Upping that Average Check

Every food professional knows that the primary way to increase revenues short of increasing the number of customers is by increasing the average check. This is particularly important in the club business where each club has a finite number of members and cannot attract the wider audience of the general public. So how does one go about upping the average check? If you consider most menus, diners have a choice of appetizers, entrees, desserts, wines, and specialty alcoholic drinks. Most go out to eat with a particular entrée in mind – “Honey, I’m hankering for a thick, juicy sirloin tonight,” or “Gosh, I’m dying for the chef’s veal shanks in a cabernet sauce.” What they have not thought about, and will not think about until they sit at the table is – what might go well with their entrée? Here is the opportunity to increase the average check! The server can “sell” members on the idea that this or that accompaniment will add to their dining experience.

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