The most underused sales strategy in modern coffee shops
The art of the upsell
Most café owners chase growth by trying to get more people through the door. More footfall. More reach. More marketing.
That’s one way to do it.
The real growth opportunity is hiding in plain sight. It’s the people already standing in front of you.
What the data actually says
Upselling works because it increases the value of customers you already have.
There’s data to show that increasing customer retention by 5% can lift profits by 25% to 95%. The money is often already in the room.
If you serve 200 customers a day and increase average spend by just USD 1.50 per customer:
That’s roughly $300 extra per day. That’s around $9,000 per month.
Same space. Same team. Same number of people.
Just different conversations.
Why it feels uncomfortable
Most staff hear “upsell” and think they’re supposed to push.
“Do you want anything else?”
“Make it large?”
“Add something?”
It feels awkward. Staff hate to do it. Customers hate to hear it.
But good upselling doesn’t sound like selling.
This is good upselling
The milk upgrade
Customer: “Flat white.”
Your staff: “Regular or large?”
Try this instead: “Want to try that with oat milk? It brings out the sweetness.”
You’re giving them a reason to spend more, instead of just asking them to.
The pairing
Customer: “Cappuccino.”
Your staff: “That’s $6.”
Try this instead: “Our almond croissant works well with that. It’s fresh.”
You’re helping them complete the experience, not just selling them more stuff.
The size
Customer: “Latte.”
Your staff: “Small or large?”
Try this instead: “If you’re sitting in, the large holds its heat better.”
Now it’s about use, not price.
The upgrade
Customer: “Filter coffee.”
Your staff: “Sure.”
Try this instead: “We’ve got an Ethiopian on pour over today. Brighter, more expressive. I can make that instead.”
You’re giving them an option they didn’t know to ask for.
The extension
Customer: “Just this.”
Your staff: “Okay.”
Try this instead: “If you like this, we’ve got the same beans for home. I can grind it for you.”
You’re turning a one-time coffee order into a possible repeat retail customer.
What’s under the hood?
Every good upsell does something useful:
It improves the drink.
Or it solves a problem the customer hasn’t said out loud.
Or it connects to what they’ve already chosen.
If it doesn’t do any of that, it feels forced.
How to teach this upselling
Scripts don’t work. You get scripted conversations.
You need to build instincts.
Start with observation
Before anyone says anything, they need to notice what’s in front of them:
Is the person staying or leaving?
Are they in a rush?
Are they on their own?
Do they know what they want?
Someone running in for a takeaway doesn’t want a long explanation. Someone sitting down might.
You can train observation.
At the end of a shift, ask each person to describe three customers they served. What they noticed. What they missed.
Change the language
“Would you like…” puts pressure on the customer.
“You might enjoy…” feels different.
It gives them an idea without forcing a decision.
One suggestion only
Too many options slow people down.
“Do you want cake, croissant, cookie…”
It’s noise.
Pick one thing. Make it relevant.
Make sure they know the product
If your staff haven’t tasted it, they won’t sell it. Everyone should know one reason to recommend each item.
Not tasting notes. Not jargon.
“This one is sweeter.”
“This one works better with milk.”
“This one’s lighter.”
Practice when it’s quiet
Don’t try to fix this during a rush. Do it before opening. One person plays the customer. One plays the barista. One order. One suggestion. Quick feedback.
Ten minutes is enough.
Do it every day for a week.
Track one thing
Average order value.
That’s it.
If it gets better, something is working.
If it doesn’t, go back to how people are speaking.
This is how you know the upsell worked
When it’s done properly, the customer feels understood. They feel like someone helped them make a better choice.
It doesn’t feel like a sale.
What happens over time
When people trust your recommendations, they start to lean on them. They try things they wouldn’t have picked on their own. They come back. The café becomes a place that guides them a bit.
That’s what you’re aiming for.