Survey says 54% of QSRs don't up-sell
Independent mystery shopping company Mystery Customer Pty Ltd said it was surprising that this crucial selling technique was being forgotten.
A recent study of Twelve Quick Service Restaurant brands, which was performed as part of Mystery Customer’s industry benchmarking program, comprised a series of mystery shopping audits to find out how QSRs faired against key performance indicators and where there was room for improvement.
Mystery Customer said the main areas that were assessed included: Presentation of Premises; Staff and Customer Service; and Meal Processes, Presentation and Quality.
The brands that were mystery shopped were Burger Edge, Crust Gourmet Pizzas, Grill’d, Healthy Habits, Jesters, Noodle Box, Pie Face, Salsa’s Fresh Mex Grill, Sumo Salad, Sushi Train, Wok in a Box, and Zambrero. Each brand was mystery shopped twice, each at a different location. Overall, 24 mystery shopping audits were conducted to create the report.
“The most interesting and alarming statistic that came out of this report was that 54% of the QSRs did not attempt to up-sell to the mystery shopper. In a time when wages, rent and now electricity prices are extremely high, it was surprising to find that this crucial selling technique was being forgotten,” said the mystery shopping firm.
Mystery Customer’s Terry Ashton explained, “QSR businesses need to take the initiative to monitor their sales process so that they can get the most value per customer transaction. By simply making sure that the service staff member always attempts an up-sell, the average transaction of the sale could be increased anywhere between 10-40%.”
