The holiday season presents a golden opportunity for restaurant marketers to leverage festive trends and boost their business. With consumers eager to celebrate, restaurants must stand out by offering special events, unique menus, and engaging restaurant holiday promotions.
During the busy holiday season, implementing holiday promotion ideas such as themed events and exclusive menus can drive holiday sales and increase gift card sales. Creative holiday marketing ideas can enhance visibility and attract diners looking for memorable dining experiences.
This guide provides comprehensive strategies to help you capture the holiday spirit and maximize the holiday season’s potential, ensuring your restaurant remains a top choice for diners during this busy time. Read on to discover how to attract and retain customers through targeted holiday marketing efforts.
Kick off the season with a launch event
The most reliable way of attracting an audience to a restaurant is associated with the holiday season. To prove this point, Deloitte conducted a survey to understand the dynamics.
They explored effective restaurant holiday promotion ideas, analyzing trends in holiday restaurant promotions and strategies for boosting restaurant holiday promotion effectiveness. The survey also highlighted the impact of offerings like restaurant gift cards and special holiday meals in enticing loyal customers and spreading holiday cheer among diners.
In the USA alone, consumers spent an average of $1,652 in the holiday season in 2023. Now, this limit will surely be surpassed in 2024. Restaurants must ride on the holiday trends and customize their offers according to the season. Here are some common tips on how a restaurant can prepare for holiday-themed seasons.
1. Live music to set the base
Live music sets the tone of your restaurant. It creates a vibrant and inviting atmosphere during the holiday season. Here are some examples of the types of music that restaurants play during themed holiday events:
-
Holiday Classics: Nostalgia is evoked by long-standing, culturally-rooted songs. Your festive mood playlist must have classics. In America, some evergreen classic Christmas songs are:
-
Jingle Bells
-
Silent Night
-
Deck the Halls
-
-
Contemporary Holiday Hits: Some places play some modern Christmas hits on their playlists. These can appeal to both kids and adults. Our suggestion is to experiment with Christmas classics. Fuse old and new styles.
-
Themed Performances: During the holiday season, themed performances like caroling groups or orchestral renditions of holiday music can be especially attractive to audiences. For example, The Royal American in Charleston frequently showcases local musicians who play holiday-themed sets, adding to the joyful ambiance.
2. Special menus for the dining experience
A special holiday menu can enhance the dining experience and attract more families. Here are some examples of festive dishes:
-
Traditional Holiday Fare: When a restaurant offers traditional dishes for holiday menus, they are often featured as classic and comforting dishes. Common items include:
|
Main Courses |
Sides |
Desserts and Drinks |
|
Glazed ham Beef Wellington Tamales |
Black-eyed peas Sweet potatoes Latkes |
Mince pies Buche de Noel Spiced hot chocolate Mulled Wine |
Festive Desserts: The high point of any holiday meal is the dessert. Special holiday sweets like peppermint brownies, gingerbread cookies, and pumpkin pie are often served at restaurants. We advise serving seasonal desserts with your best-selling dishes to create a memorable evening. Family-Style Meals: Family-style meals that promote sharing enhance the festive and social aspects of eating. Meals seem particularly festive and inclusive when big platters of food are meant to be shared, like a holiday roast with all the fixings.
3. Appearances by Santa
Appearances by Santa Claus can be a magical attraction for families during the holiday season. Here are some notable examples of viral Santa appearances that have drawn significant attention:
-
Santa at Malls and Shopping Centers: Many viral Santa appearances happen at malls, where children can meet Santa, take photos, and share their Christmas wishes. Events at places like Central Market in Austin often include Santa visits that are widely promoted and attract large crowds. These events typically feature interactive experiences where children receive small gifts or treats, adding to the festive excitement.
-
Santa Parades and Festivals: In some cities, Santa makes appearances during parades or holiday festivals. For example, during the holiday season, The Wharf at Sunset Walk in Kissimmee might host a parade featuring Santa, drawing families from all over to participate in the festivities. These events often go viral due to their scale and the joy they bring to the community.
