Discounts boost order volume but kill margins. Upselling and smart menu design deliver the same effect without sacrificing profit — often while growing it. Here are 7 techniques we see working consistently at high-AOV restaurants.
1. The Anchor Effect in Your Menu
Place your most expensive dish first in each category. Everything that follows will feel reasonably priced — even if prices are higher than they'd be without the anchor.
Example: in the "Steaks" section, lead with "Ribeye 400g · $42". The next item — "NY Strip 300g · $28" — reads as great value by comparison.
2. Combos Instead of Individual Items
"Burger + fries + drink for $17" vs "Burger $11 + fries $4 + drink $3 = $18" — the customer sees savings, the restaurant gets added items the customer wouldn't have ordered alone.
Combos work especially well in online ordering: display "Popular Bundles" as a dedicated menu section.
3. "Make It Better" — Portion Upgrades
A simple "Upsize for +$2" button on a high-margin item (like fries) adds 10–15% to average order value at zero acquisition cost.
In an online menu, implement this via modifiers — "Size: Regular / Large / XL" with tiered pricing.
4. "Guests Who Order This Also Add..."
"Customers who get this burger often add onion rings" — not a push, a helpful nudge. Conversion rate for in-order recommendations: 12–20% when placed correctly.
Show recommendations after adding to cart, not while browsing — less friction during the main selection.
5. The Psychology of Non-Round Prices
- $14.99 feels significantly cheaper than $15.00
- But $14.97 looks over-calculated — causes slight discomfort
- Sweet spots: X.49, X.79, X.95, X.99
Review your price points: if everything is a round number, you're leaving money on the table.
6. Dish Descriptions That Sell
"Pasta Carbonara" vs "Pasta Carbonara: Italian guanciale, egg yolk, aged Pecorino Romano" — the difference in perceived value is enormous.
A good description:
- Names the key ingredients (builds anticipation)
- Notes origin or technique ("slow-braised for 6 hours")
- Stays under 2–3 lines
Descriptions increase add-to-cart conversion by 8–15%.
7. "Add to Your Order" at Checkout
One second before order confirmation — offer a single add-on: "Add a dessert for $4?" This is the last opportunity without friction, because the customer has already committed to buying.
Works best with:
- Drinks
- Desserts
- High-margin sauces and extras
All these techniques are built into Restmarket's online menu: dish modifiers, cart recommendations, combo groupings — no custom code required.