Online ordering has opened up a new world of restaurant upselling and optimization possibilities that reach far beyond the capabilities of the paper menu format we all know and love. Physical, in-house restaurant menus generally thrive on simplicity and easy design. Your in-house goal is to make sure they can easily navigate through your menu in order to find their perfect dish. The same goal applies with online ordering, plus you have the added benefit of including upsells and creating awareness of add ons, extras, and options. When a menu is properly optimized, online customers take advantage of this and end up ordering—and spending—more.