Summer is the time to add lamb to your specials board.
Not just because the weather is perfect for smoky, chargrilled meats paired with crunchy, vibrant, tangy salads.
Not just because spring lamb is at its peak across the market.
Summer is the time to add lamb to your menu because it’s the Australian thing to do – quite literally.
Every January right across the country, consumers are primed to purchase lamb. And it’s both a smart menu and business move to capitalise on that awareness. By getting on board with Meat and Livestock Australia’s Share the Lamb campaign, you’re not only leveraging the reach of a nationwide marketing push, you’re also giving your customers a chance to feel part of something bigger, something joyful, beyond just the pleasure of great food.
And for venues looking to tap into the national mood, Naturalaz sous vide lamb racks make a particularly smart choice.
The summer spike in lamb – customers have been primed
For more than two decades, the Share the Lamb campaign has delivered an annual advert that’s become a truly iconic part of the Aussie summer.
Last year’s instalment alone generated millions of views across TV, digital and social media.
All that attention creates one of the strongest periods of the year for lamb on menus. Customers are more likely to choose something they’ve seen repeatedly, especially when it’s reinforced by a trusted organisation and familiar faces.
And it works. According to a national YouGov survey in January 2024, almost a third of Australians who saw the lamb ad said they were more likely to purchase lamb as a result.
For venues, that wave of awareness does a lot of the work. Diners walk in warm, receptive and ready. You just need to give them a compelling lamb dish to land on.
Why Naturalaz sous vide lamb racks work so well for summer specials
They’re perfect for sharing. The Naturalaz sous vide lamb rack hits that sweet spot between premium appeal and practical flexibility. It feels fancy without being fussy, and it’s ideal for big-group dining and long lunches. Because it’s a forequarter cut, it’s made for sharing. Slice between the intercostals for a generous, shareable centrepiece or portion into smaller tapas servings – depending on your audience.
They also perfectly suited to summer flavours. Summer menus lend themselves to fresh charred veg, herbs, grains, citrus and yoghurt-based dressings. Lamb’s natural depth pairs beautifully with those elements – and the shoulder rack’s rich flavour and tenderness offer the ideal base for vibrant accompaniments.
Operationally smart. Summer is when you’re likely getting slammed. This is where Naturalaz sous vide lamb racks are a godsend time saver. Sous vide for 15 hours at 71°C, the racks come ready to finish and serve. There’s no trimming, no shrinkage and no guesswork. You get consistency, speed and confidence – even during peak service.
They work across kitchen types too – grill-ready for pubs and clubs, soft-textured and protein-rich for aged care, and fine-dining quality with no prep time for hotels and bistros. And with service-ready flexibility, chefs can hold them hot and plate fast, no combi ovens or hours of braising required.
How venues can make the most of the summer lamb moment
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Make your own lamb ad. Savvy Gen Z operators are creating viral content with nothing more than a smartphone and a sharp idea. Why not join in? Reels are the perfect way to introduce your venue to new customers, and with lamb trending, a clever, scroll-stopping video could see your content sitting right alongside the official MLA campaign.
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Engage your social audience. Short, bright, lamb-forward content performs especially well in January, because your audience is already primed for it. Carousel posts are working particularly well right now, so show off your dish from all angles and share a bit of behind-the-scenes prep.
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Use campaign-aligned phrases in your captions – “Share the Lamb”, “summer lamb”, “Aussie lamb” – to help get picked up in the algorithm. This is your moment to jump into the conversation.
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Share the campaign on your specials board. This is a simple, effective way to tap into the lamb buzz. Just writing “Share the Lamb” next to your featured dish instantly links it to the national campaign and helps customers feel like they’re part of it.
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Use evocative language on your specials board. Your specials board is a prime opportunity to draw attention and lift perceived value. Use language that sparks the senses and highlights freshness, flavour and shareability. Dishes like:
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Charred lamb rack with mint yoghurt and burnt lemon
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Green harissa lamb rack with summer tomatoes and grains
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Shared lamb lollipops with pomegranate glaze and herbs
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The bottom line
Summer primes Australians to crave lamb long before they walk into your venue. By aligning your menu with the national mood – and heroing a premium cut like lamb rack – you can tap into that demand and drive higher engagement, excitement and spend across the table.
When the whole country is talking lamb, make sure your menu is serving it.
