Seasonal Promotions Are Creating New Sales Opportunities

Pumpkin spice arriving in August may feel early, but for restaurant operators, the bigger story is what seasonal limited-time offers can accomplish.

Restaurants and beverage concepts are increasingly using seasonal products to create urgency and give customers a reason to return sooner. These promotions can often be introduced without the expense of a major kitchen renovation, significant additional labor, or an entirely new menu.

For restaurant buyers, this creates another area to evaluate during due diligence.

Does the restaurant have an established promotional calendar? Does it take advantage of holidays, sporting events, seasonal flavors, and other predictable traffic opportunities?

If not, an otherwise flat sales history could contain opportunities that the current owner simply has not pursued.

Understand the Seasonality Behind Restaurant Sales

Late August also marks another important shift for restaurants, particularly those located near universities and major sports markets.

College students return to campus, parents arrive for move-in weekends, and football season begins changing restaurant traffic patterns. Pizza, wings, takeout, group orders, bars, and casual dining concepts can all experience meaningful changes in demand during this period.

That is why buyers should avoid looking at annual sales alone.

A restaurant near a major university may have a slower summer followed by an exceptionally strong fall. Another concept could depend heavily on holiday traffic, tourism, or outdoor dining.

Monthly profit and loss statements can help buyers understand those cycles. At least 12 months should be reviewed, while 36 months can provide a much clearer picture of how the business performs throughout different seasons.

Seasonality is not necessarily a weakness. It is simply part of understanding what drives the business.

Beverage Concepts Continue to Gain Attention

Beverages are becoming an increasingly important part of restaurant strategy.

McDonald's entered the energy drink category in August with the nationwide launch of the Red Bull Dragonberry Energizer. The move reflects broader growth within beverage and snack-focused concepts, which grew nearly 10 percent in 2024 compared with 1.4 percent for burger-focused chains, according to the information covered in this week's market discussion.

There are several reasons buyers are paying attention to concepts such as coffee, smoothies, juice, boba, and energy drinks.

These businesses may operate with smaller footprints, simpler staffing models, lower buildout requirements, and less pressure on the kitchen than traditional full-service restaurants. Beverages can also offer attractive margins and provide existing restaurant operators with another way to increase average ticket without substantially changing their operation.

For restaurant buyers, beverage concepts should not automatically be overlooked because they do not fit the traditional definition of a restaurant.

For existing operators, the beverage menu may also be one of the first places to look for incremental sales opportunities.

 From Fall Flavors to Restaurant Deals: Trends Shaping the Market 

The current restaurant resale market offers opportunities for buyers with very different objectives.

Mesa, Arizona Restaurant Franchise

Listing #42915 in Mesa, Arizona, represented by Tabby Hemphill, is listed for $99,000.

The fast-casual franchise generates approximately $257,000 in annual sales from a 1,125-square-foot location with monthly rent of just $1,650. Existing infrastructure includes a hood system, grease trap, refrigeration, prep equipment, POS system, and other essential restaurant equipment.

Limited operating hours and a lean staffing model may also provide opportunities for a new owner to explore expanded hours, catering, delivery, and online ordering.

Raleigh, North Carolina Pizza Restaurant

Listing #42881 in Raleigh, North Carolina, represented by Paul Peterson, is listed for $279,000.

This turnkey pizza restaurant generates approximately $946,000 in annual sales and operates from a 3,422-square-foot space with seating for 74. The restaurant also offers beer and wine service, ample parking, two hood systems, a pizza oven, fryers, a range, walk-in refrigeration, and additional equipment designed to handle volume.

A buyer could continue operating the existing pizza, delivery, and catering business or explore bringing another concept into the equipped location.

Longmont, Colorado Second-Generation Restaurant

Listing #42580 in Longmont, Colorado, represented by Bobby Pangilinan, is listed for $149,000.

The approximately 1,500-square-foot beverage and donut shop generates roughly $317,000 in annual sales and includes seating for approximately 30 guests. The location features a hood system, grease trap, walk-in cooler, refrigeration, and prep areas.

The existing infrastructure could support the current operation or potentially be adapted for coffee, bakery, breakfast, sandwiches, smoothies, desserts, or another fast-casual concept.

Together, these listings demonstrate how restaurant buyers can approach ownership from very different directions, from keeping occupancy costs low to purchasing an established operation or acquiring a second-generation location that provides greater flexibility.

