Pizza Today - June 2017 - 50

or dessert, a soft sell designed to
increase the ticket. While some customers pass, others don't and the pizzeria scores a higher ticket as a result.
The company, meanwhile, monitors
this end-of-the-order upsell through
a mystery diners program to ensure
the protocol is followed.
No. 2: Staff trained to upsell.

Eight-unit, Washington-based
chain Farrelli's Pizza supplies its staff
with ongoing education and coaching
to deliver the ideal guest experience,
including a sequence on upselling that
helps staff cater to guest needs.
When staff members are trained to
sell and know their operation's menu
-- what beer or wines pair well with
specific dishes, for instance -- they
are then better prepared to make
recommendations with confidence,
says Synergy Restaurant Consultants
Managing Partner Danny Bendas.
"The key is to show staff that these
recommendations are not intrusive,
but rather help guests have a more
complete, enjoyable experience,"
Bendas says. "It needs to come from a
place of genuine energy, not something robotic."
No. 3: Incentivize staff.

A little carrot can go a long way,
Bendas reminds. He contends that
incentives for selling particular products or reaching certain sales thresholds on particular items can energize
staff and inspire results.
"Incentives can focus staff on
upselling," Bendas says.
No. 4: Know thy customer.

Many order takers cringe at being
"salesy," so Bendas encourages operators to provide staff tools to make
subtler, easygoing sells. For instance,
allowing order takers to access a customer's prior order history helps them
recommend items to the customer
that they included in past purchases.
"It's a more direct upsell and a more
comfortable way for staff to make the
offer," Bendas says.
No. 5: Unleash online ordering.

Numerous studies have shown that
5 0 / P I Z Z AT O D AY. C O M / J U N E 2 0 1 7

guests tend to order more through a
digital ordering platform compared to
the phone, largely because suggestive
selling is inherent in online ordering.
To wit: Lou Malnati's online orders
are about $2.50 higher than phone
orders, which tend to be a faster, more
transactional experience.
"People have an opportunity to
really review the menu and see what
we offer beyond pizza," Kaplan says.
No. 6: Review the menu.

Twice each year, Farrelli's leadership
analyzes the menus of competitors,
reviews guest feedback and investigates pricing. Thereafter, the company
re-engineers its menu accordingly.
"It may be that we've got some tired
items or that we are hiding some of
our best performers in a spot on our
menu that is not highlighted well
enough," says Farrelli's Director of
Marketing and Communications
Clayton Krueger.
No. 7: Provide additional offerings.

Bendas considers a diverse menu
central to increasing check averages,
including strategically created options
such as salads, wings or signature
cocktails.
"Give people a reason to get more
than pizza," Bendas says.
Then, shine a spotlight on these
items. At Lou Malnati's carryout
locations, for instance, salads sit in
a lobby display case accessible to
customers while staff will also share
samples of non-pizza products to
entice orders.
No. 8: Create package deals.

Pulling a page from quick-service
behemoths like McDonald's and
Burger King, package deals can drive
a larger purchase. Creating a family
pack, for instance, that includes pizza,
wings and a dessert can heighten the
ticket and the value perception - a
key metric for today's consumers.
No. 9: Develop limited-time
offers (LTOs).

Compelling LTOs, particularly
more premium options with a higher
cost, can drive revenue. Through table

tents and server suggestions, Lou
Malnati's has promoted LTOs such as
bowtie pasta with a spicy vodka sauce
and Italian sausage, as well as a buffalo chicken salad with watermelon
and Gorgonzola cheese, two former
LTOs now on the pizzeria's regular
menu given their resonance.
No. 10: A list of libations

Beverages not only boost check
averages, but also increase profit margin, which makes appealing beverage
options that much more important.
Capitalizing on rising interest in
signature cocktails, Lou Malnati's
developed an assortment of Chicagothemed specialty drinks. The chain
has also expanded its beer menu
beyond its longstanding relationship
with Miller, weaving in options from
popular Chicago-based breweries,
such as Goose Island and Revolution
Brewing. n
Chicago-based writer DANIEL P.
SMITH has covered business issues and
best practices for a variety of trade
publications, newspapers and magazines.

