Updated October 11th 2013
Upselling is not only about increasing
profits. It is a general professional attitude to take advantage of
everything you have to offer. It aims at not only increasing your own
benefits but should always focus on having a satisfied customer in mind.
Increasing the average customer check size through upselling can always
help profits.
Upselling is based on increasing the average customer check size and this is not only feasible through appropriate training of your staff, but you also need to consider an appropriate menu selection, pricing and timing.
1. Select items and times for upselling.
Either you have a mass consumable approach which allows you to sell many items as they are popular and almost a no brainer that people do not think about, but are ready to order without hesitation. For such easy to decide items you should also have an easy pricing strategy with a reasonable profit margin. Another option is to go for specials that also include a special pricing. Seasonal specialities like truffles, asparagus or today’s trendy super foods, allow any Chef to offer something not to be missed and also priced as something unique.
2. Do not push customers.
The safest way to upsell without annoying customers and looking pushy is to have an indisputable offer. The better the offer, the more the customer will appreciate the information and the sales opportunity is therefore increased. I heard once “Everything starts with the menu!” and this is also the case here. If you cannot take advantage of a customer asking for recommendations or your opinion, it is never bad to offer tips to increase his culinary experience. Obviously the right service etiquette and charming sales talk enhances success.
3. Provide useful suggestions.
Simple practices as food and drink pairing suggestions are always appreciated but may be enhanced by a service staff that also is educated beyond the menu items. Product and its source information, nutritional or health values, international trends or popularity may all enhance the customer experience and WOW your clients.
4. Make the upsell logic and smart.
Nobody wants to look like a fool when being upsold. Think for the customer as you know your portion sizes. Offering big starters and main dishes will not really help to sell a desert or additional side dish. The same counts with the consumption of beverages. Most of us only have a 0.7 liter stomach capacity and therefore whatever it is filled with will block further ingredients not to fit in
People who are not drinking because of driving are usually good
candidates as their beverage consumption is limited and they are more
enticed to enjoy more food. Most of us remember our mothers feeding us
like there was no tomorrow…not sure you want to do that to your
customers too. A general good approach is to observe oneself how you
feel and behave when ordering or being a customer.
5. Mention your takeout.
Encourage customers to bring something home with them “to-go.” If customers are too full for dessert, you can recommend they take dessert home with them. For example La Casa Argentina in Prague offers a selection of chocolate truffles and aims at bringing their brand to their customers’ home. You can provide this service with all dishes and maybe certain dishes are even better for the next day (stews, goulash, soups, etc.)
6. Upsell to uncertain customers.
Customers who look at the menu a long time or seem indecisive about what to order, or hesitant in any way are most open to suggestion. Servers should be trained to read body language and attitude, so they can identify the customers who might respond well to suggestions.
7. Read your customers.
In the bar and club world, professional service staff looks for customers that flash around with their cash or credit cards. Perfect victims to see what they got. Training is offered in reading customers’ behaviour so let us know if you are interested in it
In the restaurant industry customers are either food or beverage
lovers or just want to show off. In both cases you recognize them in the
way they are dressed, the way they order and especially if they ask for
special ingredients to be used or added. They are inclined to go for
special treatments and special dishes.
8. Train servers regularly on all points mentioned above.
There is much to be asked from your service staff but this is how the profession goes if you want to be successful. Waiters need to understand products, preparations, trends, benefits, and everything related to the business in order to look professional and give confidence to the customers that they are in the right restaurant and served by the right person. Ask us for training opportunities or other online resources to educate your staff.
9. Downselling is not against the business.
Because someone refuses a recommendation does not mean the customer isn’t interested in being advised. But maybe you face a price sensitive customer and downselling is the right alternative to improve your customer’s experience. For example, servers could offer an 8 Euro glass of wine, and when the customer refuses, explain to them why the 6 Euro glass of wine is the perfect alternative to complement their meal, and almost as good as the more expensive wine. This will make customers perceive the more economical item as a higher value.
10. Upsell wines
Our wine selling approach is changing. Wines are recommended with dishes but previous strict rules are disappearing and people drink what they like. This is an excellent opportunity to maybe move away from selling bottles and have an interesting selection of wine by the glass so that everyone can find his or her preferred glass. It brings up discussion, allows people to maybe try out other wines more easily or increase the turnover by glass. A simple bottle approach can lead to a simple yes or no approach as well. Imagine 6 people, 6 different orders and 6 different wine tastes. What bottle would you recommend? If you do not have another solution, apply the one suggested above. Cheers!.
