Event Upselling Ideas That Increase Profits Without Slowing Your Queue

Most event food businesses focus heavily on footfall. It makes sense. More people through the queue usually feels like the safest path to higher revenue.

But at busy events, footfall has a limit. You can only serve so many customers per hour, especially during peak times. That is why 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. It feels optional. In many cases, it improves the customer experience rather than harming it.

The most successful event traders do not rely on pushy selling. They use simple, visible upgrades that customers understand instantly.

In this guide, you will learn 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 unnecessary operational complexity.

Why Upselling Matters More Than Volume at Events

At events, there is a natural ceiling on footfall. Even if demand is high, you can only serve so many customers per hour. Your pitch size, equipment, staffing, and production speed all create a limit.

When you chase higher volume, you often run into the same problems:

• Longer queues

• Stressed staff

• Rushed service

• More mistakes

• Lower customer satisfaction

• Lost sales from people walking away

Upselling works differently. Instead of trying to serve more people, you make each sale slightly more valuable.

Here is a simple example:

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

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

That extra £1 per customer adds up quickly. You are increasing revenue without increasing staffing, pitch size, trading hours, or workload.

In some cases, upselling is even more powerful because it can allow you to serve fewer customers while still earning more. Shorter queues improve customer satisfaction. They also help staff stay calm and consistent, which improves presentation and speed.

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

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 needing to explain.

Optional

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

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

How to Upsell at Events Without Being Pushy

Upselling works best when it feels like part of the menu, not a sales tactic.

Here are the most important principles:

Keep upgrades simple

If customers need a long explanation, it is too complicated for an event queue.

Use fixed pricing where possible

Fixed pricing makes decisions quicker. It also makes training easier for staff.

Make upgrades easy to deliver

If an upsell causes delays, it can reduce revenue overall.

Use visual prompts

A great sign or menu board can do more than staff ever could.

Make it feel like a choice

Customers should feel in control. The moment it feels like pressure, conversion drops.

Proven Event Upselling Ideas (By Product Type)

Below are upselling ideas that work across real event trading environments. They are designed to increase average order value without adding stress or slowing service.

Popcorn Upsells

Popcorn is one of the easiest products to upsell. The base cost is low, margins are strong, and customers already expect variety.

1) 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 naturally choose the middle or top option when they see it. They often want the “right amount” and will upgrade to avoid feeling like they are buying the smallest option.

Tip: Make the large look noticeably bigger. A strong visual difference makes the upgrade feel worth it.

2) Flavour upgrades

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

• Caramel

• Chocolate drizzle

• Coloured coatings for kids events

These upgrades are quick to apply and instantly visible. That makes them ideal for fast queues.

3) Topping add-ons

A simple fixed price works best.

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

This works well because it is a closed question. Customers can answer quickly without thinking too much.

4) Kids-focused upgrades

For family events, colour coated popcorn or themed packaging can increase spend with very little resistance.

Parents are often happy to pay slightly more for something that looks fun. If it makes their child smile, it feels worth it.

Candy Floss Upsells

Candy floss is already a novelty item. That makes upselling feel natural rather than sales-driven. Customers are often buying it for the experience as much as the product.

1) Multi-colour candy floss

Offering two or three colours instead of one adds instant visual impact. It also creates a clear reason for a higher price point.

This works especially well at kids events and family attractions, where customers love anything that looks fun and photo-friendly.

2) Flavour boosts

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

The key is to keep it clear and familiar. Customers should understand the flavour without needing an explanation.

3) Premium cones  or tubs

Printed cones or sturdy tubs increase perceived quality and reduce mess.

This is a big win for parents. Less mess means a happier customer, which makes them more likely to buy again later.

4) Glow sticks or themed sticks

At evening events or festivals, glow sticks are one of the highest converting upsells.

They are highly visible, they feel exciting, and they appeal to both children and adults. They also create a “look what I’ve got” moment, which can lead to more sales through social proof.

Waffles and Dessert Upsells

Desserts offer strong upselling potential because customers already expect customisation. A dessert feels like a treat, so people are more open to upgrades.

1) Topping bundles

Instead of offering lots of 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. They also make ordering faster because customers can choose one option instead of building a custom order.

2) Premium sauces

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

The name alone adds perceived value. Customers often recognise these brands and associate them with quality.

3) 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. It also makes production predictable, which is essential during busy periods.

Slush and Cold Drink Upsells

Slush and cold drinks are ideal for upselling because customers are often thirsty and in a good mood. The decision is usually quick, which makes upgrades easy to add.

1) Larger cup upgrades

A simple message works best:

Large for £1 extra

Most customers understand this instantly. You do not need to explain it. They can see the size difference and decide quickly.

2) Mix two flavours

Allowing customers to mix flavours adds fun and encourages experimentation.

This works especially well with clear cups where the colour contrast is visible. The visual element makes it feel more exciting and worth paying for.

3) 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. If customers keep the cup and come back for refills, you can increase repeat purchases while lowering packaging costs.

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. This is especially true at events where higher prices are expected.

Why bundles work so well

Bundles increase sales because they offer:

• Fewer decisions

• Higher perceived value

• Faster ordering

• Better margin control

A good bundle also helps customers feel confident. Instead of wondering what to choose, they pick the combo and move on.

