How to Rank Higher on DoorDash & Uber Eats (Restaurant Optimization Guide 2026)
- Kavisha Thakkar
- Dec 29, 2025
- 15 min read
Updated: 6 days ago
Introduction
Let me describe a frustration that's driving restaurant owners across America insane:
You signed up for DoorDash, Uber Eats, and Grubhub because everyone told you "that's where the customers are." You're paying 25-30% commission on every single order. But when you open the app and search for your own cuisine type, you're buried on page 3.
Meanwhile, the chain restaurant down the street—with worse food and worse reviews—is sitting pretty at the top.
What gives?
Here's the brutal truth most restaurant owners don't understand: These apps are not neutral marketplaces. They're algorithms. And like any algorithm, they can be optimized—or ignored at your peril.
According to a 2024 study by PYMNTS, over 60% of consumers now order food delivery at least once a week, and 78% of those orders go to restaurants that appear in the top 10 results for their search. If you're not in that top 10, you're fighting for scraps of the remaining 22%.
The NYC/NJ Reality:
In markets as dense as Manhattan, Brooklyn, Hoboken, and Jersey City, there might be 500+ restaurants competing in your delivery zone. The difference between ranking #3 and #30 could be hundreds of orders per month—and tens of thousands of dollars in revenue.
You're already paying the commission. You might as well get your money's worth.
What You'll Learn in This Guide:
How the DoorDash and Uber Eats algorithms actually work (insider knowledge)
The 10 factors that determine your ranking position
How to optimize your menu, photos, and descriptions for maximum visibility
The "acceptance rate" and "prep time" hacks that boost your ranking
When promoted listings are worth it (and when they're a waste)
Real costs of delivery app optimization
Common mistakes that tank your visibility
A case study showing how one NYC restaurant increased delivery orders by 47% without spending more on ads
This isn't about accepting your fate as a victim of the algorithm. It's about gaming the system so you get more orders, more revenue, and better ROI on that painful commission you're already paying.
Let's dive in.
Table of Contents
How Delivery App Algorithms Actually Work
Before you can beat the algorithm, you need to understand what it's optimizing for.
The Platform's Goal (It's Not Your Success)
DoorDash, Uber Eats, and Grubhub have one primary objective: Maximize revenue per customer session.
They don't care if YOUR restaurant gets orders. They care that SOMEONE gets orders—preferably someone who:
Has high conversion rates (customers actually complete orders)
Fulfills orders quickly (happy customers = repeat customers)
Has few complaints or refunds (less support costs)
Pays for promoted placement (direct revenue for the platform)
Your ranking is a reflection of how well you serve the platform's interests, not yours.
The Basic Ranking Formula
While the exact algorithms are proprietary, industry research and leaked documents suggest rankings are based on a weighted formula:
Factor | Approximate Weight | What It Means |
Conversion Rate | 25% | % of people who view your listing and order |
Ratings & Reviews | 20% | Your star rating and recent review trends |
Operational Metrics | 20% | Acceptance rate, prep time accuracy, cancellations |
Relevance | 15% | How well you match the user's search/preferences |
Recency/Activity | 10% | How recently you've been active on the platform |
Promoted Status | 10% | Whether you're paying for boosted placement |
The takeaway: You can influence ~90% of your ranking through optimization. Only ~10% requires paid promotion.
The 10 Factors That Determine Your Ranking
Let's break down each factor and exactly how to optimize for it.
Factor 1: Conversion Rate
What It Is: The percentage of people who view your restaurant listing and complete an order.
Why It Matters: If 100 people view your listing and 5 order, you have a 5% conversion rate. If your competitor gets 10 orders from 100 views, they have a 10% conversion rate. The algorithm will show them more often because they "convert" better.
How to Improve:
Better photos (see Photo Optimization section)
Compelling menu descriptions
Competitive pricing
Good reviews visible at top
Fast estimated delivery time
Factor 2: Ratings & Reviews
What It Is: Your average star rating and the sentiment of recent reviews.
