Suggestive Selling by Waitstaff in Family-Style Restaurants

Abstract

Two studies were carried out in family-style restaurants to increase suggestive selling by waitstaff and to assess some of the natural contingencies that may influence suggestive selling. In the first study a combination of goal setting, feedback, and positive reinforcement was presented to waitstaff for suggestive selling of cocktails, appetizers, and desserts. Increases were not uniform across the three categories with desserts showing the greatest increase. The second study was designed to assess some of the possible controlling variables for selling by observing when waitstaff typically suggested cocktails, appetizers, and desserts in over 50 restaurants. Suggestions were more probable after dinner than after lunch and waitstaff were more likely to suggest dessert when the restaurant was not crowded than when it was full and busy. Suggestive selling appears to differ across individual waitstaff and may be differentially reinforced during non-peak times during the day.