A View From The Top

Scooter's Coffee exec: 3 ways to inspire your customers to spend more

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May 16, 2023 | Missy McKinley, SVP of Operations, Scooter’s Coffee.

Upselling. It's a way to increase your sales without increasing the number of customers you serve. But for a lot of consumers, it's a dirty word that often conjures images of pushy salespeople: the rental car agent pressuring you to get the extra insurance coverage; the electronics store clerk insisting you need to get a case for your new phone or computer; the realtor who shows you homes outside of your price range. Even if they need the additional insurance or the new phone case or even if they knew spending a little more would help them find their dream house, people don't like to be told what to do. Their default in these types of situations is "no."

The secrets to getting the customer to say yes is to be subtle, use photos and make them more comfortable. Our baristas don't ask the customers, 'Would you like to try x, y, or z today?' That just wastes time. The customer is already there to buy a drink. It doesn't benefit anyone if they get a different drink than the one they came in for.

1. Offer an enhancement to the customer's Order
Instead, Scooter's Coffee baristas first listen to the customer's order and then recommend ways to enhance it. Maybe it's an extra shot of espresso or flavored cold foam on their mocha. It's all about building habits. Twice a year, we run a promotion where an extra shot is free. Afterward, we notice an uptick in the number of customers ordering an extra shot. We also run promotions designed to appeal to lovers of the company's signature drink, the Caramelicious. A few times a year, we'll offer a special version of it; currently it's the Sea Salt Caramelicious. The customer only spends a few cents more, but those pennies add up for us.

2. Subliminal Suggestions With the Help of the menu board
Rather than having the barista suggest a pastry with the customer's afternoon coffee, the picture on the menu board often does the trick. Before the customer even asks, the menu board lets them know we have oat milk and almond milk for a slight upcharge. If they order them, it's a few pennies more on the sale.

The biggest, most common add-on to purchases is a bottle of water, however. We have a snap frame on our speaker box. It's subliminal — it reminds the customer they probably need to drink more water — and can add about 20% to a transaction. All without the barista saying a word.

3. Make it easier for customers to decide
Ordering at any restaurant can be intimidating for customers who aren't familiar with the menu. They feel the pressure of the cars waiting behind them and hurry to decide. At Scooter's Coffee, we noticed that when customers have time to order, say when they are placing mobile orders, the transactions are typically 20 to 25% higher.

To combat the pressure, we are testing a menu preview board, which is two or two-and-a-half cars back from the speaker. The board lists our signature items, so new or infrequent customers can start figuring out what they want. Preview boards are only at eight stores right now, but the plan is to have them in all locations by the end of 2023. Having customers approach the speaker with their orders in mind not only helps them get what they want, but it also enhances speed of service. If, at the end of the transaction, they drive away feeling good about their experience at Scooter's Coffee, it's a win for everyone.