Why It Matters: A restaurant with 4.8 stars will almost always outrank one with 4.2 stars, all else being equal.
How to Improve:
Deliver consistently good food (obvious but crucial)
Package food properly so it arrives intact and warm
Include a thank-you note asking for a 5-star review
Respond to negative reviews on the platform (shows you care)
Address recurring complaints (if 5 reviews mention cold fries, fix your packaging)
For more on handling reviews, see our Restaurant Review Management Guide.
Factor 3: Acceptance Rate
What It Is: The percentage of incoming orders you accept.
Why It Matters: If you reject orders frequently, the platform sees you as unreliable. They'll show you less often to avoid customer disappointment.
Target: 95%+ acceptance rate.
How to Improve:
Keep your menu availability accurate (mark items unavailable rather than rejecting orders)
Staff appropriately during peak hours
Have systems to handle sudden order surges
Only pause delivery during genuine emergencies
Factor 4: Prep Time Accuracy
What It Is: How closely your actual prep time matches your quoted prep time.
Why It Matters: If you quote 15 minutes but consistently take 25, drivers wait, customers wait, everyone's unhappy. The algorithm punishes you.
Target: Actual prep time within 2 minutes of quoted time.
How to Improve:
Be honest about your prep times (it's better to quote 25 and deliver in 20 than quote 15 and deliver in 25)
Adjust prep times during busy periods
Have a dedicated station for delivery orders
Prep popular items in advance during peak hours
Factor 5: Cancellation Rate
What It Is: How often you cancel orders after accepting them.
Why It Matters: Cancellations are the worst possible outcome for the platform. The customer is hungry, disappointed, and might churn from the app entirely.
Target: Less than 1% cancellation rate.
How to Improve:
Keep your inventory system updated
Mark items as unavailable before you run out
Train staff to never accept orders they can't fulfill
Have backup ingredients for popular items
Factor 6: Menu Completeness
What It Is: How fully optimized your menu is—descriptions, photos, modifiers, dietary tags.
Why It Matters: A complete menu gives the algorithm more data to match you with relevant searches. It also increases conversion because customers can see exactly what they're getting.
How to Improve:
Add descriptions to EVERY item
Upload photos for at least your top 10 items
Add modifiers (extra cheese, no onions, etc.)
Tag dietary restrictions (vegetarian, gluten-free, vegan)
Organize into logical categories
Factor 7: Price Competitiveness
What It Is: How your prices compare to similar restaurants in your zone.
Why It Matters: The algorithm knows that price-sensitive customers are more likely to convert on competitively priced options. If you're 30% more expensive than similar restaurants, you'll rank lower for price-conscious searches.
How to Improve:
Research competitor pricing on the apps
Consider delivery-specific menu pricing
Offer bundle deals that increase perceived value
Don't be the cheapest, but don't be wildly overpriced
Factor 8: Restaurant "Health" Score
What It Is: An internal metric combining all operational factors—uptime, responsiveness, order accuracy, customer satisfaction.
Why It Matters: This is the platform's overall assessment of whether you're a reliable partner.
How to Improve:
Stay online during your stated hours (don't randomly pause)
Respond to customer issues through the app
Maintain consistent quality across all orders
Keep your account information updated
Factor 9: Search Relevance
What It Is: How well your restaurant matches what the customer is searching for.
Why It Matters: If someone searches "Thai food," and your Thai restaurant has no Thai-related keywords in your description, you might not appear.
How to Improve:
Include cuisine type in your restaurant description
Use relevant keywords in item descriptions
Tag items with appropriate categories
Make sure your restaurant category is accurate
Factor 10: Promotional Activity
What It Is: Whether you're running deals, promotions, or paying for boosted placement.
Why It Matters: Platforms reward restaurants that invest in the ecosystem. Running a "Free Delivery" promo might temporarily boost your organic ranking too.
How to Improve:
Run periodic promotions (even small discounts)
Test promoted listings for high-margin items
Participate in platform-wide events (e.g., "National Pizza Day")
Menu Optimization: What to List and How to Describe It
Your menu is your storefront. Here's how to make it sell.
