01
Menu & Catalogue Optimisation
Structure, hierarchy, item positioning and upsell logic, rebuilt around basket behaviour, not kitchen convenience.
№ 01Delivery Platform Performance
United KingdomFounder-led
DeliverooUber EatsJust Eat
Feature · The unowned channel
Delivery is already a major revenue channel.
Someone should be managing it like one.
OrderLab is a UK consultancy that owns delivery performance across Deliveroo, Uber Eats and Just Eat, menu, positioning, pricing, promotions and margin for restaurants already generating real volume.
Menu · Mains
01 / 06Buttermilk fried chicken
Hero item · positioned first · modifier attach 41%
Basket contribution£12.90
Promo reviewDeliveroo
20% off, running 14 weeks
Applied to items at 61% margin. Likely candidate to retire.
Recommendation queued
Audit · Wk 01
02The category truth
Most restaurants are on delivery platforms. Very few manage them like a revenue channel.
Delivery is often the second largest revenue line in a modern restaurant and the only one without a named owner. The failure points are consistent, and specific.
- 01
Menu structure & hierarchy
Categories built by kitchen, not by basket. Hero items buried. Upsell logic absent.
- 02
Positioning & photography
Listings that look like everyone else's. Photography that ages faster than the menu does.
- 03
Promotion strategy & spend
Discounts running on items that don't need them. Spend without a margin lens.
- 04
Pricing consistency
Item pricing that drifts across platforms and against dine-in without a rationale.
- 05
Ranking & visibility
Operational metrics affecting placement no one is actively watching.
- 06
Ratings & review drag
A slow-moving score that quietly compresses conversion for months.
- 07
Margin & commission exposure
Commission and marketing spend eroding contribution with limited visibility.
03Services
Six pillars. One channel. Managed properly.
Each pillar is a discrete piece of work. Together they operate the delivery channel with the same rigour as the rest of the P&L.
02
Platform Performance & Visibility
The operational metrics that drive ranking and placement, actively managed rather than periodically inspected.
03
Promotions & Spend Efficiency
Audit and restructure promotional spend against real margin impact. Fewer promotions, better ones.
04
Pricing Strategy
Item-level pricing across platforms and against dine-in, made consistent and defensible.
05
Photography & Listing Presentation
Commercial-grade audit and creative direction. We direct the work, we're not a photography studio.
06
Ongoing Performance Management
Retained ownership of the delivery channel as a revenue line, reported against margin, not vanity metrics.
04
A note
“Delivery platforms reward structure, not just food quality. The restaurants winning on Deliveroo and Uber Eats aren’t always the best kitchens , they’re the ones treating the channel as a discipline.”
05How we work
Founder-led. Hands-on. No layers.
Audit first. Then a clear plan. Then advisory support or ongoing managed ownership. No account-manager tier between you and the person doing the work.
- 01
Audit
A structured review of menu, pricing, promotions, ratings, ranking factors and margin across each platform.
- 02
Plan
A prioritised plan of changes, sequenced by commercial impact and operational effort.
- 03
Advisory or managed
Either we hand it to your team and support the execution, or we own the channel on a retained basis.
06Why OrderLab
A commercial specialist, not an adjacent category.
It’s easy to confuse this remit with things it isn’t. So, directly, what OrderLab is and isn’t:
Not this
Not a social media agency
We don't run your Instagram or write content calendars.
Not this
Not a photography studio
We direct listing photography, we don't shoot it in-house.
Not this
Not a generic marketing consultancy
The remit is specifically delivery platform revenue and margin.
This
A commercial delivery performance partner. An operational specialist focused specifically on delivery platform revenue and margin, sat inside platform dashboards and the P&L, not the campaign calendar.
07Common questions
Answered directly.
Do you manage our Deliveroo, Uber Eats and Just Eat accounts?
Yes. On retained engagements we own day-to-day management of the platforms, menu, pricing, promotions, ratings, and reporting against margin.
Do we need to already be live on delivery platforms?
Yes. OrderLab works with restaurants that are already generating meaningful delivery revenue and want that channel managed properly. We are not a delivery launch service.
Is this the same as a marketing agency?
No. Marketing agencies think in campaigns and audiences. We think in menu structure, ranking factors, promotional efficiency, and contribution margin.
Do you guarantee a specific revenue uplift?
No. Anyone guaranteeing a specific percentage on delivery platforms is guessing. We commit to structured work, clear reporting, and honest calls on what is and isn't worth doing.
Which restaurants do you work with?
Multi-site restaurant groups and ambitious single-site operators, typically those doing meaningful weekly delivery volume with no one internally owning the channel end-to-end.
08Start with an audit
A structured look at your delivery channel. No pitch deck.
We work with restaurants already generating meaningful delivery revenue. The first conversation is a call, not a proposal.