The Upsell I Couldn't Say No To

I was lying down in the dentist’s chair, unable to speak, staring at the bright light. That’s when the dental hygienist thought it was a good time to pitch me on cosmetic work for my teeth. “It’s kinda like Invisalign.” I wish I could say I offered a sarcastic response, but the water tube kept filling my mouth and then we went on to flossing.

While I appreciate a good upsell, perhaps more than nearly anyone, this moment felt awkward, unnecessary, and forced. It would have been different if I’d led with something like, “So, I’ve been thinking about getting my teeth straightened out…” or even “Do you have any recommendations to make my smile even more beautiful?” Alas, no. I was just there for my 6-month checkup, praying that I’d make it home in time for the first meeting of the day.

If I was Secret Hoppin’ at my dentist, then they would have totally received the points for the upsell opportunity. In the taproom world, we still have room to improve with upselling to guests. Here are 2 of the easiest upselling opportunities for your team:

• Want another? Taproom staff are only asking guests if they’d like another drink on 60% of visits. And when they ask? Tabs are magically $7 higher.

• Beer to go! And as we’ve noted for nearly a decade, staff on average encourage to go beer only 19% of the time. But when they do suggest it, the guest makes the added purchase nearly 50% of the time.

However, it may not always be appropriate to "ask the question," as the dental hygienist proved. An upsell at the wrong moment makes the guest feel like just another transaction. I wasn't annoyed they offered something. I was annoyed they offered it while I couldn't speak, couldn't leave, and clearly hadn't asked for it.

The same applies behind the bar. A guest deep in conversation, a guest checking their watch, a guest who's clearly had enough. Those aren't upsell moments. The right moments are easy to spot too. A glass near empty, a guest scanning the tap list, a tab being closed. The numbers above only work because the ask feels like hospitality. Read the room first. Then ask.

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The data was collected from a set of 1398 unique taproom visits from January 1, 2024 to August 23, 2025. Each tab represents 2 guests and includes tax and tip.