Guide
Bundles that make money.
A deal should move somebody up, not give a discount to people who were already spending that much.
In short
A good bundle prices just above your current average order and includes at least one high-margin item such as a side or a drink. It should be worth noticeably more than the sum a customer would otherwise have spent, not less. In Ireland, be aware that a bundle including a soft drink spans two VAT rates and needs apportioning.
Updated 28 August 2026
Price above your average, not below
A deal priced under your current average order value is a discount to people already spending more. Set the bundle just above the average so that taking it moves somebody up rather than down. This single decision separates bundles that make money from bundles that feel busy.
Anchor it with a high-margin item
Include a drink or a side. These carry your best margins, so their presence lets you offer a headline saving on the main item while protecting the overall margin of the bundle. A bundle of three expensive proteins looks generous and earns you nothing.
- One main, one side, one drink is the classic shape
- The saving should be visible and modest
- Avoid bundling two high-cost items together
The Irish VAT trap
Since 1 July 2026 food and catering in Ireland is at 9 percent, but alcohol, bottled water, soft drinks and sports drinks remain at 23 percent, including when supplied as part of a meal. So a bundle with a drink in it spans two rates and must be apportioned. Systems that treat a bundle as one line at one rate are now getting this wrong on every deal sold.
Make the saving legible
Show what the items would cost separately and what the bundle costs. If the saving is not obvious the bundle is just a menu item with a fixed set of components, and it will not shift behaviour. If the saving is too large it damages your margin without shifting much more volume.
The honest limitation
Bundles cannibalise. Some people taking the deal would have bought a main and a drink anyway at full price. Judge a bundle on total gross profit per order across the period rather than on how many bundles sold, or you will conclude a margin-losing deal was a success.
Questions, answered straight.
Not covered here? Just ask us.
How big should the saving be?
Enough to be worth mentioning, small enough that the bundle still earns more than the components typically would. Model it against your actual average order before launching.
Should bundles be available at all times?
Time-limiting them to quiet periods is often better. A lunch deal that fills a dead hour is more valuable than a permanent discount at peak.
Do bundles work for delivery?
Well, because they simplify a decision on a phone. Just make sure the kitchen can produce the whole bundle without slowing the pass.
How do I handle VAT on a bundle?
Apportion between the food element and the drink element at their respective rates. If your system cannot do this, that is worth resolving, because the error repeats on every sale.
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