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Upselling in hospitality
Andrew & Claire Bowen – Café & Coffee Shop
Upselling
Coaches and authors of ‘The Daily Grind – how
to open and run a coffee shop that makes
money’ discuss upselling in hospitality.

Most of us have a poor perception of anyone
involved in sales. However, we must remember
that we must sell to have a business.

When you talk to them about upselling at the till,
our teams have the same mindset. They often
have a mental barrier to getting guests to spend
more than they intended when they walk through
the door.

We are sure you know that there are three ways
to increase revenue in our business:

Gaining more customers

Getting them to visit more customers to buy another
item they hadn't planned to
frequently buy or trade up for a more

Getting them to spend expensive/profitable item.

more when they visit The most straightforward
type of passive selling is
Getting people to spend more with you when making your display and
they visit is a very clever tactic as it costs nothing descriptions look and sound
in the marketing budget. Our business has a irresistible. This works for

relatively lower average spend. Most people will indulgent or higher-calorie
buy two things: a drink and something to eat; products as well as the
encouraging them to buy an extra item seems healthiest.
simple. These additional items are often Firstly, people buy with their
described as 'impulse products.' Selling a higher- eyes; if something looks
priced alternative item or bundling together meal tempting, you are halfway
deals is also a great tactic. there. Abundant displays

Mindset attract attention. On the
other hand, the last slice of
As business owners and leaders, we must make cake looks sad and suffers
it easy and natural for our teams to upsell. from what behavioral
We can upsell in several ways, some passive and scientists call The Orphan

some active. We need to change our teams' Effect, where people assume JULY/AUGUST. 2024 | ISSUE 37
mindsets so that they see an upselling that because it's the last one
opportunity to delight guests or to make on the shelf, it has been
someone's day. We can also design our rejected by everyone who
operations and displays to encourage our came before them.

www.beveragestandardsassociation.co.uk