Valentine’s Day is a big deal for restaurants, bringing 25 percent of all Americans out to eat, according to the National Restaurant Association. Even more so than other special evenings, Valentine’s Day is about getting all the little details right — from the food to the playlist — and going the extra mile to make guests feel special. Learn how to best capitalize on this busy holiday, from the weeks before to the night of.

1. Offer other add-ons for early bookings. The earlier someone books a reservation, the better prepared your restaurant managers will be. Encourage diners to book at least two weeks out by offering specials such as a free glass of wine or dessert on the house if you make your reservation by a certain date.

2. Give departing guests a special treat. Valentine’s Day is a big gifting holiday, so leave guests with a lasting impression by sending them home with a thoughtful token of appreciation. Whether it’s homemade chocolate truffles, granola for breakfast the next morning, or you get more creative, make sure it’s a memento that exemplifies your restaurant to a T.

3. Partner with other local businesses to cross-promote your offerings. Get to know the neighborhood florists, jewelers, and musicians, and come up with ways that you can each advertise for one another. For example, give out roses from the neighborhood florist to all outgoing guests; in exchange, the florist could include a special discount card for your restaurant in each flower order in the weeks leading up to Valentine’s Day. Both parties benefit, and you won’t have to spend a cent.

4. Set the mood. Creating the right atmosphere is vital. And we’re not just talking about dim lighting. Make sure that every aspect of your restaurant — from the flowers on the table to the music playing and the attire of your servers — captures your desired tone. Go the extra mile in making a custom playlist or add special tablecloths to guarantee guests pick up on the best possible vibes when they come in for dinner.

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Parties of two make up the bulk of reservations on Valentine’s Day, but not every diner is part of a couple, and restaurants are increasingly finding ways to make this ever-romantic occasion inclusive for all guests. After all, that’s what hospitality is all about.

In fact, nearly one-fifth of Valentine’s Day reservations* in 2019 were for parties of more than two people. We asked restaurants how they leverage a festive season to attract groups and singles, from Galentine’s Day celebrations to brand partnerships. Try these tips to win over guests and fill your books beyond the 14th.

Encourage communal dining 

Like many restaurants, Chicago’s Sunda New Asian is filled with couples on Valentine’s Day, but the most energized areas of the restaurant are the communal tables and sushi bar, says director of operations Brett Shane. “Communal-style dining allows large groups to still enjoy the evening interacting with other diners next to them,” he explains, adding that “single diners are a fan of our sushi bar.” There’s entertainment for everyone: Communal seatings sparks conversation and engagement, and singles at the bar can watch sushi masters at work. 

Show off shareable plates 

Restaurant operators agree that when it comes to group celebrations, shareable dishes are key. Charleston’s Parcel 32 chose Bubbles and Pearls as their 2019 theme, serving Champagne specials (half-off select bottles) and $1.50 oysters. This time around, they will pair half-bottles of wine with cheese plates. “Smaller, shareable plates make for a much more social experience,” says Brittany Miller, the group’s director of marketing. 

At Sunda, the kitchen developed new dishes specifically for sharing, including baked oysters with uni lobster butter. For Washington, DC’s Urbana, last year’s Galentine’s Day included $10 pizza and prosecco. “Instead of bottles of wine, offer drink specials or large-format cocktails that can be shared with friends,” advises Ryan Brewster, the restaurant’s general manager.

But don’t forget your regular hits 

In addition to Valentine’s Day specials, many restaurants offer their full dinner menu on Valentine’s Day, so single and group diners don’t feel limited by the set menus that tend to rule on holidays. “If you’re celebrating Valentine’s Day, great. If you’re not, we have you covered, too,” says Brewster. Shane swears the format (something familiar, something new) pays off: “Year after year, Sunda has always been booked by couples and large group parties.” 

Miller recommends highlighting relevant shareable dishes from your regular menu instead of developing an entirely new repertoire for Galentine’s Day—especially if your kitchen is already learning a new Valentine’s Day menu.  

Make it playful and fun

Whether as singles, couples, or groups, guests are out to celebrate the week of Valentine’s Day – themes and gimmicks are welcome. Along with Parcel 32’s Bubbles and Pearls, the restaurant served decadent chocolates and petit fours. This year, Sunda will serve a Bleeding Heart sushi roll and “umelicious” pink plum sake. “These dishes are not just for couples, they’re great options for large groups and single diners as well,” says Shane. 

