Upselling and cross-selling are essential techniques in the restaurant industry for enhancing both customer experience and company revenue. The key to success lies in balancing these strategies to avoid being overly pushy while maximizing the benefits for both the customer and the business. But how do you master this effectively? Let’s dive in and explore the art of upselling and cross-selling in a restaurant.
Upselling is encouraging customers to purchase a more expensive item or add-on to their current selection. For example, suggesting a larger steak, a premium wine option, or adding a gourmet topping to a pizza can significantly increase the meal’s cost.
Cross-selling involves recommending complementary items that enhance the dining experience. Examples include suggesting a side dish like garlic bread with pasta, a wine that pairs well with the main course, or a meal embellishment like garlic butter or grilled mushrooms on a steak.
While both upselling and cross-selling involve increasing the bill’s total, they differ in their approach. Cross-selling creates a more well-balanced and complete meal, while upselling prioritizes increasing the cost of each item. Both cross-selling and upselling can mutually benefit the customer and the business, but only when you have a good understanding of each customer’s unique wants and needs. If you select the wrong approach, you can quickly ruin the customer experience and taint your restaurant’s reputation.
Upselling involves encouraging customers to purchase a more expensive item or add-on to their meal. Servers can upsell by suggesting premium options or larger portions. For instance, offering a more premium cut of steak or adding chicken to a salad can significantly increase the check size. But as a server, what is the best way to upsell? Here are our top suggestions!
Painting a vivid picture of the upgraded item can make it more appealing to customers. For example:
“Our aged ribeye steak, with its melt-in-your-mouth tenderness, pairs wonderfully with a glass of our finest cabernet.”
By highlighting the sensory experience, you can make the upgrade sound irresistible.
Making personalized suggestions based on customer preferences can enhance the dining experience and increase the likelihood of an upsell. For instance:
“I see you enjoyed our Chicken Supreme last time; well, tonight, the chef is offering a special: Organic chicken breast stuffed with provolone cheese, asparagus, and pancetta paired with our creamy mashed potatoes.”
Personal recommendations show that you remember and care about your customers’ preferences, fostering loyalty and trust.
Suggesting bundles can increase the perceived value:
“Our three-course meal includes an appetizer, entrée, and dessert for a special price. Would you like to hear more about it?”
Bundling can encourage customers to spend more while feeling they’re getting a good deal.
Offering limited-time items can create a sense of urgency:
We have a special truffle risotto tonight that’s only available this week. Would you like to try it?”
This tactic not only boosts sales but also makes customers feel they’re getting something exclusive.
Recommending add-ons can enhance the customer’s experience:
"Would you like to add a side of garlic butter shrimp to your steak?”
Add-ons are often high-margin items that can significantly boost the check size without making customers feel pressured.
Being knowledgeable about the menu allows servers to make confident and appropriate suggestions:
“Our chef recommends pairing the lamb with our roasted Brussels sprouts for a perfect flavor combination.”
Well-informed servers can make recommendations that enhance the dining experience and increase sales.
1. Use Your Menu Knowledge: Proper training ensures servers understand the menu thoroughly and can make genuine, helpful suggestions. This builds trust with customers.
2. Read the Customer: Pay attention to customer cues. If they seem indecisive, they may appreciate suggestions. If they seem in a hurry, keep suggestions brief and to the point.
3. Use the “Because” Technique: Research shows that providing a reason increases compliance. For example, “Would you like to try our house-special cocktail because it’s happy hour?”
4. Highlight Popular Items: Mentioning best-sellers can reassure customers. “Our truffle fries are a hit with many of our regulars. Would you like to add them to your order?”
5. Offer Samples: A small taste of a high-margin item can lead to a purchase. “Would you like a sample of our new craft beer?”
6. Leverage Technology: Use digital menus and ordering systems that suggest add-ons and upgrades automatically. This can subtly encourage customers to enhance their order without feeling pressured.
7. Create Limited-Time Offers: Highlighting limited-time specials can create a sense of urgency. “We’re featuring a seasonal dessert this week. Would you like to try it before it’s gone?”
8. Focus on Customer Experience: Always prioritize enhancing the customer’s dining experience. Suggestions should feel like thoughtful recommendations rather than hard sells.
1. Build Relationships: Repeat customers are more likely to accept upsell and cross-sell suggestions. Encourage staff to build rapport with regular patrons.
2. Do Not Push Diners Past Their Budget: There are certain situations where upselling is not appreciated, especially for diners who show signs of being on a budget. Some diners who may be looking to keep their bill low include:
It is very important to read your customers to understand when it is and isn’t a good time to upsell. You should never make a customer feel uncomfortable or pressured to purchase a higher priced item.
3. Monitor Metrics: Track the success of upselling and cross-selling efforts through metrics like average check size and customer satisfaction scores. If you notice an uptick in negative online reviews, you might want to pull back on upselling. Adjust techniques based on what works best for your clientele.
4. Never Force an Upsell: If you make a recommendation and the customer declines, accept the no as a no. Don’t try to recommend another high-priced item or upgrade, unless the customer asks for other options.
5. Always Disclose the Additional Costs: When recommending an add-on as an upsell, it is important to always inform your guest of the additional charge. Whether it’s an additional $1 or an extra $10, your guest has the right to know the financial cost of their upgrade. If you fail to inform them, they are likely to be unhappy when the check arrives.
Mastering the balance between upselling, cross-selling, and maintaining customer satisfaction is crucial for boosting both sales and the overall dining experience. By training staff, leveraging technology, and focusing on the customer’s needs, restaurants can effectively enhance revenue while ensuring a positive experience.
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-Tara Hardie, ZZA Hospitality Group, 16 locations
