For your take away, be it a Fish and Chip, Pizza, Charcoal Chicken, Sushi, Souvlaki or a more traditional restaurant that offers take away, such as an Indian or Chinese, it is important to know how much a customer is worth to you, so that you can tailor your marketing around that dollar figure. That way you will know if your marketing is effective.

Firstly, you will need to know a couple of things, average spend, average number of visits and your food cost percentage.

The average spend you should be able to work out from your cash register software, or if you don’t have any, sample a week’s trades to determine the average amount spent.

The average number of visits is more difficult to determine. You will definitely have your regulars who buy every Friday, Saturday or Sunday night. Our take away night is generally Sunday and we would have take away once a month, of which, 3 weeks out of 4 it would be Fish and Chips, so we would visit them 9 times per year.

The food cost percentage is how much your ingredients cost as a percentage of what you would sell it for. If all of the ingredients cost you $3.50 for a $10 burger, your food cost is 35%.

So putting it all together –

Once you determine the dollar value of a customer, then you have some information you can work with. You can work out the Return on Investment you are getting for your marketing dollar.


The higher the ROI for your marketing campaign the better, but the interesting thing about Take Aways is that many customers spend quite a lot per year. Customers are creatures of habit and it doesn’t take much for a person to become a regular customer.

One of the guys on our team gets Fish and Chips for the family once a week and spends $25. 25*50 weeks (there will be a couple of weeks he misses out) is $1250 in revenue and assuming a 35% food cost (a fish and chip shop may be lower) and he is worth $812 in profit. Now what would you pay to find a customer like that?