Essentials Magazine Essentials Spring 2018 | Page 22

BY JASON BADER
Do you want
fries with that?
Driving Add-On Sales
D
o you want fries with that? We hear it every time we
visit our favorite flavor of fast food chain. The fact
of the matter is that these folks have mastered the
art of add on sales. They understand that the menu item
rarely stands on its own. On the contrary, the satisfaction of
the purchase is enhanced by the additional complimentary
items. There exists a desire to better serve the customer; and
let’s not forget that for every dollar in cost, the fast food chain
can sell approximately 20 orders of fries. Now most whole-
sale distributors can only dream of making such a lofty mark-
up, the principle remains the same. Selling complimentary
products will drive gross margin dollars to new heights and
improve overall customer service.
22 essentials | spring 2018