Pizza Today - July 2020 - 28

and curbside pickup. They also have to
figure out how to upsell when the customer is ordering online or by phone.
Upselling carryout is different than
upselling dine-in. "Whenever we take
an order over the phone, our staff will
offer an additional item, such as an
appetizer or a dessert to all guests," says
Kris Wallenta, chef and co-owner of
White Pie Pizzeria in Denver. "This is
an effective method, obviously not as
effective as a server looking you in the
eyes, but it works."
Wallenta notes that staff members
try to make a connection and keep it
conversational. For example, "Our Burrata is amazing and would go great as
an app for your pasta, have you had it
before?" is more effective than, "Do you
want an appetizer to start?"
The challenge is that the majority of
orders are now coming in through the
White Pie website or through thirdparty vendors. So, there is no opportunity to verbally upsell the burrata
appetizer or other items. To get customers to place larger orders, White
Pie added The Pack, a combo kit that
includes salad that serves two to three,
one 12-inch pizza, one loaf of house
focaccia, an order of burrata (cheese,
tomato medley, basil, EVOO and hot
honey) and a small order of cannoli,
for $39. When a web visitor clicks on
Takeaway, The Pack is the first selection on the list. There is also a Lasagna
Kit and Baked Rigatoni a la Vodka
kit, which are take-and-bake kits that
include house greens, focaccia and cannoli.
"We offer several different meal kits,"
Wallenta says. "We have noticed that
while it can have an impact on our food
costs, it creates higher check averages
and more total margin per order."
More Is Better
Combo meals are a great way to
boost carryout orders, especially when
dining rooms are closed. At Ian's Pizza,
which has locations in Wisconsin
as well as in Seattle and Denver, the
Meal Deals include a signature pizza,

gluten torpedoes (breadsticks), dipping
sauce and beer, wine or cider. "We are
definitely promoting higher dollar value
promotions," says Nick Martin, a managing partner and owner of two Ian's
Pizza locations in Madison, Wisconsin.
The to-go menu also offers locally made
cold brew coffee and sparkling water, to
appeal to customers who want to support local businesses.
Both in person and online, upselling
is effective only when the offer makes
sense. "The most important thing is to
be genuine and have a valuable offer,"
Martin says. "Not the classic, 'Do you
want to super-size that,' which comes
off as, 'We want every dollar that you'll
give us.'"
Since many customers are ordering online, it's important to make the
website simple to navigate. On the Ian's
Pizza website, it's easier to order family
meals than to select each component
separately, and the deals suggest value.
"It's not just, 'Do you want to add this
for five bucks,'" Martin says. "It's 'if you
order this and this, you can get more
food for less money.'"
Martin recommends logging in as
a customer to see how the ordering
process feels, how many clicks it takes
to complete an order, and in what order
the food appears. For example, pizza,
not sides and extras, should be the first
item that shows up on the online menu.
Be Clear
The absence of a live person can
actually help in upselling, says Sonu
Chandi, a Mountain Mike's franchise
owner in Eureka, California, and president of Chandi Hospitality. "When the
consumer has time on their hands when
they are making the decision, they don't
feel like someone is trying to sell them
something," he says. "They don't feel
pressure and they automatically end up
ordering more."
The key to upselling online, Chandi
says, is to make the food photos
appealing and to have clear and concise
descriptions of the menu items. People
often place large orders online because

they are feeding their families or other
groups, especially during shelter at
home. "The ticket average ends up
higher," he says.
As with other pizzerias in other areas,
it helped that states and other entities relaxed some rules regarding sales
and off-site consumption of alcoholic
beverages. Chandi's Mountain Mike's
location partnered with local purveyors
to offer beer and wine for delivery with
food. "We worked hard to get more
local beer and wine and make it available for carryout and delivery, and beverage control has allowed us to do that,"
he says. "We are seeing additional sales
coming in, and people are saying, 'We
are glad you are making this available.'"
Think Big
Offering a variety of menu items
can encourage customers to buy not
only tonight's dinner, but also purchase
something for later in the week. "Order
dinner on a Tuesday, grab a reheatable
chicken dinner and some stuffed shells
and our guests can take care of two
nights or more worth of dinners in one
order," says Brandon Gillis, founder and
co-owner of Fiorella, with two locations
in San Francisco. Another tactic is to
offer an interactive experience. Fiorella
offers pizza kits, so parents order those
for the kids, and pasta and appetizers
for themselves.
Fiorella is adjusting to the new way
of ordering and eating. The Clement
Street location is constructing a new
takeout window, and each location will
have separate entrance and pick-up
areas for dine-in and take-out patrons.
"We will really need to get a good grasp
of what our guests are desiring from
takeaways," Gillis says. "We will make
sure we are creating safe and seamless takeaway experiences with menus
designed to meet the needs of patrons
that prefer takeaway." n
NORA CALEY is a freelance writer who
covers small business, finance and lifestyle
topics.

