How to Drive More Food Delivery Orders via Instagram (Step‑by‑Step)
Instagram is no longer just for pretty food photos. Used correctly, it can become one of your highest‑converting food delivery sales channels.
Why Instagram is perfect for food delivery orders via social
Instagram is built for visual discovery, impulse decisions, and local search. That makes it ideal for driving food delivery orders, especially in dense urban areas.
Meta reports that 83% of people discover new products or services on Instagram, and food is consistently among the top‑engaged categories. When you add clear ordering options, Instagram becomes a full funnel: from first photo to repeat delivery customer.
Key benefits of taking food delivery orders via Instagram
Restaurants, cloud kitchens, and home chefs use Instagram to:
- Cut commission fees by routing orders away from marketplaces and into their own systems.
- Own the customer relationship (data, remarketing, loyalty) instead of renting it from delivery apps.
- Increase average order value (AOV) with upsell‑friendly menus and bundles linked from posts.
- Launch quickly without waiting for complex tech builds or marketplace approvals.
- Test new concepts (limited menus, new cuisines) with fast feedback from followers.
Who should prioritize Instagram food delivery orders?
Instagram‑led ordering works especially well for:
- Independent restaurants in visually appealing niches (pizza, burgers, desserts, brunch).
- Home cooks and cottage food businesses that need a low‑cost ordering channel.
- Ghost kitchens and virtual brands that live or die by online visibility.
- Multi‑location chains that want to localize content and capture direct orders in each area.
Mini case study: From 0 to 40% of delivery sales via Instagram
A neighborhood burger brand in a major city shifted focus from marketplace apps to Instagram. They:
- Added an Order Food button linked to their own ordering page.
- Used Stories daily with tappable highlights for menu, delivery zones, and promos.
- Ran a small local ad campaign targeting people within 5 km of the store.
In 90 days, 40% of their delivery orders came directly from Instagram, with an AOV 18% higher than marketplace orders and lower overall fees.
Setting up Instagram for food delivery orders
Before you drive traffic, you need to configure your Instagram profile and connect it to a reliable ordering and delivery system.
1. Switch to a professional account and optimize your bio
First, make sure you use an Instagram Business or Creator account so you can access insights, buttons, and ads.
- In the Instagram app, go to Settings > Account > Switch to professional account.
- Select a category like Restaurant, Food & Beverage, or Local Business.
- Add your business contact info (phone, email, address if relevant).
Then optimize your bio for delivery:
- First line: What you serve + city (e.g., “Neapolitan pizza delivery • Brooklyn”).
- Second line: Delivery promise (e.g., “Hot in 35 minutes • Open 11–11”).
- Third line: Clear CTA (e.g., “Order via DM or link below”).
- Link in bio: Point to your ordering page, not just your website home page.
2. Connect an ordering system or landing page
You need a place where Instagram users can complete their food delivery orders. Options include:
- First‑party online ordering via your POS or a provider like your online ordering system.
- A simple menu landing page built with tools like Linktree, a no‑code site, or a dedicated food commerce platform.
- Marketplace ordering links (e.g., Uber Eats, DoorDash) if you are not ready for direct ordering.
Whatever you choose, ensure it is mobile‑optimized, fast, and frictionless. Every extra tap costs you orders.
3. Add the Instagram “Order Food” button (where available)
In some regions, Instagram offers a native Order Food action button that sits under your bio. To enable it:
- Go to your profile and tap Edit profile.
- Tap Action buttons > Order food.
- Choose a partner (e.g., an online ordering provider) and connect your link.
If the feature is not available in your country, replicate the experience with a strong CTA in your bio and a prominent link in bio tool that points to your ordering page.
“The biggest mistake restaurants make on Instagram is acting like a magazine, not a store. Every post should make it easier to order, not just look pretty.” — Social commerce strategist, quoted in 2024 Restaurant Social Commerce Report
Tip: Add your Instagram handle and QR code to packaging, receipts, and in‑store signage so offline customers know they can place food delivery orders via Instagram next time.
Choosing your Instagram food ordering flow
There are three main ways to accept food delivery orders via Instagram. You can mix and match, but one should be your primary funnel.
Flow 1: Direct link to online ordering (best for scale)
In this model, Instagram sends users straight to a branded ordering site or app.
- How it works: Users tap Order Food, link in bio, or a Story link and land on your online ordering page.
- Pros: Automated, scalable, easy to track, supports upsells, and captures customer data.
- Cons: Requires an ordering system and some initial setup.
Flow 2: Food delivery orders via Instagram DMs
DM ordering is common for home chefs and small operations.
- How it works: Customers send a DM with their order. You confirm availability, price, and delivery details manually or with automation.
- Pros: Personal, flexible, great for building loyalty and handling custom requests.
- Cons: Time‑consuming, prone to errors, and hard to scale without tools.
To make DM ordering work, create a simple script:
- Customer sends: “Hi, I want to order.”
