Restaurant Analytics
Average Order Value: What It Is and Why It Matters
Average order value (AOV) is what a restaurant takes per order on average: revenue in a period divided by the number of orders in that period. It matters because revenue only grows in two ways — more orders, or more per order — and AOV tells you which of the two is moving. Read it next to the number of orders, never on its own.
How to calculate it
Take the revenue for a period and divide it by the number of orders in the same period. If a café took 2,400 in a week from 300 orders, its average order value that week was 8. Decide once what counts and keep it the same every time:
- Use revenue after refunds and cancellations, and leave cancelled orders out of the count.
- Decide whether tips are included — usually they are not, because they are not sales.
- Decide how to treat tax: before or after, but always the same way.
- Keep dine-in, takeaway and delivery separate, or at least look at them separately; they behave differently.
Per order or per guest?
An order is not a guest. A table of four may place one order, or four. Spend per guest (often called spend per cover) divides revenue by the number of guests instead, and is the better measure for table service when you count covers reliably. Average order value is the better measure for counters, takeaway and anywhere each guest orders for themselves. Whichever you use, do not compare one with the other.
Why it moves
| Change | Possible reason | Good or bad? |
|---|---|---|
| Goes up | Guests add drinks, starters or desserts more often | Good |
| Goes up | Price increase | Depends on what happens to the number of orders |
| Goes down | More small orders, such as coffee-only visits at a new hour | Often fine, if those orders are new |
| Goes down | Larger groups splitting into separate orders | Neutral — check spend per guest |
| Goes down | A popular add-on sold out or removed | Worth checking |
Honest ways to raise it
- Suggest something that genuinely goes with what the guest chose — a drink with a main, a side with a burger.
- Show desserts and coffee at the right moment, not only at the bottom of a long menu.
- Offer sensible add-ons and sizes as options on the dish itself.
- Use good photos and clear descriptions for the dishes that complete a meal.
- Avoid pressure: a guest who feels pushed orders less next time.
More on suggestions that guests welcome: frequently bought together.
Reading it well
- Compare the same weekday or the same week a month earlier.
- Look at it with the number of orders: higher AOV with far fewer orders is not a win.
- Watch it after every menu or price change, for long enough to be fair.
Average order value in Thmenu
When orders are placed through the menu, the Thmenu analytics dashboard shows the number of orders, revenue and average order value over time, together with the top dishes by revenue and each category's share. Orders taken outside Thmenu do not appear in these figures.