Digging into
the data
Ever-seeking growth opportunities,
Farrelli's Pizza management tracks
its "per person average" as well as
guest count and net sales figures on
a weekly basis for each of its eight
locations. Leadership then compares
these numbers to past performance
as well as monthly industry numbers
provided by the National Restaurant
Association.
"So if sales are up or down we can
easily see if traffic or check average
are to praise or blame for the rise or
demise in sales," Farrelli's Clayton
Krueger says, adding that the data
analysis regularly spotlights specific
opportunities for improvement and
avenues for Farrelli's to reach its
potential.


http://www.PIZZATODAY.COM

Table of Contents for the Digital Edition of Pizza Today - June 2017

Pizza Today - June 2017
Commentary
Contents
Contributors
Expo Spotlight
Interact
Conversation
Man on the Street
Respecting the Craft
On Tap
Destinations
Knead to Know
Turn Down the Sound
Pizza Style Guide
Adding Sustainable Food
Caprese Across the Menu
Employee Reviews
Increasing Check Averages
Pizza Today on the Road: Harry’s Bishops Corner, West Hartford, CT
Pizza Today on the Road: The Original Vazzy’s, Bridgeport, CT
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Trending Recipe
Pizza Today - June 2017 - CT1
Pizza Today - June 2017 - CT2
Pizza Today - June 2017 - Pizza Today - June 2017
Pizza Today - June 2017 - Cover2
Pizza Today - June 2017 - Commentary
Pizza Today - June 2017 - 4
Pizza Today - June 2017 - 5
Pizza Today - June 2017 - Contents
Pizza Today - June 2017 - 7
Pizza Today - June 2017 - 8
Pizza Today - June 2017 - 9
Pizza Today - June 2017 - Contributors
Pizza Today - June 2017 - 11
Pizza Today - June 2017 - Expo Spotlight
Pizza Today - June 2017 - 13
Pizza Today - June 2017 - Interact
Pizza Today - June 2017 - 15
Pizza Today - June 2017 - Conversation
Pizza Today - June 2017 - 17
Pizza Today - June 2017 - Man on the Street
Pizza Today - June 2017 - 19
Pizza Today - June 2017 - Respecting the Craft
Pizza Today - June 2017 - 21
Pizza Today - June 2017 - On Tap
Pizza Today - June 2017 - 23
Pizza Today - June 2017 - Destinations
Pizza Today - June 2017 - 25
Pizza Today - June 2017 - Knead to Know
Pizza Today - June 2017 - 27
Pizza Today - June 2017 - 28
Pizza Today - June 2017 - 29
Pizza Today - June 2017 - Turn Down the Sound
Pizza Today - June 2017 - 31
Pizza Today - June 2017 - 32
Pizza Today - June 2017 - 33
Pizza Today - June 2017 - Pizza Style Guide
Pizza Today - June 2017 - 35
Pizza Today - June 2017 - 36
Pizza Today - June 2017 - 37
Pizza Today - June 2017 - Adding Sustainable Food
Pizza Today - June 2017 - 39
Pizza Today - June 2017 - 40
Pizza Today - June 2017 - 41
Pizza Today - June 2017 - Caprese Across the Menu
Pizza Today - June 2017 - 43
Pizza Today - June 2017 - Employee Reviews
Pizza Today - June 2017 - 45
Pizza Today - June 2017 - 46
Pizza Today - June 2017 - 47
Pizza Today - June 2017 - Increasing Check Averages
Pizza Today - June 2017 - 49
Pizza Today - June 2017 - 50
Pizza Today - June 2017 - 51
Pizza Today - June 2017 - Pizza Today on the Road: Harry’s Bishops Corner, West Hartford, CT
Pizza Today - June 2017 - 53
Pizza Today - June 2017 - 54
Pizza Today - June 2017 - 55
Pizza Today - June 2017 - 56
Pizza Today - June 2017 - 57
Pizza Today - June 2017 - 58
Pizza Today - June 2017 - 59
Pizza Today - June 2017 - Pizza Today on the Road: The Original Vazzy’s, Bridgeport, CT
Pizza Today - June 2017 - Product Showcase
Pizza Today - June 2017 - 62
Pizza Today - June 2017 - 63
Pizza Today - June 2017 - Pizza Today Yellow Pages
Pizza Today - June 2017 - 65
Pizza Today - June 2017 - 66
Pizza Today - June 2017 - 67
Pizza Today - June 2017 - 68
Pizza Today - June 2017 - 69
Pizza Today - June 2017 - 70
Pizza Today - June 2017 - 71
Pizza Today - June 2017 - The Marketplace
Pizza Today - June 2017 - 73
Pizza Today - June 2017 - 74
Pizza Today - June 2017 - 75
Pizza Today - June 2017 - 76
Pizza Today - June 2017 - 77
Pizza Today - June 2017 - 78
Pizza Today - June 2017 - 79
Pizza Today - June 2017 - 80
Pizza Today - June 2017 - Reader’s Resource
Pizza Today - June 2017 - Trending Recipe
Pizza Today - June 2017 - Cover3
Pizza Today - June 2017 - Cover4
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