Restaurant Sellers Should Sell From Strength

Rising expenses continue to pressure restaurant margins.

Labor, food costs, insurance, transaction fees, and commodities are all affecting operators. Beef costs are an especially important issue as cattle inventory remains near historically low levels and rebuilding supply can take years.

For restaurant owners considering a sale, waiting for every expense category to return to normal may not be the best strategy.

A temporary decline in margins caused by market conditions is different from a poorly operated restaurant. When buyers understand the broader environment and can see how a restaurant compares with similar businesses, those numbers can be placed into the proper context.

Timing also matters.

More than 8,000 restaurants closed during the first half of 2026, according to the information highlighted in the show. Some of those businesses may have had value that could have been transferred to another owner before the situation deteriorated.

Closing a restaurant and selling a restaurant produce very different outcomes.

A successful sale can transfer the lease, equipment, operating infrastructure, and value of the business to a new owner. Closing can leave an owner dealing with lease obligations, equipment, and other expenses without receiving value for what they built.

Restaurant owners considering an eventual exit should begin planning earlier than they think they need to. Selling while the business is still operating from a position of strength generally provides more options than waiting until there is no remaining flexibility.

Buyers Should Look Beyond Total Restaurant Sales

Revenue matters, but buyers also need to understand where those sales come from.

A restaurant generating $1 million in annual sales primarily through third-party delivery may have very different economics from a restaurant producing the same revenue through dine-in customers, catering, or direct online orders.

Delivery commissions, packaging expenses, marketing costs, and labor requirements can all affect how much of each sales dollar ultimately reaches the bottom line.

The sales mix can also reveal opportunities.

A restaurant might have strong dine-in demand but little catering. Another could have substantial delivery volume while doing very little business through its own ordering platform.

These are areas where an incoming owner may be able to grow without opening another location or completely changing the concept.

When evaluating a restaurant for sale, buyers should ask not only how much the business sells, but how those sales are generated and what it costs to produce them.

Experienced Buyers Continue to See Value in Established Restaurants

Two recent restaurant closings demonstrate why established locations remain attractive to experienced operators.

In St. George, Utah, Listing #33148 involved a seller with more than 30 years in the restaurant business who was consolidating a multi-state portfolio. The buyer had previously worked with the same franchise concept roughly 20 years earlier and already understood its systems and operations.

In Ormond Beach, Florida, Listing #39354 involved an owner who had built the restaurant from the ground up and was ready to retire. The buyer brought previous restaurant, franchise management, and operational experience and saw an opportunity to build on an established business rather than starting from scratch.

These transactions illustrate an important point about the resale market.

A restaurant does not have to be struggling for an owner to sell.

Retirement, portfolio consolidation, relocation, changing priorities, and other life or business decisions can all bring quality restaurants to market.

For buyers, acquiring an operating business can provide existing infrastructure, operating history, employees, customers, systems, and equipment that would otherwise take significant time and capital to recreate.

More Restaurant Opportunities Enter the Market

Two additional listings this week further demonstrate the range of opportunities available.

Listing #42630 in Alpharetta, Georgia, represented by Jeff and Kim Heidt, is listed for $199,000. The turnkey Indian restaurant generates approximately $638,000 in annual sales and includes seating for 150, patio seating, a bar, event space, and an extensively equipped commercial kitchen.

Listing #42828 in the Boston, Massachusetts area, represented by Steve and Cyndi Weinbaum, is listed for $49,000. The Certified Pre-Owned Moe's franchise generated approximately $812,000 in 2025 sales and includes an established team, modern operating systems, approximately 2,500 square feet of space, and lease term and options extending through 2035.

One offers the flexibility of a large second-generation restaurant, while the other offers the systems and brand recognition of an established franchise.

What Our Clients Are Saying

Restaurant transactions involve many moving parts, which makes communication, responsiveness, and consistent guidance especially important for both buyers and sellers.

This week, two client testimonials highlighted the value of having a restaurant broker who stays involved throughout the process.

Scott Terbush worked with Doreen of We Sell Restaurants Scottsdale, Arizona, and shared:

“All I can say is WOW! Doreen is absolutely wonderful to work with. She keeps you informed every step of the way and is always available when you need her. Her communication, professionalism, and dedication are second to none. Doreen truly partners with her clients and makes sure you always know what to expect throughout the process. She is committed to your success and goes above and beyond to deliver exceptional service. I highly recommend Doreen to anyone looking for a knowledgeable, trustworthy, and reliable broker.”

