High winter delivery consumption drives adaptation of menus and packaging

August, with its lower temperatures, has established itself as one of the hottest months for the delivery sector in Brazil. According to a survey by the Brazilian Association of Bars and Restaurants (Abrasel), establishments that adapt their menus to the season record up to a 25% increase in nighttime sales, especially in hot dishes and comfort food, such as soups, broths, pastas, and stews.

To handle the demand, experts recommend operational adjustments ranging from the choice of suitable utensils to investment in thermal packaging. "In delivery, the customer experience begins with the presentation of the order. Packaging that maintains temperature and prevents leaks conveys professionalism and increases the chances of repurchase," explains Mislene Lima, a customer delight specialist and sales leader at Grupo Simão.

Menu adaptation is also seen as a loyalty strategy. According to Lidiane Bastos, business administrator and CEO of Grupo Simão, seasonality can be an ally in reducing costs and surprising the public. "Seasonal menus allow for working with fresh, cost-effective ingredients. Furthermore, they create a sense of novelty, encouraging the customer to order again," she states.

Beyond dish selection, the internal organization of kitchens is cited as a decisive factor for bottleneck-free operations. Research by the National Restaurant Association (ANR) shows that 70% of establishments that invest in high-performance equipment manage to reduce preparation time by up to 20%. "When there is method and clarity in the routine, the restaurant can handle more orders in less time, maintaining service quality," adds Mislene.

Another highlighted point is loyalty via delivery apps. According to PwC data, 71% of consumers consider the presentation and design of the packaging a significant factor in their purchasing decision. For experts, investing in customized containers, with their own visual identity and thank-you messages, helps create a bond with the public and generates spontaneous advertising on social media.

"The customer who orders via the app does not see the restaurant's dining area or the in-person service. The perception of value and care lies in what they receive at their doorstep. Therefore, every detail counts," reinforces Mislene.

How bars and restaurants can leverage delivery in winter, according to Lidiane Bastos:

• Invest in thermal packaging
  Containers that maintain food temperature until delivery are essential for broths, soups, and pastas. Prefer options that are leak-resistant and easy to handle.
• Bet on seasonal menus
  Include winter dishes such as stews, individual fondues, and hot desserts. Working with seasonal ingredients reduces costs and ensures freshness.
• Organize the kitchen for agility
  High-performance utensils, such as durable pots, precision scales, and food processors, reduce preparation time by up to 20%.
• Personalize service on the app
  Use packaging with the brand's visual identity, include thank-you messages, or simple gifts like artisanal bread to accompany a soup. These details increase loyalty.
• Create loyalty promotions
  Offer progressive discounts for customers who order more than once a month or family combos, which have strong appeal during school holidays.
• Bet on drinks and sides
  Teas, coffees, wines in individual portions, and winter desserts are differentiators that increase the average ticket and complement the experience.