Panera is currently offering a cookie or other baked good for 99¢ with the purchase of an entrée. Obviously dessert is always an appealing option and they do a good job promoting it with signage on the doors and a display at the register. However, the tipping point for the decision rests elsewhere: with the cashier.
Here are two ways the transaction could go:
- Cashier, “Would you like anything else?” Customer, “No thanks.”
- Cashier, “Would you like a cookie for an additional 99 cents?” Customer, “Yes!”
Of course, the first customer could go the extra mile and ask for the offer that was advertised all over the store and the second customer could decline the offer. However, the second scenario leads much more directly to a “yes.”
Words are important when it comes to training cashiers or waitstaff to handle customers and upsell. A recent article in Restaurant Hospitality offers phrases that can make a big difference.
When training your frontline staff, emphasize that being direct and specific is always the best way to go. “Would you like anything else?” is too vague to produce a desirable result. Instead, they should be taking note of what might be missing from a standard order (drink? side?) and looking for opportunities to make the order more complete, encourage trial of new items, and promote special offers.
Photo credit: Ava Rose