Scott’s experience highlights how valuable strong communication can be throughout a restaurant transaction. With multiple parties, documents, deadlines, and decisions involved, having a broker who keeps clients informed can make the process easier to understand and navigate.

Navin Sunkara also shared his experience working with Gary and Michael of We Sell Restaurants Michigan Farmington during the purchase of a business:

“We worked with Gary and Michael during our business purchase. They were very responsive and worked with us during the whole process. We highly recommend them.”

His feedback reinforces the same message. Responsiveness and continued involvement matter from the first conversation through closing, especially when buyers are navigating the many steps involved in acquiring an operating business.

Two different clients in two different markets shared a consistent experience. Staying responsive, communicating clearly, and remaining engaged throughout the transaction are all important parts of helping restaurant buyers and sellers move forward with confidence.

Restaurant Experience Can Create a Different Kind of Career

Not everyone who wants to remain connected to the restaurant industry wants to operate another restaurant.

Restaurant and hospitality professionals already understand many of the fundamentals involved in restaurant brokerage, including operations, labor, leases, food costs, financial performance, and the factors that make a restaurant successful.

That knowledge can translate into a career helping restaurant buyers and sellers navigate transactions as a Certified Restaurant Broker®.

That opportunity was also reflected during a recent visit to the We Sell Restaurants home office by Congressman Randy Fine, one of the co-sponsors of the American Franchise Act, H.R. 5267.

During the visit, he heard directly from We Sell Restaurants franchise owners about their experiences. Brittney Gates began with the company in an entry-level assistant role and today owns two territories and ranks among the company's top performers nationally. Debra Sawyer shared her experience as a multi-unit franchise owner who has also brought her daughter into the business, while Mel Barry-Ferioli discussed leaving real estate and working for someone else to become her own boss.

These stories demonstrate how franchising can provide entrepreneurs with an opportunity to build equity, create room for professional growth, involve family members in the business, and take greater control of their careers.

As a We Sell Restaurants franchise partner, owners build businesses helping buyers and sellers navigate restaurant transactions, including evaluating opportunities, marketing listings, negotiating deals, and supporting transactions through closing.

We Sell Restaurants provides training to become a Certified Restaurant Broker®, along with proven systems, restaurant-specific technology, marketing resources, lead generation tools, transaction support, and the backing of a national brand.

For experienced restaurant and hospitality professionals, it can provide another way to remain connected to the industry without returning to the day-to-day demands of restaurant operations.

Franchise Brands Need a Resale Strategy Too

Restaurant resales are not simply a buyer and seller issue.

They can also have significant implications for franchise brands.

When an existing franchise location closes, the brand can lose royalty revenue, employees, customers, and market presence. When that restaurant is successfully transferred to a qualified new operator, the location has an opportunity to continue operating under the brand.

That is why franchisors benefit from developing a resale strategy before franchisees reach the point of closing.

An effective resale process can include valuation, confidential marketing, buyer qualification, financial review, lease coordination, franchisor approval, financing, due diligence, and communication among all parties.

For franchise systems, working with restaurant brokerage professionals can also allow the development team to remain focused on recruiting new franchisees and opening new locations rather than becoming responsible for managing every existing franchise resale.

Done correctly, a franchise resale can protect much more than a transaction. It can help preserve royalty revenue, retain employees and customers, keep a location operating, and transition the business to an owner prepared to carry the brand forward.

The Restaurant Resale Market Continues to Create Opportunity

The restaurant market in 2026 presents challenges, but it also continues to create opportunities for buyers, sellers, operators, and franchise brands.

Buyers are finding value in existing infrastructure and established operations. Sellers who prepare early can approach the market with more flexibility. Franchise brands can protect existing locations by developing stronger resale processes. Restaurant professionals can even use their industry experience to build a career on the brokerage side of the business.

Whether you are considering buying a restaurant, preparing to sell, evaluating a franchise resale strategy, or exploring restaurant brokerage as your next business opportunity, understanding what is happening in the market is an important first step.

Visit WeSellRestaurants.com to explore restaurants for sale, learn more about selling a restaurant, discover solutions for franchise resales, or learn more about becoming a We Sell Restaurants franchise partner.