2 8 / P I Z Z AT O D AY. C O M / J U LY 2 0 2 0 	

026_PIZ_0720_OPupselling.indd 28

6/9/20 9:58 AM


http://www.PIZZATODAY.COM

Pizza Today - July 2020

Table of Contents for the Digital Edition of Pizza Today - July 2020

Pizza Today - July 2020
Commentary
Digital
Conversation
Mike’s Monthly Tip
Man on the Street
Building Blocks
Tony’s Trending Recipe
Knead to Know
Destinations
Upselling Carryout
COVID-19
Reducing Costs
Summer Tomatoes
Summer Greens
Summer Salads
Young Entrepreneur of the Year
Product showcase
Pizza Today Yellow Pages
The Marketplace
Expo Spotlight
Pizza Today - July 2020 - CT1
Pizza Today - July 2020 - CT2
Pizza Today - July 2020 - Pizza Today - July 2020
Pizza Today - July 2020 - Cover2
Pizza Today - July 2020 - Commentary
Pizza Today - July 2020 - 4
Pizza Today - July 2020 - 5
Pizza Today - July 2020 - 6
Pizza Today - July 2020 - 7
Pizza Today - July 2020 - Digital
Pizza Today - July 2020 - 9
Pizza Today - July 2020 - Conversation
Pizza Today - July 2020 - 11
Pizza Today - July 2020 - Mike’s Monthly Tip
Pizza Today - July 2020 - 13
Pizza Today - July 2020 - Man on the Street
Pizza Today - July 2020 - 15
Pizza Today - July 2020 - Building Blocks
Pizza Today - July 2020 - 17
Pizza Today - July 2020 - Tony’s Trending Recipe
Pizza Today - July 2020 - 19
Pizza Today - July 2020 - Knead to Know
Pizza Today - July 2020 - 21
Pizza Today - July 2020 - 22
Pizza Today - July 2020 - 23
Pizza Today - July 2020 - Destinations
Pizza Today - July 2020 - 25
Pizza Today - July 2020 - Upselling Carryout
Pizza Today - July 2020 - 27
Pizza Today - July 2020 - 28
Pizza Today - July 2020 - 29
Pizza Today - July 2020 - COVID-19
Pizza Today - July 2020 - 31
Pizza Today - July 2020 - 32
Pizza Today - July 2020 - 33
Pizza Today - July 2020 - Reducing Costs
Pizza Today - July 2020 - 35
Pizza Today - July 2020 - Summer Tomatoes
Pizza Today - July 2020 - 37
Pizza Today - July 2020 - 38
Pizza Today - July 2020 - 39
Pizza Today - July 2020 - Summer Greens
Pizza Today - July 2020 - 41
Pizza Today - July 2020 - Summer Salads
Pizza Today - July 2020 - 43
Pizza Today - July 2020 - Young Entrepreneur of the Year
Pizza Today - July 2020 - 45
Pizza Today - July 2020 - 46
Pizza Today - July 2020 - 47
Pizza Today - July 2020 - 48
Pizza Today - July 2020 - 49
Pizza Today - July 2020 - Product showcase
Pizza Today - July 2020 - 51
Pizza Today - July 2020 - Pizza Today Yellow Pages
Pizza Today - July 2020 - 53
Pizza Today - July 2020 - 54
Pizza Today - July 2020 - 55
Pizza Today - July 2020 - 56
Pizza Today - July 2020 - 57
Pizza Today - July 2020 - The Marketplace
Pizza Today - July 2020 - 59
Pizza Today - July 2020 - 60
Pizza Today - July 2020 - 61
Pizza Today - July 2020 - 62
Pizza Today - July 2020 - 63
Pizza Today - July 2020 - 64
Pizza Today - July 2020 - 65
Pizza Today - July 2020 - Expo Spotlight
