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5 reasons restaurants should sell more desserts

This video post is part of Sullivision on, a resource center for restaurants looking for service, leadership and sales-building techniques from industry expert and NRN columnist Jim Sullivan.

In full-service restaurants, most operators focus first on selling beverages and starters and then they focus on selling specials. This relegates desserts to not only the back of the menu, but also to the rear of menu merchandising priorities.

That's too bad, because selling more desserts not only generates profit from the dessert itself but also for five other items in the “Dessert Zone” that most managers and servers fail to consider. This short video, excerpted from the DVD 60 Second Lessons in Leadership, illuminates the five additional sales that just one dessert sale can generate.

Life’s short; eat dessert first. But first share these great insights with all of your servers and managers.

Jim Sullivan is chief executive and founder of, which designs leadership, service and sales-building products, programs and services for the Top 200 restaurant and retail brands worldwide. Clients include McDonald’s, American Express and Walt Disney Company. More information on Sullivision and its products and services can be found at

Follow Jim Sullivan on Twitter, Pinterest and LinkedIn: @Sullivision

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