What do guests really want when they visit restaurant websites? To answer that question, we surveyed guests to understand how they browse, decide, and ultimately choose where to order.
Here are the 6 most important insights and what you can do about each one.
Key takeaways
- 66% of guests discover new restaurants through Google search.
- 91% of guests visit a restaurant’s website before ordering takeout or delivery.
- 75% of guests expect to see a menu and order online from the website.
- Poor website experiences stop 3 out of 4 guests from ordering.
- A great online experience significantly increases reorders.
What guests want from a restaurant website
Most restaurant owners have strong opinions about their websites.
Some believe social media matters most.
Others think third-party apps do all the heavy lifting.
But until recently, there was very little data on how guests actually use restaurant websites.
We surveyed 1,300 guests in the U.S. to understand:
- How they discover restaurants
- What they look for on a website
- What makes them leave without ordering
The results were clear and surprisingly consistent.
Below are the six biggest takeaways.
Takeaway 1: Google search is the top way guests discover restaurants
What the data says
66% of guests prefer Google search when looking for new restaurants.
Google beats delivery apps and restaurant directories combined.
When guests are hungry and want something new, they go to Google first.
What to do about it
- Make sure your website is linked from your Google Business Profile.
- Add high-quality photos of your food and space.
- Write a clear description of your cuisine and concept.
- Optimize your homepage for your cuisine and your menu pages for specific dishes.
Examples of common searches include:
- “Best Italian food in Key Biscayne”
- “Best birria tacos in Manhattan”
Your homepage should target the cuisine.
Your menu pages should target the dishes.
Takeaway 2: 91% of guests visit your website before ordering
What the data says
91% of guests visit a restaurant’s website before ordering takeout or delivery.
Your website is often your first impression.
And sometimes, your only one.
What to do about it
Your homepage needs to answer two questions immediately:
- What kind of food is this?
A clear headline at the top helps guests understand what you specialize in.
Example:
“Our family’s handmade Sicilian recipes in San Francisco, California.”
- What should I order?
Highlight popular or signature dishes with strong photos. Guests respond quickly to visuals.
Even restaurants without online ordering benefit from doing this well.
72% of guests visit your website before dining in
What the data says
72% of guests check a restaurant’s website before visiting in person.
This includes guests who plan to dine in.
Why it matters
Even if most of your business is on-premise, guests still want to:
- See the menu
- Understand the vibe
- Confirm location and hours
Your website plays a key role in that decision.
See how your restaurant’s website stacks up against local competitors
Takeaway 3: Guests expect to see a menu and order from it
What the data says
- 75% of guests expect a browsable menu
- 64% expect online ordering
- 61% say menu photos are one of the most important website features
The menu is the center of the website experience.
What to do about it
Invest more time in your online menu than any other section of your site.
Three essentials:
- Fast checkout: guests prefer quick payment options like Apple Pay and saved payment methods.
- High-quality photos: every menu item should be visually appealing, not just the homepage.
- Social proof: reviews or ratings under popular items help guests decide faster.
80% of guests visit your website mainly to see the menu
What the data says
80% of guests say the primary reason they visit a restaurant website is to view the menu.
No other reason comes close.
Common mistake
Using PDF menus with no photos that are hard to read on mobile.
This creates friction and uncertainty, especially for first-time guests.
Your menu should be:
- Mobile-friendly
- Easy to scan
- Visually engaging
84% of guests look at menu photos before ordering
What the data says
84% of guests review menu photos before deciding whether to order.
Photos are not optional.
They are a decision driver.
What to do about it
- Use real photos of your actual dishes
- Prioritize lighting and clarity
- Design the menu so images are front and center
Guests are used to the visual layouts of major brands and delivery apps. Familiar designs work.
Takeaway 4: 75% of guests abandon orders due to poor website experiences
What the data says
- 75% of guests stopped an order because of a bad online experience
- 69% say confusing or poorly designed websites make them less likely to order
A poor website experience directly costs you sales.
Where to focus
- Website design: make important information easy to find.
- Online menu: clear layout, photos, descriptions, and ordering from any item page.
- Checkout experience: reduce steps and avoid unnecessary form fields.
Takeaway 5: 87% of guests reorder more from great websites
What the data says
87% of guests say they are more likely to reorder if the online experience is great.
Repeat guests value smooth experiences even more than first-time visitors.
Why this matters
Many restaurants make little profit on the first order.
The second and third orders are where profitability improves.
If the experience is slow or frustrating, guests rarely return.
Takeaway 6: 3 out of 4 guests look for reviews or offers
What the data says
74% of guests look for reviews or ratings on a restaurant’s website.
Guests trust third-party platforms, but they also want reassurance directly from you.
Guests also look for deals
74% of guests check restaurant websites for special offers before ordering.
Examples that perform well:
- Discounts with minimum order values
- Website-only promotions
- Returning guest offers
What a great restaurant website looks like today
Most restaurant owners fall into one of two categories:
- Over-optimizing every detail
- Barely thinking about their website at all
The data shows the answer is simpler.
Guests want:
- Clean, modern websites
- Visual menus
- Easy ordering
- Great photography
- Reviews and social proof
- Clear offers
You do not need to reinvent anything.
You just need to execute the fundamentals well.
There are only a few things that truly matter on a restaurant website.
But when you get them right, the impact is significant.