-
Unique Santa Experiences: Some restaurants and venues offer unique Santa experiences that stand out. For instance, at Firefly Distillery in North Charleston, Santa might appear alongside live music and family-friendly activities, creating a festive and memorable event that families look forward to each year.
Now that you understand the basics of launching a holiday-themed event, the next step is to incorporate the seasonal experience into your dishes and drinks.
The Appeal of Introducing Limited-Time Holiday-Themed Dishes and Drinks
Always leverage the opportunity of limited-time holiday-themed dishes and drinks; it can significantly boost your restaurant’s appeal during the festive season. Research shows that 37% of consumers, especially women, want more seasonal menu items. If you are not sure what needs to be done, here are the details:
Fresh and flavorful creations
Use seasonal ingredients to ensure fresh and flavorful dishes. For example, some restaurants attract customers with festive drinks like the Berry Merry Colada. Seasonal menus also allow chefs to innovate, keeping the dining experience fresh and exciting.
How to market a limited-time menu
Market these items through social media and email newsletters to maximize their impact. Here are some actionable steps.
-
Update your holiday hours on all platforms to keep customers informed.
-
Share visually appealing posts of holiday-themed dishes, emphasizing their limited availability.
-
Use email newsletters to offer sneak peeks and exclusive deals, encouraging customers to try new items.
To engage customers, follow these actions:
-
Highlight the freshness and seasonal appeal of your offerings.
-
Showcase items like peppermint chocolate mousse in festive settings.
-
Promote these with urgency and include customer testimonials to build anticipation.
Increase sales with gift card promotions
Selling gift cards during the holiday season can provide numerous benefits for your restaurant. Here are some creative ideas for gift card promotions that are simple to understand and effective.
Immediate cash flow
Given the industry’s poor profit margins, gift cards might boost your restaurant’s cash flow. Gift cards provide your business with instant cash for rent, inventory, staff pay, and other expenditures.
Brand Awareness
Gift cards enhance brand awareness. They prompt customers to choose your restaurant over rivals’. By putting your distinctive branding on gift cards, you ensure that when consumers decide where to eat, they will first consider your establishment. This tactic keeps the customer flow consistent going forward.
Boost Sales
Regarding benefits, gift cards provide an immediate cash flow boost, which is crucial for restaurants with thin profit margins. The instant revenue covers expenses like rent, inventory, and salaries. Recipients often spend more than the card’s value, increasing sales further.
Attract new customers
Gift cards attract existing customers and bring in new ones. First-time visitors may become regulars. Regular patrons can give gift cards to friends and family, encouraging them to try your restaurant. This can introduce your food and service to a whole new audience. As the data reflects, gift cards can increase motivation by 44% to visit new restaurants because of gift cards.
Creative Promotion Ideas
Many restaurants offer a bonus gift card with a minimum purchase. For example, if a customer spends $50, they get a $10 gift card.
Free Gift With Purchase: Some restaurants offer gift card buyers a dessert or appetizer.
Charity Donations: Some restaurants contribute gift card purchases to charity, making their customers gifts meaningful.
Early Bird Specials: Some restaurants offer early bird gift card promotions.
Choose e-gift cards that may be sent to the recipient for convenience.
Marketing through social media and email newsletters
Promote your gift cards through social media and email newsletters. Use visually appealing images and highlight the benefits of buying gift cards. Create posts and stories focusing on ‘Trust Builders’- client feedback and success stories. This activity creates anticipation and enthusiasm.
Decorating Your Space
The holiday season demands a lively atmosphere. Venue decoration enhances the dining experience, attracting individuals who seek a distinctive holiday adventure. Here are some reasons why decorations are essential and some tips for decorating in an eco-friendly and budget-friendly manner:
Importance of Festive Atmosphere:
Customer Attraction: Themed decorations create a warm, festive atmosphere that can draw in customers.