Rule 1: Lead With Your Best Sellers
The items at the TOP of each category get the most views and orders. Put your highest-margin, best-reviewed items first.
Example:
❌ Listing appetizers alphabetically (Bruschetta, Calamari, Wings...)
✅ Listing by popularity/profitability (Wings first if they're your best seller)
Rule 2: Write Descriptions That Sell
Most restaurants write descriptions like:
"Cheeseburger. Beef patty with cheese, lettuce, tomato, onion."
That's a specification, not a description.
Write descriptions that create cravings:
"Smash Burger. Two crispy-edged beef patties, melted American cheese, tangy pickles, and our secret sauce on a buttery brioche bun. The burger that put us on the map."
Bad Description | Good Description |
"Chicken wings with sauce" | "Crispy jumbo wings tossed in your choice of honey garlic, Nashville hot, or tangy BBQ. Served with creamy ranch or blue cheese." |
"Caesar salad" | "Crisp romaine, shaved parmesan, house-made croutons, and our creamy garlic Caesar dressing. Add grilled chicken or shrimp." |
"Chocolate cake" | "Triple-layer devil's food cake with rich chocolate ganache. Made fresh daily—the only way to end your meal." |
Rule 3: Use Keywords Strategically
The algorithm reads your descriptions to determine search relevance.
Include:
Cuisine type ("authentic Italian," "New York style pizza")
Key ingredients ("wagyu beef," "fresh mozzarella")
Cooking methods ("wood-fired," "slow-smoked," "hand-tossed")
Dietary markers ("vegan," "gluten-free," "keto-friendly")
Rule 4: Optimize Your Modifiers
Modifiers (add-ons and customizations) do two things:
Increase average order value
Show the algorithm you have a complete, customer-friendly menu
Every item should have:
Size options (if applicable)
Add-on proteins or toppings
Sauce choices
Dietary modifications (no onion, extra cheese, etc.)
Rule 5: Price Strategically
Delivery app customers are comparing you to 50 other restaurants. Consider:
Slightly higher prices on apps (to offset commission)—but don't go crazy
Bundle deals that increase perceived value ("Family Meal: 2 entrees + 2 sides + dessert for $49")
Low-priced "gateway" items that get people to try you (then upsell)
Photo Optimization: Why Bad Photos Kill Your Orders
This is where most restaurants fail catastrophically.
The Data
According to DoorDash's own merchant resources:
Restaurants with photos get 30% more orders than those without
Items with photos get 2x the orders of items without photos
Professional-quality photos outperform amateur photos by 40%
What Good Delivery Photos Look Like
Element | Bad Photo | Good Photo |
Lighting | Dim, yellow, shadowy | Bright, natural, even |
Background | Cluttered kitchen, messy table | Clean surface, simple backdrop |
Angle | Flat, straight-on | 45-degree angle (shows depth) |
Container | Food in delivery packaging | Food plated beautifully (even if delivered in container) |
Portion Size | Looks small, empty space in frame | Fills the frame generously |
The "Glamour Shot" Rule
Here's a secret: The photo doesn't need to show how the food arrives. It needs to show how the food LOOKS at its best.
Take photos of your dishes plated beautifully on real plates. The customer knows it's coming in a container—but they're buying the FOOD, not the packaging.
DIY Photo Tips
If you can't afford a professional shoot right now:
Shoot near a window during daytime (natural light)
Use a white plate on a dark surface (or vice versa)
Shoot at a 45-degree angle
Fill the frame (get close)
Use your phone's Portrait Mode to blur the background
Edit with Lightroom Mobile (free) to boost brightness and contrast
For professional content, check out our Content Creation services.
The Operational Hacks: Acceptance Rate, Prep Time & More
These behind-the-scenes metrics can make or break your ranking.
Hack 1: Create a Dedicated Delivery Station
Separate your delivery orders from dine-in orders. This:
Reduces confusion and errors
Speeds up prep time
Ensures consistent packaging
Hack 2: Over-Estimate Prep Time (Slightly)
If your average prep time is 18 minutes, set it to 22-25 minutes.
