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F&B Upselling Hotel Quick Wins Guide

F&B Upselling Toolkit 2021

This operational guide highlights optimal moments for Food and Beverage upselling that exists throughout different points of the guest experience F&B Upselling Hotel Quick Wins Guide Incorporate the outlined suggestions in your processes and procedures as you see fit to maximize on upselling opportunities at your hotel while enhancing the overall guest experience.

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Pre-Arrival Communication

F&B Reservation

FUNCTIONAL TEAM Guest Relations/ Concierge

OBJECTIVE Capture an F&B outlet reservation

STRATEGY ✓ In the body of your pre-arrival email offer to make restaurant bookings for the guest

✓ Encourage the guest to make reservations in advance to outlets during high peak meal periods

✓ In e-mail footer include imagery of a signature outlet along with link to view F&B dining offerings and menus

RESOURCES REQUIRED • Identify selection criteria to determine which guests will receive pre-arrival email • Communications to assist with template formatting

IDEAL TARGETED GUESTS 1. Leisure travelers 2. Families 3. Guests paying BAR rate

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Reservation Booking Process

Breakfast Packages

FUNCTIONAL TEAM Reservation colleagues

OBJECTIVE Get the guest to purchase rooms package that includes breakfast.

STRATEGY ✓ Inform guest of price comparison with breakfast included highlighting small incremental add on

✓ Highlight F&B outlets where package can be absorbed

✓ Briefly described key menu highlights of outlet

RESOURCES REQUIRED Key menu highlighting and all-day dining outlet cheat sheet to be visible for reservation agent to reference if needed.

IDEAL TARGETED GUESTS 1. Leisure travelers 2. Families

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Reservation Booking Process

F&B Reservation

FUNCTIONAL TEAM Reservation colleagues

OBJECTIVE Get the guest to make an F&B outlet reservation in advance

STRATEGY ✓ Inquire of the guests plans while staying at the hotel, and look for an opportunity to highlight a specific dining experience aimed to enhance their stay (ex. in town for business meetings= offer to make lunch reservation in quiet area) RESOURCES REQUIRED Key highlights of unique descriptors for each F&B outlet to be visible for reservation agent to reference if needed.

IDEAL TARGETED GUESTS 1. Special Occasions 2. Leisure Guests

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Check-In

F&B Reservation

FUNCTIONAL TEAM Front Office colleagues

OBJECTIVE Capture an F&B outlet reservation

STRATEGY ✓

First time guests: Upon check in, inquire about the guests plans throughout their stay. Based on what you learn, try to identify one F&B outlet dining experience that will enhance their experience. Upon escorting the guest to the elevator or room, highlight key features of the outlet, painting the picture of the dining experience (e.x special menu highlights , ambience, unique offerings) and offer to assist with making a reservation for the guest. ✓ Return guests: Review their folio from previous stays. If you notice there are frequent diners of a particular F&B outlet, upon escorting the guest to the elevator or room highlight any current F&B promotions or new menu features in that outlet and offer to assist with making a reservation for the guest. RESOURCES REQUIRED • Key highlights of unique descriptors for each F&B outlet to be visible for reservation agent to reference if needed. • Ensure that Front Office colleagues are aware of all F&B promotions and new menu feature as they are launched

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Digital Communication

F&B Reservation

FUNCTIONAL TEAM Communications

OBJECTIVE Capture an F&B outlet reservation

STRATEGY Use the following digital communication channels to promote F&B seasonal offerings:

✓

Elevator lift display screens

✓

In room TV

✓

In room tablets

✓

House car TV screens

Include QR code with direct link to reservation booking system and/or reservation line phone number for in house and external guests

RESOURCES REQUIRED • Communications to assist marketing collateral • IT to assist with programming • Be sure that all collateral is updated according to dates of promotion

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Guest Room

F&B Reservation

FUNCTIONAL TEAM Front Office colleagues

OBJECTIVE Capture an F&B outlet reservation

STRATEGY ✓

Place an arrival letter in the guest room which highlights F&B outlet information and high peak meal periods were advance bookings are encouraged.

✓ Ensure information on how guests can make F&B bookings is included

✓ This strategy is especially beneficial post COVID-19 era to communication F&B information to guests which usually would have been shared during in room orientation. ✓ A digital version of this letter can be used where guests can access by scanning a QR code which can be displayed in framed collateral, placed close to the doorway entrance.

