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Dunkin’ pushing cashiers to ‘upsell’ in afternoons

NEW YORK (AP) — If an iced coffee from Dunkin’ Donuts is part of your afternoon routine, expect a nudge to buy a cookie or doughnut you didn’t plan on.

A tray of Dunkin' Donuts coffee cups
A tray of Dunkin’ Donuts coffee cups (Dan Alexander, Townsquare Media NJ)

Dunkin’ Brands CEO Nigel Travis says the company is pushing to get its cashiers to “upsell” to afternoon customers.

It’s part of an effort to increase sales after stores have emptied out after the morning rush. In the afternoon, customers who do come in are mostly just searching for a drink.

Upselling of this kind — often called “suggestive selling” in the fast-food world — is common. Who hasn’t been asked “Would you like fries with that?”

But it’s not a strategy Dunkin’ has aggressively pushed in the past, because most the chain’s business is in the morning when speed is the top priority.

 

(Copyright 2014 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed)

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