How are restaurant operators managing the continued inflation and balancing the bottom line? Raising prices can be a challenging practice as diners focus on saving money and improving value, so some operators are looking for other ways to increase cheque size, while maintain high perceived value. Creating a menu add-ons strategy is one way that operators can achieve this.

Add-ons are a smart choice for operators because they can help lower perceived cost for customers, allow for upselling opportunities, provide flexibility across menus, raise profit margins, and encourage diner customization. For example, drink add-ons recorded a 35.6 per cent increase, and protein add-ons grew 16.5 per cent year-over-year.

Creating your menu

Designing your menu to incorporate add-on options means creating sides that can be upgraded or elevated with add-ons like sauces, sides, or seemingly higher value toppings like bacon or avocado. Be thoughtful in designing dishes that are tasty with or without the add-ons, but that interest guests in trying out the upgraded versions. Relevant add-ons can help increase the average menu order by up to ten per cent, so getting the options and presentation can have a significant impact on your bottom line.

Upselling

Upselling, or suggestive selling, can increase average cheque sizes by 10 to 15 per cent, and it can be practiced by your staff, added into apps as suggestions, or highlighted on the menu to attract attention. Train staff to offer add-ons as part of their guest communication, suggesting ways to improve their experience and items that pair well with their menu choices. If you have an app, use order history and preferences to suggest relevant add-ons for guest orders. Maximize your menu to upsell for you.

Menu engineering can also become important, using language like “upgrade” and positioning items strategically. Creating combos or value meals can also help include add-ons in an order, while still offering high perceived value.

Improving the guest experience

Add-ons are a win-win because they boost your bottom line, while offering guests the opportunity to customize their order. Guest experience is a key differentiator in a crowded marketplace, so allowing guests to have some influence over their orders with customization options improves their experience, sets you apart, and encourages loyalty. Being thoughtful in creating a menu with add-ons means considering what will actually improve the guest experience, rather than just increasing guest cheques.

Operators who can successfully execute a menu add-on strategy will see higher revenues, increased customer satisfaction, and repeat visits.