10 smart ways to sell more desserts
A creamy crème brûlée, mouthwatering chocolate mousse or fresh lemon pie – a tasty dessert is the perfect finale to every dinner. And did you know they’re also a clever margin maker? Because of the low purchase and labour costs, you can achieve a gross margin of 75%! Here are 10 more reasons to give the last course that extra bit of attention.
The menu price of a dessert can be as much as eight times the food cost. For starters and mains, that menu price is only three times the food cost. So you get a much higher mark-up with desserts! Plus the ingredients you use are a lot cheaper than meat or fish. In addition, you can be a lot more flexible with portions: for example, why not offer small sharing desserts?
2. Time is money
With desserts it is easy to go for convenience products, such as semi-finished products, chocolate decorations or a ready-made crumble. Aren’t those convenience products a lot more expensive to buy? Not usually, because in addition to the ingredients, you also save on preparation time, reducing the highest cost in every hospitality business: staff costs.
Low food costs and efficient preparation are the keys to success. Wherever possible, go for recipes you can prepare in advance with a simple method. Convenience products like Debic's readymade bases can make a big difference because the shorter preparation time means you save a lot on staff costs.
4. You don't have to be too creative
People often choose dishes they already know. Most popular of all are the real classics such as tiramisù, chocolate mousse and crème brûlée. A classic doesn't have to be boring. An original finish can lift every dessert to new culinary heights.
5. Get that extra star in your reviews
A delicious dessert not only makes your guests happy, it also makes a lasting impression. A perfect zabaione will end the meal on a high, and will help boost your business. There is a good chance your guests will leave a (super positive) review or say good things about your restaurant when they talk to friends or colleagues the next day.
Did you know that almost 50% of your guests look around the restaurant before they order? So don't let your desserts go unnoticed! Present your cakes and pastries in an attractive display case or under a bell jar on the counter. Have a sign on the street advertising dessert specials, create a specials board or offer a separate dessert menu.
Do you prefer a more personal approach? A dessert trolley could be a smart way to tempt your guests. This approach means you can kill two birds with one stone: your guests are more likely to be tempted to choose multiple small desserts, AND you can show people on other tables what they could be enjoying.
7. Lower the threshold with mini desserts
"Wow, I don’t think I could manage a chocolate sundae right now." Sounds familiar? You often get guests who say they are a bit too full to order a large dessert.
You can get round that excuse by offering desserts in two sizes and prices: standard or small. Or you could offer a tasting
selection or a mix-and-match formula. Customers are more likely to choose smaller, cheaper portions, even though your margin on those is higher than it is for larger desserts. Suppose your à la carte desserts are on the menu for an average of €12.50. With a mix & match formula, for example, guests can take three smaller desserts for €5.50 each. They get more variety, and you get higher sales!
You can always find room for a dessert. Many guests would really like something sweet at the end of a meal, but they don’t like ask for it. So make sure your waiting staff always suggest a dessert.
A mouth-watering description on the dessert menu, suggesting they share a dessert or recommending a personal favourite: these can all tempt your guests to have that little something extra. The layout of your dessert menu can make quite a difference too!
9. Tactical serving
Guests are often open to suggestions and happy to follow advice from your team. So set out a clear approach for your staff. If guests are not sure whether to ask for the bill or have a dessert, suggest sharing a dessert. If they order coffee or tea, have your team recommend a small dessert as standard. A hot drink after a meal is a popular choice, so use that opportunity to make an extra sale.
Encourage your staff to recommend their personal favourites. A sincere recommendation like "The panna cotta with raspberries is really good here" will give your guests the extra encouragement they need.
Be inspired and give these recipes a try!
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