What would £10 on every bill do for your bottom line?
What difference would it make to you over the year?
1. Firstly, make sure your staff know your menu inside out. Make
sure they know what lines you want to promote to give you the best cash margins and so they can
make recommendations to every customer.
2. Offer an incentive when customers purchase £10 more than your
current average bill. Example: £5 Off When You Spend £25 or More! 10
Off When You Spend £50 or More! It will encourage them to buy that extra item.
3. Introduce a punch card — but only punch those cards when the
customer’s ticket is more than $X. This gives people a reason to reach
your threshold. And don’t forget to reward them when they get 5 punches
(or whatever number you choose).
4. Run specials on your highest-priced menu items. This brings down
the price on your premium items, given the perception of a better deal,
but still encourages customers to splurge, rather than settle for the
lowest-priced items.
5. Allow online ordering, but with a minimum order value that’s
beyond your average ticket. Let people order from your website or via
text message before arriving, ensuring them their meal will be hot and
ready for them, within a certain number of minutes.
6. Recommend, recommend, recommend. Train your staff to challenge
your customers to choose the best you have to offer –- particularly
couples out on dates or enjoying a drink to celebrate a special
occasion. Don’t let them settle for the basics on your menu!
7. Have an cross sell for every primary item on your menu –
including drinks. This is your version of “Do you want fries with that?”
Customers crave recommendations; it helps them narrow down choices. If
one person is ordering a drink, tell them they’ve just got to try this
new drink. If a certain lunch is ordered, suggest a special drink or
appetizer to go with it.
8. Have something for your customers to do while in your restaurant,
and train your staff to encourage them to do it: darts, pool, quizzes,
etc. The longer you can get them to stay, the more likely they are to
order another drink, or to break down and go ahead with that bar snack or tapas
(that they weren’t necessarily planning to order!).
9. Offer a “lite” menu (fewer calories, or carbs, or sugar, or
whatever other ingredient) but with premium prices. Customers may be
more likely to purchase these because they are, or want to give the
impression to someone that they are, watching their diet!
10. Train your staff to describe menu items in the most delicious way
possible. For example, don’t let them get by with “Can I get you guys a
beer?” or, “Would you like dessert?” Instead, say, “How about an ayz beer? It’s a new beer with a really clean taste. Want to
give it a shot?” or, “Before you go, can I get you a slice of our
delicious red velvet cake? I have a little bit every day I work! You can
take it back to work with you…”
11. Table tents! Get your specials and premium items right in front
of customers from the moment they sit down. Whether your server points
it out to them or not, many customers will take a glance and see what
you’re promoting.
12. Use your in-bar or in-restaurant televisions as internal ad machines, it’s yet another soft sell way to introduce them
to new menu items or higher-priced menu items.
