All restaurateurs want their wait staff to increase sales by higher guest check averages where the average check/per guest ends up higher if you use these suggestive selling techniques. The benefits to the operation are higher sales with the same number of covers and an increased bottom-line. The benefits to the servers are an often dramatic increase in tips, hence improved wait staff morale. The transaction after the guest reviews the menu and the initial order is taken goes something like this: "Today's soup is Italian Clam Soup -- 'Zuppa Di Vongole', but the Lobster Bisque is much better. The Watercress and Fresh Pear Salad is also very popular." The host is part of a party of four and two people order the more expensive soup, one orders the salad that is not the included house salad, and then the entrees arrive.
The server takes note of the order and brings a bottle of wine to the table and continues "up-selling": "Two of your guests ordered the baked Mackerel and we have this wonderful 1994 fruity Pinot Noir that would be a nice red-wine accompaniment to your New Zealand Baby Lamb Loin with demi-glace and the Pasta that your wife ordered. Would you like me to bring you four glasses?" Three of the guests ask to be served wine with dinner and the server refills the glasses as the guests are talking and enjoying their dinner.
The server attentively removes the plates, crumbs the table in between courses, smiles, and brings the dessert menu and spiels off the list of your pricier desserts: "Our Tiramisu is outstanding. We also have a wonderful Georgian Pecan Tart. If you would enjoy something lighter I can offer you our Fresh Raspberries with Cream or Trio of Homemade Gelato. If you would like a nice dessert wine, I have a 1998 Late Harvest Riesling that I can serve by the taste, glass or bottle."
Homemade Gelato comes with dinner, but one of the guests orders the Trio of Gelato after hearing it's more appealing description, another orders the Georgian Pecan Tart, and the third orders a glass of the dessert wine. Coffee or tea is offered and included, but the server suggests cappuccino or espresso and two of the guests opt for the specialty coffees.
Everyone has a wonderful dinner and the server believes s/he has done a fine job. The server presents the check to the host. The host turns as white as a ghost after looking at the check and slumps forward in their seat. "It must have been all the wine," the host says grimacing, as s/he quickly thanks the server and leaves only a 10% tip. The host never returns to your restaurant again.
What went wrong?
Successful up-selling has to be conducted carefully by assessing your host who is your key customer and the person you are transacting business with -- or the one who is paying the check. They are often the person who books the reservation. In some cases, there is more than one host and in that case it is up to the server to determine who is taking the lead at the table. Once determined, a skilled server carefully assesses the host to ascertain exactly how s/he wants this business transaction to take place. The server does not attempt to transact the business with the entire party without the host's approval and/or encouragement.
In order to be successful:
1. Direct all communication to the host and pay close attention to cues. This means that if the host frowns when you initiate suggestive selling towards him/her, stop suggestive selling immediately and simply present the menus.
2. If you are asked to describe a particular item by a guest, certainly provide an accurate description, but do not blather ad infinitum with superlatives.
3. After you have have engaged the host comfortably, and it is not disruptive to your presentation, quietly suggest one or two appropriate wines (within an expected agreeable price range) to the host and then allow him/her to make the table's selection. Save describing the "wonderfully selected" wine until you present the bottle to the host in front of the party.
4. Before reciting the more expensive desserts, ask the host discreetly if s/he is interested in your "special desserts" or dessert wines. Same goes for specialty coffees. His/her body language will reveal plenty.
5. Train and monitor your servers fairly to make sure that they are not interested in self-serving hit and run transactions to increase tips. If they are, warn them. If it continues, dismiss them. Up-selling can be a win-win for everyone, but the customer must win first.
Yes, it is a good idea to offer items that may not be on the menu and also guide your guests through the dining experience so that they can fully enjoy your wonderful restaurant. But short-term "overselling", putting your guests in situations where they feel put on the spot or "embarrassed" into buying more expensive menu items, or where they feel a loss of control with respect to this business transaction -- will hurt your restaurant. Good operators understand that if you put the needs of your customers first, the money follows. The real bottom-line goal is to form long-term relationships with consistently satisfied customers encouraging sales and repeat sales to ensure long-term growth.
Maren L. Hickton is the principal of Maren Incorporated, a Full-Service Hospitality Consulting and Marketing Firm based in Pittsburgh, PA. Maren writes about a variety of business challenges that independent restaurants encounter. Maren can be reached by e-mail at mareninc@aol.com or info@mareninc.com.