The festive season is one for celebration, from couples enjoying a special occasion to family gatherings and office Christmas parties. This year promises to be jam-packed, which is great news for restaurants. You can capitalise on the added demand at this time of year with a watertight strategy designed to get diners through your doors. Here, we’ve pulled together ten marketing tips for a great festive season this Christmas, from quick wins to festive to advertising campaigns.
1) Update your online profiles
Your profile is a place where people get to know more about your restaurant, find answers to their questions and see what other diners are raving about. A strong profile helps you talk up all the ways you make people’s lives easier, whether it’s offering a takeaway service or hosting parties for a special occasion with private dining. Ensure your profile reflects everything provided by the restaurant, so diners can feel excited when browsing, and you can reap the rewards.
That can include:
- Adding festive flair to your restaurant’s description
- Uploading snaps of your Christmas decor and seasonal dishes
- Making sure your holiday hours are spot-on
- Shouting about any special events, like New Year’s parties or Christmas Day feasts
- Putting the spotlight on private dining for festive get-togethers
- Letting diners know about your takeaway options for the season
- Promoting your gift cards or holiday deals
- Showing off your seasonal specials and set menus
- Mentioning any holiday entertainment, like live music or carolers
- Highlighting tie-ins with local businesses for festive packages
Sprucing up your profile with all these Christmassy details helps paint a picture that gets potential guests excited about celebrating at your place this holiday season.
2) Delight with festive decorations
Get guests in the mood by turning your restaurant into a winter wonderland. Set the scene by making your spot Instagram friendly with Christmas decorations, from well-placed trees to baubles that complement the look of your restaurant. Showing some Christmas cheer can excite guests and get them to spread the word about the Christmas experience they had at your restaurant.
One way to do this might involve decking out your entrance with an eye-catching Christmas tree and stringing up twinkling lights throughout. Add festive centrepieces to tables and create an eye-catching bar display with holiday-themed cocktail garnishes. Don’t forget a festive photo spot to encourage guests to snap and share their merry experience!
3) Post menus online
People want all the latest information about a restaurant at their fingertips so they can make easy dining decisions. Posting menus online is a great way to show guests your current options, especially on special occasions like Christmas, where you can give people a glimpse of your festive menu. An OpenTable survey concluded that 93% of people view menus online before dining out. Having easily accessible menus can help those people decide to celebrate a holiday with you.
Make sure your online menu is up-to-date and easy to read. Include enticing descriptions of your festive dishes, and don’t forget to highlight any special holiday offerings or limited-time items. Consider adding photos of your most popular or visually appealing dishes to really whet diners’ appetites. If you’re offering set menus or special packages for the holidays, make these prominent and easy to find. Remember that your online menu is often a potential guest’s first taste of your restaurant, so make it irresistible.
4) Add services
Whether you’re known as the restaurant for evening meals out or the place with five-star set menus, now is the time to mix things up a bit. Adding additional services this Christmas is a smart way to boost revenue and get diners tucking in. Promote a brunch menu if you don’t already, create a timeslot for afternoon teas or sell items such as Christmas hampers.
You could also offer cooking classes where guests learn to make festive dishes, or host special themed nights like a ‘Christmas around the world’ dinner series. Think about partnering with local artisans to sell unique holiday gifts or creating a pop-up Christmas market in your space. Don’t forget about New Year’s Eve, either. A special tasting menu or countdown party could be a hit. Be creative and give diners new reasons to visit during this bustling season.
5) The gift of email
If ever there’s a time where people are paying more attention to their emails, it’s in the lead up to Christmas. Running an email marketing campaign can get potential diners’ attention and inform them about what’s happening at your restaurant. A well-crafted email that excites readers could be the difference between a sell-out and empty seats. Create personalised emails and share your latest news, whether it’s a festive menu offering, live music on specific nights, or to say Merry Christmas to one-time guests and regulars. They’ll appreciate the sentiment and may just decide it’s time to book a table at your restaurant.
6) Hit the socials
Social media can be your best friend during the festive season. Indeed, 58% of people let social media guide their buying decisions, and it’s the same principle for choosing a restaurant. With an increasing number of people spending more time on social media during the holidays, you can boost your restaurant and get it in front of hungry eyes.
