Johnnie – true story
I took over a busy café a few years ago and
we started the process of analysing the
tills. One glaring issue we noticed was the
fact that only 10% of customers purchased a soft drink with their
lunch. We moved the position of the drinks cabinet and
improved the selection. Additionally we made it a lot harder, but
not impossible, to get free tap water.Within two months we had changed the ratio to 75%, resulting
in a huge difference to the bottom line profit.33 Sell more cold drinks
This is one you really need to grasp properly – it can make a huge
difference to your bottom line. Just think about how important the
drink you have is to the enjoyment of a meal if you don’t believe us.
Upselling drinkis not aggressive selling, it is simply a good way to
ensure that the customer has a more enjoyable meal. If we have a
burger most of us will enjoy it more with a coke. Likewise a
sandwich will be more enjoyable with a glass of mineral water. A
steak will always taste better, in any sane opinion, with a glass (or
heaven forbid two) of Burgundy. This is a fact and regardless of
personal preferences you must get this fact into the mind of your
serving staff. Stop treating the drinks as an afterthought.
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