Upselling is second nature in the restaurant industry. Servers know to suggest a bottle of wine that guests will love—and help the business meet its margins, and premium add-ons like caviar service or truffles can add a special-occasion touch to menus.
But upselling isn’t just about charging more. It’s about creating value at various price points that appeal to different types of guests—while still driving additional revenue for your restaurant.
Tock is the only reservation platform that allows hospitality businesses to experiment with different price tiers in a single, streamlined experience. This flexibility gives you the freedom to be creative, widen your audience, and delight guests—whether they’re watching their budget or looking to splurge.
Try these strategies for creating tiered experiences, featuring examples from real Tock partners.
Increase check averages with pre- and post-dinner options
Why limit experiences to dinner? Offer add-ons before or after the main event to enhance the guest experience, highlight different aspects of your business, and earn additional revenue.
This could look like offering a specialty cocktail demo before dinner at a fine dining restaurant. Wineries could offer private vineyard walks before a tasting or pairing experience. After-dinner strategies include dessert flights or premium digestifs to cap off the evening.
The result? More engaged, educated guests who spend more time—and money—on premises.
Add excitement with premium upgrades
Personalization is key to cultivating guest loyalty. Provide ways for guests to customize and enhance their experience at your restaurant to build that relationship while increasing spend for each booking.
Upgrades can be straightforward—an additional fee for premium seating at the chef’s counter, offering premium cuts of Wagyu beef or a lobster tail add-on—or unexpected. Consider how your concept can enhance the guest experience with interactive elements, like a private sake pairing session during dinner at a sushi restaurant or a visit to the kitchen garden at a farm-to-table eatery.
These strategies satisfy guest demand for exclusive, extra-special offerings that aren’t available to just anyone—while providing memorable experiences that keep guests coming back.
Make the most of holidays and celebrations
You probably have a holiday playbook that helps your team take advantage of the busy Q4 dining season. Create tiered pricing for holiday experiences to capture even more revenue during this important time while strengthening the relationship between your business and satisfied guests.
During periods like the winter holidays, Mother’s Day, and graduation season, guests are ready to eat, drink, and be merry. Offer celebration packages that make special occasions stand out while increasing check averages.
Think fresh flowers for the table, personalized desserts, or a champagne toast to make the atmosphere extra festive. Offer the option to add on holiday-themed parting gifts like a special bottle of wine or box of cookies as a sweet memory of the evening.
Nurture connection with email marketing
Email marketing is becoming increasingly important for restaurants, and with good reason: it gets results. One study found that 60% of respondents reported being influenced by email marketing in their purchases, according to HubSpot. Guests can opt into receiving emails from your business, which you can use to market experiences, drive bookings, and boost awareness around promotions. It’s also a good idea to add a pop-up or other way for guests to sign up for emails on your website.
Catchy subject lines, eye-catching photos, and a straightforward call-to-action will encourage guests to book. Avoid clogging inboxes by sending emails no more than once per week. Increase your open rate (and the likelihood that guests will click through to book) by segmenting your audience, using personalized greetings, and developing automated email campaigns to nurture contacts after they sign up.
Know your regulars—and design custom add-ons
No one knows your guests better than you do. What do your regulars love about your business? Why do they keep coming back? Consider your guest profile and create bespoke add-ons and premium upgrades that speak to them.
Do parents love your place because it’s family-friendly? Create a fun activity kit to keep children occupied during dinner, or add a few fun, thoughtful dishes tailored to young palates to the menu. Are you known for your deep list of beers? Create VIP add-ons like priority access to ultra-rare brews. Your regulars have the opportunity to enjoy spending time—and money—at your business in a new way that strengthens that relationship.
Pre-sell take-home treats and merch
Why wait until guests have arrived on premises for them to purchase items like pantry goods or branded merchandise? By creating add-ons that include take-home items like pantry goods or branded merchandise, you can capture that sale right at booking.
Take-home treats can include bottled sauces, house-made jams, or breads from your bakery program, while well-designed merch like tote bags, hats, T-shirts, and aprons can help build brand loyalty. By offering these parting “gifts,” you’re able to extend guests’ experience with your brand beyond their visit—and get good word of mouth as they show off that loyalty to others.
Upselling doesn’t have to feel high-pressure to be effective. Creating experiences with tiered pricing allows you and your team to upsell long before guests arrive for their reservation, boosting cash flow and overall spend while enhancing their experience at the same time.
Get more helpful tips and training resources at Tock Academy. Not on Tock yet? Request a demo.
