Upselling Without Being Pushy: How Restaurants Can Increase Average Spend Without Annoying Customers

Many restaurant owners hear the word upselling and immediately think of pushy sales tactics.

The reality is very different.

The best restaurants increase average spend without customers ever feeling like they've been sold to. Good upselling feels like good service. It helps guests enjoy their visit while naturally increasing revenue.

If your team is confident, knowledgeable and focused on improving the customer experience, upselling becomes one of the simplest ways to improve profitability.

Why average spend matters

Finding new customers is expensive.

Encouraging existing customers to spend just a little more during each visit is often much easier and far more profitable.

For example, if your average spend increases from £24 to £27, that extra £3 quickly adds up across hundreds of customers every week.

The best part is that you don't need more tables, more staff or more advertising. You're simply helping customers discover more of what your restaurant offers.

Start by making recommendations, not sales pitches

Customers expect recommendations from knowledgeable staff.

Instead of asking:

"Would you like chips with that?"

Train your team to say:

"Our rosemary parmesan fries are one of our most popular sides with that dish."

Or:

"If you enjoy seafood, our grilled prawns make a great starter before that."

The difference is subtle but important.

Recommendations feel helpful.

Sales pitches feel uncomfortable.

Teach staff to describe food properly

Customers buy what they can imagine.

A simple description can make a huge difference.

Instead of saying:

"Would you like dessert?"

Try:

"Our warm chocolate brownie is served with homemade vanilla ice cream and has been our best-selling dessert this month."

Specific descriptions create anticipation.

Offer upgrades that add value

Customers are often happy to spend more if they understand what they're getting.

Examples include:

•  
• Premium steak cuts
• Craft beers
• Signature cocktails
• Larger wine pours
• Extra toppings
• Sharing platters
• Chef's specials

The key is explaining the benefit.

"For £4 more, you can upgrade to our 28-day aged sirloin, which has a much richer flavour."

That's far more persuasive than simply asking whether they want an upgrade.

Timing matters

Even the best suggestion can feel awkward if it's delivered at the wrong moment.

Good opportunities include:

•  
• While taking drink orders
• Before customers order mains
• When clearing main courses
• Before presenting the bill

Avoid interrupting conversations or repeatedly asking customers to add extras.

One thoughtful recommendation is usually enough.

Use your menu to do some of the work

Your menu should naturally encourage customers towards higher-value choices.

Consider highlighting:

•  
• Chef's recommendations
• Best sellers
• Premium dishes
• Signature cocktails
• Sharing options
• Dessert combinations

Well-designed menus quietly encourage better purchasing decisions before staff even become involved.

Bundle complementary items

Customers often appreciate simple combinations.

For example:

•  
• Burger with loaded fries and a craft beer
• Pasta with garlic bread and a glass of wine
• Steak with peppercorn sauce and onion rings
• Coffee with dessert

Bundling removes decision fatigue while increasing average spend.

Let your staff try the menu

Staff recommend dishes far more confidently when they've tasted them.

Regular tasting sessions help your team:

•  
• Describe dishes naturally
• Recommend suitable drinks
• Suggest desserts
• Answer customer questions
• Speak with confidence

Enthusiasm is difficult to fake.

Knowledge creates credibility.

Never make customers feel pressured

The quickest way to lose trust is by making customers feel like they're constantly being sold to.

If someone declines an upgrade, simply move on.

Good service always comes before additional sales.

Satisfied customers return.

Pressured customers often don't.

Train your team with simple scripts

Many staff avoid upselling because they don't know what to say.

Give them a few natural conversation starters, such as:

•  
• "Our chef recommends..."
• "Many guests enjoy..."
• "That pairs really well with..."
• "If you're feeling hungry..."
• "Would you like to see our dessert menu? Our cheesecake has been really popular today."

These phrases feel conversational rather than scripted.

Review what actually sells

Look at your sales reports regularly.

Ask yourself:

•  
• Which starters are rarely recommended?
• Which desserts sell best?
• Which drinks generate the highest margins?
• Which side dishes are often forgotten?

Use this information during staff briefings so everyone knows what to recommend.

Quick Upselling Audit

Ask yourself:

• Does every server know your highest-margin dishes?
• Are staff comfortable recommending drinks and desserts?
• Are premium options clearly explained on the menu?
• Are customers offered thoughtful recommendations rather than generic upsells?
• Does your team regularly taste new menu items?
• Are you tracking average spend per customer?

If you answered "no" to several of these questions, there's an opportunity to increase revenue without attracting a single new customer.

One action to take this week

Choose three high-margin items on your menu and train every member of staff to recommend them naturally during service.

Small improvements in average spend, repeated hundreds of times each month, can have a significant impact on your restaurant's profitability.

Restaurant Owner Resource