Repeat customer rate: how many of your customers come back
Updated October 20, 2026
Repeat customer rate is the share of your customers who have ordered more than once. Divide the customers with two or more orders by all customers who ordered. If 260 people ordered from you and 104 of them ordered again, your repeat customer rate is 40%.
In short
- Repeat customer rate = customers with 2+ orders ÷ all customers with 1+ order.
- Set the window (last 90 days, last year, all time) and keep it the same when you compare.
- New customers pull the rate down in a growth month, so read it with how many first-timers you had.
- On Menuthere the customer list shows it as Ordered again (Lite).
The formula, with an example
Repeat customer rate = customers who ordered 2 or more times ÷ customers who ordered at least once × 100
| Count | |
|---|---|
| Customers who ordered at least once | 260 |
| Of them, ordered 2 or more times | 104 |
| Repeat customer rate | 104 ÷ 260 = 40% |
(Illustrative.) Count people, not orders, and identify them consistently, usually by phone number or account.
Traps when measuring it
| Trap | What goes wrong | Fix |
|---|---|---|
| Different windows | 90 days vs all time aren't comparable | Pick one window and keep it |
| A launch or promo month | Many first-timers lower the rate | Compare the same month across years, or look at new customers' second-order rate |
| Guest and signed-in orders | One person counted as two customers | Match customers by phone |
| Discount-driven repeats | People return only for coupons | Check how many repeat customers used a discount on most orders |
| Cancelled orders | Inflate the order count | Leave them out |
How to raise your repeat customer rate
- Win the second order. A new customer's second order is the hardest; follow up while they remember you.
- Put your ordering link where they'll see it again: a QR code on the bag or box sends the next order to you. See reorder QR on takeout packaging.
- Reward regulars with loyalty points rather than blanket discounts.
- Catch customers before they lapse with a win-back message at the right time.
- Own the relationship. Repeat orders on your own channel give you the first-party data to do all of the above.
How Menuthere shows repeat customers
- Ordered again (Lite). The customer list's summary cards show Customers, Avg order per customer, Avg amount per customer and Ordered again: the share of buyers who ordered more than once. People who only messaged you on WhatsApp are left out so they don't pull the figures down.
- Matched by phone. Customers are matched by account, or by phone number for guests; cancelled orders are left out.
- Repeat or first order. Each customer's page carries a Repeat or First order tag.
- Discount-dependent filter. The Used a discount filter finds customers who used a discount on half or more of their orders.
- Segments (Pro). New, Repeat, Regulars, At risk, One-and-done and Lapsed show where repeat business is won and lost. See RFM segmentation.
What it doesn't do: the Ordered again card has no date window and isn't shown as a trend over time. For a rough period view, export the customer list, which includes each customer's total orders and last activity date.
See how many customers come back, from your own orders.
Related terms
- RFM segmentation: customers grouped by recency, frequency and spend.
- Customer lifetime value: what repeat orders add up to.
- Loyalty points: a reason to come back.
- Win-back campaign: bringing back those who stopped.
FAQs
What is repeat customer rate?
It is the share of your customers who have ordered more than once. Divide the number of customers with two or more orders by the number of customers who ordered at least once, over the same period.
How do you calculate repeat customer rate?
Count customers, not orders. If 260 customers ordered in the period and 104 of them ordered two or more times, the repeat customer rate is 104 divided by 260, or 40%.
What is the difference between repeat customer rate and retention rate?
Repeat customer rate looks at how many customers have ordered more than once. Retention rate usually looks at how many customers from one period are still ordering in a later period. Both measure loyalty from different angles.
Why did my repeat customer rate drop in a busy month?
Often because many new customers ordered for the first time, which raises the total and lowers the share who have ordered twice. Compare the number of repeat customers too, not just the percentage.
Where can I see my repeat customer rate on Menuthere?
On the customer list, from the Lite plan. The Ordered again card shows the share of customers who ordered more than once, matched by account or phone number, with cancelled orders left out.
Sources (3)
- Menuthere help: Your customer list, updated 6 Oct 2026 (cards Customers, Avg order per customer, Avg amount per customer, Ordered again "the share of buyers who ordered more than once"; enquirers left out of averages and Ordered again; matched by account or phone; cancelled left out; Used a discount filter, Discount-dependent = half or more orders used a discount; Lite): https://menuthere.com/docs/customers/your-customer-list (accessed 20 Oct 2026)
- Menuthere help: A customer's history, updated 6 Oct 2026 (Repeat / First order tag): https://menuthere.com/docs/customers/a-customers-history (accessed 20 Oct 2026)
- Menuthere help: Customer segments, updated 6 Oct 2026: https://menuthere.com/docs/customers/customer-segments (accessed 20 Oct 2026)