Upselling in Restaurants

Updated October 4th 2013

Upselling is the most cost efficient way to improve profits.

Upselling tries to convince customers to buy extra menu items or upgrade their current purchase. “Would you like a side salad with that?” is the classic example. Sometimes, upselling is also known as suggestive selling. If your servers and cashiers are not practicing upselling, it is time to instruct them to and show them how. Upselling is one of the quickest ways to improve profits without spending any extra money. 

Good upselling has the following results:

• More customer satisfaction as you recommend something the customer did not think off but is very suitable or simply a “MUST TRY IT”.
• Increased check (bill) average. By selling more items and upgrades, you will increase the size of the average check in your restaurant.
• More profitable sales. In addition to selling more items, your waiters are selling more per customer. Upselling menu items with highest profit margins or higher prizes is not recommended. Aim at providing a good service by recommending items and you will be doing great on a long term basis.
• Better tips and job satisfaction for servers. Higher check averages means higher tip rates, which will make your servers happy.
• What to Suggest. The better trained your servers are, the more competent they will be to recommend what is really suitable and appreciated. Special wines, appetizers, side dishes that fit the menu or beverage add-ons, all help to increase the positive restaurant experience for your customer.
• Desserts. If you are not training your servers to upsell, chances are you are not selling nearly as many desserts as you could. All servers should offer customers dessert after clearing the plates, describing the sweets in mouthwatering detail.
• Upgrades. At McDonald’s, you used to hear, “Would you like to super-size that?” This is a classic example of upselling through upgrades.
• A full-service or quick-casual restaurant can also offer upgrades. For example, if a customer orders a steak, the server might upsell a truffle sauce or herb butter.

Use the above guidelines to train servers and cashiers in good suggestive selling techniques. Once they learn which items to upsell, they can start to tailor their upselling to the specific customer. Some customers want suggestions, and others want to be left alone. If servers become capable enough to know the difference, upselling will increase both profits and customer satisfaction at your restaurant.

Written by Daniel Grossmann