Restaurant specials fall into two distinct categories: high-margin profit drivers and guest attraction tools. Your success depends on knowing which type you're running and executing it correctly. Mix these up, and you'll either hemorrhage money on promotions or miss golden opportunities for extra profit.
The two types of specials
Every special serves one of two fundamental purposes:
- Margin specials: Maximize profit per plate using affordable ingredients
- Traffic specials: Fill empty seats, even at break-even or slight loss
💡 Example margin special:
Seasonal pumpkin risotto (October/November):
- Pumpkin: €0.80 per portion
- Rice, broth, wine: €1.20
- Parmesan, herbs: €0.60
Cost price: €2.60 - Selling price: €16.50 - Food cost: 17%
💡 Example traffic special:
Steak special on quiet Tuesday evening:
- Steak 200g: €7.20
- Fries, vegetables, sauce: €1.80
- Total cost price: €9.00
Selling price: €19.50 (normally €28.50) - Food cost: 50%
When do you choose margin specials?
Deploy margin specials during periods of guaranteed foot traffic:
- Busy weekends: Customers are already coming - capitalize on demand
- Seasonal abundance: Take advantage of cheap, available ingredients
- Peak months: December, May, September - boost already strong revenue
You're targeting a food cost of 15-25% versus your typical 28-35%. That translates to €3-5 additional margin per plate.
When do you choose traffic specials?
Traffic specials work during naturally slow periods:
- Midweek lulls: Monday through Wednesday
- Dead months: January and February
- Off-peak hours: Early evening slots (5:00 PM-7:00 PM)
⚠️ Note:
A traffic special with 45% food cost can still contribute to profit since your fixed expenses (rent, labor) continue regardless. You'll earn less per plate, but revenue beats empty tables.
The math behind each type
For margin specials, work backwards from cheap ingredients:
- Source ingredients under €2 per portion
- Price at 4-6x the ingredient cost
- Ensure the final dish sounds appealing on your menu
For traffic specials, start with an attractive price point:
- Determine what price draws customers (typically €15-20 for familiar dishes)
- Calculate backwards: what ingredients fit within 40-50% food cost?
- Design the dish within those cost constraints
From analyzing actual purchasing data across different restaurant types, margin specials consistently perform better on weekends when customers prioritize experience over price.
Timing and communication
Your messaging reveals your special's true purpose:
💡 Margin special communication:
"Seasonal special: Autumn risotto with fresh pumpkin and truffle oil" - Emphasize quality and seasonality, not price.
💡 Traffic special communication:
"Tuesday deal: Steak with fries €19.50 (normally €28.50)" - Highlight the discount and value proposition.
Measure the result
Track different metrics for each special type:
- Margin specials: Calculate additional profit per service - multiply portions sold by extra margin earned
- Traffic specials: Count new customers attracted and their total spending on beverages and desserts
Successful traffic specials bring customers who also order drinks. The beverage margin often offsets the reduced food profit.
How do you determine the type of special? (step by step)
Analyze your situation
Check your occupancy rate at that time. Over 70% full? Then a margin special works. Under 50%? Go for traffic.
Determine your goal
Do you want more profit per plate (margin) or more plates sold (traffic)? This determines your entire approach and cost price.
Calculate the cost price
Margin special: look for ingredients under €2, price at 4-6x cost price. Traffic special: start with desired selling price, calculate backwards with 40-50% food cost.
Test and measure results
Run the special for 1-2 weeks and measure the effect. Margin special: extra profit per evening. Traffic special: extra guests and total revenue per guest.
✨ Pro tip
Monitor your traffic specials for 6 weeks to identify which ones actually increase total customer count versus just shifting existing customers to cheaper options. Drop any special that doesn't bring measurable new traffic.
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
Can a special serve both purposes: margin and traffic?
You can't effectively chase both goals simultaneously. Choose either maximum profit per plate or maximum plates sold. Trying to split the difference usually fails at both objectives.
How often can I run traffic specials without damaging profitability?
Limit traffic specials to 2-3 times weekly, and only during naturally slow periods. Run them too frequently, and you'll train customers to visit only for discounts.
Which ingredients work for high-margin specials?
Focus on seasonal vegetables, legumes, pasta, rice, eggs, and affordable fish like mackerel. Target main ingredients under €1.50 per portion for maximum margin potential.
📚 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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