Why:
You'll almost always beat expectations (happy customers)
The algorithm sees you as reliable
Drivers don't wait as long (better driver relationships)
Hack 3: Stay Online During Slow Hours
Many restaurants pause delivery during slow periods to "save on labor."
This hurts your ranking.
The algorithm rewards consistency. If you're online 12 hours a day versus 8, you're signaling reliability.
Solution: Keep a skeleton crew during slow hours. Even low volume is better than going offline.
Hack 4: Use the "Mark As Unavailable" Feature Aggressively
Running low on chicken? Mark chicken dishes unavailable BEFORE you run out.
This prevents:
Rejected orders (hurts acceptance rate)
Cancellations (kills your ranking)
Customer complaints (hurts ratings)
Hack 5: Package for Delivery, Not Dine-In
The biggest source of negative delivery reviews: food quality on arrival.
Invest in:
Vented containers for hot items (prevents sogginess)
Insulated bags
Sauce on the side (always)
Secure packaging (nothing spills)
Napkins, utensils, wet wipes included
This reduces negative reviews dramatically.
Promoted Listings: When They're Worth It (And When They're Not)
All major delivery platforms offer paid promotion. But is it worth it?
How Promoted Listings Work
Platform | Promotion Type | Cost |
DoorDash | Sponsored Listings | Pay per click or % of promoted order revenue |
Uber Eats | Ads (Boost visibility) | % of order subtotal (typically 10-25%) |
Grubhub | Sponsored Placement | % of order or flat fee per click |
When Promoted Listings ARE Worth It
✅ New restaurant launch: You have no reviews or order history. Promotion jumpstarts visibility.
✅ High-margin items: If your promoted item has 50%+ margin, the extra commission might be acceptable.
✅ Competitive time slots: Friday night dinner is cutthroat. A small boost can mean 20+ extra orders.
✅ Testing new items: Promote a new dish to quickly gather data and reviews.
When Promoted Listings ARE NOT Worth It
❌ Your basics aren't optimized: No photos, bad descriptions, poor ratings. You're paying to show people a bad listing.
❌ Low-margin items: Promoting a $12 item where you make $3 profit—then paying 20% commission on top—is a recipe for losing money.
❌ You're already ranking well: If you're in the top 5-10 organically, promotion has diminishing returns.
❌ Always-on campaigns: Promotion should be strategic (weekends, launches, slow periods), not a permanent crutch.
The Math
Scenario:
You promote your $20 burger
Promotion cost: 15% of order = $3
Base commission: 25% = $5
Total platform take: $8 (40% of order)
Your food cost: $6 (30%)
Your profit: $6 (30%)
Is $6 profit worth it? Maybe. But if you can get that same order organically (without the $3 promo fee), your profit jumps to $9.
Rule of thumb: Fix your organic ranking first. Use promotion as a supplement, not a crutch.
Real Costs: What Delivery Optimization Actually Costs
DIY Approach
Task | Time Investment | Cost |
Menu audit and rewriting | 3-5 hours (one-time) | Free |
Photo shoot (DIY) | 2-3 hours | Free |
Operational changes (prep time, station setup) | 2-4 hours | Free |
Weekly monitoring and adjustments | 1-2 hours/week | Free |
Total | 10-15 hours initial + 1-2 hours/week | $0 |
Professional Approach
Service | Cost |
Professional food photography (one-time) | $500-$1,500 |
Menu copywriting (one-time) | $300-$800 |
Delivery platform management (monthly) | $500-$1,500 |
Packaging upgrade | $200-$500 (one-time) |
Promotion Costs
Platform | Typical Spend | Expected ROI |
DoorDash Sponsored | $200-$1,000/month | 2-4x (if optimized) |
Uber Eats Ads | $200-$1,000/month | 2-4x (if optimized) |
Grubhub Promotion | $200-$1,000/month | 1.5-3x (typically lower) |
Common Mistakes That Tank Your Visibility
Mistake #1: No Photos (Or Terrible Photos)
The Error: You leave the default placeholder image or upload blurry phone photos.
