QSRs in particular use upselling techniques with great success. Fine dine outlets emulate them indiscriminately and hurt guest loyalty. No training is provided on how to read a guest, make suggestions, when to upsell and more importantly, when not to. Just flat instructions… Tell guests about our specials. Recommend signature dishes. Upsell high value F&B. Tell them about our new outlet…
Understanding Guest Behaviour
But each guest is different. Some prefer to buy on their own and others need encouragement. Staff must read the guest and act accordingly. This way, we improve sales and simultaneously build guest loyalty. HTI employs an enjoyable and easy way to train, even undereducated servers, to read guests and upsell or stand down; we call it Bird Watching…
Hawks
Normally, corporate professionals/ businesspersons with taste. They wear brands but subtle colours and style. Travel internationally, are wise and connected. May know company seniors – but won’t mention it. Expects perfection but rarely raises his/ her voice. Never bluff, interrupt or fuss around them. Suggest (never push) the Private Dining Room, high end wines, spirits etc; if they see value, they buy.
Peacocks
Well-travelled, wealthy celebs and corporate professionals. They dress to impress with flashy brands and accessories. They love the limelight. Seat them prominently to be admired by other diners. Seniors and Chefs must visit their table and compliment them on their taste and style. Sell exclusive, high-end F&B that attracts attention – Champagne, flambéed dishes and add ‘exclusive’ touches to some.
Note: Money is not an issue for either. Peacocks love attention and Hawks hate it. The problem is they are often married to each other.
Turkey
Show-offs that lack taste — wear loud clothes. Speak loudly to draw attention and look important, so seat them where they can’t upset other diners. Upsell only when it is ‘bill to company’. If it is self-paid; don’t upsell but offer discounts — they will get more company functions (yes, it is a bribe).
Tip: They prefer quantity over quality. Flattery over praise.
Doves
Elderly, wealthy, good-mannered and introverted — prefer quiet seating. Take care of their guests more than them, but don’t fuss around. Their soft feedback is actually a complaint — act on it. Upsell but never insist as they may agree just to avoid arguing — but may never return.
Lovebirds
Young couples in trendy clothes. Dining out is an excuse to spend time together. Prefer a corner table with privacy. Happy to experiment, so suggest F&B that’s fancy and Instagramable. To avoid interrupting, complete the order taking in one go — except for desserts — but serve unhurriedly. Given non-intrusive service, they are sure to return along with friends.
Sparrows
Retired couples, elderly sisters, old colleagues — small price, sensitive eaters. They are often well-to-do but frugal. Suggest dishes with small portion sizes. Don’t upsell, visit the table too often or ask for feedback. They don’t like crowds and noise. Offer to pack even small portions of leftovers.
Flamingos
Wealthy NRI couples. They book in advance and prefer exactly what they had the last time — table, F&B and even servers. The group/ family that they entertain may be the same as the last time. Never push new dishes or a different section as they’ve returned for the nostalgic experience. Newer offerings should be suggested to youngsters at the table. Offer to pack ‘travel safe’ dishes to be carried home (country).
Vultures
Wear clothes that don’t suit them or match — often copies of big brands. They talk loudly, claim to be powerful and connected to the media, politicians and corporate — even your own bosses. Seat them at unpopular tables and be polite but don’t give them importance — seniors should not visit the table. Don’t upsell as they can’t afford or won’t want to pay and will complain or threaten with Social Media posts. Firmly refuse freebees and discounts — the more you give, the more they demand. If they don’t return — thank your stars.
Pigeons
Noisy group — kitty party groups, and office or college-goers — celebrating a friend/ colleague’s birthday, promotion or farewell. Their rigid budget includes tips — as per contribution. So they don’t over or under spend as it inconveniences everyone.
Note: Staff may be impatient and disrespectful — as they create confusion with orders and portion count, plus tips are small. But like Flamingos, they regularly return.
Tips: The group is a mix of Hawks, Peacocks, Doves etc who, if they like the experience, return on their own.
The Bird-Watching Advantage
Now, train your team to bird watch, raise sales and ensure a great service experience that wins guest loyalty.
Author’s Note
Dominic CostaBir, Director, Hospitality Training Institute (HTI) and Woosh Biz, is a first generation entrepreneur. A passionate hospitality veteran with 30+ years of experience, in ‘Third Eye’, he provides a perspective beyond plain sight
