Most restaurant owners believe raising prices automatically drives customers away. But you can boost your average order value through smart menu psychology and staff training instead of price hikes. The right techniques make guests happily spend more without feeling pressured.
First measure your current average order value
Before improving anything, know where you stand. Calculate your average order value like this:
Average order value = Total revenue / Number of covers
💡 Example:
Restaurant De Smaak had the following last month:
- Total revenue: €45,000
- Number of covers: 1,500
Average order value: €45,000 / 1,500 = €30.00
Check this number every week and compare it with last month. An increase of just €2 per guest means €3,000 extra revenue monthly at 1,500 covers.
Suggestive selling by your team
Your staff becomes your most powerful tool for increasing order value. Train them in suggestive selling without being pushy:
- Appetizer suggestions: "Our burrata's extra creamy today" beats "Would you like an appetizer?"
- Upgrade ingredients: "For €3 extra you can swap the shrimp for lobster"
- Wine and food pairings: "This Sauvignon Blanc pairs perfectly with your fish"
- Dessert timing: Ask about dessert interest during main course ordering
💡 Example:
Bistro Lekker trained their team in wine suggestions:
- Before training: 35% of guests ordered wine
- After training: 52% of guests ordered wine
- Extra revenue: €8 per cover on average
Result: €4,800 extra per month at 600 covers
Menu engineering: guide guests toward profitable dishes
Use your menu to subtly guide guests toward dishes with higher margins:
- Anchor prices: Place an expensive dish at each category's top. Other prices seem reasonable
- Golden triangle: Guests read top right first, then top left, then center. Place your top picks there
- Descriptions: Profitable dishes get detailed, enticing descriptions
- Visual attention: Use boxes, colors or icons for dishes you want to push
⚠️ Note:
Don't change your entire menu at once. Test 2-3 adjustments first and measure the effect after 2 weeks.
Bundling and menu composition
Make it easy for guests to order more by offering smart bundles:
- 3-course menus: Get dessert for €5 extra (while dessert normally costs €8)
- Wine arrangements: A matching glass of wine with each course for €6 extra
- Sharing plates: "Perfect to share" on appetizers increases the chance tables order multiple
- Lunch combos: Soup + sandwich + coffee for one price
💡 Example:
Restaurant Primo introduced a 3-course choice menu:
- Individual dishes: starter + main + dessert = €38
- 3-course menu: €32 (seems cheaper)
- But: 85% now choose dessert vs. 25% before
Average order value increased from €24 to €29
Timing of offers
The timing of your suggestions matters as much as what you suggest:
- Upon arrival: Offer an amuse or aperitif while they browse the menu
- After main course order: "Shall we pick a bottle of wine?"
- During the main course: Bring the dessert menu once they're 3/4 done
- With coffee: Offer a digestif or liqueur
Using price psychology
Small adjustments in price presentation can have big impact. From tracking this across dozens of restaurants, these tactics consistently work:
- No euro signs: "24" works better than "€24.00"
- Odd prices: €23 feels cheaper than €24
- Price anchors: An expensive dish makes other prices acceptable
- Relative value: "Homemade pasta" justifies a higher price than just "pasta"
⚠️ Note:
Never raise all prices at once. Guests notice this immediately. Increase gradually over 3-6 months.
Measure and analyze the effect
Track weekly if your adjustments are working:
- Average order value per week: Are you above or below your target?
- Sales per dish: Are the dishes you're pushing actually ordered more?
- Wine sales percentage: What percentage of your guests order wine?
- Dessert percentage: Is the number of desserts ordered increasing?
A food cost calculator like KitchenNmbrs shows you directly which dishes get ordered most and what they generate, so you can optimize your menu engineering.
How do you increase your average order value? (step by step)
Measure your current average order value
Calculate your total revenue divided by number of covers from last month. This is your baseline to measure improvement.
Train your team in suggestive selling
Teach your staff to recommend specific dishes and wines at natural moments. Focus on upgrade options and wine and food pairings.
Adjust your menu
Use menu engineering: place profitable dishes in prominent spots, write enticing descriptions and use anchor prices.
Introduce smart bundles
Create 3-course menus and wine arrangements that seem cheaper than individual items, but increase your average order value.
Measure results weekly
Check your average order value, wine sales percentage and dessert percentage to see which adjustments work.
✨ Pro tip
Target a 15% increase in wine pairings over the next 6 weeks by having servers mention one specific wine with each main course order. This single change typically adds €3-5 per table without any menu redesign.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
What is a good average order value for a restaurant?
This depends on your concept. Casual dining typically runs €25-35, bistros between €30-45, and fine dining from €50 onwards. Most importantly, compare with your own historical data rather than industry averages.
How much can I increase my average order value without losing guests?
An increase of 10-15% over 6 months is usually achievable. Go gradually: first suggestive selling, then menu adjustments, then possibly price increases.
Doesn't suggestive selling come across as pushy to guests?
Only if your team does it wrong. Train them to make recommendations like they're advising a friend: enthusiastic but not pushy, and always with a good reason. Focus on enhancing their experience, not boosting your revenue.
Should I focus on wine sales or dessert sales first?
Wine sales typically have higher impact - a €6 glass of wine adds more than a €7 dessert because wine often leads to ordering a second glass. Start with wine training for your servers and measure results after 4 weeks.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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