UP-SELLING TECHNIQUES

IN A

RESTAURANT

Up-selling page 1 of 18
 DEFINITION
To sell designated items in priority, in a way that the guest only see his
interest and not ours.

OBJECTIVE

Develop techniques and a personal attitude to increase revenue of the outlet.

INTEREST OF UPSELLING
 To recommend adequate items
 To answer his needs and questions
 To influence the choice
 To make the guest happy

 To help the kitchen

 To help yourself with service

 To achieve budget
 To be able to maintain cost
 To finish stock

 To create a personal relation with your guest

 To be able to develop a dynamic attitude
 To make your name famous
 To make more tips

 To develop a new image for the restaurant

 To develop a new image for the hotel

 To emphasis on the concept of the outlet

 To be proactive
To show the guest the range of your knowledge
Avoid tricky question
Impress the guest
 Show that you understand him and his needs

Up-selling page 2 of 18
 MENU KNOWLEDGE
1. Why is it important to know the menu?
 To feel confident in front of the guest
 To be able to be active
 To be able to feel that you know more than the guest

2. What should you know?

2.1 Financial information
 Know the price of all items
Learn it by heart
It will help to adapt on the budget
It will help to achieve budget

 Know the margin of all item

Study the cost of items
Help to control the cost

2.2 Speediness
 Know the speediness of production
Take the time to analyse the time on busy and slow service
Keep a track of time order
Discuss it with chef (mise en place)

 Know the speediness of the set up

Think before approaching the guest (maybe short of mise
en place)
Think of your next duty after the order (maybe no time for
long set up)

2.3 Recipe
 Know the components of the recipe
Some guest might be allergic
Help to describe the item
(Pork, healthy option, vegetarian, spiciness.)

Up-selling page 3 of 18
  Know the cooking techniques
Grilled, boiled…
Help to describe the dish

 Know the different step in the preparation method

Help to describe
Help to segregate the steps
Help to make the description lively and clear

 Know the similarity between dishes

Help to consider remarks without changing the recipe
Help to give options to the guest

 Know the origin of the dish

Help to advise the guest
Help to adapt the up sell

 Know the sauces available

Help to give alternative

 Know the feed back of previous guest on specific food

Help to describe
Know the availability on the menu
Captain to check availability before each service
Discuss it during the briefing

 Know the possibility of the chef for special request

When can you accept special request (busy day, season)?
Procedures to follow (ask chef, take reservation)
Is it always available in store (time to order)?

Conclusion
To be able to explain and suggest, you have to know what you sell!
Never work as a salesman without knowing what you sell!
You would look stupid and unprofessional!

Ex:
A gardener could not sell a plane,
A gardener could not sell a Canard a l’Orange
A gardener could easily sell plants
A gardener already knows the subject

A waiter is a professional!
Don’t underestimate your potential!
Just work on it!

Up-selling page 4 of 18
 Understand guest needs

1. Introduction:
There are many components in the up-selling techniques.
One of them is,
Your ability to adapt to each individual guest.

1.1 You are an intruder…

Each table is different from the other one. Going from one table to another
one is like going from one world to another one.
You are interrupting
 a conversation
 an ambience
 an emotion
 A movement of the guest.
You are always coming as an intruder!

1.2 …so, think before.

In order to facilitate this intrusion you have to understand the context of
each table.
Take into consideration at least the following elements:
 Nationality
 Occasion
 Position
 Special requirement

2. The occasion
2.1 Introduction:
Guests expect different attitudes depending on the occasion of the dinner.
The same guest, who is normally very friendly, will expect more distance if he comes on a
business dinner.