Example event bundles

• Popcorn and slush combo

• Waffle and drink combo

• Kids combo with smaller portions

• Adult combo with premium items

Pricing psychology for bundles

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 simple value language such as:

• Best value

• Event special

• Popular combo

These phrases guide decisions without pressure.

Visual Upselling: Sell More Without Speaking

The strongest upselling often happens before staff say a word.

If your menu, signage, and product display are clear, customers will often upsell themselves.

Use clear menu boards

Menus should be easy to read from a distance. They should show upgrades clearly without long descriptions.

Use photos instead of text

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

A customer should be able to look at your menu and instantly think, “That one looks best.”

Highlight popular choices

Labels such as “Most Popular” or “Customer Favourite” guide decisions without making customers feel pressured.

People often follow the crowd. If they see a popular option, they feel more confident choosing it.

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 at Events

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. Clear pricing increases conversion.

Staff forgetting to ask

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

If it is not built into the script, it will get missed during busy periods.

Upsells that slow production

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

The best upsells are quick to deliver and easy to repeat.

Event Type Upselling Strategies

Different events respond better to different upsells. Matching your upgrades to the audience increases acceptance and reduces resistance.

Kids events

Kids and families respond best to:

• Colour

• Novelty

• Fun packaging

• Simple choices

Festivals

Festival crowds tend to respond well to:

• Larger sizes

• Fast combos

• Strong value messaging

Corporate events

Corporate events often suit:

• Premium presentation

• Higher quality toppings

• Cleaner packaging

When your upsells match the audience, they feel natural. Customers are more likely to say yes, and your team finds it easier to sell.

Final Thoughts: Small Upgrades, Big Results

Event trading can be intense, especially during peak rush. That is why upselling works best when it is simple.

You do not need complicated menu changes or slow upgrades. You just need a few clear options that customers can understand instantly.

Start with one or two strong upsells. Make them visible. Keep the pricing simple. Train staff to offer them naturally.

Over time, small improvements in average order value can create a major increase in revenue, without adding stress to your setup.

Frequently Asked Questions (FAQ)

What is upselling at events?

Upselling at events is the process of encouraging customers to choose a higher-value option than the basic product. This could be a larger size, extra topping, premium flavour, or a bundle deal. The goal is to increase your average order value without needing more footfall.

Does upselling slow down queues at busy events?

It should not. The best event upsells are designed to be fast and simple. If an upsell adds too many choices or slows production, it can reduce overall sales. Good upsells feel like a quick yes or no decision and take little or no extra time to serve.

What are the best upsells for event food stalls?

The best upsells are the ones that are easy to understand and quick to deliver. Popular event upsells include:

• Size upgrades (small, regular, large)

• Premium toppings (Nutella, Biscoff, caramel drizzle)

• Add-ons (ice cream, extra sauce, sprinkles)

• Bundles and combos (snack + drink deals)

• Branded or reusable cups and packaging

How do I upsell without sounding pushy?

The easiest way is to keep it optional and visible. Customers should see the upgrade on your menu board before they order. Then staff can simply offer it as a normal part of the order.

Example prompts include:

• “Would you like to make that a large for £1 extra?”

• “Would you like to add ice cream for £2?”

• “Do you want the combo deal today?”

What is the easiest product to upsell at events?

Popcorn is one of the easiest products to upsell because the base cost is low and customers already expect size and flavour options. Candy floss and slush also upsell well because they are visual products and people often buy them for fun.

How much should I charge for upsells at events?

Most successful event traders keep pricing simple. Common pricing structures include:

• £1 extra for a size upgrade

• £1 extra for toppings or flavour upgrades

• £2 extra for premium add-ons like ice cream

• £1 saving on bundle deals to encourage higher spend

The best price depends on your costs, audience, and event type, but small steps usually convert best.

Do bundles and combos increase profit at events?

Yes. Bundles and combos often increase profit because they raise average order value and reduce decision-making time. Customers like the feeling of better value, even if the saving is small. Bundles also help you control margins by grouping items that work well together.

What are the best upsells for kids events?

Kids events respond best to upsells that are colourful, fun, and easy to choose. High-performing kids upsells include:

• Multi-colour candy floss

• Colour-coated popcorn

• Glow sticks or themed sticks

• Fun packaging or character-themed tubs

• Smaller “kids combo” bundles

Parents often spend more if the upgrade makes the product more exciting or less messy.

What are the best upsells for festivals and evening events?

Festivals and evening events usually convert well with:

• Larger sizes

• Mix-and-match flavours (especially slush)

• Combo deals for speed and value

• Glow sticks and light-up add-ons

• Premium toppings and “event special” upgrades

Festival customers tend to buy quickly, so simple upgrades work best.

How can I improve upselling without training staff heavily?

The quickest win is visual upselling. If your menu board clearly shows upgrades, prices, and photos, customers often choose the upgrade themselves. Staff then only need to confirm the order rather than explain options.

To improve upselling without heavy training:

• Use clear signage and pricing

• Highlight “Most Popular” options

• Keep upsells limited to 2 or 3 strong choices

• Build upsell prompts into your standard order flow