1.1 Purpose of This Module
This module establishes the mandatory Square Pizza system for:
Increasing Average Order Value (AOV)
Increasing per-order profitability
Improving franchisee net margin
Strengthening royalty performance
Enhancing customer meal experience without discounting
Upselling is not optional.
It is a core operational standard of the Square Pizza franchise system.
1.2 The Square Pizza Upselling Philosophy
Square Pizza does not compete on discounting.
We compete on:
Quality
Portion size
Brand personality
Confidence in recommendation
Upselling at Square Pizza is positioned as:
“Helping customers get the best Square experience.”
It must never feel aggressive.
It must always feel confident and natural.
1.3 The Financial Impact of AOV
Franchisees must understand the leverage of AOV.
Example:
300 orders per week
Current AOV = $32
Increase AOV by $3.50
Result:
$1,050 additional revenue per week
$54,600 additional revenue per year
This increase requires:
No additional rent
Minimal additional labour
No discounting
No additional marketing spend
Upselling is margin leverage.
1.4 Core Upsell Pillars
All franchise stores must implement upselling across five pillars:
1.4.1 Size Upgrade Strategy
Objective:
Move customers from Double → Quad wherever appropriate.
Script Standard
Instead of:
“Double or quad?”
Staff must say:
“Go the quad – way better value.”
If customer declines:
“No problem — we can do the double.”
Confidence first. Downgrade only if needed.
1.4.2 Side Attachment Strategy
Mandatory prompt with every pizza order.
Eligible Add-Ons:
Crispy seasoned chips
Wedges
Sweet potato chips
Chicken tenders with sriracha
Extra dip
Extra sauce
Script Example:
“Chips or wedges with that?”
Minimum Standard:
35% side attachment rate.
1.4.3 Combo Conversion Strategy
Combos must be positioned as the smart choice.
Example:
Tag Team Combo | Deal for 2 | Deal for 4
1 Double Pizza
1 Side
2 Cans
Script:
“Most people grab the Tag Team combo — it works out better.”
Combos must be:
Displayed above individual items
Highlighted online
Verbally recommended during phone orders
Minimum Target:
20%+ of orders as bundles.
1.4.4 Premium Add-On Strategy
High-margin upgrades include:
Extra protein
Double cheese
Specialty drizzle
Sauce upgrades
Limited-time toppings
Script:
“If you like it loaded, we can double the beef on that.”
Premium upgrades increase profit with minimal additional labour.
1.4.5 Final Touchpoint Strategy
Every order should include a natural final prompt.
The goal is not pressure.
The goal is completion.
Avoid:
“Anything else?”
This creates indecision and almost always results in “No.”
Instead, use short, low-friction prompts that feel conversational.
Approved examples:
“Want a drink with that?”
“Adding a Coke?”
“All sorted for drinks?”
“You good for sides?”
“Need any dips?”
Tone guideline:
Neutral
Quick
No over-selling
No persuasion speech
If the customer declines, move on immediately.
Upselling at Square Pizza should feel like:
A reminder, not a pitch.
1.5 Online Upselling System
Franchisees must optimise digital platforms for AOV.
Required Standards:
Combos positioned above single items
“Most Popular” tag on Quad size
Suggested add-ons enabled
Limited-time premium upgrades featured
Online rule:
Customers click what is highlighted.
1.6 Leadership Standard
If the owner does not upsell,
staff will not upsell.
Owner must:
Model correct scripts
Role-play weekly
Monitor AOV daily
Track attachment rates
Upselling is a leadership behaviour.
1.7 Performance KPIs
Each franchise must track:
Average Order Value (AOV)
Side attachment rate
Combo conversion %
Premium add-on %
Minimum System Standards:
If AOV remains stagnant, retraining is required.
1.8 Staff Training Structure
Week 1:
Script training
Role play exercises
Live coaching
Week 2:
Monitor AOV
Provide individual feedback
Ongoing:
Monthly upsell focus
Leaderboard recognition
1.9 Incentive Programs (Optional but Recommended)
Franchisees may implement:
$1 per combo sold bonus
Monthly AOV bonus
Recognition board
“Upsell Champion” award
What gets rewarded gets repeated.
1.10 Brand Integrity Rule
Upselling must:
Never feel desperate
Never feel aggressive
Never undermine premium positioning
Square Pizza is bold.
Not cheap.