The summer months can be very profitable for restaurants in popular tourist locations and somewhat difficult for those located in less frequented areas. The ability to increase restaurant revenue during the summer can give you the cushion to survive the slow winter months and the additional cash flow needed to move your business forward. An investment in your menu is the first step in building your summer restaurant strategy.
Seasonal Redesign
Before diving in to pricing, ingredients or dishes you should first consider redesigning your menu with the summer season in mind. A simple menu that incorporates color will be visually appealing and easy to digest for tourists and new customers. Clear descriptions of your dishes should be provided, especially for complex, unique or new items. While you may be incorporating several new dishes, you want to ensure you don’t over-extend your kitchen or overwhelm your customers with too many. This may take some arranging and dropping of less popular dishes or those with ingredients too expensive to turn a profit when purchased in the summer months.
Daily Specials
Daily special during the summertime allow you to experiment with new techniques and dishes. Getting creative with traditional summer dishes and using seasonal produce will entice new customers and provide something different for your loyal base. Your summer specials should be a mix of popular items with lower profit margins and new and unique seasonal dishes that generate greater revenue. Seizing inventory opportunities is essential to truly capitalize on your specials. Setting aside the funds needed to purchase seasonal items in bulk is key in making your menu profitable.
Frozen Drinks
Frozen drink machines are a great investment for owners looking to increase restaurant revenue, especially for those in warmer climates. Frozen cocktails and non-alcoholic frozen drinks can be a big draw for summer crowds looking to cool down. You’ll want to research which machines will best fit your needs. Keep your customer’s tastes in mind when developing your drink menu. A mix of traditional favorites, your own creations and even ideas from your customers can be used to truly personalize your menu. Fresh fruit and other quality ingredients should be used in your beverages and they also add a nice summer touch as a garnish.
Summer Produce
Several popular items come into season during the summer and this presents a great opportunity to negotiate with suppliers looking to unload inventory. Purchasing in bulk at an already reduced rate can significantly improve your profit margins and give you greater flexibility with your menu options. This is a practice that should be performed year-round to help better control food costs.
Continuously working to grow your restaurant business is the only way to thrive in an ultra-competitive market. 
