What the guest actually buys
Every item sold across every channel (in-store, online, 3PD) over the last 90 days. We sliced it four ways to show which dishes pull guests in, which keep them coming back, and which guests spend the most.
- Popularity mix
- Of every item sold, what share is this dish. Bigger = more of the menu.
- Onboarding mix (new customers)
- What brand-new guests order on their first visit. Tells us how people meet the menu.
- Engaged mix (repeat buyers)
- What loyal, returning guests keep ordering. Tells us what makes them stay.
- Activation rate
- Of all guests who tried this item on their first visit, the share that came back for a 2nd order. A "did this dish hook them?" score.
- AMV (Average Monthly Value)
- The average monthly spend of guests who buy this item, across everything they buy. High AMV = this item flags a high-value customer, not necessarily a high-revenue item.
- Attach driver
- A low-ticket item ordered alongside almost everything else. Pure margin lift through suggestive sell.
Same menu, three audiences. Compare the columns to see where new guests differ from loyal ones - that gap tells us what's converting.
Of every guest who tried this item on their first visit, the share that came back for a 2nd order. High rate + high volume = where to spend marketing dollars, because these dishes actually turn new traffic into repeat customers.
| Item | 1st-Purchase Count | Activation Rate |
|---|---|---|
| Punjabi Burrito | 75 | 28.0% |
| Peri Peri Fries | 70 | 25.7% |
| El Jefe | 74 | 24.3% |
| Vada Pav | 59 | 23.7% |
| Punjabi Samosa | 66 | 22.7% |
| Lamb Bowl | 58 | 22.4% |
| Naughty Naan | 61 | 21.3% |
| Tikka Burrito | 274 | 21.2% |
| Tikka Masala Bowl | 189 | 21.2% |
| Lamb Burrito | 57 | 21.1% |
| Deconstructed Samosa | 64 | 20.3% |
| Punjabi 69 | 85 | 20.0% |
| Fried Ravioli | 65 | 20.0% |
| Mango Lassi | 114 | 18.4% |
AMV = the average monthly spend (across all items) of any guest who bought this dish. High-AMV items don't always sell a lot - they identify the guests who spend the most everywhere else. Left side = premium-customer flags. Right side = the dishes that drive the most actual revenue.
#1 in 30-day mix, #1 in engaged mix, top-of-funnel onboarding, AND 21.2% activation on the largest first-purchase volume (274). Every category popularity, activation, retention points to the same dish. Protect price, protect availability, never let it 86.
28.0% activation rate guests who try it on first visit come back. Lower volume than Tikka, but the highest first-visit conversion in the system. Feature in first-time-visitor promos, LTOs, and 3PD new-user incentives.
7% of items new customers buy nearly 2× any other dish. Bowl is the safer, less-committal entry point vs. burrito. Train staff to recommend the bowl on hesitant first orders; it is doing the conversion work.
$17.2K spend across 235 unique buyers in 90 days the largest customer base of any single SKU on the AMV list. Low ticket but everyone adds it. Suggestive sell + bundle pricing are pure margin.
Summer Whip ($148 AMV) and Bangalore Old Fashioned ($146) sit at the top of the AMV list with only 6–9 buyers each. Tiny volume, but those guests spend the most across the rest of their basket. Bar program is a customer-quality filter, not a revenue line.
Below the top 15 items, individual SKUs each contribute <1% of mix. Menu rationalization opportunity every item carries prep, inventory, and training cost. Quarterly SKU pruning review based on this data.
Source: all-channel item popularity dashboard, trailing 90 days. AMV = average monthly spend of any customer who purchased this item (across all of their items). Activation rate = % of first-time guests who included this item on first purchase. "Promised time" service rows excluded from menu views.