---
title: 5.NO.3 Per Person Average
description: "## 5.NO.3 -- Per-Person Average This is not about upselling. Per-person average tells you whether your team is effectively guiding Guests through the full experience your concept was designed to deliver. When per-person average is flat or declining in a…"
url: "https://kb.jeffreysummers.com/docs/5-no-3-per-person-average/"
updated: "2026-08-28"
category: Profit / Profit Book
---

# 5.NO.3 Per Person Average

## 5.NO.3 -- Per-Person Average

This is not about upselling. Per-person average tells you whether your team is effectively guiding Guests through the full experience your concept was designed to deliver.

When per-person average is flat or declining in a period where your menu prices have increased, your team is not leading. Guests are self-editing -- skipping courses, defaulting to lower-priced options, ordering water instead of beverages. That is a Coaching problem, not a menu problem. It means your cast is taking orders rather than creating experiences.

Conversely, a rising per-person average without a corresponding increase in Guest satisfaction is a warning sign. It may mean you have pushed price beyond the value your Guest perceives. The two numbers -- per-person average and Guest sentiment -- must move together. When they diverge, something needs your attention.

Track it by daypart, not just as a house average. Your dinner per-person average and your lunch per-person average are telling you different stories. Listen to both.