Bill Billingsworth: A Ketel One Vodka Martini with a twist. Delicious. Usually, when I’m at a restaurant, I simply order a vodka martini with a twist. Now, depending on the restaurant and the server, the server may ask if I’d prefer my martini made with Ketel One Finlandia, Absolut and so on. If prompted, I’ll always order a Ketel One. The server who asked has just successfully up-sold my martini to a premium liqueur.
Up-selling is an excellent way to increase the base price of your table’s bill and it usually increases the guest’s impression of your service. Give them excellent service and you’ll reap the rewards at the end of the meal.
The key to upselling is to do it subtly. You don’t wanna seem to pushy. I your guest declines, let it go. Now, let’s watch a few scenarios of opportunities to upsale.
Jane: Well hello, welcome to Lorenzo. My name is Jane and I’ll be the one taking care of you. Just let me know if there’s anything that you need. Tonight, our bartender is making a raspberry martini. It’s made with Chambord, Stoli Vanilla and garnished with a fresh raspberry.
Female: Oh, I’ll have the raspberry martini.
Male: I’ll take a gin martini.
Jane: Would you prefer particular kind of gin, Tanqueray, Bombay, Sapphire or Beefeater?
Male: Sapphire would be great.
Jane: Great! Excellent! I’ll be right back with those.
Bill Billingsworth: Jane is on the role. By presenting this couple with the specialty drink of the night, she encouraged them to get a round of cocktails. She also offered the gentleman call in premium gin choices that increased the price of his drink. Let’s watch some other examples of opportune upselling moments
Jane: And our soup today is squash bisque made with fresh cream. Can I go ahead and get an appetizer started for you while you decide on the rest of your meal?
Bill Billingsworth: Excellent! Jane has encouraged her guest toward an appetizer before they decide on the rest of their meal. This is a great way to get your guest to order multiple courses and increase the check size.
Jane: And garnished with a fresh raspberry.
Male: I think we’re in the mood for a lime tonight. How about a nice merlot?
Jane: Oh, well, by the glass, Lorenzo Way has chosen three merlots listed at the bottom of your menu. My favorite is the Ravenswood. It’s medium bodied with a nice oak aroma and a hint of blackberry mixed in.
Male: Sounds nice. I think I’ll go with your recommendation.
Jane: All right.
Bill Billingsworth: Jane’s special drink sale didn’t work but she recovered and upsold the male guest from a house merlot to a much more expensive glass of wine. When making recommendations, it’s important not to always recommend the most expensive glass of wine. If you keep pushing the most expensive items, your guest might start to doubt your recommendation.
Jane: Do you have any questions about anything on the menu?
Male: I think we're ready to order.
Female: I’ll have the halibut.
Jane: Excellent choice! Now, do you want to start with a cup of our signature butternut squash soup? The flavor is really paired nicely with the halibut.
Bill Billingsworth: Jane just encouraged her guest to order the restaurant’s signature soup and she gave the guest the reason to order it. It pairs nicely with the halibut. Tying a special value to a dish always helps to sell it. You can use, “The chef recommends,” “My personal favorite,” or “A lot of my regulars like,” to give a dish a special recommendation. Check out the reference section for a list of similar terms. Remember, an undecided guest is an opportunity to upsale the guest to something they might not normally get.
By helping them decide, you can influence their choices and help them pick out multiple and/or more expensive dishes. Your guest will have a richer dining experience, thanks to your recommendations.
Remember, great service is what’s going to make this a great dining experience for your guest and a great tip for you.
Jane: Tonight, we have a wonderful seasonal dessert special. Our chef designed a dessert featuring fresh strawberries. He starts with the puff pastries and smothers it in vanilla bean custard, and then tops it with fresh strawberry halves. Drizzled over the entire thing is strawberry puree.
Now, we also have homemade fruit sorbets, if you‘re looking for something a little lighter and our flavors tonight are strawberry, kiwi, blueberry, peach and black cherry and you can have one to four flavors.
Female: Let’s get the strawberry dessert.
Male: Yeah, that’s good.
Jane: And would you care for an after dinner drink? A Port, Baileys, latte, cappuccino?
Female: I’d love a latte with Baileys.
Jane: And for you, sir?
Male: I’d like a Francesca Port.
Bill Billingsworth: Jane’s presentation of the special dessert was excellent. Her guest immediately wanted the dessert after hearing her description of the strawberry puff pastry. Jane also provided them with several after dinner drinks besides just plain coffee. Her dessert sale just boosted the guest’s bill and consequently her tip.
Jane: I think your appetizers will be ready in just a moment. Can I go ahead with the rest of your orders, get the menus out of your way?
Male: That’ll be great. You go first.
Female: I think I’ll have the crab cakes with purple potatoes.
Jane: Oh, the purple potatoes are intriguing. Would you like to start it with a mixed green salad with pears and goat cheese?
Female: Hmmm. I don’t know how hungry I am.
Jane: Well, I could put in a half portion if you’d like to have some greens.
Female: That’ll be great!
Bill Billingsworth: Jane tried to push a salad course on Jackie. Jackie was a little hesitant and looked like she was about to decline the salad when Jane jumped in with another alternative, a half salad. Not all restaurants would do this. So make sure you check with your kitchen and manager before you go offering services to guest that you can’t provide. The important thing to remember is that you are on stage the moment you step into the restaurant. You are a selling machine. I can’t stress this next point enough. You must own the menu. You need to know each dish backwards and forwards to be able to sell it. You need to know whether the potatoes that come with the sirloin or fingerling—or baby ribs.
Check out the terminology section if you need some help figuring out what the difference is between braised and broiled or if you need to get some great descriptive vocabulary for your presentations.
Utilize opportune moments to upsale. Your guests will appreciate your interest in their meal and you’ll also increase your guests’ bill and subsequently your tip. Always remember, you’re a selling machine.