Toppers Pizza Upselling Techniques Featured In PizzaMarketplace.Com

Squeezing a little more out of each order has been the goal of pizzerias since the first dough was tossed. However, strategically upselling has evolved into an even more delicate process as customers are wary of anything that overtly looks like a way to pull more money. Toppers Pizza has enjoyed incredible sales success since its founding in 1991 based on its innovative menu and dedicated service, but also due to a thorough training program that includes the art of the upsell – specifically with the benefit of the customer in mind.

"It must be our job as order-takers to give our customers what they want through suggesting products that would make their experience more enjoyable," Matt Martin, director of training told PizzaMarketplace.com. "This mentality comes full circle for the team member when they understand that more enjoyable experiences for our customers result in higher sales and order frequency, which leads to a healthier company for everyone."

The technological age has led to the emergence of online ordering as a must in the pizza segment. Toppers Pizza has created the ultimate online and mobile experience for ordering pizza, with nearly 40% of all orders now coming online. So, upselling the online customer has become an important to strategically growing sales.

"One of the ways we drive this point home with team members, and where many of them start to buy-in, is by teaching them that online ordering has roughly a $4 higher ticket average than an order taken by team members," said Matt Martin, director of training for Toppers Pizza. "We explain to team members that what this data suggests is that when customers are in a completely no-pressure situation and able to peruse at their leisure, they actually want to order more."

Martin added that the most successful upsells are the little things that make a big difference like extra cheese and sauce cups. Toppers Pizza has grown beyond 70 locations in 11 states, and plans to reach 700 locations over the next ten years.