Restaurant Guide
How to Get More Orders on Deliveroo
Get more Deliveroo orders with 7 strategies: genuine menu photos, shorter prep times, Marketer offers and the right minimum order for Deliveroo Plus.
How to get more orders on Deliveroo
- Deliveroo says that sites with menu photos can boost their orders by 25%. Deliveroo does not permit AI-generated images, so upload genuine photographs.
- Deliveroo says that restaurants with a shorter estimated order duration appear higher in the restaurant list. Cut your prep time first.
- Deliveroo says promotions can bring up to 23% more orders. Marketer Adverts start at 25p per menu click.
- Set your minimum order at or below £10. Plus Gold members get free delivery on restaurant orders over £10, and Plus Silver members on orders over £15.
- In 2019 Deliveroo said that restaurants with a virtual brand saw 75% more orders. It said that 84% of those customers were new to the restaurant.
See the difference professional photos make
Before
After
Before
After
Before
After
| Market share | 16.2% of UK delivery occasions (2024, Lumina Intelligence) |
|---|---|
| Customers | About 7 million (2024, DoorDash) |
| Partners | About 176,000 partners (October 2025, DoorDash) |
| Commission | Not published by Deliveroo |
| Average order | £25.10 (2024, Deliveroo results) |
| Menu photo | 1200 x 675 pixels (menu items), 1920 x 1080 pixels (hero images); Landscape for menu items (shown as 1:1 in the app); hero images must work at 16:9 and 3:2 |
Why Deliveroo Matters for Your Restaurant
Deliveroo had 16.2% of UK delivery occasions in 2024, Lumina Intelligence data shows. It was behind Uber Eats (27.2%) and Just Eat (25.2%). Its 2024 results show 296 million orders. DoorDash completed its purchase of Deliveroo on 2 October 2025.
Many restaurants compete for the same customers in the app. This guide gives 7 ways to win more of those orders. Most of them use what Deliveroo itself says about ranking, photos, promotions and Deliveroo Plus.
How Deliveroo's Algorithm Ranks Restaurants
Deliveroo does not publish its ranking formula. Its help pages name some of the things that count. Deliveroo says that restaurants with a shorter estimated order duration appear higher in the restaurant list. It says ratings can have an impact on your position in the app. It also lists menu photography as a factor that can help you appear higher.
| Factor | Weight | Details |
|---|---|---|
| Preparation Time & Delivery Speed | high | Deliveroo says that restaurants with a shorter estimated order duration appear higher in the restaurant list. Keep prep times short and steady. |
| Customer Ratings & Reviews | high | Deliveroo says ratings can have an impact on your position in the app. Customers also see your star rating on your listing. |
| Order Acceptance Rate | high | Rejected and cancelled orders signal that a restaurant is unreliable. Accept every order that you can fulfil. |
| Store Availability & Uptime | medium | Stay online for all of your listed opening hours. If the kitchen is overloaded, use busy mode and do not go offline. |
| Menu Completeness & Photography | medium | Deliveroo lists menu photography as a factor that can help your business appear higher in the app. Add a description to every item too. |
| Conversion Rate | medium | This is the share of customers who view your menu and then order. Photos, descriptions, prices and your minimum order all affect it. |
| Promotions & Offers Activity | low | Offers from the Marketer tool appear in dedicated sections of the app. Deliveroo says promotions can bring up to 23% more orders. |
Your position is not the same for every customer. Deliveroo factors in the estimated delivery time from your kitchen to each customer. A customer near you can see you higher than a customer at the edge of your delivery area. You cannot change the distance. You can change your prep time, so start there.
7 Proven Ways to Increase Your Deliveroo Orders
1.Add a Genuine Photo to Every Menu Item
Deliveroo says that sites with menu photos can boost their orders by 25%. It also lists menu photography as a factor that can help your business appear higher in the app.
Photograph your best sellers first. Show one dish in the centre of each image. Deliveroo sells a photoshoot in two packages. Silver has 1 hero image and 15 item photos. Gold has 1 hero image and 25 item photos. Deliveroo does not permit AI-generated images.
25%[1]
more orders for sites with menu photos, according to Deliveroo
2.Cut Your Prep Time to Rank Higher
Deliveroo does not publish a target prep time. It says that restaurants with a shorter estimated order duration appear higher in the restaurant list.
Check your average prep time and courier wait time in the Restaurant Hub. Find the dishes that cause delays, then simplify them or take them off the delivery menu. Get bags and containers ready before each service. In a rush, use busy mode so that orders do not run late.
3.Run Offers and Adverts with Deliveroo Marketer
Marketer is the self-service promotion tool in the Restaurant Hub. Deliveroo says promotions can bring up to 23% more orders. It says Marketer Adverts bring 40% to 70% more menu views and 20% to 40% more orders (Deliveroo data, October to December 2023). Adverts start at 25p per menu click.
You fund each offer yourself. Set a monthly budget before you start. Then check what each campaign costs and earns in the Restaurant Hub.
