5 Principles to Increasing Ticket Average

Everyone wants to increase ticket average, but too often the only thing they do about it is to ask "Do you want fries with that?" That's fine, increase items and their sizes to get more at the register.

But it's not all you can do. It's common for stores to add anywhere from $500 to $2,000 per week to their sales totals by not only selling more on each visit, but to modify customer behavior to purchase more on future visits.

1. Suggestively sell. It's easy to tell when someone is new to your unit. Offer suggestions that are both popular and profitable. Suggest dessert and appetizers (full-service restaurants do, why not you?). Sample dessert and other menu items in the dining room - you won't increase this sale, but you might increase the next sale (plus, it's a lagniappe - it makes them feel special).

2. Daypart specials. Splitting in-store specials by daypart drives menu trial and helps to discourage ordering sandwiches for dinner. Change your in-store specials at 4:00 to encourage higher ticket dinner items.

3. Build carry-out. Carry-out tickets are generally larger than in-store. Bounce-back "$5 off any carry-out order of $20 or more", create frequency/punch cards for each carry-out order (free sandwich when completed), offer curb-side service.

4. Catering as a marketing tool. Free 10-person caterings introduce your service and show your product in action. Remember, though, that you can't sell catering to people who are not your current customers. (See 5 Principles to Driving Trial).

5. Earn trust. Everyone loves to know the owner, to feel special at a restaurant. They also love to be the first to discover a place and to show that they know the owner. It's human nature. When you earn trust, and become the Mayor of Mayberry, your customers will bring their friends. Party size is a great way to increase your ticket.

It's key to remember one thing about ticket average: It doesn't usually happen all at once. How can you get 25 cents more from each customer? How can you grow ticket average by 25 cents each week?

Ticket average is built with customer loyalty and trust (read: a relationship). New customers don't spend as much.