How to create hospitality moments that convert into sales

Do you remember the last time one of your guests had a positive experience at your bar or restaurant? What made it stand out to them: the drinks, the food, or the service? Maybe it was a combination of these factors, but the quality of service likely took their visit from good to great.

“Customers are prioritizing value, and that goes beyond high-quality food and beverage. Delivering an outstanding guest experience can be your advantage,” says Mark Chaplin, President of Commercial Sales at Southern Glazer’s. “At the end of the day, exceptional hospitality — how you make your guests feel — can be an on-premise growth strategy”

From special occasions to a regular night on the town, these memorable hospitality moments can turn first-time guests into loyal customers. Our expert tips can help you train your staff to boost sales organically through meaningful guest interactions.  

As a business owner or manager, you know the importance of making your guests feel seen and heard from the moment they walk through the door — fine-dining restaurants and casual bars alike. Training your staff to establish these emotional touchpoints is the key to ensuring your customers will have a consistently positive experience at your on-premise establishment.

This starts with a warm welcome, where staff should introduce themselves to your guests, inquire about any allergies or dietary restrictions, provide recommendations, and answer any questions they may have about the menu. Your staff’s first interaction with guests will set the tone for the rest of their visit.  

“The right ambience, meal, and beverage help us live in the now and appreciate each sip, savor every bite, and celebrate the ones enjoying the moment with us,” says Tony Raffo, SVP of Commercial Operations at Southern Glazer’s and a key sponsor of our Waitstaff 101 Resource Hub. “These moments allow for a timeout from the chaos of life, and people need that right now.”

Birthdays, engagements, and anniversaries are cause for celebration, but memorable moments can happen on any day if you look for the opportunity. Encourage your staff to inquire if guests are celebrating a special occasion. If so, they can suggest menu items to make each customer's visit more memorable, such as a glass of Champagne or a dessert to share. 

“Exceptional hospitality benefits all parties involved,” Raffo says. “With the dollar needing to stretch so far in today’s economy, you truly must extend value to consumers to earn their business.”

Thoughtful beverage suggestions can enhance your customers’ experience — think a limited-availability bottle of red wine to accompany a seasonal entrée or your signature espresso martini to end the meal. These suggestions not only delight your guests but also lead to upselling opportunities, resulting in bigger tips for your staff.

“When done right, on-premise dining is a win-win,” Raffo adds. “It creates a space guests want to return to, a higher check value for the proprietor, and a larger tip for the server.” 

Being present and providing attentive service can transform a normal evening into a memorable one (and potentially a one-time visitor into a repeat customer!). By training your staff to check in on your guests and ask how they are enjoying their drinks or meal, you can create a more personal experience that leaves a lasting impression.

“Impactful memories can start with a specific menu item, a well-crafted cocktail, or a unique wine,” says Catalina Lara, Senior Director of On-Premise Sales at Southern Glazer’s in Dallas. “When you combine all these elements with consistent, outstanding service, you'll create customers for life.” 

With more than 19,000 certifications in wine, spirits, beer, sake, and more, Southern Glazer’s hospitality leaders have proven expertise and insights that can help you grow a successful on-premise business. We developed the Waitstaff 101™ Resource Hub to share valuable resources and tools that will equip you to boost sales, upsell wine and spirits, and increase your servers’ tips.

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