The Food Service Professionals Guide To: Increasing Restaurant Sales: Boost Your Profits By Selling More Appetizers, Desserts, & Side Items

By B J Granberg

This series of fifteen books - The Food Service Professional Guide TO Series from the editors of the Food Service Professional magazine are the best and most comprehensive books for serious food service operators available today. These step-by-step guides on a specific management subject range from finding a great site for your new restaurant to how to train your wait staff and literally everything in between.

• Language: English
• Publisher: Atlantic Publishing Group, Inc.
• Release date: Jan 12, 2003
• ISBN: 9781601381125

Book preview

$19.95

BUSINESS & ECONOMICS / Industries / Hospitality, Travel & Tourism 244C

FS15-01

iNCR

This new series from the editors of the Food Service Professional Magazine

e

are the best and most comprehensive

AS

books for serious food service operators G u i d e t o S e R i e S

available today. The information is

iNG

G u i d e t o

The following books are also

boiled down to the essence and covers available in this series:

all the bases, providing clear explana-R

tions and helpful, specific information.

e

RestauRant site

ensuRe MaxiMuM

S

Plus, all titles in the series include the Location: Finding

ResuLts

tA

negotiating & securing

isBn # 0-910627-19-3

phone numbers and web sites of all

the Best Food service site

companies discussed.

u

iNCReASiNG

for Maximum Profit

RAN

WaiteR & WaitRess

isBn # 0-910627-11-8

tRaining: How to

develop your staff For

" In each book you will find

Buying & seLLing a

Maximum service & Profit

practical, easy-to-understand, and t

ReStAuRANt

RestauRant Business:

isBn # 0-910627-20-7

crystal clear explanations that will SAL

For Maximum Profit

take the mystery out of the given isBn # 0-910627-12-6

BaR & BeveRage

subject. They are filled to the brim SALeS

oPeRation: ensuring

with up to date and pertinent

e

RestauRant MaRketing

success & Maximum Profit

S

information, ready for application,

& adveRtising: For Just

isBn # 0-910627-21-5

ensuring your financial success"

B

a Few dollars a day

y

isBn # 0-910627-13-4

S

Boost Your Sales & Profits By Selling More

successFuL cateRing:

— Ed Manley, CFE,

elling

Managing the catering

President and Chief Operating Officer RestauRant PRoMotion

Appetizers, Desserts, & Side Items

operation For Maximum

IFSEA - International Food Service Executives Association

& PuBLicity: For Just a

Profit

M

Few dollars a day

isBn # 0-910627-22-3

or

isBn # 0-910627-14-2

e A

Food seRvice Menus:

ppetiz

contRoLLing

Pricing and Managing the

RestauRant & Food

Food service Menu For

seRvice oPeRating

Maximum Profit

ers,

costs

isBn # 0-910627-23-1

isBn # 0-910627-15-0

D

• Learn How to Increase

esser

RestauRant design:

Restaurant Sales

contRoLLing

designing, constructing &

RestauRant & Food

ts

Renovating a food service

seRvice Food costs

and

• Filled With Real

establishment

isBn # 0-910627-16-9

isBn # 0-910627-24-x

World Ideas, Examples

Sides

and Techniques

contRoLLing

incReasing RestauRant

Atlantic Publishing Group, Inc.

RestauRant & Food

saLes: Boost youR &

1210 SW 23 Place • Ocala, FL 34474-7014

Items

seRvice LaBoR costs

• Building Customer

PRoFits By seLLing

Phone [phone] • Fax [phone]

isBn # 0-910627-17-7

MoRe aPPetizeRs,

Loyalty and Keep

www.atlantic-pub.com

desseRts, & side iteMs

Bringing Them Back

contRoLLing LiquoR

isBn # 0-910627-25-8

Wine & BeveRage costs

isBn # 0-910627-18-5

BuiLding RestauRant

PRoFits: HoW to

For all your answers to questions on hospitality 365 InsIder secrets revealed!

management go to www.atlantic-pub.com 15

$19.95

BUSINESS & ECONOMICS / Industries / Hospitality, Travel & Tourism 244C

FS15-01

iNCR

This new series from the editors of the Food Service Professional Magazine

e

are the best and most comprehensive

AS

books for serious food service operators G u i d e t o S e R i e S

available today. The information is

iNG

G u i d e t o

The following books are also

boiled down to the essence and covers available in this series:

all the bases, providing clear explana-R

tions and helpful, specific information.