Enhanced Experience: Decorations can transform the ambiance, making diners feel more relaxed and cozy.
Brand Image: A well-decorated space can improve brand recall and foster positive customer loyalty.
Emotional Connection: Festive decor taps into the holiday mood, offering experiences that resonate with emotions and expectations.
Environmentally Friendly Decorating Tips:
Natural Elements: Use pinecones, branches, and holly for a natural touch.
DIY Decor: Create your own decorations with upcycled materials or items from your kitchen, such as oranges and cinnamon sticks.
Sustainable Materials: Opt for decorations made from recycled materials or FSC-certified wood.
Edible Decor: Consider decorative edible items like gingerbread houses that can be enjoyed and won’t go to waste.
Cost-Effective Decorating Tips:
Candles and Vases: For simple yet elegant table decor, use inexpensive candles and vases filled with water and holiday-colored food coloring.
Multi-Color Lights: String up multi-color lights strategically for a festive glow.
Garland and Centerpieces: Utilize green garland and festive centerpieces to accentuate tables without breaking the bank.
Engage Staff: Involve your staff in decorating to build team spirit and save on professional decorating costs.
Charitable Partnerships
Restaurants partnering with charities can enhance their brand image by showcasing community involvement and social responsibility. This collaboration can attract socially conscious consumers who value ethical practices and support businesses contributing to societal well-being. Such partnerships often lead to positive publicity, fostering a caring brand persona that resonates with customers looking to make a difference through their dining choices.
Restaurants can support good causes and engage the community by hosting charity dinner nights, themed events, percentage donation days, creating special menu items, holding fundraising competitions, and partnering with local businesses for charity auctions or performances. These events boost the community’s presence and attract socially conscious customers.
Loyalty Rewards for the Season
Create rewards such as double points, exclusive bonuses, and special deals. Marketers should create visually appealing content and personalize offers. To market a holiday-themed loyalty program, use social media and email campaigns.
Panera Bread’s MyPanera program shows effective engagement. They offered double points, exclusive holiday items, and special rewards during the holidays. Personalized emails and engaging social media posts drove visits and sales.
Leveraging Social Media
Restaurants can implement various interactive strategies to engage customers on social media during the holiday season.
1. Holiday Contests
Running holiday-themed contests is an excellent way to boost engagement. For example, ask customers to share photos of their favorite holiday dish from your restaurant for a chance to win a free meal. Encourage participants to tag friends and share the post, increasing reach and visibility.
2. Interactive Polls
Utilize polls to engage your audience by asking festive questions, such as their favorite holiday drinks or dishes. This not only promotes interaction but also provides insights into customer preferences. For example, ask whether customers prefer eggnog or hot chocolate and share the results to foster community involvement.
3. Quizzes and Trivia
Create holiday-themed quizzes or trivia games about your restaurant or general holiday facts. Offer small rewards for participants who score the highest. This keeps your audience entertained and encourages them to return to your page regularly.
4. User-Generated Content
Encourage customers to share their experiences at your restaurant. Feature the best posts on your social media pages. This increases engagement and provides authentic content that potential customers can relate to.
5. Live Streaming and Stories
Host live cooking demonstrations or behind-the-scenes tours of your holiday preparations. Use Instagram and Facebook stories to share short, engaging clips. This real-time interaction can make customers feel more connected to your brand.
Hosting Holiday Parties and Catering Services: A Revenue Opportunity
Holiday parties and catering services can significantly boost restaurant revenue during the festive season. High demand makes this a lucrative opportunity.
Logistics of Holiday Event Packages
-
Menu Planning: Offer customizable holiday menus for various dietary needs and budgets.
-
Staffing: Train dedicated catering staff for seamless service.
-
Equipment: Use portable cooking stations and decor for off-site events.
-
Scheduling: Schedule events during off-peak hours.
