Summer is one of the busiest and most profitable seasons for restaurants. With warmer weather, increased tourism, and a shift in dining preferences, restaurants that prepare properly can see a significant boost in revenue. However, maximizing summer sales requires strategic planning, menu adjustments, targeted promotions, and a well-prepared staff to handle the seasonal surge.
At The Gilkey Restaurant Consulting Group, we help restaurants nationwide optimize their operations, enhance marketing efforts, and create a summer strategy that drives revenue and customer engagement. Below, we outline the key steps to ensure your restaurant is set up for a successful and profitable summer.
Why Summer Is a Prime Opportunity for Restaurants
With people dining out more frequently, restaurants have a golden opportunity to increase sales. Some key factors that contribute to the summer surge include:
- Increased Tourism & Travel – Vacationers and weekend travelers explore new dining spots.
- Higher Demand for Outdoor & Patio Seating – Guests prefer open-air dining, making patios a revenue driver.
- Seasonal Ingredients & Light, Refreshing Dishes – Lighter meals, fresh produce, and chilled beverages are more appealing in warm weather.
- Higher Beverage Sales – Iced coffees, summer cocktails, and mocktails tend to see a spike in popularity.
By understanding these seasonal dining habits, restaurants can adjust their menus, promotions, and staffing to maximize profits.
Key Strategies to Boost Summer Sales
Refresh Your Menu with Seasonal Ingredients
Updating your menu to include lighter, fresher options can increase appeal and drive higher check averages. Consider incorporating:
- Fresh Fruits & Vegetables – Ingredients like tomatoes, avocados, berries, and citrus work well in summer dishes.
- Grilled & Seafood Options – Lighter proteins like grilled fish, shrimp, and chicken are popular choices.
- Refreshing Beverages – Feature summer cocktails, craft lemonades, and cold brew coffee to drive beverage sales.
A limited-time seasonal menu can create excitement and encourage repeat visits from customers eager to try new offerings.
Optimize Outdoor & Patio Dining
If your restaurant has an outdoor space, ensure it’s well-prepared to attract and accommodate summer diners.
- Upgrade Patio Seating & Shade Options – Comfortable seating, umbrellas, and fans improve the guest experience.
- Enhance Ambiance – String lights, greenery, and seasonal décor can make outdoor spaces more inviting.
- Adjust Staffing for Patio Service – Proper scheduling ensures smooth service during high-traffic outdoor dining hours.
A well-managed patio can significantly increase table turnover and overall revenue during the summer months.
Launch Seasonal Promotions & Events
Creative marketing and promotions can attract more customers and boost engagement. Try incorporating:
- Happy Hour Specials – Discounted drinks and small plates during off-peak hours to drive traffic.
- Limited-Time Summer Deals – Promotions like “Kids Eat Free Wednesdays” or “Sunset Dinner Specials” create urgency and attract repeat business.
- Themed Events & Collaborations – Partner with local businesses, host live music, or introduce summer tasting menus to create buzz.
Promotions that are well-marketed through social media, email, and in-house signage can significantly increase foot traffic and sales.
Preparing Your Team for the Summer Rush
With more diners visiting your restaurant, having the right team in place is essential to delivering excellent service.
- Hire & Train Seasonal Staff Early – Onboarding new employees before peak season ensures smoother operations.
- Cross-Train Employees – Staff members trained in multiple roles can help cover gaps during busy periods.
- Optimize Scheduling – Reviewing past summer data can help predict busy times and ensure proper staffing levels.
A well-prepared team ensures fast, efficient, and friendly service, leading to higher guest satisfaction and repeat visits.
Make Summer Your Most Profitable Season Yet
By adapting your menu, enhancing outdoor dining, launching strategic promotions, and ensuring strong staffing, your restaurant can maximize revenue and create exceptional dining experiences all summer long.
At The Gilkey Restaurant Consulting Group, we specialize in helping restaurants develop customized seasonal strategies that increase profitability and customer engagement. Contact us today to prepare your restaurant for a record-breaking summer.