Seasonal slowdowns are nothing new in the food service industry, but with most of the US in the grips of an extreme heat wave, the summer of 2024 could prove to be the most challenging season yet for restaurants.
With oppressive conditions already shattering previous records across the U.S., and an excessive heat warning in effect for about 130 million Americans for the rest of the week, there remains a 65% chance that 2024 will prove to be the hottest year in human history. And for restaurants that already experience slumps in sales during the summer months, these sizzling conditions could cause sales to freeze up.
With an ability to significantly alter consumer behavior, a recent study found that unpleasant conditions like intense heat make customers irritable and less likely to enjoy their dining experience, regardless of how great the food might be.
The fact is, unless you’re located in a beach town or near a tourist destination, the warm-weather months are not be the hottest time of year for restaurants in normal times, but with no end in sight to this years record-breaking temperatures, it's more critical than ever to take steps to ease the negative impact of this year's sweltering heat.
Making strategic changes to your menu and layout, ramping up your online presence, and controlling the environment are just a few changes that can help prevent sales from nose diving in the midst of a record-breaking heat wave.
To keep sales from declining as the mercury rises, we’ve compiled 8 strategies to help you through the dog days of summer.
1. Lighten Up
Along with warmer temperatures comes a shift in culinary preferences, with customers craving lighter fare, fresh ingredients, and seasonal specialties. One key to improving sales and boosting traffic is a winning summer menu that incorporates fresh, seasonal ingredients.
In the hot months, dishes that are lighter and brighter, like charcuterie boards, fresh salads, ceviche, cold soups, chilled appetizers, and açaí bowls appeal to customers looking to beat the sweltering heat. Not only are these dishes easier to consume when temperatures rise, and they also don’t require cooking processes that heat up the kitchen. Additionally, consider replacing heavier meat protein dishes with leaner options such as chicken fish, and seafood.
When it comes to beverages, get creative with unique offerings like electrolye-boosted refreshers, white wine spritzers, antioxidant-based smoothies, functional water, and nitro cold beers.
2. Prioritize Delivery
Online ordering and delivery options that have become the restaurant industry norm, are a prime solution to combat summer sales slumps. And with temps in the entire nation rising higher than ever before, online ordering and delivery lets folks that are too hot to go out and dine still enjoy high-quality food.
Stats to Consider
Customers who order directly from a restaurant spend 35% more per transaction compared to those using third-party apps.
Customers who opt for delivery spend 20% more than those who pick up their orders.
69% of Gen Z opts for delivery, surpassing any other generation.
94% of diners say online reviews significantly influence their dining selections.
Online food delivery revenue is expected to show an annual growth rate of 8.29%, with a projected market volume of $466,472 million by 2026.
Restaurants with online ordering can raise profits by 30% higher than those who do not.
As of March 2024, 70% of consumers ordered delivery in the past month.
70% of customers who order food online want it to be delivered.
Online food delivery industry sales are expected to reach 2,656 million by 2026.
Customers who place an online order will visit that restaurant 67% more frequently than those who don’t.
60% of U.S. consumers opt for delivery or takeout at least once a week.
3. Vacation Mode
Many people have vacation on the brain in the summertime, but not everyone is lucky enough to be able to get out of town. Bring a little sunshine into all of your customers’ lives by creating an inviting outdoor space that includes patio dining, cooling elements, huge umbrellas and awnings, moody lighting, and comfortable outdoor seating.
While customers might not be keen on dining al fresco in the heat of the day, there's nothing quite like dining under the stars on a warm summer night. Keep these fluctuations in mind when scheduling staff, opting for a lighter crew during the day and a stronger team at night when traffic picks up.
There are a wide range of strategies to create a an enjoyable outdoor space for your customers:
Create an intimate “backyard” area that guests can rent to host private parties and family gatherings.
Offer chic urban sidewalk seating featuring bright patio umbrellas and comfortable furniture to attract passers-by looking for a place to relax.
Create an urban garden featuring seasonal vegetables, herbs, and flowers.
