How to Rank Higher on Deliveroo and Just Eat

Seventy Restaurants, One Screen — Why Ranking Matters

Open Deliveroo or Just Eat right now and search for curry in your area. Count how many restaurants appear before you start scrolling. Six? Eight? Those are the restaurants getting the lion's share of orders. The ones buried on page two or three might as well be invisible. With commission rates running between 25% and 35% on every order, you need to squeeze maximum visibility out of these platforms to make the maths work.

The good news is that ranking on delivery platforms isn't a black box. Both Deliveroo and Just Eat use algorithms that reward specific behaviours, and once you understand what they're looking for, you can systematically climb the rankings without spending a penny more on advertising.

The Algorithm Factors You Can Control

Customer Ratings

This is the big one. Your average rating is the single most important factor in your platform ranking. Every 0.1-point improvement can shift you up several positions. The key isn't just getting good reviews — it's minimising bad ones. Common complaints that tank ratings include missing items (check every bag twice before handoff), cold food (invest in proper insulated packaging), and incorrect orders (implement a double-check system in the kitchen).

Respond to every negative review within 24 hours. A thoughtful, apologetic response doesn't just mollify the unhappy customer — it signals to the algorithm that you're an engaged, responsive partner. Deliveroo in particular weights responsiveness in its ranking calculations.

Preparation Speed

Both platforms track how long it takes from order acceptance to food being ready for collection. Faster preparation times mean happier customers, quicker rider turnarounds, and higher algorithmic rankings. Set realistic prep times — if you say twenty minutes, deliver in eighteen. It's far better to slightly underpromise and overdeliver than to set an ambitious target and miss it regularly.

Review your menu for items that consistently slow down the kitchen during peak hours. If a particular dish takes forty minutes to prepare and everything else takes fifteen, it's dragging your average down. Either batch-prep the component parts or consider removing it from the delivery menu entirely.

Order Acceptance Rate

Declining or missing orders is algorithmic poison. Every rejected order tells the platform you're unreliable, and they'll push customers towards competitors instead. If you're consistently having to reject orders during busy periods, it's better to temporarily pause your listing than to let rejections pile up. Most platforms let you toggle availability on and off — use it strategically.

Order Frequency and Consistency

Platforms reward restaurants that generate consistent order volume. This creates a virtuous cycle — more orders lead to better rankings, which lead to more orders. During quieter periods (typically Tuesday and Wednesday), consider running platform-specific promotions to maintain your order frequency. A "20% off orders over £25" on a slow Tuesday costs less than losing ranking momentum.

Photography That Sells

Your dish photos are your shop window on these platforms. Restaurants with professional photography consistently see 30-40% higher click-through rates than those using phone snaps or, worse, no photos at all. Both Deliveroo and Just Eat offer free photography sessions for partner restaurants — take them up on it. If you'd rather do it yourself, shoot in natural daylight, use a clean plain background, and fill the frame with the dish.

Update your photos seasonally. Fresh imagery signals to both the algorithm and customers that you're an active, engaged restaurant. And make sure every single menu item has a photo — listings without images get skipped over instinctively.

Menu Structure and Descriptions

Less is genuinely more on delivery platforms. A focused menu of forty to fifty items will outperform a sprawling one of a hundred and twenty. Why? Because a smaller menu means faster preparation, fewer mistakes, and a clearer identity for browsing customers. Group items logically: starters, mains by protein (chicken, lamb, vegetable), sides, breads, drinks, desserts.

Write descriptions that sell, not just describe. Instead of "Chicken tikka masala — chicken in a creamy tomato sauce," try "Our best-selling chicken tikka masala — tender chargrilled chicken pieces in a rich, smoky tomato and cream sauce, finished with a touch of fenugreek. Mildly spiced and utterly addictive." Include spice levels, dietary information (GF, vegan), and any unique selling points.

The Promotion and Markup Strategy

Here's the uncomfortable truth about delivery platform economics: with commission rates of 25-35%, you need to price your delivery menu higher than your dine-in or direct-order menu. Most successful restaurants add a 15-20% markup on platform prices. Customers expect this — they're paying for convenience, and platform prices being slightly higher than direct prices is the accepted norm.

Use platform promotions strategically. "Free delivery over £20" or "Buy one get one free on starters" during off-peak hours can dramatically boost order volume without destroying your margins. Just Eat's "StampCard" feature, which gives customers a reward after a set number of orders, is also worth enabling — it encourages repeat purchasing at no cost to you.

Deliveroo Plus and Platform Perks

Deliveroo Plus subscribers order significantly more frequently than non-subscribers, and the algorithm tends to favour restaurants that are popular with Plus members. Making your restaurant attractive to this segment — through consistent quality, fast prep times, and a well-curated menu — is an indirect but powerful ranking booster.

For a broader look at how delivery is changing the industry, read our analysis of how food delivery apps are reshaping curry restaurants. And for tips on making platform economics work for your bottom line, our guide to maximising revenue from delivery platforms goes into the numbers in detail.