Using Flavor to Increase Guest Spend
6/5/2026
In today’s restaurant landscape, guests aren’t chasing the cheapest option, they’re chasing the best experience for their money. That shift opens the door for operators to grow revenue naturally, simply by leaning into what customers already value most, great flavor, quality texture, and memorable menu moments.
The data is clear, flavor‑driven choices don’t just delight guests, they’re one of the most effective upselling techniques in restaurants. When operators focus on delivering craveable flavor experiences, they improve guest satisfaction and increase check spend without the pressure or awkwardness of a traditional upsell.
Start with perceived value
Modern diners don’t define value solely by price. Datassential reports that only 15% of customers define value as the cheapest option.1 For the vast majority, value is delivered through experience, through something that feels worth choosing.
Even more telling: 69% of customers say that great taste and craveability are the strongest signals of value.1
This is good news for operators. Instead of relying on promotions with thin margins, restaurants can build a value‑driven upselling strategy by offering flavor upgrades, premium add‑ons, and specialty items that guests want to choose.
This approach is also the answer to a question operators ask constantly: “How do I upsell without being sleazy?” By focusing on flavor and experience, not pressure, you create natural, guest‑led trade‑ups.
Lead with flavor, your most effective upsell
Flavor is the single most compelling reason a guest will voluntarily spend more. Technomic’s research backs this up:
57% of consumers are willing to pay more for fries with better flavor.2
62% would visit a restaurant specifically for a unique fry offering.2
Fries offer operators a flexible base for introducing bold flavors and premium upgrades. Their familiarity and versatility make them a natural fit for flavor‑forward menu innovation.
A simple flavor shift, new seasoning, a global spice blend, or a signature dipping sauce can transform a familiar item into a premium, high‑margin choice. Guests don’t see this as an upsell. They see it as a treat, a reward, a reason to come back.
Use texture and visual appeal to justify a natural trade‑up
Flavor brings guests in. Texture seals the deal.
According to Technomic:
44% of consumers will pay more for a fry with a crunchier texture.2
44% are more likely to choose a secondary fry if it offers a different flavor or seasoning.2
27% will choose it simply because it looks more appealing.2
Texture and appearance are instant quality cues. They matter because they can be seen before the first bite, and guests trust what they see.
In an era where the customer experience drives spend, visually striking, crunchy fries offer immediate and obvious value, justifying a price bump without requiring a sales pitch.
Turn one base ingredient into multiple revenue drivers
One of the smartest upselling strategies in restaurants is increasing menu versatility, finding ways to take a single base product and transform it into multiple crave‑worthy offerings.
Fries are the perfect example.
With just one base fry in your kitchen, you can create an entire lineup of premium, high‑margin items by adding:
signature dips
housemade sauces
global flavor blends
familiar comfort toppings
spicy flavor kicks
umami‑rich drizzles
indulgent shareable builds
Looking for menu inspiration? Check out the Trend Feast® Guide for inspiration on creating craveable dishes, available by joining Simplot+.
Make it easy for guests to choose the premium option
The most successful upselling techniques in restaurants are the ones that feel effortless, for both guests and staff. Flavor‑forward strategies achieve this flawlessly.
When guests see a menu item described with words like:
crispy
bold
seasoned
loaded
global
chef‑crafted
signature
housemade
…they don’t need to be “sold” anything.
They choose the premium option because it genuinely sounds more exciting.
Bring it all together: the flavor‑first upsell
Flavor. Texture. Visual appeal. Variety.
Together, these create a powerful upselling strategy that:
naturally increases guest spend
improves customer experience
strengthens your high‑margin menu mix
boosts revenues without extra labor
differentiates your restaurant
Lead with flavor. Let texture and appearance justify the trade‑up. Build multiple versions from one base item. And focus on experience, not pressure. It’s a simple shift that makes your menu more exciting for guests and more profitable for your operation.
Looking for the perfect fry? Find your perfect fry with the Simplot Fry Finder.
1 The Value Equation Hotshot Report, Datassentials, November 2025
2 Consumer and Operator Omnibus Results, Technomic, August 2025
