Seasonal Menu Plan

GATE: Confirm the brief before planning the rotation.

Phase 2: Plan the Rotation

Seasonal Ingredient Guide

Menu Rotation Strategy

## Seasonal Rotation Plan

**Items staying (core menu):** [List permanent items — your best sellers]
**Items rotating out:** [List items being removed — seasonal ingredients ending]
**Items rotating in:** [List new seasonal items]
**Specials (limited time):** [1-2 items available for a limited window]

Rotation Rules

• Keep your top 5 best-selling items year-round (unless ingredients become unavailable)
• Rotate 30-50% of the menu per season
• Introduce at least 1 new appetizer, 2 new entrees, and 1 new dessert
• Create at least 1 seasonal cocktail or beverage
• Test new items as specials for 2 weeks before committing to the seasonal menu

Pricing Adjustments

GATE: Confirm the rotation plan before writing menu copy and launch strategy.

Phase 3: Write and Launch

New Item Descriptions

Follow menu description rules:

• 10-25 words per item
• Lead with cooking method or origin
• Include sensory language (texture, flavor, temperature)
• Note seasonal ingredient that makes it special

Example: "Butternut Squash Risotto — slow-stirred arborio rice, roasted butternut squash, sage brown butter, shaved Parmigiano. (V)(GF) 22"

Staff Training Plan

Before the seasonal menu launches:

1. Menu tasting — kitchen prepares all new items for full staff tasting
2. Description training — servers can describe every new dish, ingredients, and preparation
3. Allergen review — all new items reviewed for allergens and dietary labels
4. Upsell training — which new items to suggest, which pairings work
5. FAQ prep — anticipate customer questions about new items

Launch Marketing Plan

In-Restaurant Launch Elements

• Table tents or menu inserts highlighting new items
• Server recommendation cards (which items to suggest)
• Chalkboard or signage featuring the seasonal special
• "New" label next to seasonal items on the menu

Phase 4: Polish

1. Performance Tracking

Track these metrics for 30 days after launch:

## Seasonal Menu Metrics

- **New item sales mix:** % of total orders that include a seasonal item
- **Food cost variance:** Actual vs. target food cost for new items
- **Customer feedback:** Comments, reviews, and server reports on new items
- **Waste tracking:** Any new items generating excessive waste
- **Check average:** Did the seasonal menu change the average check?
- **Social engagement:** Performance of seasonal menu content

2. Mid-Season Adjustment

At the halfway point of the season:

• Remove items with poor sales (under 5% of orders)
• Adjust portion sizes or pricing if food costs are off
• Add a limited-time special to refresh interest
• Refresh social content with updated photos

3. Quality Checklist

## Seasonal Menu Plan Checklist

- [ ] Seasonal ingredients identified and sourced
- [ ] 30-50% of menu items rotating with new seasonal items
- [ ] Core best-sellers remain on the menu
- [ ] New item descriptions written (10-25 words, sensory language)
- [ ] Pricing adjusted based on ingredient costs and competition
- [ ] Staff tasting and training completed before launch
- [ ] Launch marketing plan covers pre-launch, launch, and ongoing
- [ ] In-restaurant signage and table tents prepared
- [ ] Performance metrics defined for 30-day tracking
- [ ] Mid-season review scheduled for adjustment

Example

Restaurant: Farm-to-table American, transitioning to Fall menu

Rotating out (summer items):

• Heirloom tomato salad
• Grilled swordfish
• Peach cobbler

Rotating in (fall items):

• Roasted beet salad with goat cheese, walnuts, and apple cider vinaigrette (V)(GF)(N) — 15
• Braised lamb shank with creamy polenta and roasted root vegetables (GF) — 32
• Apple cider-brined pork chop with maple butter, Brussels sprouts, and smashed sweet potatoes (GF) — 28
• Pumpkin panna cotta with gingersnap crumble and bourbon caramel (V) — 12

Launch email excerpt: "Fall is here, and so is our new menu. We have spent weeks working with local farms to bring you the best of the season — braised lamb, roasted beets from [Farm Name], and a pumpkin panna cotta that might be our best dessert yet. Come taste the season. Reserve your table: [link]"

Anti-Patterns

• Changing the entire menu — rotating everything confuses regulars. Keep your best sellers and rotate around them.
• Seasonal in name only — labeling a dish "fall harvest" but using year-round ingredients is transparent and undermines credibility.
• No staff training — servers who cannot describe new dishes sell fewer of them. Always taste and train.
• Launching without marketing — a seasonal menu only works if customers know about it. Plan the marketing before the launch.
• Ignoring performance data — if a seasonal item is not selling after 2 weeks, remove it. Do not wait until next season.

Recovery

• Seasonal ingredient becomes unavailable: Have a backup ingredient or dish ready. Source alternatives from a different supplier.
• New items are not selling: Ask servers why — is it the description, the price, or the dish itself? Adjust the weakest element first.
• Food costs are higher than expected: Reduce portion size slightly, adjust the price, or find a more cost-effective preparation.
• Late to the season: Launch a "mid-season refresh" instead — 2-3 new items positioned as limited-time additions. Better late than skipping the season entirely.