7.3 Staff as a sales team
Servers are not merely there to take orders; they are the sales team of the restaurant. Effective suggestive selling can increase profit considerably without costing a single króna in marketing expenditure. Guests often appreciate professional guidance when it is delivered with care.
- Instead of asking: “Would you like something to drink?”, the server should say: “May I offer you an ice-cold Chablis, which pairs perfectly with the fish you ordered?”
- Upselling also matters. If a guest orders a gin and tonic, the server should ask whether they would like, for example, Hendrick’s or Bombay Sapphire, rather than pouring the cheapest house gin into the glass.
Servers are not just order-takers — they are the restaurant's sales force. Done correctly, suggestive selling can significantly increase revenue without spending a single penny on marketing. Guests genuinely appreciate professional guidance when it is offered with care.
Three key variables
Timing (Tímasetning): When is the suggestion made? Offer additions before the guest has finished ordering, not after. A wine recommendation lands best when the menu is set down — not when the food is going cold.
Phrasing (Orðalag): Open questions outperform yes/no questions. Descriptions that create desire sell more than neutral offers. A named product is stronger than a generic category.
Context (Samhengi): Does the suggestion fit what the guest is already ordering? Read the guest — are they a connoisseur or a casual diner, in a hurry or settling in for the evening?
Examples — cross-selling and upselling in practice
Cross-selling (Krosssala): Instead of asking "Would you like anything to drink?" the server should say "Can I offer you an ice-cold Chablis? It pairs beautifully with the fish you ordered." The first version is a yes/no question the guest can easily decline. The second creates a mental image, links the wine to the food already ordered, and demonstrates the server's expertise.
Upselling (Uppsala): Instead of asking "Which gin would you like?" the server should say "Monkey 47 is very popular here — 47 botanicals, complex and interesting. Can I get you that?" The server does not recommend the premium gin by accident — they present it with a reason and make one clear suggestion. This creates confidence in the guest and increases the likelihood of acceptance.
The golden rule
Always name the product — never just "wine" or "gin". One clear suggestion is stronger than three options in a row. Connect the suggestion to what the guest is already ordering. Read the guest before recommending — pace, group size, tone. The server sells through knowledge, not pressure.
Key terms
Cross-selling (Krosssala) — offering an additional item that relates to the order. Upselling (Uppsala) — recommending a more premium version of what the guest is ordering. Guided selling (Leiðsögusala) — the server gives one clear recommendation rather than listing options.