Are you serving up (or packaging up) Thanksgiving meals at your restaurant this year? While Thanksgiving is one of those holidays where people enjoy eating traditional dishes year after year, you can help your menu stand out by offering alternatives that don’t stray far from the classics but still add interest to the menu. Instead of trying to sell guests on creative new main dishes and sides, try incorporating special marinades, gravy and on-trend spices and flavors that will elevate – but not distract from – the classic foods consumers crave.
Blueberries abound this time of year and they shine in far more than desserts. This summer, try them in savory applications to add some unexpected sweetness and color to entrées. As chef Jason K. Morse, owner of 5280 Culinary, a line of barbecue products, told Flavor & the Menu recently, blueberries work especially well when used to balance out dishes with lots of spice, heat or other strong, savory flavors. Try them as sweet counterpoints to barbecue sauces, marinades and chutneys on grilled pork and poultry, sandwiches and tacos.
Offering local, in-season foods not just during peak growing season but year-round will help you present your brand as more authentic to guests. And according to Mintel research, 78 percent of consumers consider seasonal dishes to be a treat (and therefore an extra enticement to support your business). Of course, using seasonal ingredients on your menu might be a breeze in the middle of summer, but what about in the dead of winter? Your marketing efforts in this area can help you sell the best of the season year-round and also create some urgency to encourage guests to enjoy your latest offerings while they can. Chefify suggests using each season to tell a range of stories. Who are your growers? Why does your chef love cooking with a certain item on your menu when it’s in season? What beverages are the ideal complements for the new foods you’re offering? Create excitement around the change of seasons by adjusting your restaurant’s environment — everything from the music to the artwork on the walls to the images you use on social media — to reflect the new season. To generate some buzz about the new menu offerings, plan a special tasting event where guests can sample and rate new dishes. (You can also do the opposite and have an end-of-season party to give guests a final chance to taste your popular summer berry cobbler.) If you’re just starting out and aren’t ready to make a larger commitment to offering seasonal foods, Chefify suggests creating one menu of staples and another with seasonal specials that you can test and swap out as you weigh guests’ reactions to them.
Does your restaurant have creative ways of sharing what you do best — whether it be inventing new dishes or surprising guests with unexpected pairings or presentations? For years, operators have used Restaurant Week offers to bring guests in during slow periods, attract people who wouldn’t normally visit and test new menu ideas — but the event needs some reinvention. While it can be profitable for operators, many say that Restaurant Week turns off regular clientele, can be costly to manage and has grown to include so many restaurants that it is difficult to stand out in the crowd. In place of Restaurant Week, operators are coming up with more experimental concepts. Upserve reports that “Off Menu Week,” a joint effort between Resy and Capital One, is taking off in six food-focused cities ranging from Los Angeles to Chicago to New York. Participating restaurants will serve dishes that may appear on a future restaurant menu, off-menu items, or one-hit wonders that didn’t make it to the menu. Bloomberg reports that participating restaurants could offer such experiences as having guests try a dish with a selection of wines designed to draw out different flavors, or demonstrating different approaches to making sushi. The goal isn’t about showcasing signature dishes or trying to attract guests looking for a good deal — it’s about providing a behind-the-scenes experience visitors will remember.