How to Create Profitable Takeaway Meal Deals That Customers Can't Resist

A good meal deal is one of a takeaway operator's sharpest weapons. It can cut through the noise, tempt a new customer to try you, and encourage a regular to spend a little more. The danger? A poorly designed deal can be a disaster for your bottom line, leaving you busy but broke.

The temptation is to slash prices—"20% off all orders!"—but this is a race to the bottom. A smart meal deal isn't about being the cheapest; it's about creating an irresistible sense of value while strategically protecting your profit margins.

It's a science and an art.

Here’s a playbook for creating profitable takeaway deals that your customers will love.

The Goal: What a Good Takeaway Meal Deal Should Achieve

Before you create a deal, know your objective. A great deal should do one of three things:

1. Increase Average Order Value (AOV): Get customers to add more items to their bag than they originally intended.
   

2. Drive Traffic During Quiet Periods: Get the till ringing on a slow Tuesday night.
   

3. Promote High-Margin Items: Encourage sales of the sides and drinks where you make the most profit.

The Playbook: 4 Profitable Meal Deal Formulas

1. The Classic Trio (Protect Your Hero)

This is the bread-and-butter of meal deals. The formula is simple: Hero Item + High-Margin Side + High-Margin Drink.

• How it works: The customer comes for your signature burger or pizza (the "Hero"). You bundle it with fries (a low-cost, high-margin side) and a fountain drink (your highest-margin item).
  

• Examples:
  

  • "The Burger Combo: Our Classic Cheeseburger + Regular Fries + a Fountain Soda for $15."
    

  • "The Pizza Perfect Deal: Any 12" Pizza + a side of Garlic Bread + a 1.5L bottle of Coke for $25."
    

• Why it's profitable: You protect the price of your main event—the item that defines your quality—and make your profit on the cheap-to-produce add-ons. The customer feels they've gotten a full meal for a great price.

2. The Family Feast (Go Big on Volume)

This deal targets a group and is designed to dramatically increase the total value of a single order.

• How it works: Create a high-value bundle designed for a group of 2 or 4 people. The price looks big, but the per-person cost feels like a bargain.
  

• Examples:
  

  • "The Date Night Deal (for 2): 2 Pizzas, 1 side of Wings, 1 portion of Dough Balls, and a tub of Ice Cream for $40."
    

  • "The Family Feast (for 4): 4 Burgers, 2 Large Fries, a large portion of Onion Rings, and a 2L bottle of drink for $55."
    

• Why it's profitable: It locks in a huge order that you might not have otherwise received. It simplifies the ordering process for a group and allows you to build the deal around a mix of hero items and high-margin sides.

3. The Upsell Ladder (The "For a Little More" Tactic)

This strategy is all about encouraging customers who were already going to order to spend a little bit extra.

• How it works: Create small, incremental offers that can be added to a core purchase.
  

• Examples:
  

  • "Go Large for $2 More": Add this prompt at checkout for fries and drinks.
    

  • "Make it a Meal": When a customer orders a single sandwich, prompt them: "Add a packet of crisps and a drink for just $3 more."
    

  • "The Deluxe Deal": "Add a side of our premium loaded fries to any burger order for just $5 (usually $8)."

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• Why it's profitable: You're capturing a customer who is already committed and in a buying mindset. The small extra cost feels negligible to them but adds significant, high-margin revenue to the order.

4. The Midweek Munchie (Drive Off-Peak Traffic)

This is your quiet night weapon. It’s a compelling deal available only on your slowest days (e.g., Tuesday or Wednesday).

• How it works: Create a specific, high-value offer that isn't available on your busy weekend nights.
  

• Examples:
  

  • "Two for Tuesday: Get any two of our classic pizzas for just $22."
    

  • "Wingtastic Wednesday: A bucket of 20 wings for the price of 10."
    

• Why it's profitable: It generates new revenue on a night that would otherwise be dead. It builds a habit and introduces your food to customers who might then be tempted to order at full price on a Friday.

The Addendum: Turning Deal-Seekers into Loyal Fans

Meal deals are fantastic for driving orders tonight. But the ultimate goal is to get that same customer to order again next week, at full price. How do you convert a one-time deal-seeker into a long-term, loyal regular?

This is where a simple, digital loyalty tool like meed becomes your secret weapon.

Instead of just putting a deal on your menu, you can deliver it as an exclusive offer through your own loyalty club.

"We have a loyalty club for our regulars. If you scan this QR code, you can join for free, and you'll get access to all our special deals, like our 'Midweek Munchie' offer."

With a quick, app-free scan, you achieve two critical goals:

1. You Build Your Community: The customer who came for the deal is now a member of your program. You have a direct line to them to let them know about new menu items or your next great offer.
   

2. You Incentivise the Next Visit: Once they're a member, they can start earning stamps on a digital loyalty card. Their deal-driven visit becomes the first step on a journey towards a "10th Pizza Free" reward, giving them a powerful reason to choose you next time, even without a deal.
   

A great meal deal gets them in the door. A smart loyalty tool like meed makes sure they become part of the family.