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?
• • • 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 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

2.2

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)

2.3

Recipe
Know the components of the recipe Some guest might be allergic Help to describe the item (Pork, healthy option, vegetarian, spiciness.)

Up-selling

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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 l’Orange A gardener could easily sell plants A gardener already knows the subject A waiter is a professional! Don’t underestimate your potential! Just work on it!

Up-selling

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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! …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

1.2

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 • Introducing guest to each other

Up-selling

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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 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 Friends • Be talkative! • Don’t be too formal, Relax and Joke Interact with the guest • Guests expect reactive waiter

2.2.2

2.2.3

Up-selling

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• • • • • 2.2.4

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

Official ceremony • Ceremony has to be considered as a major event Show consideration • Be efficient • Take attention to details • Be professional and friendly. Don’t 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 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

2.2.5

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. 3.1. Japanese • They are mainly business man • They do not speak a lot of English (use easy vocabulary)
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Up-selling

• • • • • • • • • • • • • 3.2 Local • • • • • • • • • • • • • • • • • • • • •

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 don’t like to wait They pay attention to presentation Easy to up-sell drinks

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 don’t 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 (don’t be surprised!) They like to be recognised They like friendly service They don’t have as much money as we might think Advise on pork item and alcohol in sauces Offer alternative Suggest seafood Don’t waste time on cheese

3.3

English • They like to be recognised • Don’t make mistake on charges • Be careful on expensive item

Up-selling

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• • • • • • • • • 3.4

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 • Don’t 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 don’t take pork or alcohol • Do not hesitate to complain to management • Like to be recognised • Don’t 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 • 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

3.5

3.6

Up-selling

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• • • • • • • • • • • • • •

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

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 don’t mix They always compare 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

4.2

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

Up-selling

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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 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
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• •

Up-selling

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

2.2

While suggesting.

Be attentive to what the guest says while talking to him • Listen carefully to the question

Up-selling

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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 don’t 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 Don’t 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

Up-selling

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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 • • 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 Does he say hi to all the guest He is famous in town

• • • • •

3.2

While suggesting

Up-selling

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Pay attention to his reaction while you speak • • • • • • • 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

3.3

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

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.
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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 • • • 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

2.

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 Use appetising words • 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

2.2.

Up-selling

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2.3.

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

3.

Smile & Eyes
• The smile is a master key to up-sell • Smile will reflect on your voice and speech • You are all handsome and pretty don’t spoil it with long face • Use your charm • Look straight into the guest

4.

Hand Movement
Hand will help to support your speech • Hand will create animation • Hand will attract the guest

5.

Standing Posture
Your standing posture can show more than you think • 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 • Have a straight head • Move your body, don’t be rigid

6.

Appearance
Your personal appearance is crucial

Up-selling

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• • • • • • •

Guest will focus on something else if you are not clean Be shaved Clean shoes Not too much perfume Don’t show valuable item Have clean hand Hair well arranged

Conclusion:
To up-sell, you need: • • • • • • 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

Up-selling

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