Ensure a nice-looking Counter Product Display
Till Captain
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How to Train
The Till Juicer has always been the most important position. They are the face of the company who interacts with each guest and can increase the turnover of the store. Follow the steps below when carrying out Till Captain training:
Step 1: Attensi Certification
Play through the following Attensi modules until certified (4 stars):
- Till Captain
*Franchise Markets: Trainee to study e-Campus module
Step 2: Till Captain Videos
Trainee to watch the 8x Till Captain videos to get some inspiration in how the required actions can be carried out. Use the Till Captain training tag on WP2
Step 3: Training Goals Walk-Through
Trainer to explain each of the training goals and show the Trainee how each of the training goals can be carried out. Use the Till Captain training tag on WP2
Step 4: Personal Recommendation Prep
Trainer will discuss with Trainee what they are going to recommend this week? What is your juice / sandwich / coffee for the week?
Step 5: Practice Shifts
The following days, the Trainee practices all training goals until they are ready for the validation.
Step 6: Till Captain Validation
Carry out a module validation to measure performance. Use the validation tag: Till Captain Validation. If the Trainee passes, register the validation as passed in WP2 move on to the next module
Till Captain Cross & Upsell
Driving sales for Joe & creating a great guest experience!
Introduction
The Till Juicer has always been the most important position in a Joe & The Juice store, because they are the one person every single guest will interact with. They are the face of the company who needs to ensure that the guest receives a good first impression. When working at the Till, there are two main objectives:
GUEST EXPERIENCE: Give every guest a unique experience by interacting with them
INCREASE TURNOVER: Increase Avg. Ticket size, App Conversions & Turnover by asking the right questions to the guest
How to do Till Upsell
It is essential that the guest is offered a variety of options, including ones they might not desire at first when arriving in the store. When working on the till, there are a number of ways to cross & upsell to increase the avg. ticket size:
1. Regular as standard - Making sure all beverages are typed in as regular size, unless the Guest specifically asks for a small
2. Add On’s - Asking the guest if they would like their product with an extra ingredient
3. Cross Sales - Asking the guest if they would like a product from another menu category that goes well with their order
4. Paying with the App - Ask every guest if they are paying with the App
1. Regular Juice & Shake as Standard
Unless the guest specifically requests a Small Juice or Shake, we always process all Juices & Shakes as a Regular size at all times and never ask the Guest if the guest would like a small or regular.
If the Guest orders a Small Juice or Shake you can offer the Guest a Regular size or an add-on.
2. Add On's
Why does it matter to suggest add on’s?
Over time Juicers should become aware of the best possible combinations of extra ingredients in our products. Then ask yourself, why would you not want the guest to try the same combination as yourself? Most of the guest’s would enjoy going for a unique combination they haven’t tried before and feel exclusive by being offered something that is not on the menu.
THE WORST YOU CAN DO IS NOTHING.
Always push for the upsell - If your in doubt of what to suggest, suggest your own personal favourite.
Possible ways to give to recommend Add On’s
- May, I also suggest to add…
- Have you tried that with…
- My personal recommendation would be to add…
3. Cross-sales
We all know that a Sandwich just tastes better with a Juice on the side, and that a Coffee is enjoyed way more with a cake. It just requires you to ask the guest. The worst you can get is a “no, thank you” - and that is completely fine. However, the Till Captain can be satisfied with themselves knowing that they at least offered the guest the optimal product combination.
The ultimate goal is when the guest orders a Coffee, Counter Product, Juice and Food. We call this full circle!
4. Paying with the App
When taking payment from the Guest it's important to ask the guest if they are paying using the JOE app. Asking this at the end of every guest order consistently – ‘Would you like to pay using our app?’ – will help progress more of our guests onto the JOE app.
Remember that all new App users will get a free Sandwich after their first purchase.
Guest payment Journey:
The Impact of Upselling
If you sell all Shakes & Juices as Regular as standard, add an extra ingredient to their product or add an additional product to their order, you will have increased the Average Ticket Size. If you are able to cover all Till Upsell approaches, you are making a huge impact on the Avg. Ticket Size and ultimately the Turnover of the store.
If we manage to upsell and increase the average amount of money our guests spend (Avg. Ticket Size), we will also increase the total turnover! Even the smallest increase contributes to the bigger picture. So, keep this in mind every time you are taking the guest’s order.
The Impact of Guest using the App
Guests on the app tend to spend 2.4 times more money at Joe every year. That is why it can be beneficial for the store to create awareness of the App, when the Guest is paying.
Having the basics in order
Knowledge
To perform well with Till Upsell, make sure your knowledge about our products is up to date and that you aren’t afraid to share that knowledge with the guest. We all like to know what we are consuming even if we are not a health guru. This includes:
Till Station Setup
Before you begin upselling to guests, always check you have the following in order:
- Organised and filled Counter Display — Till station is also a craving station. The guest won’t buy anything that doesn’t look appealing.
- Croissants and cakes should have price tags — The guest is less likely to buy something they don’t know the price of.
- Clean and tidy Counter Area — Nothing else than Counter Products should be placed in this area.
- QR Code — Make sure that there is a QR code on the Counter-top next to the Till Station to easily direct the Guest to the App
Upsell Targets
Regular Juice & Shakes — 85%
Add on’s — 1 out of 4 / 25%
Average basket size — Focus on this one guest at a time
Paying with the App — 5% App Conversions. Ask every guest if they are paying with the App
Till Captain Videos
Activation & Direction
Guest Dialogue
Personal Touch
Personal Recommendations
Add On's
Cross-sales
Regular vs. Small
2onTillActivation
Commercial KPI Report
The Commercial KPI Report is your tool to keep track of the store performance.