Why It Fails: Customers eat with their eyes first. No photo = no order.
The Fix: Add photos to at least your top 10 items. Invest in a professional shoot if possible.
Mistake #2: Ignoring Prep Time Settings
The Error: You set prep time to 15 minutes and never adjust it—even when you're slammed on Saturday night.
Why It Fails: Drivers wait. Customers wait. Everyone's mad. Your ranking drops.
The Fix: Adjust prep times dynamically. Increase during peak hours. Use the app's "busy mode" features.
Mistake #3: Pausing Delivery Constantly
The Error: You go offline during slow periods, staff shortages, or whenever you "don't feel like dealing with delivery."
Why It Fails: The algorithm sees inconsistency. Your ranking drops. When you come back online, you're buried.
The Fix: Stay online as much as possible. Extend hours if you can.
Mistake #4: Not Responding to Delivery Reviews
The Error: You respond to Google and Yelp reviews but ignore DoorDash and Uber Eats reviews.
Why It Fails: These platforms track engagement. Responding shows you're an active, caring merchant.
The Fix: Respond to every review—positive and negative—within 48 hours.
Mistake #5: Menu Bloat
The Error: You put your entire dine-in menu on the delivery apps—including items that don't travel well.
Why It Fails: Customer orders the delicate soufflé. It arrives deflated. 1-star review.
The Fix: Curate a delivery-specific menu of items that travel well. Less is more.
Mistake #6: Ignoring the Data
The Error: You never look at your merchant dashboard analytics.
Why It Fails: You don't know what's selling, what's getting rejected, or why your ranking dropped.
The Fix: Check your dashboard weekly. Look at conversion rates, popular items, and customer feedback.
Case Study: How a NYC Restaurant Increased Delivery Orders by 47%
The Client: A fast-casual Mediterranean restaurant in Brooklyn.
The Problem:
On DoorDash and Uber Eats for 18 months
Averaging 80 delivery orders/week
Ranking on page 2-3 for "Mediterranean food" in their zone
4.1 star rating (decent but not great)
Generic menu descriptions, only 3 photos uploaded
Prep time set at 20 minutes (actual average: 28 minutes)
The Strategy:
Week 1: Menu Overhaul
Rewrote all 35 menu item descriptions
Added modifier options to every item
Tagged dietary restrictions (12 items marked vegetarian, 8 marked vegan, 5 marked gluten-free)
Removed 6 items that didn't travel well
Week 2: Photo Upgrade
Professional photographer shot all menu items
Uploaded photos for 100% of items (was 10%)
Created "lifestyle" photos for hero placement
Week 3: Operational Fixes
Increased quoted prep time to 25 minutes (was 20)
Created dedicated delivery prep station
Trained staff on packaging standards
Upgraded containers for hot items
Week 4-8: Monitoring & Optimization
Responded to every delivery review (positive and negative)
Ran a 2-week "Free Delivery" promotion to boost order volume
Tested promoted listings for top 3 margin items
Monitored conversion rates and adjusted pricing
The Investment:
Photography: $800
Packaging upgrade: $400
Promoted listings (2 weeks): $300
Menu writing (DIY): $0
Total: $1,500
The Results (60 Days Later):
Metric | Before | After | % Change |
Weekly Delivery Orders | 80 | 118 | +47% |
Average Rating | 4.1 stars | 4.6 stars | +0.5 stars |
Search Ranking (Mediterranean) | Page 2-3 | Top 5 | 🚀 |
Conversion Rate | 3.2% | 5.8% | +81% |
Prep Time Accuracy | 65% | 94% | +45% |
Weekly Delivery Revenue | $1,920 | $2,832 | +47% |
Monthly Revenue Increase: $3,648
ROI on $1,500 Investment: 243% in first month alone—and the improvements are permanent.
What Made It Work:
Photos transformed everything. Conversion rate nearly doubled.
