Sell More Desserts and After Dinner Drinks
One underused and underrated way for a restaurant to increase their average check is through the sale of desserts and after dinner drinks. Dessert -the least ordered course in almost every restaurant around the world- is a course that everyone enjoys, they just need to be tempted into it! After dinner drinks are less common, however, those that do not order a dessert will often order a drink so as not feel left out. Here are some methods you can implement to help increase the sales of desserts and after dinner drinks.
Create a Menu
Too often restaurants have a small selection of desserts that they either squeeze onto their main menu or have their staff verbalize it to their guests. Neither of these is a preferred option, and if you’re serious about increasing sales of these items then a dessert menu which also lists after dinner drinks -such as coffees, teas, brandies, whiskies, dessert wines, and digestifs- is a must. However, be sure not to overcrowd the menu as this can put people off ordering all together.
Suggestions
People aways put their faith in their servers, so if the server can suggest their favorite dessert or tell the customers an “inside” piece of information about them e.g. award winning recipe, then the customers are more likely to choose the option of a dessert later on. Also, if one member of the party chooses not to have a dessert your server should immediately be asking if they want an after dinner drink instead.
It can also be beneficial for your servers to suggest desserts earlier on in the meal, to plant the idea in their guests head and to tempt them toward getting a dessert. For example: if guests are deliberating getting a starter to share and then decide not to the server can offer up the suggestion that they’re “saving space for dessert later on” and that “our *insert dessert name here* is especially fantastic”.
Up-Selling
Have your servers ask the question about dessert menus when they’re clearing main courses from the table. Often people will agree to just see the menu, and once it’s in front of them they’ll make their own decision as to what they want. Customers who see a physical dessert menu, over those who just get a verbal version of it, are much more likely to order a dessert.
If your desserts are made in house this is another great upselling point. Many restaurants purchase their desserts pre-made and these can often be lackluster. If your’s are homemade, make sure you servers are telling your guests.
The More You Sell, The More You Sell!
Desserts are contagious in a restaurant. Once guests have seen -or smelt- a decadent dessert at another table their mouthes will start to water and they will already be halfway inclined to ordering a dessert. If your servers can notice this then they can use this to their advantage toward the end of the meal; even if it’s just to help them get dessert menus into the hands of those customers.
Staff Competitions
If you wish you can utilize the tool of staff competitions to increase the sales of desserts and after dinner drinks. If some of your desserts are envied by your employees then you might want to consider have pieces of these as prizes. For more information on how to run better, more profitable staff competitions see our article here.
It is more common for people to take a dessert than it is an after dinner drink, and, therefore, most of the content in this article focused on the sale of desserts. However, once the menu containing desserts and drinks has been put in from of the customer you are very likely to see an increase in sales of your after dinner drinks alongside sales of desserts.
