The holiday season is just one blink of an eye away. For the restaurant industry, it can be challenging to manage. On one hand, it can mean more guests and more profits. On the other hand, it can also mean additional complications like cold weather shutting down your outdoor spaces, employees going on vacation, grumpy guests, and unpredictable foot traffic.
Thankfully, you still have time to strategize for the holiday season so your restaurant runs smoothly and your guests and employees are happy. All while increasing your profits. Here are six ideas to help capitalize on the holiday season.
1. Add holiday items to your menu
A holiday menu is a must for this season, and you don’t need to go big if you don’t want to. Your offerings can range from seasonal starters and holiday drinks to multiple courses and specials. The idea is for your restaurant to reflect the festive spirit while taking into account the realities of supply chain pressures and inflation. Assess your existing menu to see what items are most popular and profitable, and engineer your seasonal menu accordingly. If you’ve offered holiday items in the past, dive into your reporting platform to identify your top-selling holiday menu items from previous years, and then look at ingredient costs to avoid high-inflation items. When in doubt, keep it simple and pair holiday classics with items from your menu that you wish to upsell.
2. Make the reservation process easier
While some people stay home for the holidays, others look for special experiences or want to go out for dinner in larger groups. Your restaurant can tap into additional revenue by offering a private dining room for personal gatherings, corporate holiday events, private parties, wine tasting, and special menus. When you have a reservation and waitlist platform, you can manage your unique experiences, reservations, and your waitlist all from just one place. Plus, you make it easier for your guests to know that there's a table waiting for them, and you can better forecast how busy your days will be during an otherwise unpredictable busy holiday season. With this information, you'll know how many employees to schedule and how many food supplies to order. You can also reduce no-shows with 2-way text confirmations and reminders, as well as a cancellation policy with deposits to encourage guests to follow through with their plans.
3. Don't forget about gift cards
There’s no doubt that this is the season of gifting, and restaurant gift cards are so much more than an afterthought these days. Your loyal customers are your best advocates, and when they give someone a gift card from your restaurant as a present, they’re spreading holiday cheer and helping you attract new customers without spending a dime on advertising. Additionally, sending holiday greetings with personalized messages can further enhance customer loyalty and engagement. On top of that, gift card sales create instant revenue with little to no labor costs, helping you improve cash flow, particularly during the holiday season with people actively looking to help support local businesses. To encourage gift card sales:
- Place them prominently at your host stand or checkout counter to grab attention.
- Offer promotions like BOGO deals or discounts to encourage purchases.
- Use email and social media to promote gift cards and drive holiday sales.
4. Ensure you schedule your staff efficiently
Holiday scheduling can be stressful. From time-off requests to increased foot traffic and a change in guest expectations, you need to ensure you’re staffed efficiently for the holidays. Plan your holiday schedule using data to stay organized and efficient. Be clear about PTO and sick leave policies so employees know what to expect. Use past data to predict busy times and adjust staffing levels. Use labor management software that integrates with your POS system to forecast staffing needs and minimize labor costs. These tools allow you to optimize shifts based on predicted demand, creating a well-prepared team ready for the festive season. Thoughtful scheduling helps balance employee satisfaction and operational efficiency during this season filled with holiday spirit.
5. Promote loyalty sign-ups
Give back to your loyal customers this holiday season by rewarding them with memorable benefits and rewards with a custom loyalty rewards program. Offer festive rewards like seasonal menu items or exclusive invites, such as a New Year’s Eve event. Train your staff to ask every guest to join, and make it easy by offering a sign-up bonus like a free item or discount. Choose a loyalty program that works with your POS to simplify sign-ups and reward redemptions. This keeps things quick and seamless for both you and your guests.
6. Grow your customer database
The holidays are the perfect time to build your email list. Collect emails at every touchpoint, including reservations, loyalty sign-ups, digital receipts, and online orders. The holidays are the perfect time to send a special discount or promotion to spread holiday spirit. During this season, 77% of consumers say they use coupons/deals at restaurants. Restaurant holiday promotions, special deals, seasonal menus, or event invites to bring guests back during slower times are perfect reasons to send marketing emails. Use a POS system that integrates with loyalty and marketing tools. This gives you valuable insights and helps you create targeted campaigns with better holiday promotions to increase repeat visits and profits.
The restaurant holiday season can be hectic, but they’re also full of opportunities. Small changes, like a special holiday menu or promoting gift cards, can help bring you more profits. Make reservations simple, plan your schedule wisely, and reward loyal customers. Don’t forget to collect emails to grow your customer list for the future. By taking these steps now, you’ll keep things running smoothly and make the most of the season. Keep it simple, stay prepared, and let the holiday cheer bring success.
