In the first part of the article (How to increase the effectiveness of up-selling in restaurant marketing – part 1), you found out what up-selling for restaurant marketing is and learnt a few tips on how to increase its effectiveness. Today, you will learn a further 6 tips.
1. Undecided customers are your friends
Undecided customers are something all restaurant owners dream about. Why? Because they create an opportunity for you to sell any item from the menu. A waiter who is familiar with up-selling tips will easily be able to convince such customers to buy the more expensive dishes and beverages after learning what needs they have.
Nevertheless, the suggestions have to be justified; the customers must know why a given type of wine will be ideal with the most expensive meal on the menu.
2. Suggest bigger servings
Don’t hesitate to offer bigger servings of your best dishes. Certainly, foodies will visit your restaurant who won’t be able to resist bigger portions, especially since people who are hungry usually visit a restaurant.
If there is a group of frequent visitors who love a certain dish, they will be a good target to sell double servings.
Nevertheless, keep in mind that you should not try to cheat customers. Don’t say the servings are so small that two portions will be ideal along with a dessert. Any attempt at cheating will have a negative impact on your restaurant marketing.
3. Cross-selling, a component of up-selling in restaurant marketing
Cross-selling should be coupled with up-selling. What does cross-selling mean? It’s another technique for increasing sales whose idea is similar to up-selling, the difference being that while up-selling consists of encouraging customers to choose a particular item on the menu in isolation from other products, cross-selling involves suggesting another product to go with a given dish, e.g. dry wine for red meat or cheesecake for coffee. Used properly, it will be very effective in terms of restaurant marketing.
Cross-selling is not only a component of restaurant marketing. Have you ever been suggested a shoe cleaner when paying for shoes? Exactly. Cross-selling involves combining products that go well together, e.g. footwear and shoe cleaner, coffee and dessert, caviar and champagne!
4. Cheaper replacements will increase your sales!
Up-selling in restaurant marketing strategies does not only consist of suggesting the most expensive items from the menu. Customers are not naïve, they will quickly notice that your main aim is not their satisfaction but rather your profit.
Hence, if they refuse don’t be pushy. Instead, suggest a cheaper option. This is not always possible, but there is certainly a group of good products that can become the subject of a downsizing strategy. This applies specifically to alcoholic beverages, particularly wines. It would be a good idea if your menu includes a wide range of wines at different prices. If your customers don’t want to spend a fortune on a bottle of wine, you can still offer them a cheaper replacement.
5. Focus on more profitable items
Keep in mind that more profitable does not always mean more expensive! In this case, the difference between the cost of preparing a meal and the profit margin is important. Firstly, suggest those items on the menu where the difference between cost and price is the highest. In other words, try to sell what earns you the most.
How to do this? Train your waiters. Provide them with the right knowledge on which products consume less of your budget in preparation as compared to their sale price.
6. Be patient
Remember that your customers are like your guests and only they will decide whether your business will grow. Be a good host. Respond to every question with patience and give relevant details. Use knowledge about your offers to encourage your guests to choose the most profitable items on the menu. If they sense that you are an expert who knows what they’re talking about, they will be happier to choose your offers in future.
Sales techniques should be a mandatory element of marketing activities in every restaurant. Try different strategies and match them with the character of your business. Up-selling will help you increase profit and manage the restaurant’s budget. Keep in mind, however, that without a well-thought-out strategy and proper training of your staff, your activities will probably not generate the desired results.