How to Increase Average Order Value in Your Restaurant: 9 Tactics That Work

Most F&B owners chasing growth think about getting more customers through the door. That’s hard: it takes marketing, time and often discounts. There’s a quieter lever that’s usually easier to pull: getting each customer who already walks in to spend a little more.

That’s what average order value measures. Raise it by just RM2 and the effect on a month’s takings can be bigger than you’d expect. This guide explains how to work it out, why it matters, and nine practical ways to increase average order value in your restaurant without pushing customers away.

What is average order value?

Average order value (AOV) is the amount a typical order is worth. Some outlets call it average spend or average bill.

\text{Average order value} = \frac{\text{total sales}}{\text{number of orders}}

Example: a cafe takes RM42,000 in a month from 2,100 orders. Its average order value is RM42,000 ÷ 2,100 = RM20.

If you run full-service tables, you may also want average spend per guest (total sales divided by covers), since one table order can feed four people.

Why a small rise makes a big difference

Using the same cafe, here’s what happens when average order value goes up while the number of orders stays the same:

There’s a second benefit. Many costs come per order, not per ringgit: the time to take and serve it, the packaging, the receipt, the payment. A bigger order spreads those costs over more sales, so a higher average order value usually means a better margin as well as more revenue.

And unlike a new customer, the person already at your counter doesn’t need an ad to find you.

9 ways to increase average order value

1. Build set meals that make sense

Sets are the most familiar way to raise average spend in Malaysia, from nasi lemak with teh tarik to a burger, fries and drink combo. They work because customers see value, and you sell items they might have skipped.

Price the set a little below the items bought separately, and include at least one high-margin item (usually the drink). Keep the choice simple: two or three sets beat a wall of options.

2. Price add-ons, not just dishes

Small extras add up: an extra shot, oat milk, a fried egg, extra sambal, an upsize. Customers rarely think twice about RM1 to RM3, and the cost to you is often small.

List add-ons clearly on the menu and at the till. In your POS, get your modifiers set up properly so staff can add them in one tap and every one is charged.

3. Give staff one line to say, not a sales script

Pushy upselling puts customers off. One natural suggestion works better: “Would you like a kuih with that? The onde-onde just came out.” It sounds like a recommendation, not a sales pitch.

Agree on one suggestion per station each week, tied to what you want to sell (a new item, something with high margin, or stock that needs to move). Rotate it so it stays fresh.

4. Design the menu to guide the eye

Customers scan menus quickly. Use that:

• Put your most profitable items where eyes land first, usually the top of each section or a highlighted box.
• Add photos to the dishes you most want to sell. A good photo can do more than a description.
• Show add-ons beside the dish they go with, not in a separate list at the bottom.
• Drop the RM sign and trailing zeros (“12” instead of “RM12.00”) so the focus stays on the food.

5. Let QR ordering do the suggesting

When customers order on their own phones, they browse longer and don’t feel rushed by a queue behind them. A scan-to-order menu can suggest a drink with a main, or a dessert after a meal, at exactly the right moment, every time.

Customers can also add a second round of drinks without waving for staff. That alone lifts average spend at many cafes. Our QR code ordering case study shows what this looked like at one Malaysian outlet.

6. Time the second order

The best moment to sell dessert or a second drink is when plates are being cleared, not when the bill arrives. Train staff to offer the dessert menu or a drink refill as they clear mains. For counter service, put desserts and grab-and-go items at the point of payment.

7. Set thresholds customers want to reach

A small reward for spending a little more nudges orders up:

• Free delivery or a free drink above a set spend for online orders.
• Bonus points in your loyalty program for orders above a threshold.
• A free side when two mains are ordered.

Set the threshold just above your current average order value. If it’s RM20, try RM25. Far above it and customers won’t bother. Before launching, work out what loyalty rewards really cost you per order.

8. Bundle for takeaway and delivery

Off-premise customers order for groups more often: families, office lunches, gatherings. Offer bundles sized for two, four or six people. They’re easier to choose than building an order item by item, and they raise the order value naturally. Our food ordering system guide covers which channels suit bundles best.

9. Track average order value by staff, channel and time

What gets measured improves. Break your average order value down by:

• Staff member, to see who’s suggesting naturally and who needs coaching.
• Channel, since dine-in, QR, online store and delivery orders often differ a lot.
• Time of day, because breakfast and dinner orders behave differently.

Share the numbers with your team, and celebrate improvements rather than punishing low scores.

Mistakes that backfire

• Discounting to grow order size. A “buy two, get 30% off” deal can raise average order value while cutting your profit per order. Check margin, not just the order total.
• Upselling every customer, every time. Regulars notice. Read the situation: a rushed office worker at 1pm wants speed, not suggestions.
• Adding too many choices. Long add-on lists slow down ordering and confuse new staff. Five well-chosen extras beat twenty.
• Changing everything at once. If you launch new sets, new menu design and a loyalty threshold in the same week, you won’t know which one worked.

How to track average order value each week

Add average order value to your weekly numbers alongside total sales and order count. Our list of weekly POS reports shows where to find it.

Compare each week with the same week last month, not just last week, to avoid being misled by paydays and public holidays. When you test a new tactic, run it for at least two weeks before judging it.

Also watch your order count. If average order value goes up but orders drop, customers may be finding you more expensive. The goal is a higher average with the same number of orders or more.

If you’re choosing a system to track this, our guide to picking an F&B POS system lists the reports to ask for.

Frequently asked questions

What is a good average order value for a cafe in Malaysia? It depends on your concept, location and price point. A kopitiam and a specialty coffee bar will differ widely. Compare against your own past numbers rather than other outlets.

How do I calculate average order value? Divide your total sales for a period by the number of orders in that period. RM42,000 from 2,100 orders gives an average order value of RM20.

Is upselling the same as increasing average order value? Upselling (suggesting a bigger or better item) is one tactic. Sets, add-ons, menu design, ordering technology and spend thresholds also raise average order value.

Does QR ordering increase average order value? It often does, because customers browse without pressure and can add items through the meal. Results depend on menu photos, suggestions and how easy reordering is.

Should I raise prices to increase average order value? Price rises do lift it, but they can cost you orders. Try sets, add-ons and suggestions first, and review prices separately based on your costs.

Let the menu do the selling

EPOS360’s scan-to-order menus show photos, suggest add-ons and let customers reorder from the table, with every order going straight to your kitchen and reports. EPOS reports that optimised table QR menus can lift revenue by up to 43%. See how it works for your outlet.