Run competitions (giving winners a complimentary bottle of bubbly when they dine with you, perhaps?), promote new menus and alert guests to special nights. We’re all scrolling on social media more frequently during the holidays, so join in and promote your restaurant. And if you’re looking for helpful tips about how to improve your social media presence throughout the year, check out OpenTable’s guide and checklist to help you get social with diners.
7) Maximise the lead up to Christmas
Everyone’s thinking about the big day, but the lead up to Christmas offers plenty of opportunities to sell out tables. From Halloween to Guy Fawkes Night, the winter months are seemingly one excuse to dine out after another. As well as Christmas-themed menus, create Halloween-inspired dishes and food options that go off with a bang.
Don’t forget about Thanksgiving for your American guests, or Diwali celebrations in early November. Each of these events presents a chance to offer special menus or themed nights that can attract different groups of diners. Get creative with your offerings to stand out from the competition. Take advantage of this busier time of year and maximise different occasions by using unique Christmas experiences for guests to provide them with specialised moments at your restaurant
8) Christmas-themed drinks
This is the season to be jolly, so why not create a Christmas-themed drinks menu for your guests? Now is the time for mulled wine and some Christmas-inspired cocktails. Cinnamon Club previously embraced the season with its festive bauble filled with Opihr spiced gin, cranberry, fennel, rosemary and tonic, garnished with orange peel.
But it’s not just alcoholic beverages that will go down a treat this winter. Brainstorm some non-alcoholic ideas and give guests plenty of options for the drinks menu. And don’t forget to take some pictures of your classy cocktails for Instagram to get followers feeling thirsty for your Christmas drinks.
9) Promote gift cards
There’s no better time of the year to offer gift cards as people frantically look for inspiration for the perfect Christmas present. Foodies will rejoice at opening up a gift card from a loved one offering a meal at a tasty restaurant. You can make sure that it’s yours by spreading the word through marketing channels and letting diners know they can buy a gift card for a delicious meal out at your spot.
Think about offering special promotions on gift cards, like a bonus £20 card for every £100 purchased. Make them easy to buy online and in-person. Create attractive packaging or include a small festive treat with each gift card purchase. Promote them as last-minute gift ideas for those hard-to-buy-for friends and family. You could even partner with local businesses to offer gift card bundles, pairing your restaurant experience with other local treats or services.
10) Manage your dining area efficiently
Restaurants are making the most of their seating space in an effort to meet growing demand. With OpenTable’s new dining areas feature, you can put your best seats forward and provide detailed descriptions about what makes a dining space special at your restaurant.
Give guests all the details, from clearly indicating whether it’s inside or outside or a lively bar scene, and manage their expectations before they come through those doors. Highlight unique features like cosy fireplaces, stunning views or quiet corners perfect for date nights if you have them and help guests choose the perfect spot for their occasion.
11) Make the most out of user-generated content
Encourage guests to share photos of their festive meals or experiences at your restaurant on social media. Doing so will highlight the great time they’re having to other guests and act as another way for self-promotion.
Create a unique hashtag and feature the best posts on your own social media accounts or in your restaurant with the aim of building engagement and providing authentic marketing material. And don’t forget to engage with and thank guests who post about your restaurant, fostering a sense of community.
12) Partner with local businesses
Team up with nearby shops, theatres or attractions to create enticing package deals. For example, offer a pre-theater dinner menu or a shopping break afternoon tea. This can attract new guests and add to the festive experience for guests. Look at partnering with local hotels to offer dining packages for out-of-town visitors, or team up with a nearby spa for a “pamper and dine” experience.
Work with local artisans to showcase their festive goods in your restaurant, or collaborate with a popular bakery to offer their holiday treats as dessert options. You could even join forces with a local charity for a festive fundraising event. These partnerships not only expand your reach but also strengthen community ties and create unique, memorable experiences that set your restaurant apart during the busy holiday season.
‘Tis the season to fill your tables
As the festive season approaches, pull out all the stops to make your restaurant the go-to spot for holiday celebrations. By implementing these tips, you’ll create a magical atmosphere while enticing new guests and keeping regulars coming back. Remember, ’tis the season to fill your tables—so get creative, spread the cheer and watch your restaurant thrive this holiday season.
