Stop Leading With the Cheapest Option

Most teams don’t undersell because they’re lazy.
They undersell because they’re trying to be “nice”.

They lead with:

• the cheapest wine

• the house pour

• the safe option

And without meaning to, they anchor the table low.

Here’s the behaviour to coach tonight:

You don’t start at the bottom.
You start at the middle.

The first recommendation sets the value ceiling for the table.

So this is what you tell your team:

Your default by-the-glass recommendation should be:

• solid quality

• easy to enjoy

• above your lowest price point

Not the cheapest.
Not the most expensive.
The one you actually want to sell.

Language to give them:

“I’d start you with a glass of X — it’s balanced, easy, and works across the menu.”

Why this matters:

• Guests rarely trade up from the first price they hear

• Starting mid-range makes upgrades feel reasonable

• Cheaper options still feel like a win if they ask

What to watch on the floor tonight:

• What wine is being recommended first?

• Where does it sit on the price ladder?

• Are guests saying yes faster?

Send this out in pre-shift.
Correct it in real time.
Debrief it in one line after close.

Nice doesn’t pay the bills.
Direction does.