Best Practices

Practical tips and strategies to run your Ordery store smoothly, maximise sales, and deliver excellent customer experiences.

Setting Up for Success

Complete Setup Before Launching

Before going live:

Add at least 10–15 menu items with descriptions and images
Set accurate opening hours
Configure fulfilment options and prep times
Connect Stripe and verify your account
Add branding (logo, hero image, colours)
Place several test orders
Invite your team and train them

💡 Tip: A polished storefront converts better than a half-finished one. Take time to set up properly.

Use High-Quality Images

Why it matters: Items with images sell 2–3x more than items without.

Best practices:

Photograph your bestsellers first
Use natural light or professional lighting
Keep backgrounds simple and clean
Show the dish clearly, plated attractively
Use consistent styling across all images

Write Clear, Appetising Descriptions

Structure:

What it is (e.g., "Wood-fired Margherita pizza")
Key ingredients (e.g., "Fresh mozzarella, basil, tomato sauce")
Why it's special (e.g., "On our signature hand-stretched dough")

Keep it short: 10–20 words maximum.

Avoid menu overload:

Start with 20–40 items
Expand gradually based on demand
Remove items that don't sell
Offer a focused menu rather than overwhelming choice

💡 Tip: A smaller, well-executed menu is better than a huge menu with inconsistent quality.

Update Availability Promptly

When you run out of an item:

Edit the item and turn off availability
Update as soon as you restock
Consider SMS or social media updates for popular items

Review and Refresh Seasonally

Every 3–6 months:

Add seasonal specials
Remove low-performing items
Update images and descriptions
Introduce new items to keep the menu fresh

Pricing and Profitability

Set Realistic Prices

Considerations:

Food costs (aim for 25–35% of selling price)
Labour and overheads
Competitor pricing
Delivery costs

Example: If a dish costs you £3 in ingredients, price it at £9–£12.

Use Minimum Orders Strategically

For delivery:

Set minimums to cover delivery costs (e.g., £12–£20)
Communicate minimums clearly on your storefront and marketing

For pickup:

Consider no minimum or a low minimum (e.g., £5)

Offer Combos and Bundles

Examples:

Pizza + drink: £12
Meal deal: Main + side + drink: £15

Benefits:

Increases average order value
Simplifies customer choice
Moves multiple items at once

Order Fulfilment and Operations

Set Realistic Prep Times

Why it matters: Better to overestimate and deliver early than underestimate and disappoint.

Guidelines:

Delivery: 30–60 minutes (depending on distance and kitchen capacity)
Pickup: 15–30 minutes
Table service: 10–20 minutes

Adjust for busy periods:

Increase prep times on Friday/Saturday evenings
Reduce during quiet times

Update Order Statuses Promptly

Why it matters: Customers check tracking frequently. Seeing progress builds trust.

Best practice:

Mark "Preparing" as soon as you start cooking
Mark "Ready" as soon as it's done
Mark "Completed" after delivery/pickup

Manage Busy Periods Effectively

Strategies:

Enable scheduled orders to spread demand
Increase prep times during peak hours
Add staff or streamline kitchen workflows
Temporarily disable new orders if overwhelmed (pause storefront)

Communicate Proactively

If delays occur:

Call or text the customer immediately
Apologise and give a realistic new estimate
Offer a discount code for their next order

Marketing and Growth

Promote Your Storefront

Where to share your URL:

Social media profiles and posts
Google Business profile
Website homepage (prominent link or button)
In-store signage and receipts
Email signatures
Flyers and business cards

Use Discount Codes Strategically

Great uses:

Welcome offers: WELCOME10 for 10% off first order
Quiet periods: MONDAY20 for 20% off Monday orders
Loyalty: LOYAL15 for repeat customers
Recovery: SORRY10 after service issues

💡 Tip: Track discount performance in Sales to see which codes drive the most orders.

