THE IMPORTANCEOF UPSELLINGD R I V I N G M O R E R E V E N U E T H R O U G H E A C H C U S T O M E R V I S I T

Our Presenters

T O D D E D M A N C H A D T R O U T M A NWaitrainer+ CEO Upserve , Director of

Revenue Marketing

Todd EdmanW A I T R A I N E R + C E O

Todd the CEO of waitrainer+ comes from a corporatetraining software background . He stumbled into therestaurant industry by working with a server whowas frustrated with his training process . He realizedthe normal corporate training tools were a bad fitfor Restaurants so he developed Waitrainer+: A toolto help restaurants simplify their training

Chad TroutmanD I R E C T O R O F R E V E N U E M A R K E T I N G

Chad joined the Upserve marketing team in 2014 tohelp increase brand awareness and demand . Heoversees the company ’s marketing efforts for itscustomer engagement solutions and audiencedevelopment strategies . Chad specializes in small tomid-sized restaurant group marketing , with anemphasis on demand generation and analytics .

Why Upsell?C O S T S A R E T I G H T E R T H A N E V E R F O R

R E S T A U R A N T S .

Why Upsell?

The a v e r a g e p r o f i t marg i n f o rr e s t a u r an t s i s

3.5%

Howev e r , more cu s t ome r s t h an e v e r a r e e a t i n gou t . Ea ch gue s t i s an oppo r t un i t y t o d r i v e morer e v enue and l owe r y ou r o v e r h e ad .

Which Items Should You Upsell?W H I C H I T E M S A R E M O S T P R O F I T A B L E ?

W H I C H I T E M S A R E A L R E A D Y S E L L I N G ?

W H I C H I T E M S D O Y O U R S E R V E R S L O V E ?

W H I C H I T E M S R E P R E S E N T Y O U R B R A N D ?

Read Your GuestsC E R T A I N I T E M S C A N B E U P S O L D T O A

L A R G E G R O U P V E R S U S A S I N G L E D I N E R .

Read Your Guests

I t ems t o up s e l l :- S i d e s a l a d s

- D r i n k s w i t h t h e i r p r e f e r r e d a l c oho l- Spe c i a l s

Single Diner Large GroupI t ems t o up s e l l :

- D r i n k p i t c h e r s (marga r i t a s , bee r )

- L a r g e appe t i z e r s- De s s e r t s t o s h a r e

I t ' s impo r t a n t f o r s e r v e r s t oknow t h a t up s e l l i n g i s no t a

one - s i z e - f i t s - a l l dea l . Bu i l d i n gr appo r t & l i s t e n i n g t o gue s t sw i l l d r i v e be t t e r up s e l l i n g !

Create an ExperienceU S E S T O R Y T E L L I N G T O S E L L A NE X P E R I E N C E , N O T J U S T A N I T E M .

Create an Experience

Gue s t s a r e l o o k i n g f o r many t h i n g s i n ar e s t a u r an t e xpe r i e n c e be yond t h e menu i t em .

how y ou wo r k t o bu i l d t h a t e xpe r i e n c e make s a l lt h e d i f f e r e n c e .

Go abo v e and be yond good cu s t ome r s e r v i c e andbu i l d l o y a l gue s t s w i t h t h e s e s t r a t e g i e s .

Flexibil ity

Be awa r e o f po t en t i a l a l l e r g en sHa v e p l anned s ub s t i t u t e s f o r i t ems t h a t maycau s e p r ob l ems on y ou r menu .

Be r e ad y t o p r opo s e a l t e r n a t i v e s .

Be i ng open t o a l t e r n a t e s w i l l p r o v e t oc u s t ome r s t h a t y ou c a r e abou t t h e i r need s andp r e f e r e n c e s .

I n gene r a l , y ou r r e s t a u r an t s h ou l d :

Personalization

Coa ch i ng momen t : g i v e a r e a l g r e e t i n g .

L e a r n t h e name s o f r e gu l a r gue s t sL e a r n f o od & d r i n k p r e f e r e n c e s t o be t t e rs u gge s t new i t ems .

G i v e gue s t s t h e f e e l i n g t h a t t h e y a r e s p e c i a l(be c au s e t h e y a r e ) .

Knowledgeable

Coa ch i ng momen t : p r o v i d e c on t i n u a l t r a i n i n gon new menu i t ems , i n c l ud i n g s e a s ona l i t ems .

Coa ch i ng momen t : make s u r e s e r v e r s knowabou t a l l s p e c i a l s , a s we l l a s c ook i n gme thod s .

How can you ensure staff wil l usestorytell ing in serving?

Mean i ng f u l , memo r ab l e , f u n , & une xpe c t ede xpe r i e n c e s i n f l u en c e t h e way cu s t ome r sp e r c e i v e y ou and f e e l abou t y ou . Tho s ecu s t ome r s a r e more l i k e l y t o c ome ba c k (wh i chmake s up s e l l i n g e a s y ) !

F i nd a s t o r y f o r e a ch menu i t em & t r a i n y ou rs t a f f membe r s on how t o t e l l i t .

Encou r a g e s e r v e r s & ba r t e nde r s t o s h a r e t h e i rown s t o r i e s and e xpe r i e n c e s (w i t h i n r e a s on ) !

Help Your Servers SucceedG U E S T S N E E D T O T R U S T T H E I R S E R V E RT R A I N I N G W I L L H E L P T H E M B U I L DT R U S T & U P S E L L .

Human s make emo t i o n a l de c i s i o n s & o f t e nba s e t h o s e de c i s i o n s on t r u s t .

I f s e r v e r s a r e ha v i n g d i f f i c u l t i e s up s e l l i n g , t h e y e i t h e r : ha v en ' t bu i l tt r u s t w i t h t h e cu s t ome r OR t h e y a r en ' t t a k i n g t h e oppo r t un i t i e s g i v ent o t h em .

To build trust, train on the following

topics:

How t o r e ad gue s t sHow t o de s c r i b e i t emsHow t o p r e s en t i t ems v i a s t o r y t e l l i n gQua l i t y c on t r o l

Measure Your SuccessI M P R O V E I N C R E M E N T A L L Y & M E A S U R EW E E K L YG R O U P - B A S E D N U M B E R S P R O V I D EB E N C H M A R K SC O M M U N I C A T E W I T H S T A F F

How c an y ou makes t a f f awa r e o f t h e i rp e r f o rmance ?

P r o v i d e t h em w i t h oppo r t un i t i e s t o s h adowtho s e t h a t a r e do i ng we l l P r o v i d e t h em w i t h t e a ch i n g momen t sD i s c u s s s u c c e s s benchma r k s i n p r e - s h i f tmee t i n g sKe ep c ommun i c a t i o n abou t wha t s u c c e s sl o o k s l i k e .

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