The Golden Book of

Upselling Secrets
for Bars and Restaurants
 THE ART OF
UPSELLING?
IT’S MORE
LIKE SCIENCE.
But only a select few bars and restaurants know the secret
upselling methods. Master the proven tactics within these
pages, and join an elite league of establishments enjoying
3 key benefits.

GOLDEN OPPORTUNITIES OF UPSELLING

• Increased Guest Satisfaction
• Improved Guest Loyalty
• Larger Check Averages

WHAT’S INSIDE:
• The Golden Rule of Upselling: WIIFM
• Reframe the Upsell with 3 Key Questions
• The #1 Easiest Customer to Upsell
• Overcome “I’m Too Full for Dessert”
• 4 Ways Your Team is DOWN Selling & How to Fix It
• 6 Science-Based Secrets of Menus That Upsell

2 THE GOLDEN BOOK OF UPSELLING SECRETS FOR BARS AND RESTAURANTS

 THE GOLDEN RULE OF UPSELLING:
WIIFM (WHAT’S IN IT FOR ME?)
Speak in benefits, not just features. Teach your servers this golden rule and
your sales will be golden, too.

To speak the language of benefits, imagine your customer saying…

What’s In It For Me?

TOP SECRET TIP #1: Servers must make the connection between what the customer wants, and
Turn On the TV: how the features of your menu items can meet their needs. Train them by
Your Upselling Machine practicing WIIFM-speak for upselling nightly specials, high-margin menu
items, and even gift cards. Use WIIFM when writing menu descriptions and
Want to upsell without even trying? Look
copy for marketing campaigns, too.
towards eye-catching digital signage at
your venue. Otherwise known as DOOH WIIFM isn’t just about upselling – it’s about building loyalty with your guests.
(digital-out-of-home), studies show this Adding the WIIFM reminds guests that you’re going out of your way to treat
type of signage results in impulse buys. A them right.
Nielson study revealed that on-site digital
signage can increase sales of an item by
over 30%.

Buzztime provides an easy-to-use system

that turns your TVs into digital signage.
You’re even provided with digital signage
templates that can be customized with
your logo or images of the items you’re
trying to sell. You can rotate multiple
messages – from drink specials to events,
desserts to gift cards.

3 THE GOLDEN BOOK OF UPSELLING SECRETS FOR BARS AND RESTAURANTS

examples
No 1: Upsell to a nightly special

Features: “Tonight we have

wild-caught salmon served with
sautéed spinach.”

Benefits (WIIFM) “Tonight we have

sustainable, wild-caught salmon. It’s only TOP 8 WIIFM BENEFITS
in season for a few weeks, it tastes best
Superior Taste. This is the most important benefit to hit on – it also means
now. It’s served with super fresh sautéed
your servers MUST have tasted your menu so they can speak convincingly
spinach from a local farm… We like
helping local farmers.” about the flavors and tastes

Freshness is a key benefit so touch on timing and sourcing i.e. “made

this morning”
No. 2: Upsell to a gourmet version
House-made. Emphasize the care and skills your culinary team is putting to
Features: “Could I upgrade you to the work – all for the customer
blackened and blue burger? It’s a half
Great Value. No need to give price if you can say “generous portion” or “filling”
pound burger with blue cheese and
pickled onions.” and/or emphasize quantity – the customer will perceive value

Limited Time. Convey an item won’t be around long – it’s a rare opportunity
Benefits (WIIFM) “You might like the
just for the customer!
blackened and blue burger! It’s a filling
half-pound with house-made pickled “First to Try”. Guests want to feel like VIPs. Let them know they’re one of
onions and a new, delicious blue cheese
the first to try something.
we just got in.
Helping Others: If you source products that improve the lives of people,
animals, or the environment – tell your guests.
No.3: Upsell to add gift cards Convenience: Make life easier on your customer, it’s that simple.

Features: “Would you like to add on a

few $20 gift cards?”

Benefits (WIIFM) “We’re having a

special this week only on gift cards, buy
$100 – get a bonus $20. They make easy
stocking stuffers around the holidays.”

4 THE GOLDEN BOOK OF UPSELLING SECRETS FOR BARS AND RESTAURANTS

 3 KEYS TO RE-FRAME THE UPSELL
Do you want fries with that? Clearly whoever came up with that line didn’t
understand upselling. Here are 3 strategies to reframe the question for
better sales.

