The Art of Upselling and How to Do It Correctly

The Art of Upselling and How to Do It Correctly

Upselling in restaurants has always been seen as a tricky art. Do it wrong, and it feels pushy or obvious, turning customers off. But do it right, and you not only increase your average order value (AOV) but also improve the overall dining experience for your guests.
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I’ve found that the best strategies for upselling aren’t loud or aggressive. In fact, some of the most successful upselling techniques come from Michelin-starred restaurants, where the art of subtle suggestion has been perfected. This article will share insights from these world-class establishments and show how you can apply them in any restaurant—whether fine dining or quick service.

What Michelin-Star Restaurants Know About Upselling

Michelin-star restaurants are all about delivering a refined experience, and part of that is knowing how to elevate a guest’s meal without making it seem like a sales pitch. What they’ve mastered is how to enhance the guest experience while also increasing revenue.
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1. Upselling as a Service Enhancement

One key insight I’ve gained from watching Michelin-star restaurants in action is that their staff never see upselling as a sales tactic. Instead, they view it as a way to improve the overall guest experience.
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For example, Restaurant Gordon Ramsay has a signature approach to wine pairing. Rather than simply suggesting the most expensive option, servers take the time to learn a guest’s preferences and then offer personalized suggestions for wines that will elevate their meal. This makes the recommendation feel tailored and valuable, not just an attempt to get more money out of the customer.

What You Can Do: In your restaurant, train your staff to see upselling as a way to enhance the guest experience. Instead of pushing the most expensive item, encourage your team to ask questions about what guests are looking for. For example, “If you’re enjoying this wine, you might love this particular dessert; they pair beautifully.” You’re not just selling a product—you’re offering a more memorable dining experience.
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2. Suggestive Selling, Not Pushing

A tactic I learned from Eleven Madison Park in New York is the art of suggestive selling. Rather than overtly pushing additional items, servers use descriptive language to subtly entice diners. At this level of fine dining, servers don’t just say, “Would you like an appetizer?” Instead, they might describe a dish with words like “light,” “refreshing,” or “perfect for starting your meal,” which helps the guest imagine how the dish will enhance their experience.
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What You Can Do: Use this same technique in your restaurant, whether you’re running a casual eatery or a takeaway. Teach your servers to describe menu items in a way that paints a vivid picture. For example, if you want to sell more appetizers, have your team describe them as “perfect for sharing” or “a great way to get a taste of what’s to come.” The more vividly you describe the item, the more likely it is that guests will want to try it.
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3. Data-Driven Upselling

Michelin-starred restaurants also use data to refine their upselling strategies. The French Laundry is known for carefully monitoring which menu items tend to be ordered together, then training staff to suggest those pairings. They do this not just based on flavor profiles but by analyzing which combinations guests tend to enjoy and order most frequently.

A study by Toast found that when restaurants use data to personalize recommendations, they see a 20% increase in average order value. By suggesting items that genuinely enhance the meal, staff aren’t just upselling—they’re curating an experience that feels unique and tailored to each guest.

What You Can Do: Even if you don’t have access to Michelin-level data, you can start by looking at your own sales reports. What dishes are often ordered together? What menu items receive the highest reviews? Use this data to craft thoughtful, helpful suggestions for guests that will feel like a natural part of their dining experience.

Key Techniques You Can Implement Right Now

1. Focus on Quality, Not Price

Guests are more likely to respond to an upsell if they feel it’s about improving quality, not just raising the check amount. Michelin-star restaurants, such as Alain Ducasse at The Dorchester, often upsell by highlighting the quality of the ingredients. A server might say, “Our steak tonight is a special cut, grass-fed, and aged for 30 days—it melts in your mouth.”

You don’t have to be a Michelin-star restaurant to use this technique. Train your staff to focus on the unique qualities of your dishes—whether it’s a locally sourced ingredient or a special preparation technique. When guests know they’re paying for something of higher quality, they’re more likely to indulge.
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2. Upsell Throughout the Meal

Another technique that fine dining establishments use is spacing out upselling suggestions throughout the meal. At The Ledbury in London, for example, servers are trained to offer suggestions at key moments: when taking the drink order, when discussing entrees, and when clearing plates before dessert. Each suggestion feels timely and natural.

What You Can Do: Don’t overwhelm guests with multiple upsell attempts right at the start of the meal. Instead, spread out the suggestions. Offer an appetizer when taking their drink order, recommend sides when they’re ordering their mains, and finish with a dessert suggestion as plates are being cleared.
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3. Upsell Without Being Blatant

Upselling doesn’t have to feel obvious. Some of the best upselling techniques are so subtle, the guest barely notices. Noma in Copenhagen, for example, often upsells through limited-time offers. A guest may be told, “This dish is only available for the next week because we’ve sourced this seasonal ingredient from a local farm.” The guest feels compelled to order it because they may not get another chance.

What You Can Do: Introduce limited-time or seasonal specials in your restaurant. These create a sense of urgency without feeling like an overt sales tactic. Guests are more likely to indulge in something if they feel it’s a rare opportunity.
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Actionable Steps for Your Restaurant

1. Train Your Team: Upselling works best when it’s seen as a way to improve the guest experience. Train your staff to suggest items based on the guest’s preferences, not just the price tag.
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2. Use Descriptive Language: Help your servers create a vivid picture of the items they’re upselling. Words like “crispy,” “refreshing,” and “perfect for sharing” go a long way in making dishes sound more appealing.
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3. Monitor Your Data: Look at your own sales data to determine which menu items guests frequently order together. Use this information to create natural, helpful upselling suggestions.
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4. Create Limited-Time Specials: Upsell through scarcity by offering dishes or drinks that are only available for a short time. This adds urgency to the decision and makes guests feel like they’re getting something exclusive.

Upselling is an art that, when done correctly, can boost revenue, increase customer satisfaction, and make dining more enjoyable for your guests. By following these techniques from the world’s top Michelin-starred restaurants, you can ensure that your upselling efforts feel refined, valuable, and, most importantly, effective.

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