Seasonal discounts from suppliers can significantly improve your margins, but only if you process them smartly in your food cost. Many restaurant owners miss this opportunity by not adjusting their standard prices. In this article, you'll learn step-by-step how to maximize seasonal discounts without throwing your pricing strategy off balance.
Why seasonal discounts matter for your margin
Suppliers often offer 10-30% discounts on seasonal products. For example: asparagus in May, pumpkin in October, or citrus fruits in winter. If you don't factor these discounts into your food cost, you're missing hundreds of euros in profit per month.
💡 Example:
You sell a pumpkin soup for €8.50. Normally pumpkin costs €2.80/kg, in October you get a 25% discount:
- Normal pumpkin price: €2.80/kg
- Seasonal price October: €2.10/kg
- Savings per portion (200g): €0.14
At 150 portions per month: €21 extra profit per month
Two strategies for seasonal discounts
You have two options for handling seasonal discounts:
- Strategy 1: Lower menu price during season (more volume)
- Strategy 2: Keep menu price the same (higher margin)
Both can work, depending on your target audience and competition. Strategy 2 is often smarter because guests expect seasonal products and are willing to pay the regular price.
How do you calculate the impact on your food cost?
Always measure the impact before making decisions. Seasonal discounts can improve your food cost by 2-5 percentage points on seasonal dishes.
💡 Example calculation:
Asparagus risotto, selling price €18.50 (€16.97 excl. VAT):
- Normal ingredient costs: €6.20 → food cost 36.5%
- With 20% asparagus discount: €5.80 → food cost 34.2%
- Difference: 2.3 percentage points better margin
€0.40 more profit per portion
Timing: when do you adjust?
Adjust your food cost as soon as you receive the seasonal discount, not at the end of the season. Many business owners forget this and miss weeks of profit.
⚠️ Watch out:
Make sure your team knows when seasonal discounts start and stop. Otherwise they'll use the old, more expensive price in their calculations for weeks.
Administration: keep track of seasonal prices
Distinguish between your standard food cost and seasonal food cost. This prevents confusion when the season ends.
- Note the start and end date of the discount
- Keep both prices (normal and seasonal)
- Communicate changes to your team
- Check weekly if discounts are still valid
An app like KitchenNmbrs helps you maintain different prices per season without having to remember when which price applies.
What if the season ends?
Switch your food cost back to the normal price immediately when the discount stops. Many restaurants forget this and calculate with a food cost that's too low for weeks, causing them to unknowingly operate at a loss.
💡 Pro tip:
Add a reminder to your calendar for when seasonal discounts end. Check your food costs that day and adjust where needed. This prevents unpleasant surprises.
How do you apply a seasonal discount? (step by step)
Check the new purchase price and calculate impact
Ask your supplier for the exact discount percentages and validity period. Calculate how much you save per portion and what this means for your food cost percentage.
Update your food cost administration
Adjust the ingredient price in your system and note the start and end date. Keep both the normal price and the seasonal price for when the discount ends.
Communicate to your team
Tell your kitchen team about the new prices and when they apply. Set a reminder in your calendar for when the discount ends, so you can immediately switch back to the normal price.
✨ Pro tip
Negotiate seasonal discounts with your supplier before the season starts. If you show early commitment, you'll often get better percentages than restaurants that ask during the season.
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
Do I have to lower my menu price if I get a seasonal discount?
You don't have to. Guests expect seasonal products at regular prices. Keep your menu price the same and benefit from a better margin.
How long do seasonal discounts usually last?
That varies by product and supplier. Usually 4-8 weeks during peak season. Always ask your supplier for the exact dates.
What if I forget to switch the price back after the season?
Then you're calculating with a food cost that's too low and losing money on every dish. Check weekly whether your seasonal discounts are still valid.
Can I combine seasonal discounts with other promotions?
Yes, but be careful not to stack too many discounts. Always check your final food cost to prevent dropping below your minimum margin.
How do I prevent my team from using the wrong prices?
Communicate clearly when prices change and use a system where everyone can see the current prices. Regularly check that everyone is working with the correct figures.
📚 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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