Event Food Upselling Ideas That Actually Work

Event food businesses often focus heavily on footfall. More people through the queue usually feels like the safest path to higher revenue. In reality, increasing the value of each transaction is often the faster, more reliable and less stressful way to improve profits.

Upselling at events does not mean slowing queues or pressuring customers. When done correctly, it happens naturally, feels optional and often improves the customer experience rather than harming it. The most successful event traders use simple, visible upgrades that customers understand instantly.

This guide explains how to increase average order value using upselling methods that work in fast paced event environments. Every idea is designed to be quick, clear and easy to implement without changing your core menu or adding operational complexity.

Why Upselling Matters More Than Volume at Events

At events, there is a natural ceiling on footfall. You can only serve so many customers per hour, especially during peak times. Chasing higher volume often means longer queues, stressed staff and rushed service.

Upselling works differently. Instead of serving more people, you make each sale slightly more valuable.

For example:

• Serving 300 customers at £5 each generates £1,500
• Serving 300 customers at £6 each generates £1,800

That £1 increase per customer adds up quickly, without any increase in staffing, pitch size or trading hours.

Even more powerful is the idea that you can sometimes serve fewer customers and still make more money. Shorter queues improve customer satisfaction, staff performance and overall presentation.

Upselling also does not have to feel pushy. The best event upsells are visible, optional and fast. Customers often appreciate being shown a better or more fun option, especially at leisure events.

The Golden Rule of Event Upselling

Upsells must be fast, visible and optional.

This rule applies across every product type and every event environment.

Fast
The upsell must not slow production or decision making. If it adds time to the queue, it will eventually cost you sales.

Visible
Customers should see the upgrade before they are asked. Visual prompts do most of the selling without staff having to explain.

Optional
Customers should feel free to say no. A simple yes or no choice is all that is needed.

Good upsells do not introduce complicated decisions. They are small, obvious improvements that feel worth the extra cost.

Proven Upselling Ideas by Product Type

Popcorn Upsells

Popcorn is one of the easiest products to upsell because the base cost is low and customers already expect variety.

Size upgrades

Offer clear size steps:

• Small
• Regular
• Large

Display the price difference clearly and keep it simple. A £1 step between sizes works well at most events. Many customers automatically choose the middle or top option when they see it.

Flavour upgrades

Beyond sweet or salty, premium coatings add strong perceived value:

• Caramel
• Chocolate drizzle
• Coloured coatings for kids events

These upgrades are fast to apply and visually appealing.

Topping add-ons

A simple fixed price works best.

Example staff prompt:
Would you like caramel drizzle for £1 extra?

This is a closed question that encourages a quick decision.

Kids focused upgrades

For family events, colour coated popcorn or themed packaging increases spend without resistance. Parents are often happy to pay slightly more for something visually fun.

Candy Floss Upsells

Candy floss already feels like a novelty item, which makes upselling feel natural rather than sales driven.

Multi-colour candy floss

Offering two or three colours instead of one adds visual impact and justifies a higher price point.

Flavour boosts

Flavoured sugars such as strawberry or blue raspberry are easy to apply and allow a clear upgrade option.

Premium cones or tubs

Printed cones or sturdy tubs increase perceived quality and reduce mess, which parents appreciate.

Glow sticks or themed sticks

At evening events or festivals, glow sticks are one of the highest converting upsells. They are highly visible and appeal to both children and adults.

Waffles and Dessert Upsells

Desserts offer strong upselling potential because customers already expect customisation.

Topping bundles

Instead of offering many individual add-ons, group them into bundles.

Examples:

• Chocolate lovers bundle
• Fruit and cream bundle
• Kids topping bundle

Bundles reduce decision fatigue and increase spend per order.

Premium sauces

Named sauces such as Nutella, Biscoff or white chocolate feel like an upgrade even when the portion size is small.

Add ice cream for a fixed price

This is one of the strongest dessert upsells.

Example:
Add a scoop of ice cream for £2

Fixed pricing keeps the decision simple and production predictable.

Slush and Cold Drink Upsells

Slush and cold drinks are ideal for upselling because customers are often already thirsty and in a good mood.

Larger cup upgrades

A simple message works best:

Large for £1 extra

Most customers understand this instantly without explanation.

Mix two flavours

Allowing customers to mix flavours adds fun and encourages experimentation. This works particularly well with clear cups where the colour contrast is visible.

Reusable or branded cups

Reusable cups appeal to environmentally conscious customers and offer a practical souvenir. They also reduce repeat cup costs over longer events.

The Power of Bundles and Combos

Bundles consistently outperform individual items because they feel like better value, even when the saving is small.

Customers like the idea of getting more for slightly less, especially at events where prices are already expected to be higher.

Why bundles work

• Fewer decisions
• Higher perceived value
• Faster ordering
• Better margin control

Example event bundles

• Popcorn and slush combo
• Waffle and drink combo
• Kids combo with smaller portions
• Adult combo with premium items

Pricing psychology

Bundles should clearly show the saving, even if it is modest. A £1 saving is often enough to push a customer towards the bundle option.

Use language such as:

• Best value
• Event special
• Popular combo

Visual Upselling: Sell Without Speaking

The strongest upselling happens before staff say a word.

Clear menu boards

Menus should be easy to read from a distance and show upgrades visually rather than with long descriptions.

Use photos instead of text

Images of large sizes, premium toppings or colourful products do more than words ever can.

Highlight popular choices

Labels such as Most Popular or Customer Favourite guide decisions without pressure.

Colour coding for kids

Bright colours attract attention and naturally guide younger customers towards higher value options.

When visual upselling is done well, staff only need to confirm the choice rather than explain it.

Mistakes That Kill Upselling

Even good upsell ideas can fail if they are implemented poorly.

Too many choices

More options slow queues and overwhelm customers. Focus on a few strong upgrades instead.

Hidden pricing

If customers have to ask how much an upgrade costs, most will not bother.

Staff forgetting to ask

Upsells should be part of the standard order flow, not an optional extra for staff.

Upsells that slow production

If an upgrade adds noticeable preparation time, it can reduce overall revenue by slowing service.

Event Type Upselling Strategies

Different events respond better to different upsells.

Kids events

• Colour
• Novelty
• Fun packaging
• Simple choices

Festivals

• Larger sizes
• Fast combos
• Strong value messaging

Corporate events

• Premium presentation
• Higher quality toppings
• Cleaner packaging

Matching upsells to the audience increases acceptance and reduces resistance.