- Auto‑reply: “Thanks! Please send: 1) Items, 2) Quantity, 3) Address, 4) Preferred time.”
- You confirm total, payment method, and ETA.
Flow 3: Hybrid — DM to link
The hybrid flow uses DMs to capture interest, then pushes customers to a link for fast checkout.
- How it works: A user replies to a Story or post; an automated DM replies with your ordering link and a short explanation.
- Pros: Feels personal but remains scalable and trackable.
- Cons: Requires a basic DM automation tool and clear messaging.
Implementation checklist for your ordering flow:
- Choose a primary flow (link, DM, or hybrid).
- Document your internal process for handling new orders.
- Write message templates for confirmations, payment, and delays.
- Test the full journey on mobile as if you were a new customer.
Optimizing menu, photos, and captions for Instagram food delivery orders
Once your ordering flow is in place, your content must do the heavy lifting: attract attention, create cravings, and drive clicks.
Design an Instagram‑friendly delivery menu
Your full in‑house menu might be too complex for Instagram traffic. Create a focused delivery menu that:
- Features top 10–20 items that travel well and are profitable.
- Groups items into simple categories (Mains, Sides, Drinks, Combos).
- Includes bundle deals (e.g., family meals, game‑night boxes).
- Uses short, descriptive names and clear pricing.
Photo best practices for food delivery on Instagram
You don’t need a studio. You do need consistency and clarity.
- Shoot in natural light, near a window, with minimal harsh shadows.
- Use a consistent background (wood table, neutral board) so your grid looks cohesive.
- Show delivery reality — dishes in packaging or on a home table, not just plated in‑house.
- Include close‑ups of textures (melted cheese, crispy edges, sauce drips).
- Add subtle text overlays on some images: “Free delivery today”, “2 for 1 wings”, “Order in bio”.
Caption formulas that convert views into orders
Your captions should be short, clear, and action‑oriented. Try this simple format:
- Line 1 (Hook): Name the craving or occasion.
Example: “Rainy night? Our spicy ramen delivers in 30 minutes.” - Line 2–3 (Details): What’s in the dish, price, and any deal.
Example: “Slow‑cooked broth, house noodles, chili oil. $12, or 2 bowls for $20 tonight.” - Line 4 (CTA): Exactly how to order.
Example: “Tap our Order Food button or DM ‘RAMEN’ to order now.” - Hashtags: 5–10 targeted tags: #citynamefood, #citynamedelivery, #latenightfood, #fooddelivery.
Use Highlights as your always‑on delivery hub
Create Instagram Highlights that act as a mini website:
- Menu – photos and short descriptions of key dishes.
- How to order – step‑by‑step instructions with screenshots.
- Delivery zones & fees – maps, minimum order, delivery times.
- Promos – current codes, bundles, and limited‑time offers.
- Reviews – reshare customer Stories and messages.
Using Stories and Reels to trigger instant food delivery orders
Stories and Reels are where your audience spends most of their time. They are also where impulse food decisions happen.
Stories: Daily touchpoints that drive quick orders
Post Stories consistently, especially during key ordering windows (lunch, after work, late night).
- Behind the scenes: Show today’s specials being prepared.
- Countdown stickers: For limited‑time deals or cut‑off times for same‑day delivery.
- Polls and question stickers: Ask “What are you craving tonight?” and follow up with tailored offers.
- Link stickers: Always add a link sticker to your ordering page with text like “Order now” or “Get it delivered”.
Reels: Reach new customers beyond your followers
Reels can put your food in front of thousands of people who do not follow you yet.
- Keep Reels 7–15 seconds with one clear idea: a cheese pull, a burger cut, a before/after table.
- Use on‑trend audio but keep the focus on the food and the delivery experience.
- Add on‑screen text: “Yes, we deliver. Link in bio.”
- Pin your top 3 Reels that mention delivery to the top of your grid.
Mini case study: Stories that sell out daily specials
A home‑based baker used Instagram Stories to sell a limited batch of cinnamon rolls each weekend. Their system:
- Thursday: Post a Story with the weekend menu and prices.
- Friday: Share a behind‑the‑scenes prep video with a link sticker.
- Saturday morning: “Last 10 boxes” Story with DM keyword for orders.
Within six weeks, they were selling out 100% of their weekend inventory, with most orders originating from Stories.
Promotions, influencers, and ads to grow food delivery orders via Instagram
Organic content builds your base. Strategic promotions and paid campaigns accelerate growth and fill slow periods.
Run simple, trackable Instagram delivery promotions
Use time‑bound offers and clear codes to measure results:
- First‑order discount: “New here? Use code INSTA10 for 10% off your first delivery.”
- Day‑part offers: “Lunch special 12–3 PM only. Free drink with any bowl. Code: LUNCHGRAM.”
- Bundle deals: “Game night combo for 4 – save 20%. Order via link in bio.”
