How to Sell More (and Better): Messaging, Cross-Selling and Smart Combos

In an increasingly competitive environment, offering exceptional products is no longer enough. How you present them, recommend them and combine them also makes a difference.

The good news? For cafés, bakeries, bake-off stores and foodservice businesses, small cross-selling actions and well-designed combos can translate into significant gains — and, most importantly, into a more complete and satisfying customer experience.

Here’s how to activate these levers with persuasive messaging, practical pairings and suggestions your customers will love.

1. The Power of Words: Messaging That Converts

The messages displayed on your counter, menu board — or even delivered verbally — have a real impact on purchasing decisions. Studies show that descriptive and suggestive language increases the likelihood that a customer will accept an additional recommendation.

“This coffee pairs beautifully with…” suggests a natural consumption pairing. You can apply it to products such as the Caramel Biscuit Muffin, Hoops Party or the Custard Cream Braid. “Would you like to try our most popular product today?” highlights a specific item while building trust and curiosity. The Chocolate Cream Braid, the Hot Dog Puff Pastry or the Cheese & Bacon Snecken are excellent examples.“For just €X more, you can add…” clearly communicates the additional price, reinforcing transparency and perceived value. The Mini Danish Assortment works especially well in this context.

Avoid generic phrases such as “Anything else?” and replace them with more specific suggestions to improve conversion and enhance the customer experience.

2. Cross-Selling: Recommending with Purpose

Cross-selling consists of offering complementary products to what the customer is already choosing. The key is recognising which items naturally work well together and presenting them as an opportunity.
Recommend only products that truly pair well and do so once the customer has made an initial decision. One or two suggestions are enough. Examples: If they order a cappuccino, suggest: “Add a Custard & Egg Yolk Braid for €X.” If they choose a savoury option like a Kebab Panini, propose pairing it with crispy fries for €X. If they opt for a Cheese Stick, complete the experience with a chilled beverage.