A Luxury Academy 5-Day Challenge

Food & Beverage Upselling

increase revenue in 30 minutes a day
without taking staff off the floor

For teams of 6+

Food & Beverage Upselling

5-Day Challenge to Increase F&B Revenue Without Taking Your Staff Off The Floor

£95.00 Per Person

Are you looking for ways to increase the average check value within F&B? That’s exactly what the Luxury Academy 5-day challenge will help you do.

With our simple 5-day challenge, your staff will get the latest training on how to increase their food and beverage upselling abilities, and that means more bottom-line profits for your outlets.

The 5-Day Challenge provides:

  • 5 daily training videos your staff can quickly watch and implement each morning.
  • 5 daily challenges  your staff participate in and work on each day.
  • 2 live online zoom classes with focussed upsell topics and challenge accountability.

This challenge is an easy and fun way to quickly and permanently improve the skills of your staff and increase the average check value within your F&B Department.

Sign your team up today and  get started!

Upselling Food and Beverage
Play Video


Upselling in a Food & Beverage environment is no different. The cocktail of the day, a special bottle of wine, dessert, cheese, port, brandy, even an Irish coffee. All are your way of offering your guest the opportunity to upgrade and enhance their experience with you.

Food & Beverage staff intensely dislike upselling because they feel it is pushy, embarrassing and “if the guest wanted it, they’d ask for it”. But think back to the airline check-in, you wanted it, but did you ask for it?


Imagine for a moment that you’re about to get on a six hour flight. You get to the check-in desk and the airline check-in assistant asks you this question “I have an available seat in Business Class, would you like me to upgrade you from economy for an addional fee of £75?

More legroom, better food, more comfort and a dramatically enhanced experience. Would you accept the offer of an upgrade? I know I certainly would and so would your guests.

Upselling in Food and Beverage

The embarrassment is real

A couple are sitting in your station. Young, newly married and enjoying each other’s company. You overhear that it’s last meal they’ll share for two years because one is deploying abroad with the military. They’ve chosen your restaurant for this meal. Your only task is to make this meal unforgettable.

Are you embarrassed to offer cocktails? Champagne? Starters? Wine? No, of course not. Why? Because you’re helping to make memories, why would you be embarrassed about that.


Stop Selling, Start Enhancing

An elderly couple are sitting at your station. You get talking and discover they’re celebrating the birth of their first grandchild who was born that day in Australia. You remark that it would be a great idea to celebrate with two glasses of Jacobs Creek Sparkling wine from Australia.

Did you upsell two arrival drinks? Sure you did. But did you enhance their experience? Most certainly. Have you created an experience? Almost definitely.


Playing with Words

Words have impact. They can help you predict guest behaviour and they can help you guide guest behaviour. Common phrases can be replaced  that put you in control of the guest interaction.

“Would you like to see the wine list”. Replace it with “Let me get you the wine list”. Simple changes in language allow you to guide the guest and make enhancing an experience much easier.


Enhancing the main event

Wine, water and side dishes make the most profit for most restaurants. Everyone, including the guest, knows the trick of “still or sparkling” when they ask for water.

Most don’t expect you to ask “chilled or room temperature”. “Would you like to order wine with your meal?” No thank you. “We have a very nice Merlot that will go very well with your steak, we also serve it by the glass if you’d prefer that”. Oh, that sounds nice.

People are scared of choice, remove it and enhance their experience.


Sweetening the experience

Most people actually want dessert, but the majority of people are embarrassed to order it. This is why the very first thing a guest says when you ask the question about dessert, isn’t directed at you but at their companion.

The question is so common that you probably don’t even notice it anymore. That question is… “Are you going to have dessert?” If the companion answers no, then both will say no, if the companion answers yes, then chances are both will say yes. Your job is to remove the indecision.


Live Classes

Live classes last approximately one hour and take place over zoom on Wednesday and Friday.  They are an excellent way to get feedback and to dig deeper into more complex subjects.

  • Wednesday: The Language of Sales
  • Friday: Non-Verbal Communication in Sales

Meet your tutor

Paul Russell is an international trainer and speaker with approaching 20 years of experience working with some of the world’s most recognisable international brands and companies.

Paul is co-founder and managing director of Luxury Academy London which specialises in luxury skills development across the world.

Paul was born and spent his formative years in Mumbai India where he was privately educated by a team of three international tutors until 12 years of age. At twelve he was sent to England to complete his education and A-Levels at boarding school

Paul holds a BSc, MSc and Doctorate in Workplace Psychology.

Paul regularly features in the media and has been interviewed by Sky, BBC, ITV, Times of London, Daily Mail, Entrepreneur Magazine, Family Office Magazine and Luxurious Magazine.


The last six weeks have been one of the most inspiring, insightful and rewarding moments in my learning life. I came to look forward to every Saturday evening like a child looking forward to a candy..
I had a wonderful learning experience. New insights in a lot of areas that I have always assumed to be good at. I definitely emerge with additional knowledge and practices
One of the best trainings I have ever been involved in. My best moments are during the live classes when you get to learn from Dr Russell directly. I am a lot loaded with more idles and information
It was an awesome experience, amazing content, and our tutor has a great mastery of content, sense of humor and personality. I am glad to have my studies at Luxury Academy, very practical and tailored to real world.
It was a great experience and I learnt a lot the program was well structured and the tutor was extremely wonderful in the overall the experience is remarkable and I personally look forward to advancing my studies with the Academy.
This training has had a profound effect on me and my work place .Am more confident as a manager and a leader, looking forward to learn more . Thanks DR Russell.You are an amazing teacher. Very practical and real .

Contact us about this course.

Scroll to Top
Chat with us
Student Support
Welcome to Luxury Academy London. Do you have a question we can answer for you?

You can chat to us via WhatsApp if you need assistance. It will be our pleasure to help.