Server Says: “I Can Add Fries for Just $4?”

The Tactic: Hiding a Command in a Question and Getting Personal

Never ask guests yes or no questions…it’s way too easy to say no. Instead,
make a command but “ask” it. When the server says “I can” they are also
getting personal. It’s simple to say no to $4 fries. It’s hard to say no to a
personal request.

Server Says: “You Can Add Fries, Too. Would You Like Sweet Potato,
Waffle Cut, or Shoe String Fries?”

The Tactic: The Guest Focuses on the Choice, Not the Yes/No

Another way to avoid the “no”? Give guests options and they’ll forget there is
even a choice.

Server Says: “Our Chef Just Made Fries with Heirloom Potatoes…
I’ve Tried Them…They’re Delicious. I Can Add Them for Just $4?”

TOP SECRET TIP #2: The Tactic: New Menu Offering and Getting Personal
Incentivize Servers This is a WIIFM-inspired tactic that hits on a key benefit – great taste – and a
Gamify upselling by creating a personal recommendation.
competition for your servers. Keep it
simple. Identify your 3 highest margin
menu items, and give the server who
sells the most a reward at the end of the
night – or the week.

5 THE GOLDEN BOOK OF UPSELLING SECRETS FOR BARS AND RESTAURANTS

 THE #1 EASIEST CUSTOMER TO
UPSELL: THE INDECISIVE ONE
Be the hero. Save an indecisive guest from having to choose.

The indecisive guest is easy to spot. He’s the one who changes his drink order
2-3 times. Or, she’s the one who keeps the menu out longer than anyone else.
In fact, if everyone has set down their menu except for the indecisive one,
your server should approach the table and say this (the rest of the table will be
relieved).

“Having trouble deciding? I get it…would you like to hear a few of my

personal favorites?”

Then, the server should be armed with both a mid-range and high-margin,
high-priced menu item. The server should provide the high-priced menu item
first. Then, if the guest has sticker shock – you’ve got back up.

If servers can identify the indecisive one early on in the meal, they can use it to
their advantage by proactively suggesting personal favorites at every course up
until the dessert.

TOP SECRET TIP #3:

Servers with Good Taste

Your waitstaff should taste every item

on your menu. That way, when guests
ask for recommendations, your server
doesn’t have to fake it.

6 THE GOLDEN BOOK OF UPSELLING SECRETS FOR BARS AND RESTAURANTS

 OVERCOME “I’M TOO FULL
FOR DESSERT”
4 super sweet ways to upsell dessert.

Don’t Even Ask

Let the desserts speak for themselves. The server quickly places the dessert
menus on the table and says “I’ll leave these right here for you. Take your
time.” This isn’t rude. In fact, it will appear like the opposite of upselling since
there’s no “ask.”

Takeout to the Rescue

If a guest says they’re too full, acknowledge it. Don’t try to shove food in their
face. Say: “I’ve been there, too. I can send you home with a slice of pumpkin
cheesecake – our chef rarely makes it, I’d hate for you to miss out!”

Gourmet Coffee

Some guests love a nip of caffeine after dinner, but most worry they’ll stay
wired. Offer gourmet coffee drinks like a cinnamon latte but emphasize they
can be made with decaf.

Use Humor

Often the guest isn’t really full but is trying to be “good.” Try light humor: “Are
TOP SECRET TIP #4:
you sure don’t want to just look at our dessert menu?” or some other light-
Consistency is King
hearted temptation comment.
Train your entire staff on how to
upsell – that way your guests can expect
a consistently pleasant experience every
time they’re with you. Don’t let veteran
servers tell you they have their own
methods.

7 THE GOLDEN BOOK OF UPSELLING SECRETS FOR BARS AND RESTAURANTS

 4 WAYS YOUR SERVERS ARE DOWN
SELLING & HOW TO FIX IT
Fear not, we’ve got fast fixes for common server errors.

Fear of Suggesting High-Priced Items

The intentions are good: the server doesn’t want to appear like they’re pushing
high-priced items. However, guests are often flattered when a server believes
they can afford that pricey wine or trendy craft rye. In some cases, they may be
so flattered they splurge and treat themselves.

Choice Overwhelm

Choice overwhelm is scientifically proven to shut down a sale. If servers give

guests too many options, guests just say “forget it.” An example would be
offering more than two specials.

