Can quick service cashiers influence guest purchases through suggestive selling within a 10-15 second window?
Cashiers in quick service restaurants spend significantly less time interacting with guests than servers in the fine and casual dining industries. Unlike servers, who have multiple opportunities to impact guest purchase behavior, quick service cashiers have a tiny window: just 10-15 seconds.
Because of this, many quick service establishments don’t bother incentivizing cashiers to employ suggestive selling techniques. A study conducted by Mystery Shopper found that out of 12 quick service restaurants visited, 54 percent of cashiers did not pursue suggestive selling. As a result, these restaurants miss out on an additional 10-40 percent increase in sales on each transaction.
Marketing Vitals wanted to prove that quick service cashiers can significantly influence guest purchase behavior by simply attempting suggestive selling.
We knew we could do this by employing Marketing Vitals’ Contest feature. Using this unique tool, contest administrators can gain a realistic perspective on each cashier’s performance, while each cashier receives the opportunity to compete on a level playing field.
The Contest feature also uses selected parameters and the restaurant’s historical data to automatically predict the potential sales impact of the contest. This prediction allows contest administrators to quickly determine whether running the contest will impact guest purchase behavior.
Marketing Vitals easily monitors every cashier’s participation by showing daily updates as well as newly qualified and disqualified cashiers. Moreover, cashiers can monitor their own performance on Contests using the IncentivizeMeTM Mobile App.
Marketing Vitals partnered with a quick service restaurant chain to see just how much positive impact their cashiers could have on daily sales.
We set up a contest asking cashiers to suggest upsizing a particular high-revenue, low-price menu item to each guest. To qualify, cashiers had to serve at least 600 guests, and winners – cashiers who sold the most upsizes – were selected by region, district, and store.
Because no contest can be effective without a great prize, a prize pool of $1,000 was distributed among the winners.