RESOURCES REQUIRED • Ensure content of letter is accurately updated to reflect F&B promotions

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IRD Order Taking

IN ROOM DINING SIMPLY UPSELLING MATRIX

STARTER/APPETIZER

MAIN COURSE

BEVERAGE

Direct Upselling

X

X

FUNCTIONAL TEAM Service Center ( IRD Order Taking)

X

X

X

OBJECTIVE Get the guest to purchase more offerings

STRATEGY ✓ For every guest order, ALWAYS OFFER MORE. Use the upselling matrix to determine what item to upsell based on the guest's original order ✓ Guests tend to have a preferred beverage of choice during breakfast and lunch meal periods. Try to upsell the hot or nonalcoholic beverage that guests have previously order. When on the call, If time permits, quickly pull up the guests last in room dining bill from the folio. If the guest previously ordered a hot beverage during breakfast or water/non- alcoholic beverage for lunch, try to upsell the guest the same beverage. Ex. If the guest order cappuccino white skim milk yesterday, then often them the same.

MEAL PERIOD

OFFERING

Breakfast

Coffee, tea or freshly squeezed juice

BEVERAGE

Lunch

Refreshing hand crafted mocktail

Dinner

Beer, Wine or signature cocktail

MEAL PERIOD

OFFERING

Breakfast

Fresh fruit bowl or smoothie

APPETIZER

Lunch

Appetizer (soup or salad)

RESOURCES REQUIRED •

Dinner

Appetizer or Dessert

Post the upselling matrix chart in the service center as a visual reminder to the agent to ALWAYS OFFER MORE

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IRD Order Taking (Continued)

DAILY ‘OFF MENU’ SPECIAL ITEMS IRD UPSELLING OFFERING CHART- SAMPLE

Direct Upselling

SUNDAY

MONDAY

TUESDAY

WEDNESDAY THURSDAY FRIDAY

SATURDAY

FUNCTIONAL TEAM Service Center ( IRD Order Taking)

APPETIZER

Roasted Tomato Soup

Pan- seared Crab Cake

Kale And Quinoa Salad

Caesar Salad Local

Cream of Mushroom Soup

Chicken Boa Bun

Charcuterie & Cheese Board

OBJECTIVE Get the guest to purchase more offerings

DESSERT

Dulce Cheesecake

Flourless Chocolate Cake

Vanilla and Raspberry Sponge cake

Warm Bittersweet Chocolate Brownie

Sticky Toffee Pudding

Yuzu and Lemon Posset

Selection of house made gelato

STRATEGY ✓

Being Specific. Upsell a different appetizer and dessert to guests each day of the week on items that are considered’ daily specials’ and not featured on the menu.

RESOURCES REQUIRED •

Develop a daily appetizer and dessert upselling chart that is visual to the service center agents to reference to when taking in room dining orders. This will avoid repetitive suggested upselling to long stay guests. • Have the pickup charts of all menu items readily available for colleagues to refer to if needed as they should be ready to explain every menu item that they recommend and be able to answer any questions the guest may have. • Create a one pager document with embedded hyperlinks to each menu item for quick and easy access to pick up chart information.

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In-Room Dining

Wine Sales

FUNCTIONAL TEAM In-room dining service colleagues

OBJECTIVE Get the guest to purchase wine by the glass as an add on to their meal

STRATEGY ✓ Upon delivering food order to the guest room, inquire if the guest would like to enjoy their meal with a glass of red or white wine ✓ Offer the guest to try the wine by pouring a 1-2oz for them ✓ When introducing the wine, state the grape varietal, producer and origin. Also share 3 descriptor notes highlighting the pairing with their food selection ✓ Selected wines for this initiative can be on daily rotational basis and high margin products can also be considered to use Food and wine pairing cheat sheets with basic 3 descriptor notes to be available to IRD service colleagues to reference prior to delivering orders • Server should proceed to guest room with two bills- one reflecting acceptance of wine purchase and one without • Additional wine glasses in par stock RESOURCES REQUIRED •

IDEAL TARGETED GUESTS 1. Guest who order food without beverage 2. Dinner orders

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F&B Outlet Management

Beverage Trolley/ House Made Offerings Trolley

FUNCTIONAL TEAM F&B Outlet Management

OBJECTIVE Capture upsells in beverage sales and takeaway offerings

STRATEGY ✓

Beverage Trolley. As servers greet the table, they will approach with the beverage trolley and offer the guest selection of offerings. Selected beverages will be side table handcrafted/served to the guest.

The following beverage trollies can be considered: • Champagne (dinner, afternoon tea) • Mimosa (brunch) • Bespoke Champagne Tea Cocktail (afternoon tea) • Specialty Coffee/ Digestif

✓ House made offerings trolley. To showcase delicate offerings that are suitable for guests to take home. The trolley can be stationed in outlet and frequently moved throughout high peak meal periods to capture sales.

House made offerings to consider: • Macarons/ bon bons •

In house custom blended loose-leaf tea

Health snack items

12 •

Upselling is adding value…

The collective strategies that are decided to be implemented at your hotel for F&B upselling should be communicated to all departments to avoid overbearing gestures throughout the guest journey.

Incorporate the suggested strategies and techniques as you see fit to maximize on upselling opportunities while enhancing the overall guest experience.

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F&B Upselling Hotel Quick Wins Guide

F&B Upselling Toolkit 2021