Pizza Today - July 2020 - Cover3
Pizza Today - July 2020 - Cover4
https://www.nxtbook.com/emerald/pizzatoday/202407
https://www.nxtbook.com/emerald/pizzatoday/202406
https://www.nxtbook.com/emerald/pizzatoday/202405
https://www.nxtbook.com/emerald/pizzatoday/202404
https://www.nxtbook.com/emerald/pizzatoday/202403
https://www.nxtbook.com/emerald/pizzatoday/202402
https://www.nxtbook.com/emerald/pizzatoday/202401
https://www.nxtbook.com/emerald/pizzatoday/202312
https://www.nxtbook.com/emerald/pizzatoday/202311
https://www.nxtbook.com/emerald/pizzatoday/202310
https://www.nxtbook.com/emerald/pizzatoday/202309
https://www.nxtbook.com/emerald/pizzatoday/202308
https://www.nxtbook.com/emerald/pizzatoday/202307
https://www.nxtbook.com/emerald/pizzatoday/202306
https://www.nxtbook.com/emerald/pizzatoday/202305
https://www.nxtbook.com/emerald/pizzatoday/202304
https://www.nxtbook.com/emerald/pizzatoday/202303
https://www.nxtbook.com/emerald/pizzatoday/202302
https://www.nxtbook.com/emerald/pizzatoday/202301
https://www.nxtbook.com/emerald/pizzatoday/202212
https://www.nxtbook.com/emerald/pizzatoday/202211
https://www.nxtbook.com/emerald/pizzatoday/202210
https://www.nxtbook.com/emerald/pizzatoday/202209
https://www.nxtbook.com/emerald/pizzatoday/202208
https://www.nxtbook.com/emerald/pizzatoday/202207
https://www.nxtbook.com/emerald/pizzatoday/202206
https://www.nxtbook.com/emerald/pizzatoday/202205
https://www.nxtbook.com/emerald/pizzatoday/202204
https://www.nxtbook.com/emerald/pizzatoday/202203
https://www.nxtbook.com/emerald/pizzatoday/202202
https://www.nxtbook.com/emerald/pizzatoday/202201
https://www.nxtbook.com/emerald/pizzatoday/202112
https://www.nxtbook.com/emerald/pizzatoday/202111
https://www.nxtbook.com/emerald/pizzatoday/202110
https://www.nxtbook.com/emerald/pizzatoday/202109
https://www.nxtbook.com/emerald/pizzatoday/202108
https://www.nxtbook.com/emerald/pizzatoday/202107
https://www.nxtbook.com/emerald/pizzatoday/202106
https://www.nxtbook.com/emerald/pizzatoday/202105
https://www.nxtbook.com/emerald/pizzatoday/202104
https://www.nxtbook.com/nxtbooks/pizzatoday/202103
https://www.nxtbook.com/nxtbooks/pizzatoday/202102
https://www.nxtbook.com/nxtbooks/pizzatoday/202101
https://www.nxtbook.com/nxtbooks/pizzatoday/202012
https://www.nxtbook.com/nxtbooks/pizzatoday/202011
https://www.nxtbook.com/nxtbooks/pizzatoday/202010
https://www.nxtbook.com/nxtbooks/pizzatoday/202009
https://www.nxtbook.com/nxtbooks/pizzatoday/202008
https://www.nxtbook.com/nxtbooks/pizzatoday/202007
https://www.nxtbook.com/nxtbooks/pizzatoday/202006
https://www.nxtbook.com/nxtbooks/pizzatoday/expo_2020
https://www.nxtbook.com/nxtbooks/pizzatoday/202005
https://www.nxtbook.com/nxtbooks/pizzatoday/202004
https://www.nxtbook.com/nxtbooks/pizzatoday/202003
https://www.nxtbook.com/nxtbooks/pizzatoday/202002
