About the author💡Faraj F is the head of operations at Badiani, one of the most prestigious gelato producers in the world. He talked to us about navigating seasonality – a tricky issue for any hospitality brand, let alone one in the business of ice cream.
Gelato, as everyone knows, is seasonal. So we’re impacted by weather and tourism. We try to combat it by diversifying; we have some stores in high streets, some in malls, some in food markets. Westfield, for example, might thrive on a rainy day when Covent Garden struggles. But in summer, it flips.
The importance of forecasting and planning
The important thing for us is to plan. We forecast using trends, holidays, and events. We know summer is a sprint and winter is a marathon, and we plan deeply for both. And those kinds of logistics – getting gelato production right, forecasting better, and not over-ordering – are areas where Nory helped a lot.
Our stores are open year-round, though we might vary hours, or close some on Mondays or Tuesdays in winter. Brighton, for example, might close next winter – we have the data to support that decision and are working with the team on it.
Operationally, we manage this kind of seasonality with our logistics calendar, which links stock to real-time sales. We used to have just summer and winter delivery plans but now we plan for the shoulder seasons too.
Efficiency at every level
Staying profitable in the off-season relies on efficiency. We can’t rely on volume, so we focus on margins, upselling, and engineering our menu. Each gelato display has a target gross profit. You might see 12 flavours – but there’s a strategy behind every one.
We manage labour smartly too. We keep core teams and layer in seasonal hires, which helps with training and retention. We offer flexibility, clear rotas, apprenticeships, and even mental health support. Some managers only work 37–40 hours in winter – which is rare in hospitality.
Ingredients can be a challenge, and not always in the ways in which you’d think. Take pistachio, which went viral from a TikTok trend, causing a global shortage. In our case, we’ve diversified suppliers and built buffer stock. August shutdowns in Europe are tricky, so we make sure we prepare well in July. It all comes down to good supplier relationships – which sometimes just means sending a panettone at Christmas.
Waste isn’t welcome
When it comes to managing waste we use Too Good To Go, an app that prevents waste by connecting consumers to businesses with unsold food at a discount, and Embargo, a customer loyalty app. That helps move the scampoli – the last bit of gelato – and other items that would otherwise go to waste. We also use localised discounts and batch-size adjustments.
Getting creative with marketing
We’re pretty experienced at marketing in winter. The focus is on comfort flavours, hot chocolate, and collaborations. For example, we’ve worked with Ole & Steen on a cinnamon gelato. Pistachio is our cult classic, but we’re promoting others like Dolce Vita. We also partner with events and corporations, like an event for JP Morgan, and another for a pharma giant in Paris. We’ve even got a van I’m hoping to put to good use this winter!
Badiani enjoy 96% sales forecasting accuracy, thanks to Nory’s AI-powered restaurant management platform.
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