THE WHY
The Commercial Report serves as a tool to empower your bars, aiming to increase in-store sales performance.
THE HOW
The Commercial KPI Report is found in the menu on the POS.
THE WHAT
The Commercial KPI Report consists of five KPI's:
THE FRAMEWORK
The Commercial KPI Report is build upon hitting targets:
REGULAR UPDATES
The Commercial KPI Report will be updated every second hour on the Point of Sale (POS) system, ensuring real-time access for all Juicers working in the bar.
At 9:00am, 11:00am, 1:00pm, 3:00pm, 5:00pm, 7:00pm, 9:00pm and 11:00pm. Time zone is Central European Time (UTC+1)
THE WHY
Turnover Target is based on SOM which gives a more unbiased turnover goal than index as it is not just based on last year's turnover. This leaves the team of each store in full control to reach their targets.
THE HOW
To reach the Turnover Target you have to perform in all KPI’s:
- High Avg. Ticket Size to increase turnover
- App Conversions to increase Returning Guest
- Regular Juice & Shake size as standard
- Push campaign sales to create awareness
THE WHAT
The Turnover Target is based on an evaluation of the last couple of month's turnover, and takes all obstacles, holidays, constructions and etc. into consideration.
*Delivery turnover is excluded from the Turnover Target
THE WHY
This is the fastest way to increase the average spend per customer.
THE HOW
The following points must be followed to increase the number of regular sized juices & shakes sold:
- Type in all Juices & Shakes as a regular size on the POS, unless the guest specifically asks for a small
- Try to up-sell to a regular size if the guest orders a small
THE WHAT
The Juice & Shake size is the amount of regular juices & shakes sold compared to small sizes. We aim to sell at least 85% of our Juices & Shakes in a regular size.
THE WHY
Avg. Ticket size is a result of the performance on the till station. If the team is capable of increasing the full spend of every order on the till, the turnover of the store will increase. The key is to understand how each single order will contribute to reaching the Turnover Target.
THE HOW
The following actions will help increase the Average Ticket Size:
- Juicer present at Till or having an assigned Till Captain to capture all orders right away
- Selling Regular sized juices & shakes as standard
- Recommend add ons (Extra Topping) as a supplement to a product
- Suggest additional products that compliments the guest's order (Cross-selling)
THE WHAT
Average Ticket Size is the average amount of all transactions.
The target for Avg. Ticket Size is based on last years Avg. Ticket Size + 5% + uplift from price increases.
THE WHY
Getting more users on the App is proven to increase guest loyalty. Users on the app visit our stores 2.5 times more frequently than our regular guests.
THE HOW
Helpful tools to onboard our guests to the Joe App:
- Inform the guests about the App and the benefits of using it
- Make sure app QR code is visible next to the till
- App training to all employees for in-store guidance to guests
- Ask every guest if they are paying with the App at the till
THE WHAT
App Conversions is the amount of card paying guests that are converted to using the Joe App.
The Target is always 5%
THE WHY
We want to create awareness of our new products on the menu and sell our campaign products as an addition to the guest's order.
THE HOW
To increase the campaign sales you can:
- Inform about our latest campaign products
- Create an interest for the guest to try and explore our ever changing menu
- Ultilise that our campaign products helps capture a time of the day or period of the year
THE WHAT
It is calculated from the income of Campaign Products vs. the Turnover. The target varies from market to market and is between 2-4%
Training Goals
The following are the goals for working with the Till Upsell module. The goals function as the guide in what the Juicer should be trained in and practice towards their validation.
*If mistakes occur, recognise it, and do it over*
Selling Regular as standard
- Are they typing all beverages in as Regular, unless the guest specifically asks for a small?
Add On’s
- Are they recommending add on’s to every possible guest?
Cross-sales
- Are they asking the guest if they want other products added to their order?
Paying with the App
- Are they asking every guest if they are paying with the App?
How to videos
Clean Seating and Tables
Clean Trash Bins in Customer Area
Deep Clean Centrifuge
Clean Bar Bins
Clean Bar Lamps + Speakers
Clean Cleaning Tools
Clean Drains
Clean Floor Panels
Clean Ice Machine
Clean Menu
Clean Sandwich Grills
Clean Toilets
Clean Walls and Pictures
Clean Fridges
Deep Clean Stockroom + Fridges
Clean Bar Front
Clean Bar Filters
Clean Fruit Baskets
Clean Dishwasher
Clean Sinks
Clean Centrifuge Cave
Deep Clean Mazzer
Deep Clean Mythos
Deep Clean GB5
Clean Blender
Clean Centrifuge
Clean Seating and Tables
Clean Trash Bins in Customer Area
Deep Clean Centrifuge
Clean Bar Bins
Clean Bar Lamps + Speakers
Clean Cleaning Tools
Clean Drains
Clean Floor Panels
Clean Ice Machine
Clean Menu
Clean Sandwich Grills
Clean Toilets
Clean Walls and Pictures
Clean Fridges
Deep Clean Stockroom + Fridges
Clean Bar Front
Clean Bar Filters
Clean Fruit Baskets
Clean Dishwasher
Clean Sinks
Clean Centrifuge Cave
Deep Clean Mazzer
Deep Clean Mythos
Deep Clean GB5
Clean Blender
Clean Centrifuge
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