Accurate prep times improved ratings and reduced complaints.
Better descriptions matched them with more relevant searches.
Packaging upgrades reduced negative delivery reviews.
Your "Start This Week" Delivery Optimization Plan
Here's exactly what to do in the next 10 days.
Day 1-2: Audit Your Current State
Open your DoorDash and Uber Eats merchant dashboards.
Note your current: ranking position, conversion rate, average rating, prep time accuracy.
Identify your top 10 selling items and bottom 10.
Count how many items have photos (be honest).
Day 3-4: Fix Your Menu
Rewrite descriptions for your top 10 items using the formula in this guide.
Add modifiers to every item.
Tag dietary restrictions (vegetarian, vegan, gluten-free).
Remove items that don't travel well.
Day 5-6: Fix Your Photos
Option A: DIY photo shoot using the tips in this guide.
Option B: Schedule a professional photographer.
Upload photos for at least your top 10 items.
Day 7-8: Fix Your Operations
Review your quoted prep time vs. actual. Adjust if needed.
Set up a dedicated delivery prep station.
Upgrade your packaging if necessary.
Train your staff on delivery priorities.
Day 9-10: Monitor and Respond
Respond to all outstanding delivery app reviews.
Set a calendar reminder to check your dashboard weekly.
Consider a short promotional campaign to boost initial orders.
Conclusion: Your Next Steps
Let's recap what we covered:
✅ Delivery apps are algorithms, not neutral marketplaces. You can optimize for them.
✅ 10 ranking factors determine your visibility. Conversion rate, ratings, prep time accuracy, and photos are the biggest levers.
✅ Your menu is your storefront. Write descriptions that sell, not just describe.
✅ Photos are non-negotiable. Restaurants with photos get 30% more orders.
✅ Operations matter. Accurate prep times and low cancellation rates boost rankings.
✅ Promoted listings are a supplement, not a strategy. Fix organic ranking first.
✅ Small investments = big returns. $1,500 can generate $3,500+/month in additional revenue.
Your Immediate Action Plan:
Today: Log into your merchant dashboards and audit your current state.
This Week: Rewrite your top 10 menu descriptions and add modifiers.
Next Week: Get photos on at least 10 items (DIY or professional).
Ongoing: Monitor weekly, respond to reviews, adjust prep times.
Ready to Stop Guessing and Start Growing?
If you're tired of marketing that doesn't work, it's time for a real system. Our Free Restaurant Growth Kit gives you the exact tools we use to scale restaurants in NJ & NYC.
It includes:
The 15-Point GMB Checklist
The 2026 Marketing Budget Calculator
The 7-Day Authentic Content Calendar
The Website Conversion Scorecard
Want Help Optimizing Your Delivery Presence?
At Jigsawkraft, we help restaurants in NJ & NYC maximize their delivery app revenue.
Here's what we do:
✅ Complete menu audit and rewrite for DoorDash, Uber Eats & Grubhub
✅ Professional food photography optimized for delivery platforms
✅ Operational consulting (prep times, packaging, workflow)
✅ Promotion strategy (when to boost, what to promote)
✅ Ongoing monitoring and optimization
You're already paying 30% commission. Let's make sure you're getting your money's worth.
We'll analyze your current delivery app presence, identify the biggest opportunities, and give you a custom optimization plan—no strings attached.
Or explore our Content Creation services for professional food photography.
Stop subsidizing the algorithm. Start gaming it.
About Jigsawkraft
Jigsawkraft is a digital marketing agency serving small and medium businesses in India and the USA. We specialize in Social Media Management, Content Creation, SEO, Website Development, and Google My Business Optimization.
Our USA division focuses exclusively on food and beverage businesses in New Jersey and New York City, helping restaurants maximize revenue across all channels—dine-in, delivery, and digital.
Our mission: Build systems that attract clients, not just followers.
📧 Email: letschat@jigsawkraft.com
📞 Phone: +1 (908) 926-4528
🌐 Website: jigsawkraft.com
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