As the leaves start to turn and the air gets colder, the arrival of seasonal menus at our favorite restaurants and coffee shops are unavoidable. But are these menus just a clever marketing tactic to increase sales, or do they genuinely add to our seasonal experience? 

Seasonal menus are designed to spotlight ingredients that are at their peak freshness during specific times of the year. This not only lifts the flavor of dishes, items, and drinks, but also supports local farmers. Also, it helps decrease the environmental impact of transportation. 

According to the National Restaurant Association, 70% of consumers say they are more likely to visit a restaurant that offers local and nearby sourced items which, at most times, line up with seasonal offerings. 

On the flip side, seasonal menus can be seen as part of a well thought out business strategy. 

Limited-time offers create a sense of urgency, encouraging customers to visit more frequently and quickly try the new items before they disappear. This can significantly increase sales, especially during periods where sales may be a little flat.

Seasonal menus help shops and restaurants stay relevant and bring in more customers. It’s a smart way to keep the menu exciting and fresh. This falls in place with research from the Cornell University School, which shows that limited-time deals can increase restaurant sales by up to 15%. 

For example, the Pumpkin Spice Latte, a staple of Starbucks’ autumn menu, has evolved into a cultural phenomenon, significantly increasing foot traffic to their stores every fall.

Notre Dame students are not immune to the lure of seasonal menus. Claire Cowles ‘27 and Bodie Ostrowski ‘27 shared their feelings about seasonal menus and name their favorite seasonal items from Starbucks.

Cowles’ answered, “I absolutely love the Peppermint Mocha from Starbucks during the winter. It’s like drinking a cup of holiday joy. I definitely enjoy seasonal menus because they get me into the spirit of the season!” 

Ostrowski, on the other hand, enjoys the fall seasonal drinks more than the winter ones, “For me, my favorite is the current Pumpkin Spice Latte. It’s not just a drink during a season, it is the entire vibe and deal.”

So, are seasonal menus a money grab or a genuine seasonal experience? The conclusion appears to be a little bit of both. 

There is definitely a business strategy to keep in mind behind these limited time offerings, but they also help people connect to the seasons that many customers, including ND students, truly do appreciate. Just look at all of the seasonal drinks we see at school in the mornings.

So, whether it is a great tasting drink or a holiday tradition, there is no contradicting the charm of a well done seasonal menu.