Marketing Holiday Event Packages
-
Social Media: Promote catering packages on Instagram and Facebook.
-
Email Newsletters: Highlight services, menus, and discounts.
-
Collaborations: Partner with local businesses and influencers.
-
Testimonials: Share positive reviews to build trust.
Email Marketing Campaigns
Source: https://tripleseat.com/
Use email marketing to inform customers about holiday specials and events effectively.
Tips for Crafting Compelling Email Content
-
Festive Subject Lines: Grab attention by using engaging phrases like “Celebrate the Season with Us!”.
-
Visual Appeal: Include holiday-themed graphics and photos of special menu items.
-
Clear Messaging: Highlight critical details such as dates, times, and promotions.
-
Personalization: Address customers by name and tailor content to their preferences.
-
Exclusive Offers: Provide special deals to email subscribers.
-
Call-to-Action: Encourage immediate action with phrases like “Reserve Your Table Now.”
-
Social Proof: Share testimonials from previous events.
-
Countdown Timers: Create urgency with countdowns for special deals.
-
Interactive Content: Use clickable menus and RSVP buttons for engagement.
Early Bird and Last-Minute Deals: Maximizing Revenue Opportunities
Advantages of Early Bird Discounts
Early bird discounts attract early holiday planners by rewarding them for booking in advance. This strategy provides a steady cash flow and allows restaurants to manage their inventory and staffing needs better. For example, offering a 10% discount on holiday party bookings made before December can encourage early reservations, ensuring a full schedule well in advance.
Benefits of Last-Minute Deals
Last-minute deals capture procrastinators, filling seats that might otherwise remain empty. These deals can drive impulse visits and increase overall sales. For instance, offering a 20% discount on same-day reservations during the last week of December can entice those looking for spontaneous dining options.
Effective Deal Examples for Various Restaurants
-
Casual Dining: Offer a “Book Now, Save Later” deal, where customers who book early for January will receive a gift card for 20% of their bill.
-
Fine Dining: Provide exclusive early bird prix fixe menus at a reduced rate for reservations made a month in advance.
-
Family Restaurants: Implement a “Kids Eat Free” promotion for early bookings, encouraging families to plan their outings.
-
Ethnic Cuisine: Offer special holiday-themed menu items available only for early reservations, highlighting unique cultural dishes.
-
Fast Casual: Create bundle deals for last-minute orders, like a holiday meal package at a discounted price for same-day pickups.
Logistics and Marketing
Logistics: Efficiently manage early bird and last-minute deals by tracking reservations and adjusting inventory and staffing accordingly. Utilize a booking system that easily tracks discounts and special promotions.
Marketing: Promote these deals through social media, email newsletters, and in-house signage. Highlight the benefits of booking early or the excitement of snagging a last-minute deal. Use clear, festive visuals and compelling calls to action to attract attention.
Frequently Asked Questions
Start with a grand launch event to attract attention. Incorporate live music, festive decorations, and special holiday menus. Utilize social media and email marketing to promote the event and engage with potential customers.
Offer a mix of traditional holiday fare, festive desserts, and family-style meals. Examples include glazed ham, beef Wellington, peppermint brownies, and gingerbread cookies. Highlight seasonal ingredients and create limited-time holiday-themed dishes and drinks to entice customers.
Santa appearances can attract families and create a magical atmosphere. Organize events where children can meet Santa, take photos, and receive small gifts. Promote these events on social media and through local community channels to draw in large crowds.
Offer bonuses with gift card purchases, such as a free dessert or appetizer. Consider charity donations where a portion of gift card sales goes to a good cause. Promote these through social media, email newsletters, and in-house signage to maximize visibility and sales.
Use natural elements like pinecones and branches, create DIY decorations from upcycled materials, and opt for sustainable decor. For cost-effective options, use candles, multi-color lights, and green garlands. Engage your staff in decorating to build team spirit and save on costs.
