The first step is to analyze market share based on seasonal revenue for each group.

G1 and G2 show low revenue relative to their market share. Combined, they represent 49% of total restaurant traffic but only 33% of total revenue, making them priority groups with strong growth potential.

G3 naturally accounts for a higher share of revenue due to larger average party sizes. However, because these customers already represent significantly larger groups—approximately twice the size of other segments—upsell opportunities are more limited.

G4 can be considered a benchmark group, with a near 1:1 ratio between traffic share and revenue share, indicating balanced and efficient monetization.

Here we look at the distribution of sales by group over the summer.

G3 : This group sees a “service surge” between weeks 29 and 33 that represents 15% of the summer revenue. We need to be ready for this window and switch our operational strategy to catch maximum profit.

The other groups see an increase between weeks 29 to 35 but are much more stable. Their strategy needs to be equally applied all summer.

Our benchmark goal is to shift more customers toward their group’s median spend, minimizing behavioral friction while delivering significant profit gains.

G1: The wide gap between Q1 and the median indicates a highly elastic low-spending segment with strong theoretical upsell potential.

G2 & G3: The relatively narrow range between Q1 and median indicates lower individual spending elasticity.

• For G2, this suggests focusing on premiumization by transforming individual add-ons into premium drink options.

• For G3, upsell opportunities may come from aggregating individual add-ons within large parties into shared items, such as an additional meal to share or extra bottles of wine.

G4: These customers appear highly receptive to upsell, allowing for a more straightforward strategy to encourage higher spending with minimal friction.

We will start by defining our upsell strategy for alcohol and premium drinks by customer group.

G1: Acknowledging their high elasticity but low response to alcohol and premium drinks, we will focus on offering a wider range of drink options. The objective is to attract these customers toward new items through variety and discovery.

G2 and G3: These groups show lower individual elasticity and a medium response to alcohol and premium drinks. To leverage this, we will focus on upgrading existing drink choices rather than introducing entirely new products. Upsell strategies will emphasize shared options, such as wine bottles instead of glasses or pitchers instead of individual pints. For more curious customers, smaller-format drinks can also be offered to encourage trial of multiple items.

G4 : This group is already likely ordering premium drinks. Upsell efforts should therefore focus on increasing the number of rounds through more proactive and attentive service.

G1 and G4 have low conversion rates from appetizers to full meals but show high elasticity, indicating a strong opportunity to convert appetizer orders into main courses. If this group sticks to appetizers, we can increase the number of rounds to sell more appetizers and potentially more drinks.

G2 shows a medium conversion rate and low elasticity. To minimize friction, appetizer-to-main upgrades should be offered through bundled options, such as combining two small, shareable appetizers into a single main-course equivalent.

G3 already has a strong conversion rate. Given the larger party size and lower elasticity, revenue growth should focus on additional shareable items such as extra appetizers, desserts, and side items rather than pushing full meal upgrades.