Up to 23%[3]
more orders with promotions, according to Deliveroo
4.Set Your Minimum Order for Deliveroo Plus Members
Plus Gold costs £4.99 a month and gives free delivery on restaurant orders over £10. Plus Silver is only available through partners, and gives free delivery on restaurant orders over £15. These prices and thresholds are from deliveroo.co.uk/plus in October 2026.
Set your minimum order at or below £10. A higher minimum turns away small baskets that qualify for free delivery. Add meal deals priced just over £10 or £15.
5.Protect Your Star Rating
Deliveroo says ratings can have an impact on your position in the app. Customers see your star rating on your listing before they open your menu.
Common causes of a bad rating are missing items, wrong orders, cold food and poor packaging. Check every order against the receipt before you seal the bag. Read your reviews in the Restaurant Hub each week. When the rating dips, look for one cause and fix it.
6.Build a Short Menu for Delivery
Do not copy your dine-in menu. Remove dishes that travel badly or slow the kitchen. Put your best sellers in the first category. The Sales section of the Restaurant Hub shows which dishes they are.
Deliveroo does not publish its commission rates. Ask Deliveroo for the rate in your contract before you set your delivery prices. Then add modifier groups in Menu Manager, such as a side or a drink.
7.Add a Virtual Brand or an Editions Kitchen
A virtual brand is a second listing that you run from your existing kitchen. In 2019 Deliveroo said that restaurants with a virtual brand in other markets saw a 75% increase in order volume. It said that 84% of virtual brand customers had never ordered from the original restaurant.
Editions are delivery-only kitchens that Deliveroo runs. You bring your chefs, ingredients and recipes. Ask your account manager about both.
75%[6]
order volume increase for Virtual Brand participants (Deliveroo, 2019)
Better menu photos from your own phone photos
MenuPhotoAI turns a photo of your own dish into a professional menu image in minutes. You decide where to use it. Start with 5 free photos (watermarked), no credit card required.
Try MenuPhotoAI FreeDeliveroo Photo Requirements
| Minimum resolution | 1200 x 675 pixels (menu items), 1920 x 1080 pixels (hero images) |
| Aspect ratio | Landscape for menu items (shown as 1:1 in the app); hero images must work at 16:9 and 3:2 |
| Max file size | 8 MB |
| Accepted formats | JPEG |
| Photos per item | 1 per menu item, 1 hero image per restaurant |
| Hero/cover image | 1920 x 1080 pixels minimum, with at least 5 dishes |
Deliveroo asks for JPEG files. No stock images without the rights. Images cannot include text, watermarks, hands or faces. Each menu item image shows one dish in the centre, with margin for the 1:1 crop. AI-generated images are not permitted; minor technical enhancement of a genuine photograph is allowed. Checked against the Deliveroo help centre and partner policies in October 2026.
Full rules and sources: photo requirements guide. Choosing a tool: AI food photos on Deliveroo and Just Eat: what is allowed.
Deliveroo says that sites with menu photos can boost their orders by 25%. It lists blur, poor light and poor colour as reasons to reject a photo. Deliveroo crops item photos to a 1:1 square, so leave a margin around the dish.
Deliveroo says that AI-generated images are not permitted. From 9 October 2026 its partner policy covers any image made in whole or in part with generative AI. It allows minor technical enhancement of a genuine photograph. Use AI tools like MenuPhotoAI where the rules allow: your website, your menus, social media and other apps.
25%[1]
more orders for sites with menu photos, according to Deliveroo
Deliveroo Promotion Tools
Deliveroo Marketer
You fund each offer; adverts from 25p per menu clickThe self-service promotion tool in the Restaurant Hub. You can run percentage discounts, free items and free delivery. Deliveroo says promotions can bring up to 23% more orders.
Deliveroo Plus Partnership
No additional cost; standard commission appliesPlus Gold costs £4.99 a month, with free delivery on restaurant orders over £10. Plus Silver comes through partners such as Amazon Prime, with free delivery over £15.
Tasty Thursdays
Restaurant funds the discountA weekly Deliveroo promotion with discounts at selected restaurants every Thursday. Restaurants that take part fund the discount.
Deliveroo Editions
Commission covers kitchen rent and running costsDelivery-only kitchens that Deliveroo runs. Deliveroo provides the kitchen space, cleaning and site management. You bring your chefs, ingredients and recipes.
Virtual Brands
Standard commission on virtual brand ordersA second brand that you run from your existing kitchen. In 2019 Deliveroo said that participating restaurants saw a 75% increase in order volume.
Deliveroo for Business
Standard commission; no additional feeThe corporate ordering channel. Companies use it for staff meal allowances, meeting catering and office lunches. You can add a menu category for office orders.
Common Mistakes to Avoid
Setting your minimum order above the Plus free delivery thresholds
Plus Gold members get free delivery on restaurant orders over £10. Plus Silver members get it on restaurant orders over £15 (deliveroo.co.uk/plus, October 2026). A higher minimum turns away baskets that qualify.
Letting couriers wait for orders
Deliveroo says that restaurants with a shorter estimated order duration appear higher in the restaurant list. Have each order ready when the courier arrives.
Uploading dark, blurry or AI-generated photos
Deliveroo lists blur, poor light and poor colour as reasons to reject a photo. Deliveroo does not permit AI-generated images. Take a sharp, well-lit photograph of each dish, or book a photographer.
