The experience of sitting down to eat in a restaurant usually begins the same way, with the waiter introducing themselves and then offering to run through the daily specials. It is so common that people seldom think about exactly what is happening there. Why is the waiter trying to offer some foods cheaper than others, or expressly mentioning specific dishes at all? Wouldn’t the menu make all these offers anyway?
Some people will have come up with a theory or two on why specials exist and everyone who has that uncle who warns you should never eat specials cause that’s the food that’s going old. The truth is, there are a multitude of reasons why restaurants may want to offer specials and focus on them, and not all of them are because this is the food most likely to make you sick.
Restaurants offer specials for a variety of reasons:
Test New Dishes
Specials allow chefs to experiment with new dishes and gauge customer reaction before deciding whether to include the item on the regular menu. A huge percentage of people arrive at restaurants they frequent with some idea of what they are going to have already in mind. Specials give the chef the power to change their mind, and deviate into new territory.
Seasonal Ingredients
Specials, particularly in high-end restaurants, often highlight seasonal or fresh ingredients that are currently at their peak but not necessarily available year-round. It is distinctly possible that one of the things the chef thinks they make the best is only available for a limited time each year, and as such never has a chance to establish itself as someone’s go-to order – the special therefore acts as an enticement, and ultimately a recommendation for the restaurant.
Reduce Food Waste
If the kitchen has surplus ingredients that need to be used up quickly to avoid waste, they might create a special dish using those items. While it is true this food is likely going to go off in a few days, there is almost no chance a reputable restaurant would risk their customer’s health and by extension their entire business by making anyone sick. Restauranteurs are incredibly careful about keeping sickness away from their restaurants as they know bad reviews online can sink them.
Attract Customers
A unique or innovative special can attract customers, particularly regulars who are looking for something new. By offering things that usually aren’t on the menu restaurants can lure customers in, and get a chance to make them regulars.
Flexibility for the Chef
Cooking the same thing day in and day out can be incredibly boring. Specials give chefs the opportunity to express their creativity, explore different cuisines, or simply break from the routine of the regular menu and can reinvigorate kitchen staff who have otherwise fallen into a routine.
Market Fluctuations
Sometimes, restaurants get a good deal on certain ingredients due to market fluctuations or bulk buying. They can utilize these ingredients in specials to increase their profit margin.
Event or Theme
Specials can be themed around holidays, local events, or cultural traditions, adding to the dining experience and attracting interested customers. While your local steak house won’t be offering turkey every day, you can almost certainly bet they will should they be open on Christmas.
While these reasons make the idea of offering specials appealing, there’s a reason these dishes are not included on the regular menu. Regular menu items should be consistently available, and the restaurant should be able to maintain a stable cost structure for them. In contrast, specials are often based on variable factors such as seasonality, availability, and price of ingredients, which could make them unsuitable for permanent menu status. Plus, their appeal often lies in their novelty and limited availability.
