UP-SELLING TECHNIQUES

IN A
RESTAURANT

Up-selling

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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

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MENU KNOWLEDGE
1.Why is it important to know the menu?

2.

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

What should you know?

2.1

2.2

2.3

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

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)

Recipe

Up-selling

Know the components of the recipe

Some guest might be allergic
Help to describe the item
(Pork, healthy option, vegetarian, spiciness.)

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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 lOrange
A gardener could easily sell plants
A gardener already knows the subject
A waiter is a professional!
Dont underestimate your potential!
Up-selling

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Just work on it!

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

Up-selling

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Introducing guest to each other

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!
Dont be too formal, Relax and Joke

Up-selling

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Interact with the guest

Guests expect reactive waiter
Interruption have to be lively
Guests expect an entertainment
Guests have time for suggestions
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. Dont 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.

Up-selling

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3.1.

3.2

Up-selling

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
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 dont like to wait
They pay attention to presentation
Easy to up-sell drinks

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 dont 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 (dont be surprised!)
They like to be recognised
They like friendly service
They dont have as much money as we might think
Advise on pork item and alcohol in sauces
Offer alternative
Suggest seafood
Dont waste time on cheese

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3.3

English
They like to be recognised
Dont 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
Be professional
Be friendly and dynamic
Ensure accuracy of items ordered
Do not hesitate to complain
Offer vegetarian options

Asians
Be careful to the prices
Be friendly
Be a kind of tour guide
Dont 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

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 dont take pork or alcohol
Do not hesitate to complain to management
Like to be recognised
Dont 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

3.4

3.5

Up-selling

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Waiter should be efficient and talkative

Give impression to prepare something special for them

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
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

3.6

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 dont 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

Up-selling

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

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

Up-selling

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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

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

Up-selling

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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

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 dont 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

Up-selling

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Dont 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

3.1

Before suggesting
As soon as the guest enter you can analyse him

Up-selling

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

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3.2

Does he say hi to all the guest

He is famous in town

While suggesting
Pay attention to his reaction while you speak

3.3

Is he looking at you?
He might be interested

Is he smiling?
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

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

Up-selling

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?

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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 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

2.

Up-selling

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

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

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2.3.

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

Smile & Eyes

4.

The smile is a master key to up-sell

Smile will reflect on your voice and speech
You are all handsome and pretty dont spoil it with long face
Use your charm
Look straight into the guest

Hand Movement

5.

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

Hand will help to support your speech

Hand will create animation
Hand will attract the guest

Standing Posture
Your standing posture can show more than you think

Up-selling

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
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6.

Have a straight head

Move your body, dont be rigid

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
Dont show valuable item
Have clean hand
Hair well arranged

Conclusion:
To up-sell, you need:

Up-selling

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

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