The Art of Suggestive Selling: How Waitstaff Can Drive Restaurant Revenue
Description
Suggestive selling is not about forcing a guest to buy something they do not want. Rather, it is a professional skill where a server guides the guest's dining journey, introducing options that enhance their overall experience while naturally increasing the restaurant's average check size.
1. The Power of Descriptive Language
Avoid closed-ended or generic questions like "Would you like an appetizer?" or "Do you want dessert?" Instead, paint a mental picture using sensory, mouth-watering words.
Instead of: "Do you want some starters?"
Use: "Our chef prepared a fresh, crispy calamari today served with a homemade tangy garlic aioli. It pairs beautifully with a chilled white wine to start your meal."
2. Timely and High-Margin Recommendations
Timing is everything in F&B service. You should introduce upselling opportunities at specific stages of the meal:
The Aperitif/Welcome Drink: Immediately after seating. Offer a signature cocktail or fresh seasonal juice instead of just tap water.
The Main Course Pairings: Recommend premium sides (e.g., truffle fries, grilled asparagus) or offer to upgrade to a premium cut of meat.
The Dessert & Digestif: Once main plates are cleared, present the dessert menu immediately. Offer premium coffee (cappuccino, espresso) or a digestif.
3. Assumptive Selling Techniques
Assume the guest wants to experience the best your restaurant has to offer. Frame your suggestions with positive assumption:
Example: "To go with your ribeye steak tonight, would you prefer the sautéed wild mushrooms or our creamy truffle mashed potatoes?" (This gives the guest a choice between two premium options rather than a choice between buying or not buying).
4. Reading the Guest Table
Adjust your approach based on the guest profile:
Business Dinners: Focus on premium sharing platters and high-end wine selections.
Families: Focus on kid-friendly quick starters, sharing desserts, and family-sized beverages.
Couples: Highlight romantic, signature sharing main courses and premium desserts.