The holiday season is here! For those in the restaurant industry, that means more diners, more events, and, of course, more opportunities to increase restaurant holiday sales.
In fact, restaurants are already feeling the holiday buzz. According to the Fiserv Small Business Index for November 2024, restaurant sales saw an impressive year-over-year increase of 8.1%, with foot traffic up by 8.7%. November also marked the second consecutive month of robust growth, with a 3.1% rise in restaurant sales and a 1.9% increase in transactions compared with the previous month. This trend signals strong consumer demand during the holidays.
So, if you haven’t ramped up your holiday promotions yet, now’s the perfect time to claim your share of this festive pie!
Family reunions, cozy get-togethers, social gatherings, corporate events — all these pack our schedules during the holiday season. And, there’s one thing that’s common in all these events — food. Eating together is practically synonymous with celebrating.
Even before the holidays begin, people start looking for places to eat and reserve tables for various gatherings. To capture their attention, holiday promotions are a must. By tapping into the festive spirit, you can draw in more customers and boost your overall revenue during this season.
A recent survey reveals that consumers plan to spend approximately $1,600 during the holidays. With consumer holiday spending constantly increasing over the years, you’d want to get some of that spending money into your restaurant. Remember, people tend to dine out when they shop, travel, or do other festive activities.
Promotions create an opportunity to draw in the holiday crowd and maximize restaurant holiday sales. They help increase your visibility, online and offline, and encourage diners to choose your restaurant over others.
This festive season is a great time to get creative with your promotions. However, you must put your customers at the center of your planning. Tailor your holiday promotions to match their preferences and create memorable experiences that will keep them coming back after the season.
Here are some strategies to start off your holiday promotions planning.
Offering a prix fixe menu during the holidays attracts diners who are looking for something special as they celebrate with their loved ones. It allows customers to indulge in an elegant dining experience without the surprising bills. It’s particularly appealing to affluent diners, 6 in 10 of whom prefer fine dining while on holiday vacation.
Cost-wise, a holiday prix fixe menu allows you to prepare in advance, reducing food waste and increasing efficiency in your restaurant. You can offer a multi-course for a special price or a customizable menu with a few options for each course. Read our holiday prix fixe menu article to know more about how to design a menu that’s tailored to your target customers.
Beverages, both alcoholic and non-alcoholic, are veering from the sidelines and into the spotlight. They’re becoming an essential part of the dining experience. Draw in the crowd with spiced cocktails, festive mocktails, and unique holiday-themed drinks. If it’s aligned with your restaurant’s offerings, consider hosting themed wine tastings or pairing holiday drinks with specific dishes.
Gift cards are now making it to holiday wish lists, and more people are gifting them this season. In its latest survey, the National Restaurant Association found that 3 in 5 adults plan to give restaurant gift cards. Offer irresistible discounts or holiday promotions on gift cards to capture this market.
Here’s a tip: An estimated 76% of consumers value gift cards that can also be used for takeout or delivery. Consider providing flexibility on how they can redeem your gift cards.
Approximately 66% of those in charge of corporate events are choosing buffet-style dining for their office holiday parties in 2024. More and more individuals are also opting to have food catered for their gatherings instead of slaving all day in the kitchen or compelling guests to bring dishes for a potluck. Meet this increasing demand by offering catering services during the holidays. Aside from the boost in holiday restaurant sales, catering also opens opportunities for you to introduce your menu to new audiences who have never dined in your restaurant.
Material gifts are well-appreciated, but experience gifts are most treasured. In 2023, an astounding 92% of U.S. consumers said that they preferred to give and receive experiences as gifts. Although the majority prefers travel experiences, there are still many who want to be surprised with a concert, show, museum visit, or other activities. Capitalize on this trend by hosting holiday-themed events at your restaurant. Consider hosting a holiday cookie-decorating workshop, a mixology class for festive cocktails, or even a family brunch with a meet-and-greet featuring Santa.
To maximize the benefits of running holiday promotions, amplify your efforts with targeted digital marketing. Here are some key strategies you can employ:
Restaurants don’t usually bother creating accounts on online marketplaces. However, there is a vast market that you can tap into by being visible on these marketplaces, like gift card shoppers. So, put your restaurant gift cards right where people are already doing their holiday shopping. Keep in mind that nearly half of gift card buyers prefer purchasing the cards directly from the restaurant, in-store, or online.
75% of holiday shoppers actively look for promotions throughout the season — not just on specific sales days. To capture this massive deal-seeking crowd, amplify your promotions across all channels, including social media, email campaigns, and in-store signage. Highlight seasonal offers, gift card discounts, or holiday meal bundles to engage potential customers. Maintain visibility to stay top of mind for bargain-hunting consumers while driving increased traffic and sales.
Embrace digital transformation to stay competitive but balance it with personalization. We see this strategy at work in Chipotle’s digital personalization initiative, where they provide unique digital experiences to their customers. For your restaurant, consider developing an app where customers can access specials, exclusive vouchers, and loyalty-building rewards. Incorporating personal touches like tailored discounts or greetings based on customer preferences can ensure your digital efforts feel less transactional and more meaningful.
Once your holiday promotions do their magic, expect a surge in restaurant activity. While this increase in traffic is great for holiday restaurant sales, it also means heightened pressure on your staff to deliver exceptional service. Make sure your team is well-prepared to handle the holiday rush to maintain high standards and keep customers happy.
Create flexible schedules that balance staffing levels with peak holiday hours. Use workforce management tools like Push Scheduling to optimize scheduling based on labor demand, employee availability, and projected foot traffic. This avoids over- or under-staffing issues.
Conduct pre-holiday training sessions to familiarize staff with seasonal offerings, including menu items, holiday promotions, and gift cards. Teach upselling techniques, such as recommending pairings (e.g., holiday cocktails with desserts). Role-play scenarios to boost confidence in handling holiday-specific customer requests. Read our article about upselling to learn more training tips.
Reward your staff for their hard work, especially when sales targets are exceeded. Offer holiday-specific bonuses, gift cards, or time-off perks. During their shifts, provide free meals or snacks to keep their energy and morale up. Give recognition to top-performing staff to foster a sense of accomplishment.
Indeed, this season is an opportunity to boost your restaurant holiday sales. Creative holiday promotions and digital marketing can draw in the festive crowd. However, to leave a lasting, and positive, impression on them, your restaurant operations must be smooth and seamless. This requires efficient strategies and smart tools.
Push Operations brings all the tools you need in one platform. This makes it easier to manage busy schedules, hire and onboard seasonal staff members, and streamline communication with your team. Make the busiest time of year the most profitable season for your business. Book a demo to experience firsthand how Push’s automatic scheduling solutions can help you manage holiday staffing more efficiently.
“In the labor numbers, we were reporting about a $300 to $400 difference than what we were getting through Push!”
-Tara Hardie, ZZA Hospitality Group, 16 locations
