I’ve spent time on both sides of the dining experience, first as a server and bartender, and now as a personal chef hosting in-home dinner parties and preparing weekly meals for private clients. No matter the setting, one thing has always been true: Guests are more willing to spend when they feel taken care of, not sold to.

I see this play out every week. Whether I’m planning a multi-course dinner party or curating meals for busy families, perceived value, thoughtful recommendations, and timing matter just as much as the food itself. That front-of-house mindset still shapes how I approach menus, pairings, and guest experience, even outside a traditional restaurant environment.

Chef Chat

That’s why my conversation with Chef Greg Matthews, from Performance Foodservice in Little Rock, feels especially relevant. An ACF Certified Executive Chef with an extensive background spanning hotels, hospitals, country clubs, catering, and restaurants, Chef Greg now serves as an Executive Chef and Business Review Specialist with Performance.

He works directly with operators across a five-state footprint, helping them navigate everything from FOH and BOH operations to recipe development, kitchen layout, and P&L management. That hands-on perspective gives him a clear view of what actually moves the needle. When it comes to boots on the ground, Chef Greg believes success comes down to collaboration, strategy, and authenticity.

We took a deep dive into what actually drives higher check averages: How front- and back-of-house teams can work together, designing smart menus and how the right products make premium upgrades, shareables, and desserts feel effortless rather than forced.

“The right way to boost check averages is to make it feel like hospitality — not a sales pitch.”

FOH + BOH Collaboration

Chef Greg emphasized that real check growth happens when BOH designs dishes with upsell potential, and FOH knows how, and why, to sell them. One standout example came from opportunity buying. “We got a great deal on strip loins, which gave us better margins than usual. That allowed us to add two shrimp as an upgrade and still come out ahead,” he said. “The perceived value was huge, and with suggestive selling from FOH, it sold out quickly.”

For Chef Greg, increasing check averages isn’t about simply raising prices. The right tools work best when paired with strong execution. The key, he said, is menu knowledge. When servers truly understand the food, guests perceive that as care and not a pitch.

And when they have a strong incentive to sell, they are more likely to buy into the strategy. For a no-cost revenue boost, run a check-average contest with FOH staff. Skip cash prizes and let winners choose their schedule for the following week. It’s motivating, effective, and free.

FOH Language That Works

• “Highly recommend”
• “Best seller”
• “Crowd favorite”
• “Personal favorite”
• “Make that a double?”

“When FOH understands why a dish works, upselling becomes natural.”

Menu Design That Encourages Spending

Chef Greg pointed to menu layout as a powerful but often overlooked tool. Single-column menus reduce choice paralysis, while strategic placement, like the “golden triangle” where the eye naturally lands, guides ordering behavior. Highlighting items with boxes, bold text, or subtle color cues further increases visibility and draws the gaze to upgrades and premium products.

Add-ons and upgrades are easy ways to boost the price of standard dishes. But not every dish can be upgradeable. “A $64 filet is less likely to get add-ons,” chef noted. “But salads and pastas are perfect candidates for protein upgrades.”

Low-cost add-ons often deliver the strongest return:

• Sauces that cost under 50 cents can sell for $3 or more
• Proteins like West Creek® Bacon could command around a $2 upcharge

“One effective strategy is to include one higher-priced item to make the rest of the menu feel more approachable.”

Icing on the Cake: Desserts

To add value and not just turnover time to the table, desserts should be designed for speed and consistency. And chef called Roma® Tiramisu a standout in this category. Its authentic, homemade appearance and balanced sweetness make it an easy sell, especially when paired with coffee or a specialty drink like a Coda Coffee® S'mores Blended Martini.

And if you’re trying to shorten table time while lengthening check average, he emphasized that you should “never underestimate the power of to-go desserts.”

Suggested pairings within the dessert menu can also help boost averages for the sweet dishes enjoyed at the table. When it comes to pairings, Chef Greg follows three principles: match intensity, find complementary flavors, and balance fat with acid. One unexpected hit? An IPA paired with carrot cake. “The sweetness balances the hops. The pairing surprises guests and elevates the experience.”

“If dessert is easy to serve, it’s easy to sell.”

Trends That Drive Check Growth

Shareables and prix fixe menus remain strong performers in this category. “Larger plates at higher price points often lead to multiple orders,” he said. A prix fixe menu once turned typically slow Tuesday service into a strong night at one of his restaurants.

Tableside service is also making a comeback. “It’s new for younger generations and creates an experience guests are willing to spend more on.” Special touches like homemade guacamole made-to-order, freshly prepared Caesar salads or a dedicated server for carving steaks add value to the experience.

And guests are more willing to spend when they perceive value. Deals like two for $20, seasonal LTOs, and special-occasion dining all drive higher checks. Chef Greg also highlighted the power of reservation data to identify birthdays, anniversaries, and allergies, which allows staff to personalize recommendations and be prepared for everyone that walks through the door.

“Dare to think outside the box, be creative, and be willing to take a chance. That’s how you separate yourself from the competition.”