Hospitality is a seasonal game, and if you’ve been in it long enough, you know the highs can be really high, and the lows can feel endless. Whether you’re in an alpine town wrapping up winter or a coastal café gearing up for summer, one thing’s for sure: seasonality can make or break your venue’s profitability.
Here’s the good news: with the right plan, you can thrive year-round.
Here are six big takeaways from our recent Crunch Q&A with business coach James O’Connell on how to manage costs, build systems, and keep your doors busy no matter what the weather’s doing.
If you’ve got questions of your own, jump into the Crunch App — ask one of our business coaches, watch a masterclass, or join James’s next live Q&A!
1. Planning Is Non-Negotiable
“Show me the plan, and I’ll show you how successful you’ll be.”
Transitioning from high to low season (or the other way around) needs more than good intentions; it needs a clear strategic plan. Without one, your business drifts, staff lose focus, and opportunities slip away.
Start with a one-page plan that outlines your top 3–5 priorities for the next 6 months.
These might include:
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Systemising your HR and onboarding processes
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Reviewing your menu pricing and food cost formula
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Setting weekly sales and wage targets
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Getting consistent with your marketing
A simple one-page plan gives you direction and focus, and keeps the chaos out. You can grab our One-Page Strategy Template inside the Crunch App.
2. Use the Low Season to Systemise
When trade slows down, most people stress about it. But James says it’s actually your biggest opportunity.
“Low season is when you get your house in order. It’s when you build the systems that make the next high season easier.”
That might mean:
- Tidying up your rostering and cost tracking
- Reviewing your menu and simplifying it
- Creating or updating your training guides
- Build SOPs for service, prep, and training
- Upgrade tech (POS, scheduling, or a food cost calculator)
Systemisation isn’t sexy, but it’s strategic. The more efficient your systems, the smoother your peak seasons will run and the higher your café profit margin will climb.
3. Forecast, Don’t Flounder
James puts it simply: “If you’re not doing forecasted rostering, you’re not managing your business.”
That means setting a weekly revenue target, building your roster around it, and tracking your wage percentage daily, not weekly.
Use a simple formula:
Wage % = (Total Wages ÷ Total Sales) × 100
The same principle applies to your food cost percentage.
If you’re wondering “how do you calculate food cost?”, here’s a quick refresher:
Food Cost % = (Cost of Goods Sold ÷ Food Sales) × 100
Use that number to guide your menu pricing and ensure each dish pulls its weight.
4. Adapt Your Menu to the Season
Your menu should change with the weather and with your audience.
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In high season, simplify. Focus on fast, consistent, top-selling dishes (think the 80/20 rule: 20% of your dishes drive 80% of sales).
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In low season, bring back local favourites and comfort dishes that keep regulars coming back.
Whether you’re running a small bar, café, or restaurant, smart menu engineering keeps your team sane and your costs under control.
If you’re not already tracking profitability per dish, it’s time to learn how to cost a menu and calculate your margins. Need a hand? We can show you how inside the Crunch app.
5. Invite People In, Don’t Just Open the Doors
When trade slows, you can’t just wait for customers. You need to actively invite them in.
That might look like:
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Sending an email to your local database welcoming them back after peak season
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Partnering with local hotels or “people suppliers” who can refer guests
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Hosting simple theme nights or pub events that suit your brand
As James says, “Great marketing is the art of the invitation.”
The best restaurant marketing strategies aren’t about big spend, they’re about smart relationships and reputation.
6. Protect Your Reputation, It’s Your Best Marketing Tool
Before spending a cent on ads, check your Google reviews. A 4.5+ rating is the new minimum.
Travellers and locals alike search “cafés near me,” and if your score is lower than the venue down the road, you’re already losing business.
Your reputation is your frontline marketing. Focus on service consistency, fast responses to reviews, and making every guest interaction count. James also recommends asking your loyal regulars to leave reviews for you – every little helps!
Got questions?
Join the Crunch membership to join the next live Q&A, plus plug-and-play templates, a connected community and the The Hospitality Playbook — your six-part masterclass series covering the essential business skills every hospitality owner needs.