Encourage Repeat Orders

Tactics:

Email customers a few days after their first order with a discount code
Reward frequent customers with exclusive codes
Promote a "subscribe and save" concept (regular weekly orders)

Ideas:

Share customer testimonials on social media
Post photos of popular dishes
Highlight order milestones ("We've served 1,000 orders!")

Customer Experience

Respond to Issues Quickly

If a customer contacts you:

Reply within 1 hour (during opening hours)
Apologise sincerely
Offer a solution (refund, replacement, discount code)

Be Generous with Refunds

Why: Losing £10 on a refund is better than losing a customer forever.

When to refund:

Missing or wrong items
Late deliveries
Quality issues
Customer complaints (even minor ones)

Encourage Feedback

Ask customers:

"How was your order?"
"Would you recommend us to a friend?"
"What can we improve?"

Use feedback to:

Identify recurring issues
Improve menu items
Refine processes

Delivery and Logistics

Start with a Small Delivery Radius

Why:

Easier to manage deliveries
Shorter delivery times
Lower risk of delays

Expand gradually:

Monitor average delivery times
Add 0.5–1 mile increments as you gain confidence

Partner with Delivery Services (if needed)

Options:

Hire your own drivers
Use freelance couriers
Partner with local delivery services

Considerations:

Cost per delivery
Reliability and speed
Customer experience

Optimise Delivery Routes

Tips:

Batch orders going to the same area
Use route planning tools
Prioritise orders by time placed

Team Coordination

Train Your Team Thoroughly

Cover:

How to view and update orders
How to handle cancellations and refunds
How to manage common issues
How to communicate with customers

Assign Clear Roles

Examples:

Kitchen: Prepare orders
Front-of-house: Handle pickups and customer queries
Admin: Monitor orders, update statuses, handle issues

Hold Daily Briefings

Before each shift:

Review scheduled orders
Check inventory
Assign tasks
Discuss any challenges or updates

Financial Management

Reconcile Daily

Steps:

Compare order totals in Ordery to Stripe payouts
Check for refunds and fees
Record revenue in your accounting system

Track Key Metrics Weekly

Monitor:

Revenue
Order count
Average order value
Refund rate
Best-selling items

Plan for Slow Periods

Strategies:

Build a cash reserve
Launch promotions to drive sales
Reduce opening hours to cut costs
Focus on marketing and customer retention

Security and Compliance

Protect Admin Access

Best practices:

Use strong, unique passwords
Don't share login credentials
Remove team members promptly when they leave
Log out on shared devices

Keep Payment Details Secure

Stripe handles all card data securely. Never:

Take card details over the phone
Store card details outside Stripe
Share payment info via email

Follow Food Safety Regulations

Ordery is your ordering platform, but you're responsible for:

Food hygiene and safety
Allergen labelling
Proper food storage and handling
Staff training

Learn more →

Continuous Improvement

Review Analytics Monthly

Check:

Sales trends (up or down)
Best-selling items
Slow days and times
Customer retention (Pro plan)

Test and Experiment

Try:

New menu items
Different discount strategies
Adjusted opening hours
Promotional campaigns

Measure results and iterate.

Stay Updated

Keep up with:

Ordery feature updates
Industry trends
Customer preferences
Competitor offerings

Common Mistakes to Avoid

1. Underestimating prep times Set realistic times and adjust as needed.

2. Poor-quality menu images Invest in good photos or hire a photographer.

3. Ignoring customer feedback Use complaints as opportunities to improve.

4. Running out of stock Monitor inventory and mark items unavailable promptly.

5. Not updating order statuses Customers need visibility; keep statuses current.

6. Overcomplicating the menu Fewer items done well beats a huge menu done poorly.

7. Neglecting marketing Your storefront won't promote itself; share it everywhere.

Final Tips

Be Patient

Building an online presence takes time. Don't expect 100 orders on day one.

Stay Consistent

Deliver quality food and service every time. Consistency builds loyalty.

Listen to Customers

They'll tell you what works and what doesn't. Act on their feedback.

Celebrate Wins

Hit 50 orders? 100? Celebrate with your team and customers.

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