It’s simple math. Guests calculate their tips as a percentage of their total check cost. So if you’re hoping to increase your nightly tips, one of the best ways to do it is to increase the average cost of your guest’s checks. And the best way to do that? One word: Upselling.
The good news is, “upselling” doesn’t have to be sleazy. In fact, there are some great ways to increase check averages while actually giving the guest a better experience overall. If that’s not a win-win, I’m not sure what is!
Another Round?
Probably the easiest way to “upsell” is to simply ask the guest if they’d like another drink. But pay attention to timing: a guest is much more likely to order another drink if you catch them before they’ve finished their last. A few tips for timing:
- Always ask a guest if they’d like another drink when they have around a 1/4 of their beverage left.
- If the guest is part of a group, ask when the first person’s drink is 1/4 full.
- Taking an order for food is another good opportunity to ask if they’d like something different to accompany their food or another course (like dessert.)
- Speaking of food: Know what substitutions are possible for a small up charge and offer the guest the option. For example, substitute mac and cheese for the fries, add chicken to the salad, etc.
Offer the good stuff:
Ask for the call. When taking an order for cocktails, be sure to ask for the guest’s preference of spirit. “Gin and Tonic, perfect. Do you have a preferred Gin?” Often the guest will gravitate towards a well-known brand that’s a step up from your well spirit.
Similarly, you can offer a few options: “We have Tanqueray, Beefeater and Hendricks. Do you have a preference?” (Hint: usually they’ll choose the first one you offer.)
A third option is to lead with your suggestion: “I really like my G&T’s with Tanqueray. Does that work for you?” It’s pretty unusual for a guest to come back with, “Naw, just give me the cheap stuff.” They’ll usually take your suggestion or request another spirit by name.
Last, but definitely not least, is to lead with the story behind a brand: “We have this beautiful gin that’s made locally with the botanicals from the State Park on the other side of town. Would you like to try it in your martini?” What a great way to add to their experience – while also adding to the tab!
Keep up the Energy
A good bar with a great vibe is a beautiful thing. The last thing you want is for the mood to quiet down due to several groups leaving or the music dying down. As a bartender you can do a lot to keep a fun social atmosphere going – which is a great way to encourage another round of drinks.
Introduce regulars to your guests. Got a guest who’s starting to look a bit bored, playing with her phone? Introduce her to Susan, your regular who’s sitting beside her.
Stay in control of the music. Seriously, who put “Everybody Hurts” in the jukebox anyway? Keep the music fun, upbeat, and (depending on your bar’s vibe) recent. It’s the best way to keep the energy going.
Finally, if there’s a group or a few guests who are really livening the place up (and maybe starting to talk about moving to another bar), consider comping an appetizer or pitcher of beer if your comp policy allows it. It can buy you another half an hour of great energy – which may bring in more guests and get your other guests to buy another round as well.
Think Outside the Booze:
Cocktails, beer and wine are great, but why stop there? If you work in a restaurant or if your bar serves food, take advantage of the ultimate check average booster: food! Here are some suggestions for great upselling opportunities:
- Does your bar have a signature dish? Bring it up! “Have you tried the curly fries? I heard we are famous for them on Yelp!”
- If the guest has placed a drink order, offer an appetizer, side or dessert that pairs well. “Mojito, got it. We have an awesome mint ice cream sandwich on the menu right now too – they go perfectly together.”
- If the guest is a part of the group and one person orders water, they may not be drinking that night. Offer to make them a mocktail so they can join in without having any alcohol.
Just because you’re using the word “upselling” doesn’t mean you’re taking advantage of the guest. Follow the suggestions above and you might just get the ultimate double play: the guest has an even better night out and you go home with a thicker wallet.