In the restaurant industry, seasonal menu updates are an excellent opportunity to keep guests interested in the establishment and introduce new culinary offerings at a price that is favourable for the business. Each season is associated with specific dishes and beverages: autumn – with mushroom dishes and mulled wine, winter – with hearty meat dishes and hot tea, spring – with young, crisp vegetables, light sauces and lemonade, summer – with salads, berries and colourful cocktails.

Seasonal offerings in a restaurant are a response to guests’ needs with maximum profit for the establishment. Today, we will discuss the factors that should be considered when updating the menu seasonally.

Seasonality in the restaurant industry

Changes in weather conditions affect all aspects of social life. The restaurant industry is dependent not only on the economic situation and consumer demand, but also on seasonality.

Industry experts distinguish between high and low seasons for restaurant visits. From late autumn to early spring, there is the highest demand for the services offered by restaurants, cafés and bars. In winter, traffic increases by 30-40%. Hot summer, on the other hand, is the season with the lowest demand, when the number of visitors drops significantly.

Experienced restaurateurs understand perfectly well how the weather affects consumer demand and easily adapt to changing conditions by supplementing the menu, renovating kitchen equipment and redesigning the interior of the dining room. In order for a restaurant to be profitable on a permanent basis, it is necessary to objectively assess the market situation, taking into account the season.

Pros and cons of seasonal menu updates

From time to time, restaurant menus need to be updated to keep guests interested and stay on top of trends. However, both the positive and negative aspects of seasonal menu updates must be considered in order to make an informed decision.

Pros:

1. Economy: Hot teas, non-alcoholic cocktails made from frozen berries and dried fruit, and compotes are popular in winter. In summer, the cost of a serving of cold soup is low because cucumbers are readily available at that time.
2. Use seasonal produce: This is a great way to reduce food costs. Local seasonal produce is readily available, tastes great and is inexpensive.
3. Health: Seasonal foods, especially those containing vegetables and fruit, contain maximum amounts of vitamins and other beneficial substances.
4. A sense of 'uniqueness' for guests: It's nice to know that you can enjoy the best pumpkin pie in town, which is only served in one restaurant and only for two weeks a year.
5. Advertisement update: Introducing new items on the menu involves publishing advertisements on the website and social media, which will attract the attention of regular customers.

Cons:

1. Additional training for chefs: Preparing new dishes may require new skills.
2. Additional training for dining room staff: The introduction of a seasonal menu means that waiters need to adapt.
3. Loss of regular customers: If regular customers are unable to order their favourite dishes, they may stop visiting the establishment.
4. Additional costs: For preparing sample dishes, staff tastings, printing menus, advertising, etc.

Stages of creating a seasonal menu

1. Brainstorming: Analysis of which dishes may be removed from the menu and which may be added to it.
2. Planning: Involvement of the production department, including the head chef and chief technologist.
3. Tasting: A focus group tries out new dishes.
4. Cost calculation: Calculation of costs for selected items.

Remember that the aim of a seasonal menu is to maintain interest in the restaurant, increase its popularity and maximise profits while saving on products.