If over-the-top romance isn’t on brand, consider the opposite extreme: Bar Pilar in Washington, DC, offered an anti-Valentine’s Day menu with offal dishes and bitter cocktails. 

Alternatively, consider a female-centric approach. This Galentine’s Day, Urbana’s lead bartender will create three themed cocktails using spirits from Republic Restoratives, a local small-batch, women-owned distillery and bar. A DJ will spin from a power-themed playlist while guests make memories in a photo booth and everyone who visits the bar gets a complimentary glass of bubbles.  [Read more…]

When it comes to restaurant marketing, winemaker dinners and charity events are two of the most common activations. While those events can build excitement and help promote visibility, they aren’t the only events that work.

Out-of-the-box thinking is required to develop new partnerships that can break through the noise and represent a win for the restaurant, guests, and partners. Taking a page from the guerrilla marketing playbook and focusing on innovative, unconventional, and low-cost approaches can help build new business, beneficial relationships, and sometimes create opportunities for positive press coverage.

Not sure where to start? Take a look at these three case studies and consider if something similar might work for your restaurant. Use them along with the best practices to inspire and add structure to your own creative marketing efforts.

Alexander’s Steakhouse and John Varvatos

A fine-dining steakhouse & upscale designer fashion brand

Nathan Tenney, the former regional manager at Alexander’s Steakhouse describes an event that kicked off the relationship with John Varvatos, the men’s clothing retailer. “After meeting with management to discuss options, we settled on a complementary cocktail party pop-up with our bar staff making drinks for their guests, and in return they provided our bar staff with tailored suits.” General manager Nicholas DeLuca shares that the bar staff currently receives a discount at the store for purchasing uniforms, and in return Alexander’s hosts their annual holiday party. Alexander’s has even named cocktails after the store.

Benefits: Varvatos staff now refer their clients to Alexander’s, and at Alexander’s the bar staff proudly wears their suits.

Says Tenney, “It cost us zero dollars other than labor and product. The return is exposure in store with the same clientele. They’ve probably sent a dozen guests over to us. That and the uniforms makes the bar staff feel awesome. It’s a perk for the restaurant.”

Why It Works: The demographic is the same for the store and the restaurant. A single event has led to a long-term relationship with benefits for staff and increase in referral business. “Varvatos has brought in their own management and employees to dine here several times to learn about hospitality and see how to apply it to their retail concept,” says Tenney.

Canela and Barry’s Bootcamp

A festive Spanish restaurant in a gay neighborhood & hip fitness brand

When Canela chef-owner Mat Schuster saw Barry’s Bootcamp moving into a nearby space, he saw the opportunity to partner and reached out. Says Schuster, “With Barry’s we’re doing an event with one instructor who has an interest in food and nutrition. It’s an after-class social gathering with happy hour pricing for bites and wine and beer, and we will also customize some healthier bites.” Based on the success of the initial event, Schuster is also considering doing a nutrition focused cooking class for their members or expanding the happy hour and possibly doing a seated brunch after class.

Benefits: For Schuster, it’s all about cross promotion and expanding his reach. But other benefits include positive community engagement and breaking out of the normal routine for staff who enjoy the change of pace.

Why It Works: The restaurant is flexible with menu ideas to accommodate guests and works incrementally, expanding based on feedback and the success of an initial event. Because they are neighbors, the partnership also helps to build a stronger community.

Santé and Salon d’Art

An upscale resort restaurant & the fine art exhibitor

Fifteen years ago, Suleyman C. Cooke, owner of Salon d’Art, approached the restaurant Santé at Sonoma’s Fairmont Mission Inn & Spa with the idea of bringing artwork into public spaces. Cooke met with management and reviewed a portfolio of work to determine what would be a good fit. Cooke curates art on paper, which is featured as décor in the restaurant and also available for purchase. Additionally, the hotel offers lobby space for a weekly pop up where Salon d’Art displays and sells art.

Benefits: The restaurant gets ever-changing fine art curated for their concept at no cost and a very competitive concessionary fee on any sales. The gallery in return gets exposure to a new audience and doesn’t incur overhead for retail gallery space.

Why It Works: The success of the long-term program is thanks to a symbiotic relationship. “We share the same clients and they are already having a positive experience when they are dining in the restaurant,” says Cooke. [Read more…]