Restaurant Lexicon
Average Order Value (AOV)
Average Order Value is the average value of an order, calculated as revenue divided by the number of orders.
Why it matters
Average Order Value (AOV) shows how much a guest spends per order. Raising it — for example with relevant add-ons at checkout — increases revenue without winning a single new guest.
AOV is also a lever against the Marketplace Tax: the higher the order value, the more the gap between platform and direct costs matters.
Formula
Average Order Value = Revenue ÷ Number of orders