How to increase the average ticket in a restaurant
Practical strategies to increase average spend per customer without affecting the dining experience.
Average ticket: the metric that defines profitability
Increasing the average ticket is one of the most important goals in hospitality. It's not about raising prices, but about improving the purchase experience so each customer spends more naturally.
The factors that most influence the average ticket are:
- Beverage sales, especially wine
- Active staff recommendations
- Menu structure and design
- Overall customer experience
Of all these factors, wine is the most effective tool to increase the average ticket: high margin, easy to recommend, and present throughout the entire meal.
Wine as a lever
Why wine increases the average ticket
Higher margin than other products
Wine offers 65-75% margins, higher than most items on the menu. Every glass sold directly improves profitability.
Easy to share
A bottle is shared across the whole table, facilitating the sale. You don't need to convince each diner individually.
Accompanies the entire meal
Unlike other products, wine can be present from aperitif to dessert, multiplying sales opportunities.
Multiple price options
From glasses at €5 to premium bottles, wine adapts to each table's budget and maximizes spend.
Strategies
5 ways to increase the average ticket
1. Offer wines by the glass
By-the-glass sales lower the entry barrier. A customer who wouldn't order a bottle will try a glass. Offer at least 6-8 by-the-glass references.
2. Create food pairings
Suggest a specific wine for each featured dish. Pairings increase perceived value and ease customer decision-making.
3. Recommend wines from the list
A well-structured list with clear descriptions and highlighted recommendations guides customers toward higher-value wines.
4. Explain wine to the customer
When customers understand what they're drinking, they're willing to pay more. Wine cards with tasting notes, origin, and pairings make the difference.
5. Improve list structure
Organize by styles, not just regions. Highlight 2-3 wines per category. Position highest-margin wines in high-visibility areas.
Avoid these mistakes
Mistakes that reduce
Wine lists that are hard to understand with overly technical terminology
Too many references that paralyze customer decision-making
Poorly distributed prices with large gaps between options
Lack of recommendations that leave customers without guidance
Not offering wine by the glass, losing sales from small tables
Staff without training to recommend wine with confidence
Technology
How Winerim helps you sell more
Recommend wines automatically
Algorithms that suggest the ideal wine based on the chosen dish, customer preferences, and time of day.
Explain wine to customers
Digital cards with tasting notes, pairings, origin, and scores. Customers feel informed and confident when choosing.
Guide purchase decisions
Interactive filters, wine comparator, and highlighted recommendations that simplify choices and increase the ticket.
Optimize the list with data
Sales analytics showing which wines work, which have low rotation, and where improvement opportunities lie.
Impact
Real results
+15%
Average ticket
+20%
Wine sales
+30%
Reference rotation
Take the next step
Discover how much more you could sell
We analyze your wine list and show you concrete opportunities to increase your average ticket.
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