Very often the guest mention the occasion of the meal:

 Making the reservation
 Introducing you to the guest
 Introducing guest to each other

Up-selling page 5 of 18
 Very often you can see changes
 In behaviour (will come to check the table before)
 In way of being dressed (casual to formal)
 In Way of talking (will speak slowly and carefully)
 In their personal approach to you ( from kiss to shaking hand)

2.2 What is the occasion?

2.2.1 Business:
 Guest will be dressed up
 Conversation will be business orientated
 Reservation will be made
 They do not want long interruptions of the waiter
 Interruption have to be short and precise
 The meal is an occasion to change the usual context of the office
 Be professional and quick

2.2.2 Romantic:
 It will be a couple
 They will be dressed up (or smart casual)
 Make up and perfume might will be obvious
 They might have booked flowers or Champagne
 They might have come to book a specific table
 The guest expect attention (wants to impress on the choice)
 The guest expect privacy (you should not be too close)
 The guest expect friendly attitude (you are a part of the atmosphere)
 Do not interrupt every 5 minutes
 Show to the host, that you understand the importance of the occasion
 They might be stressed at the beginning
 Take your time with service
 Cool down, when going on the table

2.2.3 Friends
 Be talkative!
 Don’t be too formal, Relax and Joke
 Interact with the guest
 Guests expect reactive waiter
 Interruption have to be lively
 Guests expect an entertainment
 Guests have time for suggestions

Up-selling page 6 of 18
  Guests expect nice evening and are open on all additional elements
 Guests have to remember your name

2.2.4 Official ceremony

 Ceremony has to be considered as a major event
 Show consideration
 Be efficient
 Take attention to details
 Be professional and friendly. Don’t over make it!
 Ensure preparation of special requirement (cake, flower, menu,
camera, champagne etc.)
 Ensure you know the host and way of payment
 Ensure proper billing
 Introduce yourself

2.2.5 Tourist
 Be very friendly
 Be very talkative
 Consider yourself as a guide in the country
 Consider yourself as a guide in the restaurant
 Consider yourself as a guide in the hotel
 Interact with the guest
 Ask question so them so they have impression they are active
 Ask them to fill up guest questionnaire
 Reassure them on their billing
 Invite them to come back the following day
 Pass on any bad remarks to manager

3. Nationality
As you adapt your attitude to the occasion, adapt yourself to the nationality.

It is impossible to describe a person by his nationality only.

They are all different.
However, a common cultural attitude can be defined.

3.1. Japanese
 They are mainly business man
 They do not speak a lot of English (use easy vocabulary)
 Use specific and simple terms
 They are not very often use to other cuisine
 They attach a lot of importance to hierarchy and respect

Up-selling page 7 of 18
  Attach a lot of importance to cleanness
 They do not complain on the spot but later
 They mainly look for famous items, brands
 They are used to pay a lot for basic things
 They often look strict
 They often book in advance and come to check the table
 They are always on time
 They don’t like to wait
 They pay attention to presentation
 Easy to up-sell drinks

3.2 Local
 They do not always speak English (especially old)
 They often have basic knowledge already as they travel
 They like to talk about their dining experience
 They drink discreetly
 They sometimes request to have Beverage charges in Food
 They don’t like men to look at the wife
 They often look for a quite and discreet table
 They look for famous name
 They like very quick service
 The service should not be oppressive
 The explanation has to be simple
 They expect recommendation
 They like spicy food
 They might ask funny things (don’t be surprised!)
 They like to be recognised
 They like friendly service
 They don’t have as much money as we might think
 Advise on pork item and alcohol in sauces
 Offer alternative
 Suggest seafood
 Don’t waste time on cheese

3.3 English
 They like to be recognised
 Don’t make mistake on charges
 Be careful on expensive item
 Explain precisely and in good English
 Do not lie
 Offer good standard of service
 Be careful to smoking area

Up-selling page 8 of 18
  Be professional
 Be friendly and dynamic
 Ensure accuracy of items ordered
 Do not hesitate to complain
 Offer vegetarian options

3.4 Asians
 Be careful to the prices
 Be friendly
 Be a kind of tour guide
 Don’t be surprised by special request
 Do not have a superior attitude
 Like spicy food
 Be careful to beef
 Offer vegetarian options
 Attach a lot of attention to special occasion

