When the hustle and bustle of the holiday season is over, your restaurant might see an inevitable dip in diners. This can be for many reasons, from tapped-out bank accounts and New Year’s resolutions to blustery winter weather.
But just because January and February can be slow for some doesn’t mean your restaurant has to experience a post-holiday slump. Keep your restaurant bustling all season long with the following 11 winter restaurant marketing tips:
- Promote seasonal winter menus
- Celebrate Dry January
- Capitalize on cold weather
- Turn gift card redeemers into regulars
- Plan promotions around winter holidays and observances
- Optimize your floor plan to boost revenue
- Offer happy hour deals
- Create takeout and delivery deals
- Lighten up your menu
- Plan your marketing around the weather
- Partner with local businesses
1. Promote seasonal winter menus
January is the perfect time to heat up your marketing efforts with a seasonal menu. From locally sourced winter produce to themed craft cocktails, a seasonal menu creates a unique dining experience for your customers.
For example, U.K.-based restaurant and SevenRooms’ client, etch. by Steven Edwards, switched things up as the seasons demand, enticing diners to experience its limited “Winter menu” featuring local produce to boost seasonal restaurant traffic from January through March. To widen the menu’s appeal and make it more inclusive, they added options for pescatarians and vegetarians.
But that’s not all: etch. also offered winter-themed upgrades through SevenRooms’ booking widget to drive incremental revenue. Customers can upgrade to a five- or seven-course tasting experience or prepay for experiential add-ons like a winter wine flight or a non-alcoholic winter soda experience to enhance their reservation.
To make this winter marketing idea your own, incorporate local ingredients and consider partnering with nearby breweries, wineries, bakeries and local guest chefs to create a standout seasonal menu.
Advertise your winter menu as “limited time” to drive a sense of urgency, encouraging customers to make immediate reservations, and don’t forget to offer upgrades to boost revenue and improve the customer experience.
Learn how offering upgrades through SevenRooms’ restaurant reservation system helped Australian restaurant group Solotel generate over $120,000 AUD in incremental revenue.
2. Celebrate Dry January
Dry January, a popular wellness challenge where participants abstain from alcohol for the month, keeps growing: 19% of Americans took part in 2026, according to CivicScience. But if customers want to avoid temptation, that could also mean avoiding your restaurant.
Help customers reach their goals without hindering your profits by creating an enticing zero-proof cocktail menu and promoting it all month long. Consider a seasonal theme and offer a mix of indulgent and low-calorie options to appeal to all diners. Think cranberry “sangria,” peppermint “white Russians” and pomegranate “margaritas.”
Tempt diners with happy hour specials and rotating deals to encourage reservations and walk-ins. Don’t stop at mocktails: incorporate a mix of sober sips on your menu from wines, beers, ciders and cocktails. Non-alcoholic beers and ciders are an easy place to start, and alcohol-free wine is gaining popularity with the NA crowd too.
Creating a new menu is an investment, but it’s one you can keep going long past Dry January. Guests who discover your zero-proof list in January have a reason to keep ordering from it all year.
3. Capitalize on cold weather
The weather outside might be frightful, but that doesn’t mean diners have to stay at home. With strategically placed heaters, baskets of blankets, winter decor and fireplaces, you can keep guests toasty warm while creating a memorable winter dining experience.
Pair the experience with fan-favorite winter drinks like mulled wine for the adults and hot chocolate for the kids. If you have the space, put in multiple fire pits so guests can socialize on the patio. Bonus points if you sell s’mores kits as an interactive dessert item.
Give it a theme like “cozy cabin” or “ski chalet,” and encourage patrons to share photos on social media. Create a custom, catchy hashtag and ask guests to use it when they post photos or videos.
To sweeten the deal, announce a giveaway for those who post photos of your outdoor winter wonderland and tag your restaurant. Offer rewards such as a free s’mores kit, hot cocoa, cocktail or meal.
The user-generated content will help spread the word about your winter-themed patio, leading to more organic exposure and customers for your restaurant.
4. Turn gift card redeemers into regulars
If you sold gift cards during the holidays, you may get some visits from guests eager to redeem them in January and February. Creating a retention strategy for gift card diners can help you capture new relationships and nurture existing ones.
Engage first-time diners
Don’t miss a chance to impress new customers who received a gift card to your restaurant.
Train servers to ask tables if they’ve been to your restaurant before so they can highlight your most popular items so first-timers don’t miss out.
Once you know new customers are at a table, take the opportunity to grab their information so you can focus on retention. When the check comes, have servers point out that diners can sign up for your loyalty program in exchange for an email address or phone number.
This will allow you to collect essential guest data for future email and SMS marketing to help transform newcomers into regular patrons.
Strengthen loyalty with existing fans
Your approach to engaging loyal patrons redeeming a gift card should be different. These diners already know and love your restaurant. Instead of highlighting popular menu items, have your server offer higher-priced champagne, wine and desserts they might typically choose to skip when dining on their own dollar.
You can also show your appreciation for these customers and deepen their connection to your restaurant by integrating gift card promotions into your existing loyalty program.
Personalized offers, such as exclusive menu items, will make them feel valued and keep them coming back for more.
Even better, go beyond a simple voucher program to drive business by creating an experiential gifting program guests can use to enjoy one-of-a-kind, elevated experiences at your restaurant, such as set menus, wine pairings and dinner shows. JKS Restaurants maintains an online gift shop where guests can browse and purchase one of their many dining experiences, which is their way of turning everyday diners into raving, returning fans.
Next holiday season, promote limited-time gift card deals to help drive traffic during your slower months. For example, $20 off a $150 gift card that guests must redeem by the end of January.
5. Plan promotions around winter holidays and observances
November and December might get all the glory, with restaurant Christmas promotions filling the calendar, but they aren’t the only months worth celebrating. There are multiple national and federal holidays and observances you can create winter marketing campaigns around in January and February.
For example, SevenRooms’ client Jensens Restaurant invites guests to book a three-course set menu to enjoy with their loved ones.
Upon booking, customers can add a bottle of champagne or a cocktail to their meal, setting the mood and kicking off the celebration for Valentine's Day.
Other winter marketing ideas include:
- Offering a catering package for Super Bowl Sunday to drive takeout orders or hosting a game-viewing event with drink and food specials
- Discounting your cheesiest appetizer on National Cheese Lovers Day in January
- Gifting a free dessert for Celebration of Chocolate Month in February
Promote these events heavily (and early) to encourage reservations. Use social media, email marketing and in-restaurant flyers to spread the word. Either way, participating in federal and national holidays provides many opportunities to attract new customers and repeat business.
Download our free national food holiday calendar to help plan promotions and events all year long.
6. Optimize your floor plan to boost revenue
Slow day? