We know Christmas hasn't even arrived yet, but by now, your holiday plans should be sorted, and it’s time to start thinking ahead to the new year. How do you keep your restaurant, café, or bar as busy in January and February as it was in December? These tips should help you get off to a great start.
January and February are traditionally quiet months in hospitality. After the festive season, people are tired of eating out, their budgets are tight, and many are going alcohol-free for the month. The result? Empty seats and barstools. But don’t worry! By the end of this article, you’ll have plenty of tips, tricks, and ideas to keep the buzz going into the new year.
Dry January, Veganuary, Try January…
No alcohol, no animal products, or maybe just trying something new. January is packed with trends you can leverage. For example, create a special NoLo drinks menu or offer a healthy, nutritious alternative to your regular dishes. Got a gym nearby? Team up for a gym and lunch deal. And don’t forget Try January as a counter-movement in response to the monotony that the Randstad (metropolitan area) has become. Consumers are increasingly using January to try new things. During Try January, they step out of their comfort zones, experiment with new flavours, alternative spots, and unfamiliar neighbourhoods. If you’ve always dared to be different, now’s the time to shout about it.
Cosy winter vibes
After a summer of socialising, serious FOMO, and terrace-hopping, the dark winter months are a time to retreat indoors. Capitalise on this by turning your venue into a cosy haven guests won’t want to leave. Set up a fireplace or outdoor fire pits, stock up on blankets, light plenty of candles, and use your communication channels to invite everyone in for a warm, inviting experience.
Keep them entertained
Just opening your doors might not be enough during these months—give your guests a reason to venture out into the cold. Offering something extra or collaborating with other local businesses can make your venue a go-to destination. Consider dinner-and-movie deals, pastries from a nearby bakery, or even hosting a creative workshop. Partner with local brands, artists, or designers, and create an event that’s too good to miss. Live music, pool tournaments, wine tastings, or creative contests—anything that engages your guests can boost business. Send out a press release, invite influencers, and make sure there’s a deadline attached. This creates a sense of urgency
Reward your guests
Reward customers for braving the cold with a temporary loyalty programme. Whether it’s a stamp card or points system, offer fun perks like free drinks or exclusive merchandise. Keep in touch with your guests, offer them early access to special events, and tempt them with winter discounts or ‘bring a friend’ deals. ‘Buy a pumpkin spice latte and get one free!’, ‘Order a cappuccino and get a babyccino on the house!’.
Tempt them
While summer is all about brightness, winter is more subdued. Use this to your advantage by adjusting the atmosphere of your venue, the tone of your social media, and your imagery to be warmer and more inviting. Now’s the time to share cosy winter scenes and tempt your followers with exclusive offers or personalised deals via your newsletter.
Extra, extra
Extras always go down well. Consider selling gift cards over the holidays to be used in the first months of 2025, or run a campaign where part of the proceeds go to charity. These initiatives can not only bring in guests but also create PR opportunities in local media.
No time to promote how great your venue is in winter? Get in touch, and we’ll help you shout about it.
