Trends: Your Secret Weapon for Improved Food Delivery App Performance

Most data in the food delivery ecosystem is static. Performance data is either a snapshot or an average over a particular time period, especially with aggregator delivery apps.

The problem with static data is the "so what?" problem.

If you have some performance metrics and can't tell how they are changing, then so what?

Most restaurants accept this as the status quo without stopping to question whether they are getting the data they need to drive real growth on delivery apps.

The Static Data Trap

Food delivery apps tend to display order volume as a trend—Monday was x orders and Tuesday was y orders—but they don't give you the context you need to make sense of the changes.

Critical metrics like ROAS, conversion rate, contribution margin (profitability), and new vs returning customers are almost always delivered as averages over time. This makes them much less useful for making decisions and optimizing both campaigns and operations.

Restaurant consultant Jim Taylor, with over 50,000 followers on LinkedIn, puts it perfectly:

Here's the truth: Data isn't valuable unless it drives action. Let me prove it:  Mistake #1: Looking at Totals Instead of Trends. You sold $50,000 last month—great. But what's the trend? Are sales growing or shrinking? Which menu items drive the most profit? What patterns are hidden in the data? Totals give you numbers. Trends give you decisions."

This is a key insight often overlooked: trends give you decisions.

Introducing Trends on Revly

At Revly, our mission is to help restaurants grow on delivery apps.

From a reporting standpoint, we're focused on the metrics that drive performance on aggregator platforms like Talabat, Deliveroo, Careem, and Noon.

Today, we're excited to introduce Trends—Revly's latest breakthrough feature that transforms static data into dynamic, actionable trend reports for delivery app marketing .

This industry-first innovation addresses the fundamental flaw in how delivery app performance data has traditionally been presented to restaurants.

While native platform metrics, and other analytics tools, continue to serve up static snapshots and period averages, Trends is the first solution specifically designed to turn your delivery app data into decisions that drive real growth.

Instead of asking "What happened?"

You'll finally be able to ask "What's happening, why is it happening, and what should I do about it?"

Trends doesn't just show you numbers—it reveals patterns, correlations, and opportunities that were previously hidden in static reports.

So let's get into it.

Trends Overview

Before we get into the meat of what's in the tool, it's important to note that Trends is fully customizable.

You can select:

• Any time period through a calendar interface
• Any delivery app or any combination of apps (Talabat, Deliveroo, Careem, Noon)
• Any brand or branch or combination of brands or branches
• Any view frequency to see the trends daily, weekly, or monthly

Whether you're a single-location restaurant wanting to understand daily performance patterns, or a multi-brand enterprise analyzing quarterly trends across dozens of locations, Trends adapts to your exact requirements.

This flexibility is crucial because every restaurant business is different. Your peak hours, seasonal patterns, platform mix, and growth stage are unique to you.

Here's how our trend-based approach transforms decision-making:

1. Brand Performance Overview

What it shows: Daily revenue trends across all branches and delivery apps, with overlay that shows the percent of revenue driven by marketing activities. (You can break it down by ad spend and discounts as well).

Why it's useful: This chart provides a high-level snapshot of how your brand is performing financially over time. You can quickly spot daily peaks or dips and correlate them with marketing or discounting activity to understand revenue drivers or identify inefficiencies.

2. Funnel Overview (Conversion Rates)

What it shows: Conversion rate ie. How many customers view the menu views and go on to order.

Did you know your conversion rate can fluctuate daily?

Why it's useful: Tracks how effectively your marketing efforts convert into actual orders. Sudden spikes or drops (like a spike on the 28th) indicate opportunities to scale successful campaigns or investigate conversion inefficiencies.

3. Customer Behavior Overview (New vs Returning customers)

What it shows: New vs. returning customer breakdown, alongside marketing spend.

Why it's useful: Understanding your customer mix helps tailor campaigns. A rise in new customers (like on May 1st) is a positive growth indicator, while shifts toward returning customers can inform loyalty strategies and retention efforts.

We've overlayed ad spend in this chart so you can see how your campaign's impact specific goals.

4. Investments Overview (Ad Spend + ROAS)

What it shows: Daily ad spend by platform (Talabat, Deliveroo, Careem, Noon) and ROAS trendline.

Why it's useful: You can instantly identify which platforms are giving the best return on your investment and where spend might be inefficient. A -52% ROAS drop becomes a clear red flag requiring immediate investigation.

5. Profitability Overview (Contribution Margin)

What it shows: Contribution margin broken down by platform with overlays for ad spend and discounts.

Why it's useful: Even if revenue looks healthy, margin erosion can kill profitability. This view helps identify which platforms (e.g., Deliveroo on the 22nd) are impacting your margins and whether discounts or ad spend are the culprits.

6. Aggregator Performance Overview (Platform Revenue)

What it shows: Revenue split across platforms (Talabat, Deliveroo, Careem, Noon) on a daily basis.

Why it's useful: Provides insight into which platforms are driving your delivery sales. Essential for understanding channel dependency and spotting high-growth apps on which days and months.

7. Brand Overview

What it shows: Revenue distribution by brand over time.

Why it's useful: Helps pinpoint which sub-brands are contributing most to your top line and which are underperforming. When the chart highlights that "Network Breakfast" had a significant -47% revenue drop, you know exactly where to investigate.

The Power of Actionable Insights

The difference between static data and trend data is the difference between knowing and acting. When you can see how your metrics change over time and understand the relationships between different variables, you transform from reactive to proactive.

Instead of asking "How did we do last month?" you start asking "What patterns can we leverage to improve next month?"

That's the power of trends—they don't just show you where you've been; they illuminate where you're going and how to get there faster.

Ready to turn your delivery app data into decisions? Contact us today to learn more.