1. Package Your Meals Appropriately
2. Redesign Your Menu
3. Tweak Your Language
4. Give a Complimentary "Introducer"
5. Make the customer Feel Valued
6. Create a Feeling of Celebration
You can boost the likelihood that diners consider your profitable drinks and desserts by leveraging celebrations to your advantage. Train servers to ask if a special occasion brings diners in, and suggestively sell based on that response. For example, a recently engaged couple will likely respond to champagne, while a couple who just found out they're having a baby girl will likely respond to the opportunity to indulge in a slice of cake with pink icing. In addition, you can create a lively and celebratory atmosphere supported by appropriate music, scents and sounds that generally make diners feel like they want to stay longer for dessert and drinks.
There may be limits to the prices you can negotiate with your suppliers, or the price you can command for various items from customers without hurting demand, but there are many small yet mighty tactics restaurant owners can leverage to drive profitable drink and dessert sales. With the collective impact of these small changes, you can have a significant impact on your bottom line, and the brand image you form for your restaurant in the customer's mind.
For more ideas about pricing and how to grow your profits, download our "Profit Magic" eBook!