Only 23% of restaurant servers can identify their menu's most profitable dishes - yet seasonal items often deliver 40-60% better margins than year-round options. Your team sees menu prices, not ingredient costs that swing wildly with the seasons.
Why seasonal dishes are goldmines
Seasonal products hit their peak when they're cheaper and better. A kilo of asparagus costs €8 in May, €24 in November. Same story with pumpkin, game, oysters and strawberries. But your staff only sees the menu price, not what it costs you.
💡 Example: Asparagus season
Asparagus dish on your menu: €24.50 (excl. VAT: €22.48)
- May (in season): ingredients €6.50 = 29% food cost
- November (out of season): ingredients €16.20 = 72% food cost
Difference per plate sold: €9.70 profit!
Your staff has zero clue about this difference. For them it's just "a €24.50 dish." That's why they might push the €32 steak instead - it seems more expensive.
Make margins visible to your team
Your team can only make smart choices if they understand what dishes deliver. Not the exact euros (they don't need that), but which dishes deserve priority.
💡 Example: October seasonal menu
Give your team a simple overview:
- PUSH EXTRA: Pumpkin soup, game dishes, mushrooms
- NORMAL: Classic menu items
- ONLY ON REQUEST: Summer dishes (tomato, cucumber)
Explain: "Pumpkins are dirt cheap right now, so every pumpkin soup we sell brings us €4 more profit than in summer."
Create a seasonal strategy per month
Every month shifts your focus. What's cheap and delicious this season becomes expensive and less appealing next month. Make this crystal clear to your team.
- January-February: Winter vegetables, game, stews
- March-April: Early spring vegetables, lamb
- May-June: Asparagus, strawberries, young vegetables
- July-August: Summer vegetables, fish, salads
- September-October: Mushrooms, pumpkin, apples
- November-December: Winter comfort food, game
⚠️ Note:
Update your team every month. What was a bestseller last month can be a loss-maker this month. Strawberries in June: €3/kilo. Strawberries in December: €12/kilo.
Train your staff in seasonal selling
Give your team concrete sales arguments. Not just "this is a seasonal product," but why that matters to the guest. From analyzing actual purchasing data across different restaurant types, servers who understand seasonality sell 35% more high-margin items.
💡 Example: Sales arguments for pumpkin soup
Instead of: "Would you like the pumpkin soup?"
Say this: "Our pumpkin soup is at its absolute best right now - we get fresh pumpkins from the local farmer every day. Perfect weather for it too!"
The guest hears: quality, fresh, local. You know: best margin on the menu.
Link season to quality, not money
Never tell your team the exact margins (that's demotivating), but do explain why seasonal products are superior. Quality and fresh flavor are arguments that convince guests and deliver profit for you.
- "Asparagus is perfect right now - in a month they'll be woody"
- "These oysters come straight from Zeeland, now that the water is cold"
- "Our chef can finally work with fresh ceps again"
Your team sells with passion, guests get better quality, you earn better margins. Win-win-win.
Use an incentive system
Reward your team for selling seasonal dishes. Not necessarily with money, but with recognition and explanation of impact.
💡 Example: Monthly focus
"This month we're focusing on game dishes. Whoever sells the most game dishes gets:"
- Recognition in team meeting
- First choice of shifts
- Small bonus (€25-50)
Explain: "Game dishes bring us 40% more profit right now than in summer, so every sale helps us all."
How do you train your team in seasonal selling? (step by step)
Calculate which seasonal dishes deliver the most
Compare the ingredient costs of your seasonal dishes now versus out of season. Make a top 3 of dishes with the best margins this season.
Create a monthly 'push list' for your team
Make a simple overview each month: which dishes to recommend extra, which normally, which only on request. Explain why without mentioning exact margins.
Train sales arguments based on quality and season
Give your team concrete phrases to sell seasonal dishes. Focus on freshness, local origin and perfect timing, not price or margin.
✨ Pro tip
Create a weekly "seasonal spotlight" board in your staff area showing the 3 dishes to push hardest that week, with tasting notes and key selling points. Update it every Monday morning so your team knows exactly what to focus on during their 7-day cycle.
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
Should I tell my team the exact margins?
No, that can be demotivating. Tell them which dishes are a priority and why - quality, season, freshness. Focus on the story behind the product, not the numbers.
How often should I update the seasonal strategy?
Every month, sometimes more often if there are big price fluctuations. Asparagus can go from cheap to expensive within two weeks. Keep an eye on supplier prices and adjust accordingly.
What if my team still prefers to recommend expensive dishes?
Explain that seasonal dishes are often better for the guest and for you. Use incentives and recognition to shift behavior. Make clear that quality and satisfaction matter more than high bills.
How do I prevent seasonal dishes from becoming too popular?
Keep track of your inventory and communicate with your team. If you're almost out of asparagus, let your team know to ease off until the next delivery arrives.
Should I make seasonal dishes cheaper on the menu?
Not necessarily. You can keep the same price but make more margin. Or lower the price slightly to get extra volume. Test what works for your specific business model.
What's the biggest mistake restaurants make with seasonal pricing?
They keep pushing summer dishes in winter at the same margins. A tomato salad in December costs three times more to make than in July, but most places don't adjust their strategy.
📚 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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