What makes restaurants successful at enticing guests to splurge? It all boils down to understanding the psychology of the upsell.
Upselling is an essential skill for any restaurant owner, not only to boost revenue but also to enhance the dining experience. That said, it requires more than the typical, “Would you like fries with that?” approach. Instead, it takes a skilled team, appealing menu options, and the strategic use of technology.
Here are eight strategies to help restaurants motivate guests and maximize upselling potential.
Successful upselling starts with a well-trained staff, so it’s mission-critical to equip them with the knowledge and skills needed to upsell effectively. They should know the menu inside-out and feel empowered to describe dishes in detail, highlighting flavors, ingredients, and preparation methods.
Train them to make genuine recommendations at key moments. Instead of asking, “Would you like anything else?” after guests have finished their main course, teach them to say, “Our dessert menu features a decadent chocolate lava cake with a warm, molten center. Would you be interested in trying it?”
This is where an employee training platform can help, allowing operators to easily build learning paths to quickly and efficiently give their teams the skills needed.
Specials and pairings are a goldmine for upselling opportunities. Here are some ways to make them irresistible:
Not sure which items to spotlight? With modern restaurant software, operators can dig into their data to better understand which combinations of dishes and staff sell best.
Words have the power to evoke emotions and stimulate the senses. When explaining menu items, don’t just list ingredients; paint a picture with words. Train staff to use language like “succulent,” “crispy,” and “homemade” to describe the flavors, textures, and aromas of dishes.
For example, instead of, “We have a chicken sandwich,” say, “Our crispy, buttermilk-fried chicken sandwich is topped with tangy coleslaw and a zesty sriracha mayo.” The richer the description, the more likely guests are to order.
Sharing the story behind a dish can also help create a personal connection. Discussing the origin of ingredients or the chef’s inspiration can make a menu item more attractive and memorable.
Sometimes, the best way to convince guests to try something new is to let them taste it. Consider offering complimentary samples of signature dishes or new menu items. This could be an amuse-bouche to start the meal or a tasting flight of desserts. Not only will this serve as a delicious surprise, but it will also make them feel valued and appreciated.
Alternatively, hosting wine or beer tastings can introduce guests to new products. Pair these tastings with menu items to drive sales of both food and beverages.
Guests expect convenience and personalization, making digital menus and ordering systems powerful upselling tools.
With interactive menus, restaurants can showcase high-quality photos of dishes alongside detailed descriptions. When choosing a digital ordering system, prioritize one that can suggest additional items based on guest selections. For example, if a diner orders a grilled fillet, the system could recommend a beverage that pairs well with it or suggest a complementary side dish.
The fear of missing out (FOMO) is a powerful motivator. Limited-time offers (LTOs) can create a sense of urgency and excitement, driving guests to order more.
Here are a few ideas to explore:
Upselling is most effective when it feels like a natural extension of excellent service, not a sales pitch. Train staff to be attentive listeners, picking up on cues about a guest’s preferences and dietary needs. A server who remembers a regular’s favorite wine or suggests a dish based on a conversation is more likely to successfully upsell than one who simply recites the specials.
Implementing a loyalty program is another way to show guests you value their business. For example, offer exclusive rewards (e.g., a free appetizer) or discounts, so frequent guests are more likely to try new menu items or upgrade their orders.
The restaurant industry is constantly evolving, and so should your upselling strategies. With back-of-house restaurant software, operators can regularly track the success of upsells, analyzing which items are selling well compared to those falling flat.
Use this data to adjust the menu, train staff, and refine your approach. Don’t be afraid to experiment with new ideas and see what resonates with guests.
Read More:
See why more than 40,000 restaurants use Restaurant365
Upselling goes beyond increasing the bottom line. It’s about enhancing the overall dining experience. When guests feel valued, they’re more likely to return and recommend your restaurant to others.
By investing in staff training, refining the menu, and implementing technology, operators will be on their way to creating a more profitable restaurant.
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