Tips for Selling Drinks and Earning More Money

Selling drinks is a key part of our job and can have a great impact (in a very positive way) on our guests’ dining experience. It also obviously has a huge impact on the tip you get, both because our patrons are more likely to be a little more generous after a drink, but also because the final check amount is higher.

Greeting the table and making sure drink menus are there is an important step that somehow gets missed all the time. Pay attention to that! You should always have a mental checklist of things you look for. Silverware/rollups there? Do the count of menus match the count of guests? If you see multiple guests who would probably be drinking, are there multiple drink menus? The last thing you want is someone asking for (or having to share) a drink menu, especially if it gives everyone something to look over while you’re triple sat and haven’t had a chance to come over yet.

That being said, timing is also a key part of selling drinks, and in this post I get into some points to consider when offering drinks and how you offer them.

Timing the Second Drink

I don’t have the Peer Reviewed White Paper in front of me, but I recall there are statistics that show that when someone orders a drink, they’re likely to order another. That being said, timing is a key part of when to suggest it; A popular tactic is to offer a second drink when one patron has an empty glass while their companion still has a full one. The idea is that the person with the empty glass perceives that they have enough time to enjoy another drink while their companion finishes, increasing the chances of a successful upsell.

Offer an Upgrade

If someone orders a standard drink, like a gin and tonic, you can suggest a premium gin or add a creative twist to the classic. This elevates their experience without being pushy, allowing them to try something new and exciting. I find that when you ask this, be careful you do this right as it’s a delicate balance. You don’t want them to appear cheap if they’re not open to spending $5-6 more on a drink for a premium, but you also don’t want to always have them go with speed rack stuff, too. Sentences like “If you’re interested this time, I have Blanton’s behind the bar if you want to get a little fancy today” – this way it lets them bow out gracefully, but also intrigues them enough to potentially consider it.

Offer an Upgrade

Depending upon the food ordered, the next drink recommendation could be based upon what food was ordered. This can help sell a drink, and advocating for your guests and making good suggestions is key. If your restaurant has a Sommelier you can also take advantage of that!

Seasonal Specialities

We may not all love Pumpkin ales (my brother-in-law would rather roll across broken glass than drink one) but sometimes people get in the mood for something seasonal, even if they otherwise might not drink. Be sure to greet the table and share a few suggestions you have with drinks that do well before the meal arrives. “Let me know what you guys have in mind for drinks.. We make a great smoked old fashioned here, and it’s your lucky day because the Winter Sangria is on the menu for a limited time, so let me know if you’d like a taste of it”

This sort of suggestion heads into that “assumptive close” territory – you’re coming in assuming they want a drink and making some suggestions – most likely that will help, and you’re also doing your guests a service by legitimately sharing an opinion on things they may want to consider drinking to enhance their experience.

After Dinner

When suggesting after-dinner drinks to guests who aren’t looking to indulge in heavier options, consider lighter, more refined choices that enhance the dining experience without being overwhelming. The timing of this is important and doing it too soon after dinner or too late would reduce your chances of success. Drinks like dessert wines, digestifs (such as Amaro or Limoncello), or lighter liqueurs (like Baileys or a coffee liqueur) are great options. Personally, I love something like Lillet Blanc with an orange twist. Most people don’t know what Lillet Blanc even is, so playing the role of a non-pushy salesman, educating and hyping things up, can help sell. These drinks are designed to be sipped and savored, making them appealing to someone who wants to end their evening with something smooth and mellow rather than jumping into something strong or heavy. The focus here is on relaxation and enjoying the flavors without pushing for more intense alcohol consumption.