Cool Menu Moves to Drive Summer Sales in Restaurants & Foodservice
When the heat index climbs and humidity hangs heavy in the air, your customers aren’t just hungry; they’re clamoring for relief.
This summer, be the destination for parched patrons and sun-weary locals. A “beat the heat” summer marketing strategy should focus on three areas: having the right dishes ready to spotlight, positioning your space as a summer refuge, and authentically showcasing your team’s heat-beating expertise.
Here’s how to turn sweltering heat waves into seasonal selling opportunities!
1. Have the Refreshing Specials Ready to Deploy
Summer is your moment to shine with refreshing dishes that offer instant relief. Picture frozen fruit skewers glistening with condensation, cucumber-mint gazpacho that practically radiates coolness, and adult-flavored slushies in vibrant colors that make customers stop scrolling. These aren’t just menu items — they’re temperature salvation.
The magic happens when you think strategically. Skip the heat-generating grill and embrace wraps filled with fresh Boston Salads favorites and a compliment of crisp cool produce. Put that blender to work creating frozen mocktails that taste like vacation in a glass. When the weather app shows three days of 90+ degrees, you’re not scrambling — you’re ready to pivot into oasis mode.
Your cooling specials work double duty: they give heat-weary customers exactly what they crave while keeping your kitchen team cooler with a little respite from cooktops. That perfectly timed “Beat the Heat” special could become your hottest seller of the week.
2. Be the Place That Feels Like a Break
Your restaurant’s oasis potential extends beyond your menu. Every touchpoint becomes an opportunity to offer relief — from suggesting the coolest spaces in your dining room to training staff to offer immediate comfort with complimentary ice water.
Envision your “Heatwave Happy Hour” becoming the neighborhood’s 2-5 PM sanctuary, where frozen lemonades and cucumber-infused waters aren’t just drinks — they’re liquid relief. Your shaded patio or arctic-blast dining room becomes more than seating — it’s a destination.
This is empathy with an upsell — acknowledging the reality your customers are living while positioning your restaurant as the solution. The goal is simple: showcase your establishment as a thriving oasis in the summer heat, not just surviving another scorching day.
3. Show Your Heat-Beating Expertise
Don’t hide from summer’s intensity — embrace it as your competitive advantage. Your behind-the-scenes content during heat waves tells a story of expertise and care that resonates deeply with sweat-soaked customers.
Show your ice machine working overtime, your team’s practiced hands scooping sorbet, the satisfying blend of a frozen cocktail coming together. Capture the hustle of hard-working staff delivering cooling relief with pride.
This isn’t just content; it’s building trust. When customers see how expertly you’re beating the heat, they appreciate the effort behind their cooling experience. Your restaurant becomes not just a place that serves cold food, but a place that truly understands summer survival
Cool Menu Concepts to Inspire Your Summer Specials
“Chillcuterie”: Reimagine the classic board with shrimp cocktail, cucumber rolls, melon-prosciutto, frozen grapes, chilled cherry tomatoes, smoked salmon pinwheels, pickled vegetables, herbed cream cheese spreads, and citrus segments.
Gazpacho Specials: Transform nearly anything into cooling soup — leftover roasted vegetables, overripe tomatoes, even fruit past its prime. Blend, chill, and menu it as liquid relief. You’re turning inventory into profitable temperature salvation.
Frozen Mocktail Specials: Create adult slushies using seasonal mixers like wild blueberry lemonade, enhanced with your signature flair. Make them sparkling with premium Del’s carbonated beverages for an elevated cooling experience.
Build-Your-Own Cold Bowls: Offer customizable cooling combinations with cooked quinoa, cold noodles, pre-chopped vegetables, and proteins. Save kitchen heat by using prepared options like Midwest Kitchens’ sous vide meats or Hormel’s fire-braised proteins — smart solutions that keep your team cool while serving customer cravings.
This summer, you have the chance to transform your restaurant from just another dining option into the neighborhood’s essential heat refuge. Review and stock your pantry through the lens of temperature relief. What ingredients already to become cooling specials? How can your space become a sanctuary?
The heat is coming whether you’re ready or not. Make sure your customers know exactly where to find their oasis.
By Luke LaBree 🔎
CMO, Dennis Food Service