Sales
How to understand and improve your food business sales
Selling more does not depend on one lever. Look at how many opportunities become orders, what people buy, and how much each order includes.
What can move your sales?
Separate four levers before choosing tactics.
Opportunities
How many occasions exist
Moments when someone could place an order
Conversion
How many become orders
How consideration becomes a purchase
Value
How much each order includes
What each order contains and adds up to
Frequency
How often people buy again
How often customers buy again
Selling more does not always start with a discount
A discount can move a purchase, but it can also hide other problems: a hard-to-understand offer, low item visibility, or missed opportunities to complement an order.
Before lowering prices, identify which part of the sale you actually need to move.
The right action changes depending on whether the issue is converting an opportunity, what people choose, or how much each order includes.
What you highlight can change the sales mix
Placement, context, and presentation can make some items easier to discover or easier to combine with others.
Promoting an item does not mean showing it everywhere.
The promotion should fit the moment, the customer's intent, and the role that item plays within the menu.
Measure before promoting
A promotion is more useful when you know which signal you want to change and how you will recognize whether it worked.
More orders do not always create a better economic result.
Sales and profitability are connected, but they answer different questions: one explains how purchasing moves, while the other explains the economic effect of those purchases.
