How To Revitalize Seasonal Businesses To Stay Open All Year

Many businesses thrive as seasonal ventures. From gardeners to fireworks retailers, some are solidly busy throughout a certain time of the year but must weather slower periods once that season ends.

However, as many franchisees of Repicci’s Italian Ice & Gelato have discovered, you can turn a seasonal business into one that garners a reliable, regular income throughout the year. With some creativity and savvy strategizing, one can revitalize their business to stay open and thriving all year long.

Italian Ice and Gelato Throughout the Year

Though many franchisees who own Repicci’s food truck businesses aim to do much of their business in the summer, when the heat and events leave people clamoring for cool treats, some have figured out how to make Italian ice cream desserts and gelato a year-round demand.

“A Repicci’s Italian Ice & Gelato food truck is perfect for any event, whether it’s fairs, festivals, sporting events, rodeos, family reunions, or even weddings,” says Brandon Naughton, Repicci’s marketing manager. Because the food truck is such a versatile offering, it can be easy to find ways to keep revenue rolling through every season, not just the summer.

Naughton himself has been a Repicci’s franchisee for many years and has leaned into the catering side of the business and repeat customers. By establishing his Repicci’s franchise as a go-to catering option, he has kept the business going even during the winter by getting events on the calendar.

Year-Round Business Ideas

Catering and repeat business are just two ways Repicci’s franchisees grow their business month to month. Other ideas include catering to particular seasons or developing new offerings that may be more popular during cooler weather.

Diversifying one’s menu can also include offering other Italian treats outside of gelato or Italian ice. One idea that some Repicci’s franchisees have tried is offering hot drinks during the winter months, such as hot cocoa. Setting up the food truck at ice rinks or during winter holiday festivals and offering items such as these can be a great way to play into the current season.

Pre-packaged items are also coming soon to Repicci’s. With pre-packaged gelato and Italian ice offerings, customers can bring a little Repicci’s home for later. This allows the food trucks to cater to more customer needs instead of relying on the immediate “cool-down” needs of customers in the hot summer months.

Franchisees can also get creative with where they bring their food truck, what events they cater to, or what other businesses they partner with. Partnering with local businesses, such as a library or a public market, for an event can be a way of offering treats and then giving customers an inside location to enjoy them. Sports arenas and corporate offices are also good options, especially if you can bring some of the offerings inside a building during a colder season.

Repeat business can be grown organically through marketing and customer-pleasing promotions. Through special promotions, loyalty programs, and incredible customer service, you can create a highly engaged customer base that will always think of your business first when they need your product or service.

Seasonal businesses like Repicci’s should use tools such as email marketing and social media marketing to keep in contact with their customer base throughout the year, not just during the busy season. Your customers need to know that you’re still around and ready to book some events!

With strategic moves and some sound business acumen, you can turn a seasonal business into one with year-round offerings. This approach can provide you with financial stability and the ability to have a better work-life balance. With a year-round business plan, it will no longer be feast or famine but a steady flow of revenue.

Like many other businesses with seasonal offerings, Repicci’s Italian Ice and Gelato franchises can grow beyond one single season with the flexibility and innovation of the business owners. Business owners, from franchisees to sole proprietors of home-based businesses to founders of large ventures, can benefit from creative thinking and diversifying their offerings. By staying attuned to customer demand throughout the year, business owners can successfully transition their businesses, securing a loyal customer base and their family’s financial future.

About the Author: Amanda Reseburg is a staff writer with Otter PR and has been a freelance journalist since 2016, with work featured in Scary Mommy and the Beloit Daily News. She was a creative entrepreneur for 13 years and founded her own hospice photography volunteer program, profiled by PBS. She lives in Orlando with her husband and three children.

Amanda Reseburg, Special to California Business Journal