3.5 Lebanese
 Like to be centre of attraction
 Like table visible from others (want to see and be seen)
 Like famous brands
 Often have a lot of money
 Wants management of the outlet to be attention to them
 Like simple food (grilled)
 Some are Muslim and don’t take pork or alcohol
 Do not hesitate to complain to management
 Like to be recognised
 Don’t like to wait
 Are very good customers for the hotel (big parties, members)
 Organise big parties in the outlet if happy
 Look for good service and food
 Like well-cooked meat
 Waiter should be efficient and talkative
 Give impression to prepare something special for them

3.6 French
 Often think they know more on F&B than others
 Show your knowledge and they will stop
 Often think they are the most important community for your outlet
 Like good service and food
 Prefer to wait to have good food
 Look at prices carefully especially for beverage

Up-selling page 9 of 18
  Always compare with France
 Like friendly and easy service
 Expect personality to come out
 Expect every body to be served at the same time
 They will try to catch you on knowledge
 Can be quite snobbish
 Talk a lot and like to be listened to
 Rarely complain but will never come back
 They are not all wine expert

4. Social and Business Dining

4.1. Social Dining
Private dining does not really exist in UAE
All guest are recognised by company and position
It is almost more important to know the company than the name
They are often superior but they would be normal people in their countries
They are not kings of the world
They go out a lot as there is nothing to do
People talk a lot
Ladies are a major market
People often are members of groups or association
Communities don’t mix
They always compare

4.2 Business
They are all General Manger
They do not have all good position
There are few important international company
They often give good business in rooms and functions
They often come with sales on ENT

Conclusion:
Taking those elements into consideration the waiter can approach the guest.
It is now important to listen and look at the guest

Up-selling page 10 of 18
 Reading a guest

1. Introduction:
It is easy to understand a guest if you pay attention to him.
Most of the time he will give crucial information without he even notices it.

There are mainly 2 kinds of reaction to observe:

1. Verbal
2. Physical

Being aware and open to those opportunities you will be able to adapt your selling
technique to the guest.

2. Verbal Reaction

2.1 Before suggesting

From the arrival to giving the menu
Listen carefully and try to catch words

 Is the guest talking immediately to you, on arrival?

He might be shy, uncomfortable, confident, extravert

 Does he use your name?

Wants to be recognised as a regular
May not want to be recognised if he normally call you by your
name
He might be on business meal that time

 Is he talking to his guest in formal and respective manner?

Might be business or friendly meal

 What is he talking about?

Business or private story

 Is he like introducing the restaurant to others?

He already came
Welcome him as if you remember him

Up-selling page 11 of 18
  Is he checking his reservation?
He expect you to know his name
You should be able to use his name
Might have had a reservation problem before
There is maybe a special requirement
He wants you to recognise him as the host

 Is talking like the host? (organising the seating)

He will pay the check
He is the decision-maker

 Is he suggesting dishes to his guest? Which one?

He knows the menu
Follow him in his recommendation
Offer possibility of a change
Show that you know he already came

 Is talking about price?

What does he say?
He might be money conscious

 Is he suggesting taking an aperitif?

He gives idea of a budget
Idea on alcohol concern

 Is he talking about healthy choice?

Does he talk about fish or meat?
Does he talk about salad?
Catch words: light, heavy

Conclusion:
With that information, you need to adapt your approach

2.2 While suggesting.

Be attentive to what the guest says while talking to him

 Listen carefully to the question

The expected answer is in the question
This is not too spicy? Concern on soft taste food
This is not too heavy? Concern on diet

Up-selling page 12 of 18
  Listen to internal conversation
The reaction will show concern on different subject
Adapt your speech to the comments
I tasted it last time, it is…

 Are they listening to you

Might not want advice
Might feel like you don’t sound appealing
You might not be loud enough
You might be boring

 Do they ask questions on your recommendation?

You already interested them

 Do they ask question on item not suggested

Do not insist on your recommendation, it was wrong track

 Are they blocked by one part of the explanation?

