8 tips to boost your average restaurant bill

Isn't it every restaurant owner's dream to turn the sale of a simple 3 euro drink into a 2-figure sale? 

What is the average ticket? How is it calculated? Why and how can you increase your restaurant's average basket? In this article, discover 8 tips you can easily apply to increase your restaurant's average bill. 

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What is the average food service basket?

Let's start by defining the notion of average ticket or basket. This performance indicator gives the average value of orders placed by your establishment's clientele, in other words, the average expenditure of each customer. According to theObservatoire Fiducial de la restauration published in September 2022, the average restaurant basket is equivalent to €24.51.

To calculate your average ticket, simply divide your sales (excluding VAT) by the number of orders over a given period : a service, a day, a weekend, school vacations, a season, and so on. This little mathematical effort will provide you with information on your customers' consumption patterns and preferences: 

• Do they consume more during the week or at weekends? 
• Do they order more at lunchtime or in the evening? 
• Do they prefer à la carte or formula dishes? 
• Etc. 

Answering these questions will enable you to better understand your customers and adapt your menu to improve their satisfaction and keep them coming back.

Have you noticed that the average lunchtime bill is lower than the average evening bill? This probably means that consumers are in a hurry. So it's in your interest to offer a fixed-price formula. In this way, you can increase your average basket without increasing the number of diners, and at the same time provide an offer that's tailored to your customers' expectations.

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8 tips to increase your average ticket 

The suspense is over: here are 8 tips to increase your average shopping basket! 

1. Suggest formulas 

Formulas are a good way of increasing your guests' average spend. In fact, by offering them a starter/main course/dessert set at 15, 20 or 30 euros, you're going to encourage them to order more than they had planned, while at the same time giving them the feeling that they're saving money. It's a win-win situation! 

2. Train your staff

Your employees are your most important sales force. When it comes to increasing the average basket, they have an important role to play, provided they are trained in :

• up-selling, which consists of suggesting the most expensive dishes to customers
• cross-selling , in which guests are invited to add a drink, dessert or other item to their initial order. 

Offering an aperitif while they choose their dish, a coffee as a finishing touch - these gestures should become automatic. Be careful, however, to do this subtly, so as not to encourage customers to drink too openly. 

Staff attitude also has an impact on sales. By being polite, discreet, smiling, available and giving customers personalized treatment, they will be more inclined to buy. 

Your employees also need to know the menu inside out, as well as the most appropriate course/dessert, starter/main course and main course/drink combinations . They'll be able to give customers sound advice and make suggestions that diners will be eager to follow. 

👉 Going further: 7 tips for quality customer service

3. Structuring your menu

Did you know that the structure and aesthetics of your menu have a real impact on your average shopping basket? Menu engineering exists for a reason. The position of the dishes, the font used, the selection of photos - it all counts and can quickly boost your sales. 

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4. Increase prices 

You don't need to be called Einstein to understand that higher prices mean higher average fares. A quick and effective solution, but unfortunately not as simple as it sounds. In fact, this strategy could drive away your loyal customers who are used to the old prices. 

Take the time to identify which dishes could use a price increase. Bet on dishes that are particularly popular, and for which a few cents more wouldn't make much difference. Also take the time to explain the change to your regular customers: increased raw materials, improved product quality, working with local producers, etc. 

👉 To find out more: How to set menu prices for your restaurant?

5. Adapt your card

If you want your customers to be tempted to eat more than just one dish, and for this to have an impact on the average bill, you need to adapt your menus to their tastes. So don't hesitate to ask for their opinion via online surveys. 

And don't forget to add suggestions and renew your dishes and beverages so as not to tire your regular customers.

Last but not least, make sure your menu's various components harmonize well with each other, so that a starter calls for a main course and a main course encourages you to finish your meal with a touch of sweetness. 

6. Adopt cross-selling and up-selling strategies

You can also count on cross-selling and up-selling to increase your average ticket. What a bunch of Anglicisms! In fact, they refer to two very simple concepts. 

The principle of cross-selling is to encourage your customers (always subtly) to consume more by offering them a complementary product with their current order. For example, if someone asks you for a menu and you offer to serve them an aperitif while they make their choice, that's cross-selling. 

Up-selling consists of encouraging customers to spend more by :

• a larger portion: a large pizza instead of a medium one,
• additional ingredients such as a sauce to accompany the dish,
• a premium version such as a premium wine. 

Online, these techniques take the form of a page that appears during the order process or when the order is validated, to suggest associated items and thus expand the guest's basket.

7. Install a customized digital solution

To implement cross-selling and up-selling strategies without getting in over your head: install kiosks!

These devices offer a fluid, simplified customer journey, so customers can afford to order more. In fact, these solutions systematically suggest additional sales, encouraging your customers to choose extras, desserts, drinks and so on.

Thanks to the order kiosks, our customers have seen an average increase in the average ticket of 25-30%.

"My average basket is 30% higher on the kiosk than on the cash register because it systematically offers a dessert, whereas a cashier doesn't always have the time." Guillaume Coiffe, Smash Smash franchisee in Bordeaux

👉 To find out more: How Smash Smash became a management ace thanks to Innovorder

We observe the same phenomenon with other solutions such as online ordering , thanks to a perfectly optimized order path. In fact, just like a kiosk, online ordering has a significant impact on the average basket:

• systematic proposals for supplements,
• attractive visuals for dishes,
• highlighting formulas.

"My average basket is 2X higher with delivery." Stéphanie Merceron, BChef franchisee in Cholet

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8. Do promotions

Promotions are an excellent way of encouraging your customers to spend more, provided you have studied your break-even points in advance. Indeed, having access to discounts actually encourages them to consume more , so as not to miss out on these "bargains". For example, you could offer : 

• a coffee or dessert for any order exceeding this amount,
• a referral code or promotional code for so many euros spent,
• X menus purchased, 1 menu free,
• delivery for orders over this amount. Customers will generally prefer to reach the minimum order threshold rather than pay delivery charges. 

These offers can be long-lasting or, on the contrary, limited in time to create a sense of urgency among consumers.

These ephemeral promotions can take the form of : 

• a flash sale for 3 days, a week, a month,
• a happy hour where the price becomes more advantageous during one or more off-peak hours,
• a product available over a short period of time,
• etc.

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Would you like to find out more about the benefits of ordering terminals and online ordering? Contact an Innovorder expert!