Dessert: the sweet way to end a meal, add another memory, and an opportunity to add more (high margin) sales to the tab for a bigger tip.
But is it worth it?
We are 100% not referencing special occasions where free dessert is involved as this is a different situation. This doesn’t count since there is zero opportunity to avoid dessert, only the chance to sell more. The discussion is strictly based on where it is optional.
Special occasions are an opportunity to sell more drinks, desserts, coffees or whatever will add to the check. Make this work as a positive and sell/offer more.
Dessert takes more time, adds little to a check and can leave a huge mess slowing turn times.
Dessert adds a little more time to the table, has good margins for the restaurant and offers the opportunity for a great experience.
Two Different Ideologies
Two schools of thought, is it better to dessert or not to dessert? That is the question.
We are not going to get all philosophical or Shakespeareian on this, that is way too high level thinking. Instead, we are going to be practical and pragmatic; find the gray area in offering dessert. There is no wrong answer, this is completely subjective. If guests are not offered dessert, there would be a bunch of waste. This makes a litany of people, mostly managers unhappy. Especially the pastry chefs, they are some of the most artistic people in the kitchen.
Dinner is finished, entrees have been cleared and the time comes to do the following:
Drop dessert menus
Offer after dinner drinks or another round
Drop the check
Ask if there is anything further for the meal
Verbally offer dessert
What do you do?
This is a complicated question with many possible answers and depends on the type of restaurant you are working in. Each will have a slightly different approach comparable to the offerings and service style/level. Let’s be honest, Olive Garden is not going to be offering a Pavlova anytime soon.
The Rundown
Casual chain: Most likely has a signature dessert (s) that people come in for or know about. Tried and true, it sells itself. Not too many surprises here.
Casual, not chain or small chain: signature dessert, maybe. Thoughtfully made and even seasonal dessert, probably. Dessert is there and likely to be tasty, also a cappuccino/espresso machine.
Upscale/Casual+: getting serious, desserts, yes, full menu of legit after dinner drinks, yes. Sexy hand crafted desserts, yes please! Cappuccino, espresso, tea selection with proper service
Steakhouse,Upscale, Upscale Seafood, Continental, New American, higher price points or “chef-driven”: These are going to have similar offerings, yet each with a unique wrinkle.
Old School Steakhouse (Del Frisco’s, Ruth’s Chris are examples, they date back to the 1980’s or earlier), Midwest Supper Clubs or (newer) retro steakhouses: They have a small curated dessert menu with a few offerings, maybe some tableside options with all the classic after dinner drinks available, including a selection of Scotch, Cognac, Armagnac, Calvados and more.
Newer, modern, sleek type steakhouse: 5-7 offerings, maybe a boozy dessert, ports, coffee drinks and what is mentioned above, the sky’s the limit as are the prices.
Upscale/high end Seafood: a curated, yet reserved list, similar to the steakhouse offerings with more citrus and less heavy desserts.
Worth the mention
“True” fine-dining, Michelin Starred restaurants or restaurants by Michelin Starred chefs that are tasting menu only. Places you only eat at maybe once a year or a lifetime: Get ready for an adventure, through restaurant Candyland. There will be multiple desserts, each its own piece of art. Desserts will be more of an art show than part of a meal. This is more likely if the restaurant offers a tasting menu or the option of a tasting menu. Not getting too detailed with these types of restaurants. The operations/service of these restaurants is so vastly different than anything listed. Serious thought and creativity is put into the dessert offerings as the rest of the menu. It is offered unless otherwise declined beforehand, this is unique. Secondly, this is a small percentage of restaurants and working here is vastly different from other types of places.
Depending on the style of a restaurant there can be great differences in expectations. Never forget that guest expectations differ based on concepts and price point. Dessert and soda is generally high profit and profit keeps the doors open in more casual restaurants! As the price point goes up, dessert becomes part of the “experience”. A great way to end the meal and add a nice touch. Keep in mind, there has been a push
So, back to the ultimate question…
To offer or not to offer dessert, that is the question?
The pros and cons differ by price point.
In more casual restaurants where the most expensive entree is less than $30, dessert is an afterthought. The exception, a signature dessert or two. This makes dessert almost a guarantee and why not for an extra $$$ on the check? Say hello to a few extra dollars in yo’ pocket! It only takes 90 seconds to throw it in the microwave, dress the plate and get it on a table. Extra dollars on the checks adds up when a table of 5 is eating 3 apps and 1 entree. Might as well make it count!
As the price point rises, so does the price of dessert, however the value of dessert on a check goes down. For example, at “The Cheeseburger Factory” their signature cheesecakes run $9-$13, which is also the same price as another specialty cocktail or glass of wine. The downside is that it is another 15 minutes a table is sitting. That also isn’t counting if they order espressos (easy) or cappuccinos/lattes/Americanos (they can GFY). Now dessert went from 10-15 minutes up to around 20! This may add $30 to a check that is already probably approaching $150+. This is a borderline waste of time for an extra $6-$9. More revenue (sales) is available selling a round of drinks or shared apps when new guests sit. Problem solved, if you choose to not offer dessert. However, do be aware of the downside of not offering dessert.