Upselling is based on increasing the average customer check size and this is not only feasible through appropriate training of your staff, but you also need to consider an appropriate menu selection, pricing and timing.
Let us go through all points step by step:
1. Select items and times for upselling.
Either you have a mass consumable approach which allows you to sell many items as they are popular and almost a no brainer that people do not think about, but are ready to order without hesitation. For such easy to decide items you should also have an easy pricing strategy with a reasonable profit margin. Another option is to go for specials that also include a special pricing. Seasonal specialities like truffles, asparagus or today’s trendy super foods, allow any Chef to offer something not to be missed and also priced as something unique.
2. Do not push customers.
The safest way to upsell without annoying customers and looking pushy is to have an indisputable offer. The better the offer, the more the customer will appreciate the information and the sales opportunity is therefore increased. I heard once “Everything starts with the menu!” and this is also the case here. If you cannot take advantage of a customer asking for recommendations or your opinion, it is never bad to offer tips to increase his culinary experience. Obviously the right service etiquette and charming sales talk enhances success.
3. Provide useful suggestions.
Simple practices as food and drink pairing suggestions are always appreciated but may be enhanced by a service staff that also is educated beyond the menu items. Product and its source information, nutritional or health values, international trends or popularity may all enhance the customer experience and WOW your clients.
4. Make the upsell logic and smart.
Nobody wants to look like a fool when being upsold. Think for the customer as you know your portion sizes. Offering big starters and main dishes will not really help to sell a desert or additional side dish. The same counts with the consumption of beverages. Most of us only have a 0.7 liter stomach capacity and therefore whatever it is filled with will block further ingredients not to fit in
People who are not drinking because of driving are usually good
candidates as their beverage consumption is limited and they are more
enticed to enjoy more food. Most of us remember our mothers feeding us
like there was no tomorrow…not sure you want to do that to your
customers too. A general good approach is to observe oneself how you
feel and behave when ordering or being a customer.5. Mention your takeout.
Encourage customers to bring something home with them “to-go.” If customers are too full for dessert, you can recommend they take dessert home with them. For example La Casa Argentina in Prague offers a selection of chocolate truffles and aims at bringing their brand to their customers’ home. You can provide this service with all dishes and maybe certain dishes are even better for the next day (stews, goulash, soups, etc.)
6. Upsell to uncertain customers.
Customers who look at the menu a long time or seem indecisive about what to order, or hesitant in any way are most open to suggestion. Servers should be trained to read body language and attitude, so they can identify the customers who might respond well to suggestions.
7. Read your customers.
In the bar and club world, professional service staff looks for customers that flash around with their cash or credit cards. Perfect victims to see what they got. Training is offered in reading customers’ behaviour so let us know if you are interested in it
In the restaurant industry customers are either food or beverage
lovers or just want to show off. In both cases you recognize them in the
way they are dressed, the way they order and especially if they ask for
special ingredients to be used or added. They are inclined to go for
special treatments and special dishes.8. Train servers regularly on all points mentioned above.
There is much to be asked from your service staff but this is how the profession goes if you want to be successful. Waiters need to understand products, preparations, trends, benefits, and everything related to the business in order to look professional and give confidence to the customers that they are in the right restaurant and served by the right person. Ask us for training opportunities or other online resources to educate your staff.
9. Downselling is not against the business.
Because someone refuses a recommendation does not mean the customer isn’t interested in being advised. But maybe you face a price sensitive customer and downselling is the right alternative to improve your customer’s experience. For example, servers could offer an 8 Euro glass of wine, and when the customer refuses, explain to them why the 6 Euro glass of wine is the perfect alternative to complement their meal, and almost as good as the more expensive wine. This will make customers perceive the more economical item as a higher value.
10. Upsell wines
Our wine selling approach is changing. Wines are recommended with dishes but previous strict rules are disappearing and people drink what they like. This is an excellent opportunity to maybe move away from selling bottles and have an interesting selection of wine by the glass so that everyone can find his or her preferred glass. It brings up discussion, allows people to maybe try out other wines more easily or increase the turnover by glass. A simple bottle approach can lead to a simple yes or no approach as well. Imagine 6 people, 6 different orders and 6 different wine tastes. What bottle would you recommend? If you do not have another solution, apply the one suggested above. Cheers!.
Written by Daniel Grossmann
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