recommend your restaurant to friends and family.
For example, you could provide a discount to an existing customer when a friend places their first order using a referral code. Rewarding both customers can make the offer more appealing while helping you reach new audiences.
7. Create online-only offers
Encourage customers to order directly through your website by offering an exclusive perk, such as a discount, complimentary side, or special menu item.
Direct ordering can help restaurants build stronger customer relationships while providing useful insights into ordering behaviour. You can then use these insights to develop more relevant promotions and encourage repeat orders.
8. Partner with local food influencers
Australia has a strong food culture, making local food creators a useful way to introduce your restaurant to new customers. Rather than focusing only on follower counts, look for influencers whose audience matches your location and target market.
You could offer a tasting experience, an exclusive discount code, or a preview of a new menu. Authentic recommendations are more likely to connect with audiences than overly promotional content.
9. Build promotions around local occasions
The Australian calendar offers plenty of opportunities for themed food delivery campaigns. Consider promotions around public holidays, school holidays, major sporting events, or seasonal occasions.
A family bundle could work well during school holidays, while a sharing menu could appeal to customers getting together to watch a big sporting event. Seasonal dishes can also create excitement and give customers a reason to order something new.
10. Consider subscription-style rewards
For restaurants with a strong base of regular customers, subscription-style offers can create a recurring revenue stream while providing ongoing value. A monthly membership could include discounts, free delivery, or exclusive menu perks.
Unlike traditional loyalty programmes, subscription models encourage customers to commit to ongoing benefits in return for a regular fee. Make sure the savings and perks are valuable enough to justify the subscription and encourage continued use.
Make your promotions work harder
Launching a promotion is only the first step. Before introducing an offer, decide what you want it to achieve. Are you looking to attract new customers, increase average order value, fill quieter periods, or encourage repeat orders?
Track metrics such as order volume, average order value, new customers and repeat purchases to see which promotions deliver the strongest results. Testing different discounts, offers and timings can also reveal what resonates with your audience.
Most importantly, consider profitability. Factor in food, labour, packaging and delivery platform costs before deciding how much you can afford to discount.
Give your delivery business room to grow
Food delivery can be an important growth channel for Australian restaurants, but the right infrastructure is needed to support it. A cloud kitchen can provide purpose-built space for delivery and takeaway operations without the costs associated with opening another traditional restaurant.
Chef Collective’s cloud kitchen solutions provide food businesses with flexible kitchen space to support delivery-focused operations. Whether you are launching a new concept, expanding your delivery reach or looking for a more flexible way to grow, the right kitchen setup can help you build a more sustainable revenue stream.