Skipping Dessert?
Not selling enough desserts can make you a target to overzealous corporate rules or chefs (non corporate, for the reason of waste). This can hurt your change purse more than the pain of having to do dessert service. Skipping this step of service can cause you to lose shifts or get a less than desirable schedule. While offering dessert can be great for making an experience, it also does mean delaying a new table sitting down. Remember, avoiding special occasions with a free dessert are impossible to avoid…make dessert another opportunity to sell.
More upscale/casual+ restaurants might also have some bottles of wine that carry a price point over $50, learn how to sell those or some of the high end liquors (not patron) that are available. Think of 25yr old Scotch, aged Rum or Stoli Elit. Liquors that are $20 or more a drink. A round of them sure can add up with dessert, when it is free! Selling after dinner drinks or a nicely paired bottle of wine with sweets can be a boon for service and tips. Pairing Scotch (caramel or salted caramel) or Port (chocolate, red pitted fruits) with sweets is an orgasmic experience, especially for the non-informed or those that do go to a nice steakhouse more than once or twice a year.
Steakhouses, “fine-dining”, supper clubs and other high end ($$$ and $$$$ on Yelp! or Tripadvisor) restaurants always have desserts, but is it always worth it to offer? We exclude tasting menu only restaurants or when a prix fixe menu is offered and sold (dessert is usually included).
Dessert in these restaurants will run $14+ with some going higher, not counting the gold leafed sundaes or the diamond studded cupcakes of the world. Let them remain fodder for social media. However, these restaurants tend to have serious wine and spirits lists that can turn dinner for 2 into an $800 experience pretty quickly.
Is dessert worth it when the table stops drinking wine or doesn’t want Scotch, Port or Cognac with dessert or in lieu of it? The truth is yes! It isn’t worth keeping a $800 3 top around to share a dessert for $17 and have 3 coffees for another $6 each. Any tip earned goes right out the door to the support staff on that extra $40 in sales or $8-$10 in tips. The trick here is to pick and choose who gets offered dessert. That quick moving deuce, probably wants dessert or at least to know it exists. The autograt 12 top that is already $1900 into their meal, take that swing, its a captive audience.
Now who skip?
Everyone else!
That big table can be skipped when it is busy, wait on them to ask for the dessert menu. Dessert is great, but when dinner for 2 easily can run over $120, it usually is a good idea to let them ask about it. Learn how to be a good judge of needs. Sometimes that slow eating couple wants to have the whole experience with dessert and coffee. Many times at special occasion restaurants this happens when people are celebrating. Remember dessert is free, even if small. Get used to it, there are a good deal of restaurtants at this price point. It is recommended, to always offer dessert, especially when more (and expensive) drinks can be sold! Touch up on knowledge of liquid desserts!
Nothing can be more of a hindrance or take money out of YOUR wallet than selling dessert to every table. Somewhere a manager is shedding a tear about this. It is a blatant disregard of a step of service and not going for a full experience. Guests are missing out on a part of the experience, sacrilege. The server side is all about it, since dessert means a new table is not sitting down for another 20 minutes. That is 2t0-30 minutes of not selling lobster, king crab legs or glasses of 35yr old Scotch chased with a $368 bottle of wine! Then again, pissing off a chef and having to throw away unsold desserts is never a good idea.
Seek balance offering dessert, no matter which price point you are at. If sweets are to being offered, be sure to include items that accompany desserts when dropping a menu. This can be after dinner drinks, shots on the side, cordials, Ports, Amar; pretty much anything that goes with sweets in the restaurant! There is never a problem with “offering”, be a sales pro, not scammy or robotic “used car salesmen from Dallas” as the great Hunter S. Thompson said in the classic “Fear and Loathing in Las Vegas: A Savage Journey to the Heart of the American Dream”.
Pros and cons exist to adding sweets to an experience. It can be a nice touch or a huge pain. Dessert is typically the messiest course served in a restaurant. Why? This course is frequently the most shared course in a restaurant, even more than appetizers. Apps have become more civilized and/or served with tools for sharing, giving the championship belt to dessert. Even with proper tools, dessert still has more sauces and melting than appetizers.
Also remember dessert is generally a huge opportunity for a restaurant to make a profit, the same profit and sales that keep doors open and people working. While sometimes it means taking one for the team and making the espressos and waiting for dessert, it is a good way to also show managers, owners and chefs you care.
Now go sell dessert, but to every table, on the same note, offer it to no one.
Cheers Friends
Make Money!