Beating the Summer Rush: Three Tips to Get Your Restaurant Ready for the Surge

For restaurant operators, the summer months present both exciting opportunities and operational challenges. The seasonal surge in foot traffic can drive significant business, but without proper preparation and training, teams can quickly become overwhelmed. In co-founding Sweet Paris Crêperie & Café, I’ve learned the importance of strategically preparing our strategic partners for the summer rush to not only meet increased demand, but to consistently deliver an elevated guest experience to every customer who walks through our doors. 

For restaurants to thrive during busy season, it’s crucial to focus on the below three critical areas. 

Intentional Menu Engineering

Tapping into seasonal menus and limited time offers (LTOs) requires thoughtful, intentional planning. While it may be tempting to launch elaborate specials, it’s crucial to select items that align with your brand identity and can be executed seamlessly, without disrupting kitchen workflow or compromising consistency, especially during peak periods. At the same time, these offerings should spark excitement among existing customers and attract new guests through your doors.

At Sweet Paris, our strategic seasonal LTOs leverage ingredients that are executable and maintain operational ease while tapping into flavors that are trending and pair well with existing menu offerings. Conducting an analysis of menu performance throughout the year and keeping a pulse on food and beverage trends along with consumer behaviors allows for the most educated decisions on menu engineering. 

Limited time offerings should enhance the customer experience and set your restaurant apart from competitors. They should also instill a sense of urgency and excitement, encouraging new and existing customers to try them before they are gone. While these menu items are not permanent, they play a direct role in boosting brand loyalty, driving guests back into your stores. However, don’t lose sight of the existing items on your menu – LTOs should create anticipation and drive traffic without compromising on quality. 

Preparing Your Team Before the Rush

Many restaurants make the common mistake of hiring once they’re overwhelmed, rather than staffing ahead of the rush. Hiring for the summer rush ahead of time allows for thoroughness, setting staff up for success. We encourage our strategic partners to evaluate their staffing needs in early spring to ensure qualified candidates are available and can be integrated into operations. 

Operators should focus on hiring new team members who are adaptable, communicative, and team players. Summer rushes can require teams to pivot quickly between tasks, and understanding how to navigate high-pressure situations is key for maintaining efficiency throughout the restaurant. Our training programs are extensive, preparing team members to collaborate, deliver consistent and superior guest service, and be adaptable as situations arise. At the end of the day, the guest experience is always paramount, regardless of how busy the restaurant is. 

Maintaining Hospitality Standards

Building strong operations that can withstand high-volume foot traffic to maintain the guest experience sets restaurants apart from competition. It’s also crucial to identify opportunities for improvement in your current systems ahead of the rush before they escalate. Ensure that your restaurant layout is efficient, back-of-house operations are streamlined, and that your team is prepped on how to handle a rush.

As we scale our brand through franchising with our strategic partners, we’ve set brand standards for each location to achieve operational excellence. Technology is a valuable asset, and can aid in streamlining operations during busy periods, but it is important to note that technology should enhance human interaction and the guest experience, not replace it. Diners are seeking experiential outings and quality customer service, and that needs to be at the heart of every interaction. 

While summer creates a booming opportunity for business, it doesn’t need to be about working harder – it’s about working smarter and preparing strategically for the rush to position your restaurant to thrive. Through tapping into seasonal trends, tactical hiring methods, and always maintaining high-quality standards, guests will continue to return to your restaurant long after summer is over.