When visiting a restaurant, many customers don’t arrive with their full meal plan already decided. This moment of indecision creates the perfect opportunity for suggestive selling a technique that not only enhances the customer’s dining experience but also boosts the restaurant’s revenue. Suggestive selling in a restaurant is all about offering recommendations in a friendly, natural way that makes the guest feel understood and cared for. This strategy isn’t about pressuring guests into buying more it’s about enhancing the meal with thoughtful additions they’re likely to enjoy.
Understanding Suggestive Selling
What Is Suggestive Selling?
Suggestive selling is a sales technique where staff proactively recommend menu items or upgrades to diners. The goal is to encourage customers to purchase additional or higher-value items. It can be subtle and conversational, making it a service-oriented form of upselling. Restaurants often train servers in this method to improve both customer satisfaction and business profitability.
Why Suggestive Selling Works
- Improves the overall customer experience
- Boosts average ticket size
- Helps guests discover new favorites
- Encourages repeat visits
- Fosters a more engaging interaction between guest and staff
Examples of Suggestive Selling in a Restaurant
1. Suggesting Appetizers
When guests first sit down, the server might say:
Would you like to start with our crispy calamari? It’s one of our most popular appetizers and pairs perfectly with the house-made garlic aioli.
This recommendation doesn’t feel forced. It gives the guest a tempting option and implies that many other customers have enjoyed it. This kind of suggestion increases the chances that the guest will add an appetizer to their order.
2. Recommending Drink Pairings
After a customer orders their main course, a well-trained server might add:
The grilled salmon goes really well with our New Zealand Sauvignon Blanc. Would you like a glass?
This is a personalized touch that connects the dish to a specific beverage, showing thoughtfulness and expertise. It also subtly invites the customer to enhance their meal with a drink they might not have considered.
3. Promoting Meal Upgrades
Servers often offer upgrades like:
Would you like to add grilled shrimp to your Caesar salad? A lot of guests enjoy it with a bit of protein.
This is a low-pressure way to suggest a higher-ticket option, and many guests respond positively when the recommendation is framed as a popular choice.
4. Highlighting Daily Specials
Sharing daily specials is another form of suggestive selling. A server may say:
Today’s special is a slow-cooked beef short rib served with truffle mashed potatoes. It’s been getting great feedback.
This not only informs guests of limited-time offers but also creates urgency and appeal around something exclusive.
5. Dessert Suggestions
After clearing the dinner plates, a server might offer:
I highly recommend our warm chocolate lava cake it’s freshly baked and comes with vanilla bean ice cream.
Descriptive language and appealing adjectives make the suggestion more enticing. Even if the guest didn’t plan on having dessert, such a recommendation might change their mind.
6. Bundled Suggestions
Servers can recommend full-course combinations like:
If you’re in the mood for a full experience, our surf and turf entree pairs perfectly with a glass of Merlot, and I’d suggest finishing with the key lime pie it’s light and refreshing.
This method positions the server as a guide helping the guest craft an enjoyable meal experience from start to finish.
Best Practices for Effective Suggestive Selling
Be Genuine
Guests can tell when a suggestion is purely for sales. It’s important that staff recommend items they genuinely enjoy or that are frequently praised by other customers. Authentic enthusiasm goes a long way.
Know the Menu
Servers should be familiar with all items on the menu, including ingredients, preparation methods, and ideal pairings. This knowledge helps them make informed suggestions that match the guest’s preferences.
Read the Customer
Not every guest will be open to suggestions. Skilled servers learn to read body language and listen carefully to how much guidance a customer wants. For example, a guest asking many questions about the menu may be more receptive to recommendations.
Use Descriptive Language
Words like succulent, handcrafted, or locally sourced make dishes sound more appealing. The way a menu item is described can trigger cravings and curiosity.
Don’t Overwhelm
One or two well-placed suggestions are enough. Bombarding a guest with multiple recommendations at once may feel pushy or confusing.
Training Staff in Suggestive Selling
Interactive Role-Playing
Training sessions that include real-life scenarios allow servers to practice different approaches to suggestive selling. This builds confidence and helps them learn which strategies work best in various situations.
Incentive Programs
Offering rewards or recognition for staff who effectively use suggestive selling techniques can increase motivation and performance. For example, weekly competitions for most appetizers sold or best upselling performance can drive better results.
Feedback and Coaching
Managers should observe interactions and provide constructive feedback. Continuous improvement ensures the technique remains customer-friendly and effective.
Impact of Suggestive Selling on Business
Increased Revenue
Suggestive selling raises the average check amount per table. When done consistently and respectfully, even small additions like beverages, sides, or desserts significantly improve sales over time.
Enhanced Customer Experience
When staff make thoughtful suggestions, guests feel taken care of. This personalized service often leads to higher satisfaction and stronger loyalty.
Better Staff Engagement
Suggestive selling empowers servers to take an active role in shaping the guest experience. It encourages confidence, product knowledge, and better interaction skills.
Suggestive selling in a restaurant is more than a sales tactic it’s a service strategy that benefits both the guest and the business. By recommending items in a natural and genuine manner, servers create a more personalized and enjoyable dining experience. Whether it’s suggesting a signature cocktail, a mouth-watering appetizer, or a sweet dessert to end the meal, these moments of recommendation make a difference. As long as it’s done with care and professionalism, suggestive selling can become one of the most powerful tools in a restaurant’s success toolkit.