Seasonal menu planning: Maximise freshness and margins

Seasonal menus aren't just trendy—they're one of the smartest financial decisions you can make. When you align your menu with what's naturally abundant, you pay less, get better quality, and attract customers looking for fresh, local flavours.

A Sydney restaurant we spoke to reduced produce costs by 18% in their first year of seasonal planning. They bought tomatoes in summer when they were $3/kg instead of winter when they hit $8/kg. Simple, but the impact compounds across your entire ingredient list.

The business case for seasonal menus

Three reasons to plan around seasons:

1. Lower costs: In-season produce is abundant, which drives prices down. Asparagus costs $18/kg in winter but $6/kg in spring. Strawberries can swing from $15/kg in winter to $4/kg in summer. Multiply these savings across 20–30 ingredients and you're looking at thousands saved monthly.

2. Better quality: In-season produce travels shorter distances, ripens naturally, and tastes better. Your customers notice. A tomato salad in February (peak summer) will always outshine one in July (imported, bland, mealy).

3. Marketing appeal: Diners actively seek out seasonal menus. Terms like "spring menu" or "winter warming dishes" signal freshness and thoughtfulness. You can charge a premium for seasonal specials because customers perceive higher value.

Australian seasonal produce calendar

Here's what's abundant and affordable each season in Australia. Use this as a starting point when planning menu updates.

Spring (September–November)

• Vegetables: Asparagus, broad beans, peas, zucchini, artichokes, radishes, baby carrots
• Fruit: Strawberries, cherries, apricots, rhubarb
• Herbs: Mint, basil, coriander, chives
• Menu ideas: Spring salads, pea risotto, grilled asparagus, strawberry desserts

Summer (December–February)

• Vegetables: Tomatoes, capsicum, eggplant, cucumber, corn, beans, lettuce
• Fruit: Mangoes, stone fruit (peaches, nectarines, plums), berries, melons, passionfruit
• Herbs: Basil, mint, coriander
• Menu ideas: Caprese salad, grilled vegetables, mango desserts, fresh fruit tarts

Autumn (March–May)

• Vegetables: Pumpkin, sweet potato, mushrooms, leeks, silverbeet, cauliflower, broccoli
• Fruit: Apples, pears, figs, grapes, quinces
• Herbs: Rosemary, thyme, sage
• Menu ideas: Roasted root vegetables, pumpkin soup, mushroom pasta, apple crumble

Winter (June–August)

• Vegetables: Brussels sprouts, cabbage, kale, parsnips, turnips, fennel, celeriac
• Fruit: Oranges, mandarins, grapefruit, cumquats
• Herbs: Parsley, rosemary, thyme
• Menu ideas: Hearty stews, braised dishes, citrus salads, winter greens

Balancing core menu with seasonal specials

You don't need to overhaul your entire menu every three months. Most successful restaurants run a hybrid model: core year-round items (your bestsellers, signature dishes) plus rotating seasonal specials.

Core menu (70–80% of offerings):

• Dishes with flexible ingredients (e.g., "market greens" instead of specific lettuces)
• Items that use preserved or year-round ingredients (pasta, proteins, grains)
• Customer favourites that drive repeat business

Seasonal specials (20–30% of offerings):

• Feature the most abundant seasonal produce
• Higher margins because ingredient costs are lower
• Marketing hooks: "Spring Asparagus Risotto" or "Winter Citrus Salad"
• Test new dishes without committing long-term

This approach gives you stability (customers can always find their favourites) while keeping the menu fresh and cost-effective.

Managing season transitions without waste

The tricky part is the changeover. You don't want a walk-in full of summer tomatoes when you're launching your autumn menu. Here's how to transition smoothly:

Step 1: Plan the transition date

Pick a date 2–3 weeks before the season officially changes. This gives you time to use up remaining stock and train staff on new dishes. For example, start your autumn menu in mid-February, before produce prices shift in March.

Step 2: Reduce pars two weeks out

Stop ordering large quantities of outgoing seasonal items. Drop your tomato orders from 20kg to 10kg, then 5kg in the final week. You'll sell through existing stock naturally without excess waste.

Step 3: Run "farewell" specials

Promote the outgoing season. "Last chance for summer stone fruit tart" creates urgency and helps clear remaining stock. Customers appreciate the heads-up and often order these items specifically.

Step 4: Introduce the new menu gradually

Don't flip the entire menu overnight. Start with 2–3 new seasonal specials while keeping core items. Add more as you dial in recipes and train the team. This reduces kitchen stress and gives you flexibility if a dish needs tweaking.

Marketing seasonal dishes effectively

A seasonal menu only drives revenue if customers know about it. Here's how to get the word out:

1. Update online presence immediately: Change your website menu, Google Business profile, social media bios. Use seasonal keywords so people searching "spring menu Sydney" find you.

2. Highlight seasonality in dish names: Instead of "Salad," write "Spring Pea and Mint Salad." The specificity signals freshness and justifies premium pricing.

3. Social media teasers: Post photos of fresh produce deliveries, behind-the-scenes prep of new dishes, or farmers you're sourcing from. This builds anticipation and tells a story.

4. Train staff to sell specials: Your waitstaff should know what's seasonal, why it's special, and how to describe it enthusiastically. "The asparagus just came in this morning from a farm two hours away, and it's incredible" sells better than "we have an asparagus dish."

5. Email your regulars: Send a quick note when the new menu drops. Include a few hero dishes and photos. Offer early-bird reservations or a complimentary seasonal appetiser for the first 50 bookings.

Working with suppliers on seasonal availability

Your suppliers are your best resource for seasonal planning. They see what's coming into market weeks before you do. Here's how to partner with them effectively:

Ask for seasonal forecasts: Most wholesalers can tell you what will be abundant (and cheap) in the coming weeks. Use this intel when planning your next menu update.

Negotiate bulk pricing on peak items: When a supplier has excess seasonal stock, they want to move it quickly. Offer to buy larger quantities at a discount, then feature that ingredient heavily on your menu.

Request samples of new varieties: Suppliers often get unique or heirloom produce during peak season. Ask for samples to test. If you find something special, you can build a signature dish around it.

Communicate your menu timeline: Let suppliers know when you're planning menu changes so they can alert you to deals or shortages. A good rep will even suggest ingredient swaps if something you need is scarce or overpriced.

Lock in prices for high-volume items: If your autumn menu relies heavily on pumpkin, negotiate a fixed price for the season. This protects you from mid-season price spikes and makes costing more predictable.

Making seasonal planning sustainable

Seasonal menus work best when they're part of your routine, not a one-off project. Build a system:

• Calendar reminders: Set alerts for 6 weeks before each season to start planning.
• Track performance: Note which seasonal dishes sold well and which flopped. Use that data next year.
• Build a recipe library: Keep a file of seasonal dishes that worked. You can reuse or adapt them each year.
• Monitor costs: Compare your ingredient spend season-over-season. You should see measurable savings on produce.

The first year takes effort, but by year two, seasonal planning becomes second nature. You'll know when asparagus season hits, when to start buying pumpkins, and exactly which dishes your customers expect.

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About the author: The Equimise team is dedicated to helping hospitality operators run smarter, waste less, and grow profitably with intelligent back-of-house systems.