e

RestauRant site

ensuRe MaxiMuM

S

Plus, all titles in the series include the Location: Finding

ResuLts

tA

negotiating & securing

isBn # 0-910627-19-3

phone numbers and web sites of all

the Best Food service site

companies discussed.

u

iNCReASiNG

for Maximum Profit

RAN

WaiteR & WaitRess

isBn # 0-910627-11-8

tRaining: How to

develop your staff For

" In each book you will find

Buying & seLLing a

Maximum service & Profit

practical, easy-to-understand, and t

ReStAuRANt

RestauRant Business:

isBn # 0-910627-20-7

crystal clear explanations that will SAL

For Maximum Profit

take the mystery out of the given isBn # 0-910627-12-6

BaR & BeveRage

subject. They are filled to the brim SALeS

oPeRation: ensuring

with up to date and pertinent

e

RestauRant MaRketing

success & Maximum Profit

S

information, ready for application,

& adveRtising: For Just

isBn # 0-910627-21-5

ensuring your financial success"

B

a Few dollars a day

y

isBn # 0-910627-13-4

S

Boost Your Sales & Profits By Selling More

successFuL cateRing:

— Ed Manley, CFE,

elling

Managing the catering

President and Chief Operating Officer RestauRant PRoMotion

Appetizers, Desserts, & Side Items

operation For Maximum

IFSEA - International Food Service Executives Association

& PuBLicity: For Just a

Profit

M

Few dollars a day

isBn # 0-910627-22-3

or

isBn # 0-910627-14-2

e A

Food seRvice Menus:

ppetiz

contRoLLing

Pricing and Managing the

RestauRant & Food

Food service Menu For

seRvice oPeRating

Maximum Profit

ers,

costs

isBn # 0-910627-23-1

isBn # 0-910627-15-0

D

• Learn How to Increase

esser

RestauRant design:

Restaurant Sales

contRoLLing

designing, constructing &

RestauRant & Food

ts

Renovating a food service

seRvice Food costs

and

• Filled With Real

establishment

isBn # 0-910627-16-9

isBn # 0-910627-24-x

World Ideas, Examples

Sides

and Techniques

contRoLLing

incReasing RestauRant

Atlantic Publishing Group, Inc.

RestauRant & Food

saLes: Boost youR &

1210 SW 23 Place • Ocala, FL 34474-7014

Items

seRvice LaBoR costs

• Building Customer

PRoFits By seLLing

Phone [phone] • Fax [phone]

isBn # 0-910627-17-7

MoRe aPPetizeRs,

Loyalty and Keep

www.atlantic-pub.com

desseRts, & side iteMs

Bringing Them Back

contRoLLing LiquoR

isBn # 0-910627-25-8

Wine & BeveRage costs

isBn # 0-910627-18-5

BuiLding RestauRant

PRoFits: HoW to

For all your answers to questions on hospitality 365 InsIder secrets revealed!

management go to www.atlantic-pub.com 15

IncreasIng

restaurant

sales

Boost Your Sales & Profits By Selling More

Appetizers, Desserts, & Side Items

By B.J.Granberg

The Food Service Professional’s Guide To: Increasing Restaurant Sales Boost Your Sales &

Profits By Selling More Appetizers, Desserts, & Side Items: 365 Secrets Revealed

Atlantic Publishing Group, Inc. Copyright © 2003

1210 SW 23rd Place

Ocala, Florida 34474

800-814-1132

352-622-1875 - Fax

www.atlantic-pub.com - Web Site

[e-mail] - E-mail

SAN Number :268-1250

All rights reserved. No patent liability is assumed with respect to the use of information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. No warranty is implied. The information is provided on an as is basis.

International Standard Book Number: 0-910627-25-8

Library of Congress Cataloging-in-Publication Data Granberg, B. J., 1944-Increasing restaurant sales: boost your sales & profits by selling more appetizers, desserts, & side items : 365 secrets revealed / by B.J. Granberg.

p. cm. -- (The food service professionals guide to) ISBN 0-910627-25-8 (paper : alk. paper) 1. Restaurants--Marketing. 2. Food service management.