You interested them, but need to adapt the order if possible
You were not clear enough

2.3 After suggesting

Listen to the comment when you finish suggesting as they reflect your % of
achievement of your suggestive step

They might show concern on one item

They might be convinced

Don’t go too far away, as they will give crucial feed back
You will consider those remarks to adapt your speech while taking the order.

3. Physical reaction
You can read a guest just looking at him
His facial expression, body language will express feeling that you have to
consider in your up selling

Up-selling page 13 of 18
 3.1 Before suggesting

As soon as the guest enter you can analyse him

 Does he walk quickly?

He might be in hurry

 Does he look upset?

You will have to be careful
Start slowly, test him before attacking

 Is he looking at you?
He might need attention
He might find you not interesting for him

 Does he take the time the look around before looking at the menu
He might want to relax and take his time

 Does he keep moving around?

He might not be happy of the seating

 Does he smile?
He is in good spirit

 Does he place his guest?

He might be the host

 Does he look at the set up?

He might be from a competitor
He might concern on cleanness

 Does he say hi to all the guest

He is famous in town

3.2 While suggesting

Pay attention to his reaction while you speak

 Is he looking at you?
He might be interested

 Is he smiling?

Up-selling page 14 of 18
 He might find you funny

 Does he look impatient?

He might be in hurry

 Does he look at you a strange way?

He might not speak English

 Is he shaking his head while you talk?

He is very interested

 Are his eyes shining?

You might be very interesting

 Does he look relaxed in his chair?

He has time to listen

3.3 After Suggestion

Just looking at the guest you can figure out your impact on the choice

 Do they look enthusiastic?

 Do they show disagreement?
 Do they discuss a lot?
 Do they close the menus quickly?
 Do they keep on moving?
 Do they start to relax?
 Do they start to smile?

Conclusion:
Combining your analysis of verbal and physical reaction you can judge
your techniques and the guest reaction.
If you are able to see that information you can easily up-sell.
Most of the time you see and understand those reactions, but do you take
the necessary actions to adjust?
It is your personal imput that will make the difference.
You have to work on this imput.

Up-selling page 15 of 18
 Up-Selling Techniques

In order to attract attention you have to work on different element, which

contribute to a successive up selling.

1. Voice
The control of the voice is very important, as it is the main way of
communication with your guest

 Be clear, be conscious of your accent

 Tune your voice, do not have a constant flat voice
 Adapt your volume to the size of the table

2. Speech
2.1 Speediness
 Do not speak too quick as the guest will not understand
 You might sound boring at the end
 Some guests might not say anything but you will not be
effective
 Your accent might not be understandable
 Do not speak too slow as the guest will have the impression to
be treated as stupid kid

2.2. Use appetising words

 Know your product very well
 Describe the dish with technical and commercial words
 Have a wide range of adjective and expression
 Adapt the description to guest reaction
 Give impression of special dishes

2.3. Interact
Ask question to the guest
Consider their answer
Do not hesitate to give your personal feeling
Do not hesitate to joke (depending on feed back)
Always remain polite and respectful

Up-selling page 16 of 18
 3. Smile & Eyes

 The smile is a master key to up-sell

 Smile will reflect on your voice and speech
 You are all handsome and pretty don’t spoil it with long face
 Use your charm
 Look straight into the guest

4. Hand Movement

 Hand will help to support your speech

 Hand will create animation
 Hand will attract the guest

5. Standing Posture
Your standing posture can show more than you think

 It can show you are shy (too far from table)

 It can show you feel inferior to the guest (too far from guest,
feet joint)
 It can show disinterest, lack of concern
 It can show you are tired
 Look at your feet and hips position
 Have a straight head
 Move your body, don’t be rigid

6. Appearance
Your personal appearance is crucial

 Guest will focus on something else if you are not clean

 Be shaved
 Clean shoes
 Not too much perfume
 Don’t show valuable item
 Have clean hand
 Hair well arranged

Up-selling page 17 of 18
Conclusion:
To up-sell, you need:

 To know your product

 To know your guest
 To know the occasion
 To consider their reaction
 To work on a personal way to describe dishes
 You need to be clean

Up-selling page 18 of 18