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Drinks at the Restaurant: How to Increase the Average Check Without Pressuring Your Customers

Claire Brunaud
Sep 25
2 min read

In the restaurant business, every euro counts. And very often, it’s thanks to drinks that you can increase the average check in a simple, natural way—without ever giving the impression of pushing customers to consume more.

Drinks at restaurant are not just an “extra” to the meal. They are a key component: they set the mood, pace the service, and can turn an ordinary experience into a memorable moment. The key is knowing how to offer them at the right time, in the right way.

Murielle’s Story: The Art of Natural Suggestion

Murielle runs a brasserie in the Paris region. At lunchtime, her service is quick: many busy workers opt for the daily special, sometimes with a soda. In the evening, the atmosphere is different, but sales still centered on the essentials: a main dish and a glass of wine.

Murielle didn’t want to “push” her customers. But she sensed that drinks could become a real lever for her business. So, she trained her team in the art of gentle suggestion: offering a cocktail as an aperitif, suggesting a 50cl beer instead of a 25cl, or inviting guests to finish with a coffee.

The result? Customers felt better served, never pressured, and the average check naturally went up.

Techniques to Increase the Average Check Without Pressure Through Drinks at Restaurant

1. Gentle Suggestion

A simple phrase at the right moment can change everything.

“May I suggest a cocktail to start?”
“Would you like a coffee or tea to finish?”

The idea isn’t to impose, but to open up an option the guest might not have considered.

2. Smart Upselling

Offering a slightly superior choice can boost profitability without frustrating the customer.

Suggesting the 50cl beer instead of the 25cl.
Highlighting a signature cocktail that’s a bit more premium.
Offering a café gourmand instead of a plain espresso.

The customer chooses consciously, but the proposition makes the difference.

3. Matching Drinks to the Moment

Each time of day calls for a different type of drink:

Lunch: premium soft drinks, mocktails, fresh juices.
After work: simple, convivial cocktails.
Dinner: spirits, signature cocktails, wines.
End of meal: coffee or tea.

By aligning your offers with these moments, you maximize your chances of raising the average check effortlessly.

Benefits for Both the Establishment and Customers

For the restaurateur: a higher average check, stronger margins, smoother product turnover.
For the customer: a more complete, enjoyable experience and the feeling of having been well advised.

In reality, everyone wins.