3. Appetizers. 4. Desserts. 5. Side dishes (Cookery) I.

Title.II. Series.

TX911.3.M3G72 2003

647.95'068'8--dc21

2002013543

Printed in Canada

Book layout and design by Meg Buchner of Megadesign www.mega-designs.com • e-mail: [e-mail]

CONTENTS

IntrODuctIOn

1. MaKIng $$$ FrOM suPer suB-Menu IteMs Customers for Life and a Word of Caution ..........7

Know What Your Patrons Want ............................8

Include Your Waitstaff in Sub-Menu

Item Decisions ..............................................12

Place Side Items on a Pedestal ...........................15

Preparation and Presentation

of Side Items Promote Sales ..........................18

Secret Specials to Showcase Your Sides .............21

2. traInIng greeters anD WaItstaFF tO PrOMOte

sIDe IteMs

The Art of Suggesting Accompaniments .............23

Know How to Serve Wine ...................................26

Timing is Everything ..........................................27

Reinforce Customers’ Decisions and Focus on Their Needs ..............................................30

Incentives to Sell ...............................................33

3. aPPetIZer saVVY

Appetizers – Tantalizers! ....................................35

Kids Want Appetizers Too! .................................37

Appealing to the Happy Hour Crowd ...............41

Extra-Mile Appetizer Appeal ...............................45

4. BOttOMs uP – HOW tO Increase BeVerage sales Promoting Beverages ..........................................47

Product Knowledge is Key to Boosting Beverage Sales ..............................................52

Imaginative Presentation Will Boost

Beverage Profitability ....................................54

Let the Good Times Roll ................................... 56

How to Make Nonalcoholic Beverages Sell ..........59

Extra Tips for Boosting Beverage Profits ............62

5. cOMPleMent YOur entrÉes WItH sIDe DIsHes Making Low-Cost Side Dishes

Look Appetizing ............................................65

Scrumptious Sidekicks! .....................................68

Don’t Forget the Garnish! ..................................73

Appeal with Color ..............................................76

6. aDDIng DecaDent Desserts tO YOur Menu Delicious Desserts = Big Profits! ........................79

Promoting Desserts ............................................83

How to Showcase Your Desserts ........................88

Special-Occasion Desserts .................................91

Desserts with a Difference ...............................93

7. usIng sIDe IteMs tO attract FaMIlIes Party Fun for Kids ..............................................95

Fighting Boredom and Disruptions with Side Items.....................................................99

Appealing to Families .......................................101

8. sIDe IteM PrOMOtIOns tO get YOur restaurant nOtIceD

Stay Ahead of the Competition .........................103

Menu Makeovers ..............................................107

Take Your Guests on a Gourmet Trip ............108

Follow Up on What Pleases Your Guests ..........110

Some Low- and No-Cost Employee

Motivational Programs ................................111

aPPenDIX

Appetizers ........................................................117

Specialty Drinks ..............................................130

Desserts ..........................................................136

INTRODUCTION

Whether your restaurant is a mom and pop operation with paper napkins and plastic utensils or a gourmet, fine-dining establishment, with white linen table cloths, candlelight and polished silverware, you can increase sales and launch a great reputation by featuring can’t pass up menu sub-items such as appetizers and desserts.

For example, if your restaurant specializes in fried chicken, that’s more than likely what your clientele will be hungry for when they walk in the door. They probably won’t have given much thought to the delicious skins-on mashed potatoes or fresh green beans - or even the homemade peach cobbler topped with a scoop of vanilla bean ice cream.

But, never underestimate the power these items have to make your customers’ experience at your restaurant a memorable one. Promoting side items on your menu can be a money-making venture for you. It will help you establish a reputation that will spread word-of-mouth and keep your customers returning on a regular basis.

Side items on any restaurant’s menu can bring in more profit for you - more tips for your waitstaff and more satisfaction for your customers if you know which side items to feature and how to sell them.

"Increasing Your Restaurant Sales By Selling More Appetizers, Desserts, Side Items And Beverages: 365

Secrets Revealed" will show you how to use side items such as desserts, appetizers and beverages to increase sales and profits – what works and what doesn’t – and how to keep your customers coming back for more!