Why Suggestive Selling is the Key to Personalising Every Guest Experience

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 Part of the series: F&B Insights for Future Hoteliers


In restaurant operations, the main objective is not just to serve food, but to create a memorable dining experience for the guest—while also generating revenue for the business. As I have mentioned in my previous blogs, certain qualities like good communication skills, strong product knowledge, attention to detail, and positive body language play a key role in achieving this. Along with these, one more important element that connects closely with product knowledge is suggestive selling.

When a guest walks into a restaurant, they come with expectations but often limited knowledge about what the outlet offers best. This is where a server gets the opportunity to guide the guest and enhance their experience. Suggestive selling, when done correctly, helps the guest discover something they might not have chosen on their own.

A simple understanding in service is that guests usually want to try the best that the restaurant has to offer. Many times, they directly ask for recommendations to avoid making a wrong choice. This is the moment where a server can truly make a difference by suggesting something suitable and creating a “wow” experience.

However, suggestive selling does not mean recommending the most expensive or the most popular items on the menu. It should always be based on the guest’s preferences. A good server listens carefully, understands the guest’s taste, and then recommends accordingly. The goal is to enhance the experience first, and revenue naturally follows.

This can be better understood with the example of wine recommendations. In restaurants and bars, suggestive selling is often used while recommending wines. Before suggesting, a server should understand the guest’s palate—whether they prefer something light or strong, more acidic or balanced, dry or slightly sweet. Along with this, the food they plan to order should also be considered so that the pairing complements the meal rather than overpowering it. These small details make a big difference.

I can relate this with my own experience at Hotel - Amanbagh. A couple from Germany visited the property and wanted to try Indian food along with Indian wines. Although the restaurant had a wide collection of premium international wines, I suggested an Indian wine based on their interest. They thoroughly enjoyed the experience. The sale might not have significantly impacted revenue, but it created a memorable experience for the guest—which matters more in the long run.

 

This is what true suggestive selling is about—balancing guest satisfaction with revenue generation.

 

At the same time, it is important to ensure that suggestions do not feel forced. Sometimes, in the pressure of increasing sales, servers may come across as pushy, which can make guests uncomfortable. Suggestive selling should feel natural and helpful, not like an attempt to sell something unnecessarily.

Also, it is not always necessary to suggest too many options. Offering one or two well-thought-out recommendations is often more effective than overwhelming the guest with multiple choices. The idea is to guide, not confuse.

When done correctly, suggestive selling helps in building a strong connection with the guest. It increases the confidence of the server and creates a sense of trust. As hospitality professionals, it is our responsibility to strike the right balance between delivering a great experience and contributing to the business.

In the end, suggestive selling is not just about selling more—it is about serving better.


Author:

Mayank — Hospitality Educator | Passionate about Food & Beverage Service & Hospitality Learning




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