This is a question I hear often during slow months like January. Before I answer that, let’s talk about grocery store tactics…

I recently listened to an episode of Neil Patel‘s podcast talking about why milk and eggs are always at the back of the supermarket. Short answer is that it forces the customer to go through the whole store, inevitably adding more impulse purchases to their cart so that they spend more money. Same goes for displaying candy and magazines at the checkout.

What’s the equivalent of this for the restaurant industry? The answer, of course, is the menu item upsell. Let’s break down how to do this online and in-person.

How to upsell online

There are two ways you can do this with your online ordering system. And these days, you can essentially set it and forget it.  

1. Add a category to the top of your menu called Top Picks, Popular Items, Customer Favorites, etc. Put in your cash cows here. These are the popular menu items that also have high margins. Make sure you’re including high-quality images to encourage purchase. 
2. Next, set up an upsell feature at the checkout page. A lot of modern, cloud-based POS systems will allow you to configure this. For instance, if someone buys a half dozen donuts at checkout, you can add a pop-up that says “People also order…” or “You may also like to try…” a gallon of coffee or pigs-in-a-blanket. This works on smaller items too. For example, if someone gets a small cup of iced coffee, you can suggest pairing it with a croissant. In the non-bakery world think about easy pairings like adding fries to a burger order or charging small for extra sauces or milk upgrades.

Related: why do photos matter for online menus?

• Customers are willing to pay up to 8% more for dishes with professional food photography compared to those without. (Source: Square Restaurants)
• Featuring high-quality photos of limited-time offers or new menu items can increase their sales by up to 30%. (Source: Olo)
• 70% more orders are placed from restaurants with photos and descriptions on food delivery platforms compared to text-only menus. (Source: Grubhub)

Learn more about menu photos tips.

How to upsell in-store

For the most part, selling more in-store comes down to training. Simply train your cashiers and front-of-house staff to sell more by asking the right questions. While ringing up the customer, ask “What else can I get for you?” or suggest personal pairings: “The snickerdoodle cookie has been super popular lately! A lot customers are pairing it with our spiced chai latte. Would you like to try it?” This is your version of “Would you like fries with that?”

You can also create signage promoting bundles, such as a coffee and bagel special.

Final thoughts

It doesn’t have to be a huge upsell, and it doesn’t have to annoy the customer either. But creating both digital and old-school systems will increase order value incrementally. Over time, this strategy will certainly move the needle for your business.