Introduction: grow takings without only chasing new customers
To grow your restaurant’s takings, you do not always need to bring in more customers. Often, the most immediate opportunity is with the people who already order from you. If every order becomes a little more complete, better structured and more appealing, the result can show quickly at the till.
This is where combos and upselling come in. Combos help the customer easily choose a ready-made combination, while upselling guides them towards a better or more complete option. The secret is not to pressure the customer. It is to suggest something that genuinely fits what they want.
In this guide, you will see practical ways to set up combos, increase the average order value and train your team without damaging the customer experience.
What combos are and why they work
Combos are combinations of two or more products in one ready-made offer. It could be a burger with chips and a soft drink, a pizza with a salad, a main course with dessert or a family package for several people. Customers prefer them because they save time, give them a clear choice and often make them feel they are getting better value.
For a combo to work, it needs to make sense. Do not put products together simply because you want to sell them. Think about what a customer would naturally order if they had time to choose a full meal.
- Base: a popular product, such as pizza, burger, souvlaki, pasta or a main dish.
- Side: chips, salad, starter or accompaniment.
- Drink: soft drink, water, beer or another suitable drink.
- Optional extra: sauce, dip, dessert or larger portion.
A good combo does not look like “stock clearance”. It looks like a smart, useful suggestion.
How to create combos that make sense
Start from your customers’ real habits. Look at which choices are often combined in practice: which starter goes with which pizza, which soft drink accompanies burgers, which salad fits with grilled dishes. Even without complex tools, you can get a picture from the day’s receipts, from the experience of your waiting staff and from phone orders.
Then create a few clear combos. Do not fill the menu with dozens of packages, because the customer will get confused. Start with 3 to 5 strong options and see which ones work.
- Combo for one person: main + side + drink.
- Combo for two: two mains + one starter or salad + two drinks.
- Family combo: larger quantity, simple choice, clear price.
- Office combo: quick, easy for delivery, without lots of liquids or difficult packaging.
- Weekend combo: more “generous”, with dessert or an extra side.
Give each combo a simple name. Not “Offer 3”. Choose something like “Burger Combo”, “Package for 2” or “Family Pizza Box”.
Combo pricing: give value without giving away profit
The most common mistake with combos is over-discounting. A combo does not need to be “cheap at any cost”. It needs to look worthwhile, be easy to choose and maintain a healthy margin for your business.
Before setting a price, calculate the cost of the products and the packaging. Then decide how much of a discount you can give without reducing profitability too much. A hypothetical example: if a burger, chips and soft drink are sold separately for a total of €10.80, you can make them a combo at €9.90, as long as your costs allow it. The customer sees a benefit, but you are not “burning” the product.
In practice, check:
- Ingredient cost: what each part of the combo costs you.
- Packaging: especially in delivery, it can significantly affect the final cost.
- Kitchen time: avoid combos that slow down production.
- Perceived value: the customer must immediately understand what they gain.
A small, smart discount on the right combination is better than a big discount on products that do not fit together.
Upselling: how to suggest more without pressure
Upselling means helping the customer upgrade their choice or add something that fits. It is not about loading them with things they do not need. When it is done properly, the customer feels you are serving them better.
The simplest upsell is an upgrade in size or quality. For example: “Would you like a large portion of chips?”, “Shall we add extra cheese?”, “Would you like to make it a combo with a soft drink?”. The suggestion should be short, specific and relevant to the order.
Good upselling ideas:
- Extra ingredients: cheese, bacon, mushrooms, sauce, dip.
- Larger portion: where there is real demand and correct pricing.
- Side: chips, salad, starter, bread, pitta.
- Drink: especially when the customer has chosen food only.
- Dessert: at the end of the order, not at the start.
The right phrase makes a difference. Instead of “Would you like anything else?”, say “Shall I add a sauce that goes really well with this?”.
Menu setup for more sales
Your menu should guide the customer towards better choices without tiring them. If combos and extras are hidden, they will not sell. If there are far too many, they still will not sell. You want a clear structure, good descriptions and visible options.
Put your basic combos in a separate section, close to your popular dishes. Use simple descriptions: what is included, how many people it is for and what its value is. If you take online orders, make sure the options and extras appear at the moment the customer chooses the product. That way, they do not need to search for them.
You can also use your own ordering link and QR code on delivery bags, your shopfront, social media or Google profile, so the customer reaches your menu faster. If you want practical examples, see the guide Ordering link & QR code for your restaurant.
In an online ordering system such as Wiiz Eat, you can display menus with photos, prices, options, extras, discounts per dish and hide dishes that have sold out.
Staff training: the right suggestions bring results
Your staff play a huge role in upselling, especially for phone orders, takeaway and dine-in service. But they need training. If the waiter or the person on the phone feels they are “selling by force”, they will sound unnatural. If they know what to suggest and when, the suggestion becomes part of the service.
Create a short guide with 5 to 10 ready-made phrases. Keep them natural and brief.
- For burgers: “Shall we make it a combo with chips and a soft drink?”
- For pizza: “Would you like to add a salad for the table?”
- For pasta: “It goes really well with garlic bread, shall I add it?”
- For a large group: “Would you like me to suggest a package for more people?”
- Before closing the order: “Would you like a dessert for afterwards as well?”
Important: do not suggest everything to everyone. One, or at most two, relevant suggestions per order are enough. This keeps the experience pleasant.
How to test and improve your combos
Combos are not something you set up once and forget. You need to monitor them, change them and keep only the ones that perform. Start with a trial period, for example two or three weeks, and see which packages customers ask for.
Do not only look at how many times a combo was sold. Also look at whether it works for you, whether it creates delays in the kitchen, whether packaging mistakes happen and whether customers order it again. Also ask your team: very often, the people who speak with customers every day see more quickly what works.
- Keep: combos that sell often and have the right margin.
- Improve: combos that have interest but need a better price or description.
- Remove: combos that confuse, cause delays or are not requested.
- Test seasonally: fasting, summer, winter or festive packages.
Continuous small improvement is safer than big changes every few months.
Conclusion: make ordering easier, not more complicated
Combos and upselling can increase the average order value, as long as they are based on real value for the customer. When you give them clear combinations, the right suggestions and an easy ordering process, they are more likely to choose something extra.
Start simply: choose your most popular products, create 3 strong combos, add a few relevant extras and train your team in natural suggestions. Then monitor what works and make small corrections.
The goal is not to pressure the customer. It is to help them get a more complete meal, while you increase your takings in an organised and sustainable way.