The Art of the Restaurant Upsell
“The disparity between a restaurant’s price and food quality rises in direct proportion to the size of the pepper mill.” — Bryan Miller
I keep a standing dinner date at Houston’s restaurant with one of my favorite friends. Last night as the server was trying to upsell us on everything from bottled water to appetizers and side salads, it reminded him of the last time he visited Houston’s with his wife.
Their server asked if they wanted an appetizer and when they said, “Sure, what do you recommend?” The savvy server said, “We have these fabulous crab cakes that are an entree but many people split as an appetizer.” How can you pass up fabulous? So they said yes. My friend didn’t inquire further but noted that the crab cakes were listed as “Market Price” on the menu.
The crab cakes lived up to the recommendation but when the bill came, they were $38 and happened to be the second-most expensive thing on the menu. I’m sure Houston’s is Zagat-rated but it’s not exactly considered fine dining in my opinion. One restaurant guide states, “Expect the average entree to cost from $12 to $20, and it would be fine to go dressed casual.”
I always get the fish sandwich (hold the bun) and it’s $16. Add in a glass of wine at $9 and with tip and tax I’m usually out the door for just over $30. This would be my expectation as in “expect the average entree to cost from $12 to $20” when dining at Houston’s.
What would you have done in the same situation? My friend laughed about it with his wife and paid the bill. I would have at least addressed the server’s upsell methods with the server herself or more likely, called over the manager for a side conversation about a price reduction. At times, I have a low tolerance for service personnel. And I’m not acting out as an elitist. I’ve spent many years as a service worker and I would consider this tactic to be a shady server practice.
Do you think that a server should disclose the price (without customer prompting) when he/she pushes a high priced item like the crab cakes? Or do you think it is up to the patron to ask before making the choice? Many people feel uncomfortable asking about the price. I typically will ask especially when it’s a Wine by the Glass recommendation. In the same crab cake situation, what would you have done?
Hey, price discrimination is better than pricing people out altogether.
I think the presumption is thet if you’re at a place that’s at all fancy and don’t ask for the price, you should be prepared to pay more than the typical range.
Ergo, they can get their real profits from people with cash to blow who order extra drinks, but still serve the more price-sensitive.
Personally, I like it when the wait staff give me a price on the specials. If they don’t and I am interested, I always ask. Ever since my partner & I each had one of the “fabulous” house special salads at $11 EACH for an appetizer at a local restaurant, we ask. For $22 I could buy a hell of a lot of exotic greens and make a mean salad myself….
Love the post..I think I would’ve fainted at a $38 appetizer if I wasn’t expecting it…
Houston’s is not in the 2005 Zagat Review, but did get a good mention in Bruni’s blog recently for their burgers.
With 38 years experience on the floor I don’t think I have ever mentioned prices out of hand unless asked by the customer. If people are concerned about price they should ask. I’ve also worked in restaurants that hand out menus without prices, excepting the host of the party. Part of the job of a waiter is to build a relationship with the customer, what’s refered to as “reading the customer”. This allows the waiter to perhaps know which customers need or want pricing information. I have always been discreet when making wine recommendations, pointing out price differences on the wine list as opposed to quoting out loud for the entire table to hear.
Money and pricing and how of if it affects decisions is a very private matter and should not be at the discretion of the waiter.
$38 for crab cakes, they certainly must have been fablous.
The fact that the menu said “Market Price” is more than enough justification for asking without seeming to be Tightwad.
How much did you leave as a Tip????? If you automatically left the standard 15% of $38 would be an additional $5.70 for the Server….Good Restaurants don’t generally hire Stupid Wait Staff….}:~D
~ Roland
The server offered the dish because , as you pointed out, it was an outstanding choice. The fact that the price was set as Market Price should clue any customer that is concerned about prices, to ask what the Market Price is for that item. I feel as though it is the responsibility of the guest to be sure that what they are ordering is with in thier budget.
The fact that the server suggestion was expensive may or may not have been a spicific tactic to boost the tip in the end, but if I asked for a suggestion I would want to know the best choice, regardless of price. After all it is only a suggestion.