- Free delivery radius tests: Offer free delivery within 3 km for a week and watch order density.
Partner with micro‑influencers and local creators
Local food creators can introduce your delivery service to new audiences.
- Look for creators with 5k–50k followers in your city and strong engagement.
- Offer a free tasting + unique discount code they can share with followers.
- Ask for at least one Reel, one Story set, and a static post that mention delivery and your ordering link.
- Track performance by unique codes (e.g., CREATORNAME15) and UTM parameters on links.
Use Instagram ads to target hungry locals
Paid ads help you reach people within your delivery radius at the right time.
- Set up a local awareness or website traffic campaign in Ads Manager.
- Target by location radius (e.g., 5 km around your address) and relevant interests (food, takeout, delivery apps).
- Use appetite‑triggering creatives (close‑ups, combos) and a clear CTA: “Order now for delivery.”
- Schedule ads to run during peak ordering hours to increase conversion.
Start small with ads. Even $5–$10 per day focused on a 3–5 km radius can generate a noticeable lift in food delivery orders via Instagram when paired with a strong offer.
Operations: from Instagram order to doorstep
A smooth operational process turns first‑time Instagram buyers into repeat delivery customers. A poor experience does the opposite.
Standardize your Instagram order handling
Document how your team should handle orders from Instagram:
- Order intake: Who monitors DMs and notifications during service hours?
- Verification: How do you confirm address, contact number, and delivery time?
- Payment: Do you collect payment online, via link, or on delivery?
- Kitchen ticket: How do Instagram orders enter your kitchen workflow or POS?
- Delivery handoff: Who assigns drivers or books third‑party couriers?
Choose your delivery logistics model
You can handle delivery in‑house, outsource it, or mix both.
- In‑house delivery:
- Pros: Full control, branded experience, more margin.
- Cons: Staffing, vehicle costs, route planning.
- Third‑party couriers (on‑demand logistics apps):
- Pros: Flexible, no fixed costs, easy to scale up/down.
- Cons: Per‑order fees, less control over experience.
- Hybrid: In‑house for nearby orders, third‑party for farther zones.
Communicate clearly with customers
Reduce anxiety with proactive updates. Templates you can save:
- Order received: “Thanks, [Name]! We’ve received your order #[OrderID]. Estimated delivery: [Time]. We’ll message you when it’s out for delivery.”
- Out for delivery: “Your order is on the way with [Driver name]. ETA: [Time].”
- Delay: “We’re running about 10 minutes behind due to high demand. New ETA: [Time]. Thanks for your patience.”
- Review request: “Hope you enjoyed your meal, [Name]! Tag us in your Stories or send feedback here.”
Measuring performance and optimizing your Instagram ordering funnel
To grow food delivery orders via Instagram, you need to know what is working and where customers drop off.
Track the right Instagram and ordering metrics
Monitor a small set of KPIs every week:
- Profile metrics: Profile visits, website taps, and button taps.
- Content metrics: Reach, saves, and replies on posts and Stories that mention delivery.
- Funnel metrics:
- Sessions from Instagram to your ordering page (via analytics + UTM tags).
- Conversion rate (sessions > completed orders).
- Average order value and repeat order rate from Instagram customers.
Run simple experiments each month
Use A/B tests and small experiments to optimize:
- Offers: Test free delivery vs. percentage discounts.
- Creatives: Try close‑ups vs. wide shots, plated vs. packaged.
- Captions: Change your CTA from “Link in bio” to “Order Food button” and compare clicks.
- Timing: Post at different hours and track which windows drive more orders.
According to internal data from several restaurant marketing platforms, restaurants that post about delivery at least 3x per week see up to 2–3x more direct online orders than those that post only occasionally.
FAQs about food delivery orders via Instagram
How do I start taking food delivery orders via Instagram with no website?
You can start with DM orders. Post a simple menu as a Highlight, tell customers to DM their order, and confirm payment and delivery details manually. As orders grow, move to a basic ordering page or food commerce tool and link it in your bio.
Is it better to send Instagram customers to delivery apps or my own ordering page?
For long‑term profit, your own ordering page is better because you keep customer data and avoid high commissions. However, if you are just starting or lack infrastructure, linking to delivery apps can help you capture demand quickly while you build direct ordering.
Can I automate food delivery orders via Instagram DMs?
Yes. You can use DM automation tools to send instant replies, collect basic order info, and share a payment or ordering link. Full end‑to‑end automation is harder, but even partial automation reduces manual work and response times.
What should I post to get more food delivery orders from Instagram?
Focus on close‑up food photos, short Reels showing preparation or unboxing, daily Stories with offers and link stickers, and clear CTAs like “Order now for delivery” in every post that features menu items.
How can I track which orders came from Instagram?
Use unique promo codes (e.g., INSTA10), UTM parameters on your ordering links, and separate “Instagram” as a source field in your ordering system. Review these metrics weekly to see how many orders and how much revenue Instagram generates.