Running Marketer offers without tracking the return
You fund the discount on each offer. Use the Restaurant Hub to compare the cost of each campaign with the orders it brings. Pause a campaign that costs more than it earns.
Your Action Checklist
Menu Optimisation
- Put your best sellers in the first menu category
- Remove dishes that travel badly or slow the kitchen
- Add modifier groups for sides, drinks and extras
- Set your minimum order at or below £10, the Plus Gold threshold
Photography & Visual
- Photograph your best sellers first, one dish per image
- Use JPEG item photos of at least 1200 x 675 pixels
- Show at least 5 dishes in your hero image (1920 x 1080 minimum)
- Keep AI tools like MenuPhotoAI for your website, menus and social media, not Deliveroo
Operations & Speed
- Check your prep time and courier wait time in the Restaurant Hub each week
- Get bags, containers and cutlery ready before each service
- Accept every order that you can fulfil
- Use busy mode in a rush; do not go offline
Marketing & Promotions
- Set a monthly Marketer budget before your first campaign
- Test a free delivery offer against a percentage discount
- Check what each campaign costs and earns in the Restaurant Hub
- Ask your account manager about Virtual Brands
Reviews & Analytics
- Read your reviews in the Restaurant Hub each week
- Check every order against the receipt before you seal the bag
- Use sealed, insulated packaging for hot food
- Track orders, rating and prep time on a simple spreadsheet
Key Takeaways
- -Deliveroo says that sites with menu photos can boost their orders by 25%. Deliveroo does not permit AI-generated images, so upload genuine photographs.
- -Deliveroo says that restaurants with a shorter estimated order duration appear higher in the restaurant list. Cut your prep time first.
- -Deliveroo says promotions can bring up to 23% more orders. Marketer Adverts start at 25p per menu click.
- -Set your minimum order at or below £10. Plus Gold members get free delivery on restaurant orders over £10, and Plus Silver members on orders over £15.
- -In 2019 Deliveroo said that restaurants with a virtual brand saw 75% more orders. It said that 84% of those customers were new to the restaurant.
Frequently Asked Questions
Better menu photos from your own phone photos
MenuPhotoAI turns a photo of your own dish into a professional menu image in minutes. You decide where to use it. Start with 5 free photos (watermarked), no credit card required.
Try MenuPhotoAI FreeSources
- [1] Deliveroo says that sites with menu or product photos can boost their orders by 25%. It lists menu photography among the factors that can help a business appear higher in the app. Deliveroo Help Centre – How to increase your visibility in the Deliveroo app (24 September 2025). Accessed 2026-10-02.
- [2] Deliveroo says that restaurants with a shorter estimated order duration appear higher in the restaurant list. Deliveroo Help Centre – How do prep times work (27 March 2026). Accessed 2026-10-02.
- [3] Deliveroo says promotions can deliver up to 23% more orders. Deliveroo Partners – Accelerate your growth with Deliveroo. Accessed 2026-10-02.
- [4] Deliveroo says Marketer Adverts bring a 40–70% increase in menu views and a 20–40% increase in order volume, based on average campaign performance from 1 October to 31 December 2023. Adverts start at 25p per menu click. Deliveroo Partners – Drive more sales with Marketer Adverts. Accessed 2026-10-02.
- [5] Plus Gold costs £4.99 a month, with free delivery over £10 at restaurants. Plus Silver is only available through partners, with free delivery over £15 at restaurants. Deliveroo – Deliveroo Plus. Accessed 2026-10-02.
- [6] In 2019 Deliveroo said that restaurants with a virtual brand in other markets saw a 75% increase in order volumes, and that 84% of virtual brand customers had never ordered from the original restaurant. The Irish Times – Deliveroo launching ‘virtual brands’ in Ireland (22 February 2019). Accessed 2026-10-02.
- [7] Deliveroo reported 296.0 million orders, a gross transaction value of £7,433.5 million and £25.1 of gross transaction value per order for 2024. Deliveroo plc – FY2024 Preliminary Results (13 March 2025), via Investegate. Accessed 2026-10-02.
- [8] Deliveroo had 16.2% of UK delivery occasions in 2024, behind Uber Eats (27.2%) and Just Eat (25.2%). Lumina Intelligence – UK Food Delivery Market: Growth, Share, & Size Statistics (13 June 2025). Accessed 2026-10-02.
- [9] DoorDash completed its acquisition of Deliveroo on 2 October 2025. Its release says Deliveroo works with approximately 176,000 restaurant, grocery and retail partners and served approximately 7 million monthly active consumers in 2024. DoorDash, Inc. – DoorDash Completes Acquisition of Deliveroo (press release filed with the SEC, 2 October 2025). Accessed 2026-10-02.
Guides for Other Platforms
Also see our photo requirements guide for detailed upload specifications.
This guide is reviewed and updated quarterly. MenuPhotoAI is an AI food photo enhancement platform. While we believe professional food photography helps restaurants succeed on delivery platforms, this guide aims to provide comprehensive, unbiased advice for restaurant owners regardless of the tools they use.