Use this principle on your menu, too. Too many options on your dessert menu
can create mental havoc and a “I’ll just skip it” response from your guests.

THE PROOF: In a TED Talk by Sheena Iyengar, she shared a study in

which a grocery store sampled 24 types of jam one day, and 6 jams the next
day. Only 3% of shoppers ended up buying a jam with 24 types to choose
from. Yet, over 30% of shoppers made a purchase with just 6 options.

Closing the Check Too Early

Not every guest sticks to the traditional appetizer, entrée, dessert routine. Yet,
some servers just bring the check without asking if the meal is done. Train
waitstaff to always ask “can I get you anything else?” even if the meal appears
to be over. Who knows, your customers may have a craving for one of your
priciest whiskeys!

8 THE GOLDEN BOOK OF UPSELLING SECRETS FOR BARS AND RESTAURANTS

 Overt Selling

This is a no-brainer. Great salesmanship should never be obvious. The single

best way to avoid the sleazy salesman vibe? Always put the customer’s needs
first using WIIFM.

TOP SECRET TIP #5:

Scarcity Sells

It’s a basic psychological response:

we want more of things that are
hard to get or rare.

To move sales of high-margin items,

servers can announce to the table that:
“there are just a few more porterhouse
steak specials, if you’re interested let me
know… I’ll take your order right to
the kitchen.”

The guest feels important – and gets that

“rare” steak.

9 THE GOLDEN BOOK OF UPSELLING SECRETS FOR BARS AND RESTAURANTS

 6 SCIENCE-BASED SECRETS OF
MENUS THAT UPSELL
Better upselling starts with smart menu design and pricing.

1. No Dollar Signs

Let’s say you have an $8 martini, how should you write it out on your menu?
Never add double zeros. It subconsciously suggests expense (an $800 martini?).
You should also lose the dollar sign. Your best bet? One of these 3 options:

Martini 8-
Martini 8.
Martini 8

Source: http://scholarship.sha.cornell.edu/chrpubs/169/

2. Magic Number 9

Customers love the number 9, so you should probably make that martini 9
bucks! In a study of clothing by MIT and University of Chicago researchers,
customers bought more of an item when it was priced at $39 – even compared
to $34.

Source: https://link.springer.com/article/10.1023%2FA%3A1023581927405

10 THE GOLDEN BOOK OF UPSELLING SECRETS FOR BARS AND RESTAURANTS

 3. What Makes Cents?

Do you cater to a value-seeking crowd? You’ll want to include cents next to

your prices as it visually communicates that you’re giving a great value. Studies
show that .95 and .99 are ideal amounts to convey value. If you serve guests
who aspire to luxury, never show cents.

Burger 7.95
Burger 7.99

Source: http://journals.sagepub.com/doi/
abs/10.1177/0010880401421003?journalCode=cqxa&

4. Digital Upselling

Let technology do the upselling! Digital tablet menus from Buzztime include
a built-in upsell engine. Guests are shown customization options like extra
cheese, larger portions, and substitution options. The guest builds their perfect
meal, you build extra profit.

5. Descriptions That Sell

Want to see a 27% increase in sales of an item? Create a great name and
description for it. Refer back to WIIFM for tips on writing menu descriptions
that sell.

Source: http://foodpsychology.cornell.edu/sites/default/files/unmanaged_files/
descriptivemenulabels-2001.pdf

6. The Decoy Method

This is one of those menu pricing strategies that may seem manipulative when
in fact it’s far from it. Give guests a good, better, best option. Many scientific
studies show that guests will often go for the middle option or splurge on the
best to treat themselves.

11 THE GOLDEN BOOK OF UPSELLING SECRETS FOR BARS AND RESTAURANTS

 GO FORTH AND UPSELL
Congratulations, you are now an official keeper of the Golden Book of
Upselling Secrets for Bars and Restaurants. You may now share these methods
and practices with your front-of-the-house apprentices.

12 THE GOLDEN BOOK OF UPSELLING SECRETS FOR BARS AND RESTAURANTS

 Catch the
Buzztime Effect.
Looking for a fresh, fun way to bring more guests to your
tables – and keep them coming back? Join the Buzztime nation
of 3,000 venues like yours serving up fun, games, and good times
on our touchscreen tablets. Buzztime’s social gaming solution
brings everyone together at your place for trivia, live events,
predictive sports, card tournaments, and arcade games.

Want to learn more? Let’s chat.

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