One more dessert

Half of it is professional knowledge and half of it is sales – this is how running a successful confectionery, bar or restaurant is often defined. Improving dessert sales in a restaurant also has its know-how. As gastronomy culture is evolving, desserts are given a greater role in restaurants too, but at the same time more and more guests say no to desserts, influenced by current health trends. Lower-calorie, creative and spectacular desserts are needed to lure customers. Desserts are also able to increase profits: according to a US survey, those guests who had dessert leave the restaurant 20-35 percent more satisfied. How can a restaurant make their desserts appear more attractive? Since desserts are often rich in calorie, owners should be careful with the term ‘healthy’. Experts say it is better to emphasise the use of organic base materials, e.g. whole meal flour. Visual tools can be used to make desserts more appetising – place desserts in a glass cabinet or compile individual dessert cards. A wide selection is also of great importance, according to a survey guests prefer to choose from 4-8 desserts. Guests can be convinced to choose a dessert even if originally they did not intend to have one: a perfect moment for this is when they order coffee. It is enough to convince one person at a table – it is 88 percent likely that a companion will order dessert as well. If the timing is right, even those who sit nearby will be 54 percent more willing to have dessert. Introducing small portions may have a reassuring effect on health-conscious customers.