What are premium menu items in a restaurant?

Premium menu items are high-quality, often higher-priced dishes that offer superior ingredients, unique preparation methods, or exclusive presentation. They typically yield higher profit margins for restaurants.

Why is it important to promote high-margin dishes?

Promoting high-margin dishes helps increase overall profits without significantly increasing operating costs. These items also help elevate a restaurant’s brand image and guest perception.

How can staff training influence premium item sales?

Well-trained staff can upsell premium dishes more effectively by highlighting their value, taste, and exclusivity, ultimately encouraging guests to spend more and enhancing their dining experience.

What role does menu design play in promoting premium items?

Strategic menu design, such as using visual cues, item placement, and descriptive language, can draw attention to premium items and subtly encourage diners to choose them.

Can loyalty programs help in selling more premium items?

Yes, loyalty programs that offer exclusive rewards for purchasing premium items can incentivize guests to try them more frequently, boosting both sales and customer retention.

5 Creative Ways to Promote Premium Menu Items and Increase Profits

20 March 2025

Martins Udotai

"Most restaurants are killing their premium menu items with lazy marketing." In my years running DineSurf and analyzing data from hundreds of African restaurants, I've seen the same mistake repeatedly: fantastic premium dishes buried under generic 'specials' promotions or hidden in menu corners. When a restaurant in Lagos transformed their premium item promotion strategy using the methods I'm about to share, they saw a 120% increase in high-margin dish sales within three weeks.

If you think posting food photos on Instagram is enough to sell your premium dishes, you're leaving serious money on the table.

TL;DR

Transform your premium menu items into must-try experiences through strategic storytelling, social proof, and innovative presentation. Our partner restaurants have seen 40-85% increases in premium item sales using these five methods. Success comes from creating desire and exclusivity while making premium options feel accessible.

The Theater of Premium Dining
Strategic Social Proof
The Limited Access Strategy
Interactive Menu Experiences
Cultural Storytelling Power

1. The Theater of Premium Dining

Forget simple table service - create a show. One of our partner restaurants in Accra increased their premium dish orders by 85% through tableside finishing. Their signature Seafood Okra, priced at ₵350, transformed from a tough sell to their most photographed dish when they started finishing it tableside with smoking hot red palm oil and dried crayfish.

What You Can Do Today:

Identify dishes that can incorporate tableside elements
Train staff in theatrical presentation
Create Instagram-worthy moments
Design custom serving vessels or presentations

Success Story: A fine-dining Nigerian restaurant partner saw their premium pepper soup orders triple after introducing a traditional clay pot service with aromatic steam release at the table. The experience became so popular that guests started requesting tables near where it was being served.

2. Strategic Social Proof

Our data shows that people are 4x more likely to order premium items when they see others enjoying them. One of our most successful partners in Lagos created a "Chef's Table Experience" visible from the main dining room, where premium dishes are served to selected guests. The visibility of these special experiences led to a 65% increase in premium menu orders from regular dining room guests.

Implementation Strategy:

Create visible VIP dining areas
Use strategic table placement for premium dishes
Train servers to time premium dish deliveries for maximum visibility
Implement a digital display of real-time orders

3. The Limited Access Strategy

Scarcity drives desire. When one of our partner restaurants introduced a "Limited Edition" section of their menu with just three premium dishes that change weekly, these items consistently outsold regular premium dishes by 90%.

Key Components:

Create genuine scarcity (limited ingredients or preparation time)
Use digital displays showing remaining portions
Implement a reservation system for specific premium dishes
Develop a "Chef's Secret Menu" available to select guests

4. Interactive Menu Experiences

Static menu descriptions are dead. Our top-performing restaurants use QR codes next to premium items that launch immersive experiences showing:

The dish's creation process
Ingredient sourcing stories
Customer testimonials
Pairing recommendations

One partner saw a 70% increase in premium dish orders after implementing these digital storytelling elements.

5. Cultural Storytelling Power

The most successful premium items tell a story that resonates with cultural identity and aspirations. A restaurant in Nairobi doubled their premium traditional dish sales by connecting each item to specific cultural celebrations and family traditions.

Storytelling Elements:

Connect dishes to cultural heritage
Share ingredient sourcing stories
Link to special occasions
Create family legacy narratives

Implementation Tips

Start Small:

Choose your top 3 premium items
Implement one strategy at a time
Measure results meticulously
Train staff thoroughly
Gather customer feedback

Avoid These Common Mistakes:

Over-complicating presentations
Ignoring staff comfort levels
Focusing only on price points
Neglecting local preferences
Inconsistent execution

Final Thoughts

Premium item promotion isn't about pushing expensive dishes – it's about creating experiences worth paying for. Through DineSurf's platform, we've seen that restaurants successfully promoting premium items don't just see higher profits; they create stronger brand loyalty and word-of-mouth marketing.

Remember: Your premium items should be your pride, not just your profit center. When you create genuine excitement around these dishes, the sales will follow naturally.

About the Author: Martins Udotai is the CEO of Dinesurf, a restaurant technology platform serving restaurants across Africa and ethnic cuisine establishments globally. By blending data analytics with cultural insights, he helps restaurants transform their premium offerings into must-try experiences.