https://www.nxtbook.com/nxtbooks/pizzatoday/202001
https://www.nxtbook.com/nxtbooks/pizzatoday/201912
https://www.nxtbook.com/nxtbooks/pizzatoday/201911
https://www.nxtbook.com/nxtbooks/pizzatoday/201910
https://www.nxtbook.com/nxtbooks/pizzatoday/201909
https://www.nxtbook.com/nxtbooks/pizzatoday/201908
https://www.nxtbook.com/nxtbooks/pizzatoday/201907
https://www.nxtbook.com/nxtbooks/pizzatoday/201906
https://www.nxtbook.com/nxtbooks/pizzatoday/201905
https://www.nxtbook.com/nxtbooks/pizzatoday/201904
https://www.nxtbook.com/nxtbooks/pizzatoday/201903
https://www.nxtbook.com/nxtbooks/pizzatoday/201902
https://www.nxtbook.com/nxtbooks/pizzatoday/201901
https://www.nxtbook.com/nxtbooks/pizzatoday/201812
https://www.nxtbook.com/nxtbooks/pizzatoday/201811
https://www.nxtbook.com/nxtbooks/pizzatoday/201810
https://www.nxtbook.com/nxtbooks/pizzatoday/201809
https://www.nxtbook.com/nxtbooks/pizzatoday/201808
https://www.nxtbook.com/nxtbooks/pizzatoday/201807
https://www.nxtbook.com/nxtbooks/pizzatoday/201806
https://www.nxtbook.com/nxtbooks/pizzatoday/201805
https://www.nxtbook.com/nxtbooks/pizzatoday/201804
https://www.nxtbook.com/nxtbooks/pizzatoday/201803
https://www.nxtbook.com/nxtbooks/pizzatoday/201802
https://www.nxtbook.com/nxtbooks/pizzatoday/201801
https://www.nxtbook.com/nxtbooks/pizzatoday/201712
https://www.nxtbook.com/nxtbooks/pizzatoday/201711
https://www.nxtbook.com/nxtbooks/pizzatoday/201710
https://www.nxtbook.com/nxtbooks/pizzatoday/201709
https://www.nxtbook.com/nxtbooks/pizzatoday/201708
https://www.nxtbook.com/nxtbooks/pizzatoday/201707
https://www.nxtbook.com/nxtbooks/pizzatoday/201706
https://www.nxtbook.com/nxtbooks/pizzatoday/201705
https://www.nxtbook.com/nxtbooks/pizzatoday/201704
https://www.nxtbook.com/nxtbooks/pizzatoday/201703
https://www.nxtbook.com/nxtbooks/pizzatoday/201702
https://www.nxtbook.com/nxtbooks/pizzatoday/201701
https://www.nxtbook.com/nxtbooks/pizzatoday/201612
https://www.nxtbook.com/nxtbooks/pizzatoday/201611
https://www.nxtbook.com/nxtbooks/pizzatoday/201610
https://www.nxtbook.com/nxtbooks/pizzatoday/201609
https://www.nxtbook.com/nxtbooks/pizzatoday/201608
https://www.nxtbook.com/nxtbooks/pizzatoday/201607
https://www.nxtbook.com/nxtbooks/pizzatoday/201606
https://www.nxtbook.com/nxtbooks/pizzatoday/201605
https://www.nxtbook.com/nxtbooks/pizzatoday/201604
https://www.nxtbook.com/nxtbooks/pizzatoday/201603
https://www.nxtbook.com/nxtbooks/pizzatoday/201602
https://www.nxtbook.com/nxtbooks/pizzatoday/201601
https://www.nxtbook.com/nxtbooks/pizzatoday/201512
https://www.nxtbook.com/nxtbooks/pizzatoday/201511
https://www.nxtbook.com/nxtbooks/pizzatoday/201510
https://www.nxtbook.com/nxtbooks/pizzatoday/201509
https://www.nxtbook.com/nxtbooks/pizzatoday/201508
https://www.nxtbook.com/nxtbooks/pizzatoday/201507
https://www.nxtbookmedia.com