Set up a food cart on the sidewalk to capture the attention of passers-by who might not want to sit down for a meal.
Surround the patio with greenery to create a separate dining space.
Offer rooftop dining to boost sales after sundown.
Use cooling elements creatively to make the space comfortable such as fountains and water mist systems.
According to recent statistics, such efforts could really pay off, with one study showing that simply adding comfortable outdoor seating can increase restaurant revenue by an average of 30%. And you don’t have to make a huge investment to create an outdoor space that will yield a high return. Shop after July 4th sales, thrift shops, and flea markets to add cozy vibes to your patio.
Making sure your interior space is cooler is also essential when the summer heat gets too intense to bear. In addition to ensuring your air conditioning systems are in tip-top shape, incorporating ceiling fans, greenery, flowers, and proper ventilation will help to bring summer vibrations inside, while keeping customers from being hot and bothered.
4. Effortless Ordering
Customers never like to wait for their food to arrive, but guests that are hot and uncomfortable are less willing to wait for service. On top of that, a reduction in summer staffing can make the customer dining experience suffer. This is when technology can come to the rescue. By incorporating tech solutions that reduce interactions with restaurant staff members, you can ensure that your clients receive quick and efficient service.
Installing self-ordering kiosks that put the customer in charge gives guests the chance to explore the menu in their own time, make selections without feeling rushed, and receive their meal in a timely manner.
5. Reward Loyals
Rewarding your loyal clients during the summer is a great way to boost sales. Create games, sweepstakes and promotional programs such as:
Reward programs that allow clients to collect points with each visit
An app-based reward program that allows clients to check progress
Earning a free meal after a specific number of paid visits
Referral program that rewards people who bring friends to your restaurant
Tasting events
Free food delivery for loyal clients
6. Partner Up
Attracting tourists to your restaurant is one of the easiest options for keeping sales high during the summer. Partnering with local hotels, entertainment venues, bars, museums, galleries, and water parks can help attract a wider audience than ever before. Get in touch with tourist venues and discuss featuring your brochures and menus at the entrance or exit of their venue and offering tourists discounted meals in exchange.
7. Welcome Pet-Parents
In 2024, restaurants serving pet parents are no longer diamonds in the ruff.
A recent study found that one-third of Americans are dog owners, and in walking cities like NY and Miami, pooch parents take their dogs with them everywhere they go. While most restaurants don’t allow pets inside their dining rooms for health and practical reasons, there are ways to make sure your pet-loving guests aren’t left begging.
But the extreme heat can be just as, if not more, dangerous for dogs than it is for humans, so be sure to offer planty of shade, ice-cold water bowls, and ice baths if possible. Pet parents will appreciate your concern for their fur babies and these little steps could turn a first timer into a customer for life. And while inviting pups to your restaurant can be challenging, creating a space for your pet-loving customers could be the difference between a guest patronizing your restaurant or opting for a fido-friendly cafe next door.
If you’re wondering what steps you can take to make sure your outdoor patio can accommodate dogs or curious about how to handle the many challenges that arise when you add canines to the mix, read our related post Going to the Dogs: How to Attract Pet Parents to Your Restaurant.
8. Summer Launches
Summer is a great season for new product and service launches like rooftop dining, live music, and event catering. If these seasonal options are met favorably by your regulars, you could consider modifying or expanding your operations and turn the test services into regular offerings.
Take Away
With temperatures reaching record-breaking levels across the nation, restaurants could experience more seasonal challenges than ever before. Though summer can be a time to take a vacation from profits, with the right strategies in place, it can also be an opportunity to conceptualize new ways to drive traffic, boost sales, and bring in cool results that last long after September comes.
By Eileen Strauss
Offering refreshing drinks and keeping the atmosphere cool are great starts, but I’ve found that the small details matter too. Using stylish check holders can actually enhance the customer experience, making even the final moments of their visit feel professional and thoughtful. It’s those little touches that stick with people, and during challenging times, every bit counts. Combining practical solutions with attention to detail is key to boosting sales and keeping customers happy, even when the temperatures soar!