Can Salt and Pepper Put Dessert Back on the Menu?
Salt and pepper are no longer just an entrée seasoning. And operators are noticing more dessert sales because of it.
Increasing your restaurant's revenue is a challenge owners face daily. One technique successful operators use to boost cash flow and increase guest checks is to upsell customers already enjoying themselves in the restaurant. And the likely way to accomplish this is to sell, yes actually sell, desserts.
A New Twist on a Traditional Product
With the current trend of savory desserts replacing mounds of sweetness, diners are ready to experience the adventure of a dash of sea salt, a few drops of balsamic or a pinch of pink pepper added to French Vanilla ice cream, a molten chocolate cake, or a ramekin of bread pudding.
Holidays are conflicting times for diners celebrating the season. While their watching their waistline, they are also tempted to enjoy a nightcap and dessert. But visions of mounded caloric sweetness often trigger a "No, thank you, not tonight", when asked if they would like dessert.
However, if you add a selection of savory desserts to your menu, combined with a server sales technique you will notice increased revenue immediately.
Mastering the Art of Upselling
Last weekend I enjoyed dinner at Hurley's restaurant in Yountville, Calif. The atmosphere was enjoyable, the company superb, and the server very attentive and knowledgeable. He described each entrée as though we were in the kitchen and he was adding the ingredients while we watched him prepare the dish.
But when it came time to begin to sell us -- to get us to order dessert, coffee or an after-dinner drink -- he fell flat. There was no promotion in his voice, no desire in his presentation, no dessert for the table.
If the server added some sweetened enthusiasm to his sales pitch and the kitchen created some savory offerings the check would have increased by $60.00. The server's tip would have also increased.
In the September issue of Bon Appétit the savory dessert is the main course. The issue highlighted numerous recipes that are delectably simple to prepare and offer customers, who feel they have no room left, a bit of late night satisfaction. The combinations of sweet and savory trigger the senses, trumping "no dessert tonight" into a "yes, let's try that."
Aside from adding savory desserts to the menu, servers need to sweeten up their sales pitches. A description of dessert, paired with an after dinner wine, liquor or espresso machine creation can add hundreds if not thousands of dollars to your bottom line. Just as your pastry chef will need to hone his/her skills when crossing the sweet to savory line, servers also need to be trained on dessert sales.
Tony Ounpamornchai, the culinary magician and co-owner of Sea Thai Bistro, highlights savory in the dessert category regularly. His latest creation (pictured above) was a molten mini chocolate cake with vanilla ice cream sprinkled with sea salt while perched on a bed of crumbled, toasted, salted crackers.
The combination was a perfect holiday eperience. It made the season seem more festive. Dessert is such a sweet thing to savor.
