Winter is a challenging season for many restaurants, with colder weather often leading to fewer diners. However, with the right strategy in place, you can turn this off-peak season into a thriving period for your restaurant.
Designing an enticing winter special can draw in guests, increase foot traffic, and bring in revenue.
Here, we explore practical tips for planning a winter menu that appeals to diners and keeps your restaurant busy.
1. Understand your market
Before jumping into menu design and pricing, it’s crucial to understand your market. Dineplan stats show that 46% of South African diners are happy to spend R300 – R500 per person, while 22% are willing to go over R500. This simple insight provides a clear direction: create specials that fit within the R300 – R500 range to appeal to the largest group of diners.
46% of South African diners are happy to spend R300 – R500 per person, while 22% are willing to go over R500.
For those 22% who are willing to spend more, consider adding some luxurious extras. Add surcharge options like fresh truffles (both Kalahari truffles and South African Perigord truffles are in season throughout winter) to crayfish. These luxe ingredients can encourage diners to splurge a bit and enjoy a more indulgent meal.
2. Highlight comfort
Winter is all about comfort food. Think hearty soups, stews, and rich, flavourful dishes. Using seasonal ingredients like pumpkin, sweet potatoes, mushrooms, citrus and apples will instantly add that “comfort factor” to your menu.
Creating a warm, inviting atmosphere is just as important. During winter, add cosy lighting, comfortable seating, and maybe even a fireplace – if it’s feasible. Small touches like blankets, patio heaters, and candles on the tables can make a big difference and turn your restaurant into the go-to spot for diners looking to escape the cold (and avoid cooking at home).
Using seasonal ingredients will instantly add that “comfort factor” to your menu.
3. Attract local diners
With tourists often out of town during winter, it’s the perfect time to attract local diners and show them what your restaurant is all about. By offering specials that highlight the best of your menu, you can bring in locals and hopefully wow them enough that they’ll come back again – and again.
A three-course meal priced within the R300 – R500 range can provide excellent value and encourage diners to indulge in a full dining experience.
To draw in price-sensitive diners, create affordable, value-driven options that offer a high-quality dining experience without breaking the bank. For instance, a three-course meal priced within the R300 – R500 range can provide excellent value and encourage diners to indulge in a full dining experience. Include options like a starter, main course, and dessert to give diners a sense of getting more for their money.
4. Hero seasonal and local ingredients
Embracing a seasonal menu that champions local ingredients not only supports local farmers but also guarantees that your dishes will be fresh and full of flavour. Citrus fruits like lemons, limes, naartjies and oranges are abundant throughout winter and add a vibrant touch to your sweet and savoury dishes.
Plus, seasonal ingredients often come at a lower cost, helping you manage expenses while creating exciting, unique dishes.
5. Warm drinks and winter cocktails
Don’t forget the drinks menu! This is another great upsell opportunity. Have some fun creating a selection of warm drinks and winter cocktails to complement your winter specials. Think hot toddies, mulled wine, and spiced lattes.
In international markets, seasonal drinks have become a major (and very lucrative) annual campaign for both big brands and small businesses. Just think of the pumpkin spice lattes that take over in the winter months in the States. These drinks can bring people through the doors, and increase your average bill size. Don’t forget to offer non-alcoholic options so you cater to all guests.
To wrap it up, creating a successful winter special for your restaurant means knowing your market, using seasonal ingredients, and offering great value. The overall success lies in promoting your winter menu well and making sure the dining experience is enjoyable and memorable. With these tips, you can turn winter into a great (and profitable) time for your restaurant!
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