Seasonal specials can be goldmines, but only if you price them correctly. Many restaurants guess the price or copy what others do, which means they leave money on the table or even lose money. Getting your seasonal pricing right makes the difference between profit and disappointment.
Start with your ingredient costs
For a seasonal special, you add up all ingredients, including garnishes, sauces, and everything that goes on the plate. Seasonal ingredients can fluctuate significantly in price, so always check current prices with your supplier.
💡 Example: Asparagus Special
You're making an asparagus special with hollandaise:
- Asparagus (300g): €4.50
- Ham (80g): €2.10
- Potatoes (200g): €0.40
- Hollandaise (50ml): €1.20
- Parsley, butter: €0.30
Total ingredient costs: €8.50
Determine your desired food cost percentage
For seasonal specials, many restaurants use a food cost between 25% and 32%. Lower percentages give you more margin, but might make your price too high for guests. Higher percentages make your dish more affordable, but leave less profit.
⚠️ Watch out:
Seasonal ingredients can increase in price during the season. Start with a lower food cost (25-28%) to absorb price increases.
Calculate your minimum selling price
Using the formula Minimum price = Ingredient costs ÷ (Food cost % ÷ 100), you calculate your baseline. This price gives you the desired margin, but don't forget to add VAT for your menu price.
💡 Asparagus special calculation:
Ingredient costs: €8.50 | Desired food cost: 28%
- Minimum price excl. VAT: €8.50 ÷ 0.28 = €30.36
- Menu price incl. 9% VAT: €30.36 × 1.09 = €33.09
- Rounded: €33.50
Actual food cost: €8.50 ÷ €30.73 = 27.7%
Check your competitive position
Look at what comparable restaurants charge for seasonal specials. Your price doesn't need to be the cheapest, but should align with what guests expect. After managing kitchen operations for nearly a decade, I've learned that a difference of €3-5 usually goes unnoticed, €10+ definitely does.
- Check menus from 3-5 comparable restaurants in your area
- Pay attention to portion sizes - a smaller portion can justify a lower price
- Look at the total menu price, not just the main course
Adjust for seasonal factors
Seasonal specials have unique characteristics that affect your price. Early in the season you can often charge higher prices because it's new and exclusive. Later in the season, when everyone offers it, you need to price more competitively.
💡 Seasonal strategy:
White asparagus season (April-June):
- April: €36.50 (premium for early season)
- May: €33.50 (standard price)
- June: €29.50 (lower price, more competition)
Adjust your purchasing: buy less in June if the margin gets too low.
Monitor and adjust during the season
Keep an eye on your food cost during the season. Ingredient prices can change quickly, especially with weather-sensitive products. Check weekly if your margin still works and adjust your price if needed.
⚠️ Watch out:
If your ingredient costs increase by more than 15%, adjust your price or temporarily stop offering the dish. Losing money on a popular dish hurts.
How do you determine the price of a seasonal special?
Calculate exact ingredient costs
Add up all costs: main ingredients, garnishes, sauces, oil, butter, and decoration. Check current prices with your supplier, as seasonal prices change often. Don't forget to factor in trim loss for products you process yourself.
Choose your desired food cost percentage
For seasonal specials, 25-32% is standard. Start conservatively with 25-28% to absorb price increases. With expensive seasonal ingredients, you can go up to 32% to stay competitive.
Calculate minimum selling price
Divide your ingredient costs by your desired food cost percentage. Then multiply by 1.09 for VAT. Round to a nice price that fits your menu (for example €33.50 instead of €33.09).
Compare with competitors
Check what comparable restaurants charge for seasonal specials. A difference of €3-5 goes unnoticed, but €10+ definitely doesn't. Also pay attention to portion sizes and side dishes that affect the perceived value.
Monitor and adjust weekly
Keep an eye on your actual food cost during the season. If ingredient prices increase by more than 15%, adjust your menu price or temporarily stop offering the dish to prevent losses.
✨ Pro tip
Calculate food costs for your 4 most popular seasonal dishes within 72 hours of launch. This early baseline helps you spot price trends before they destroy your margins and gives you time to adjust.
Calculate this yourself?
In the KitchenNmbrs app you can do this in just a few clicks. 7 days free, no credit card.
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Frequently asked questions
How often should I adjust my prices during the season?
Check your ingredient costs weekly. Adjust your price if costs increase or decrease by more than 15%. Changing too often confuses guests, too infrequently costs you money.
What if my calculated price is much higher than the competition?
Then you have three options: accept a higher food cost (max 35%), make your portions smaller, or choose cheaper ingredients. Losing money is not an option.
Can I charge different prices throughout the season?
Yes, many restaurants do this. Start high when it's new, lower it later as more competitors offer it. Communicate this as an 'early season price' to avoid confusion.
📚 Sources consulted
- EU Verordening 852/2004 — Levensmiddelenhygiëne (2004) — Official source
- EU Verordening 853/2004 — Hygiënevoorschriften voor levensmiddelen van dierlijke oorsprong (2004) — Official source
- EU Verordening 1169/2011 — Voedselinformatie aan consumenten (2011) — Official source
- NVWA — Hygiënecode voor de horeca (2024) — Official source
- NVWA — Allergenen in voedsel (2024) — Official source
- Codex Alimentarius — International Food Standards (2024) — Official source
- FSA — Safer food, better business (HACCP) (2024) — Official source
- BVL — Lebensmittelhygiene (HACCP) (2024) — Official source
- Warenwetbesluit Bereiding en behandeling van levensmiddelen (2024) — Official source
- WHO — Foodborne diseases estimates (2024) — Official source
Food Standards Agency (FSA) — https://www.food.gov.uk
The HACCP standards shown in this application are for informational purposes only. KitchenNmbrs does not guarantee that displayed values are current or complete. Always consult the FSA or your local authority for the latest regulations.
Written by
Jeffrey Smit
Founder & CEO of KitchenNmbrs
Jeffrey Smit built KitchenNmbrs from 8 years of hands-on experience as kitchen manager at 1NUL8 Group in Rotterdam. His mission: give every restaurant owner control over food cost.
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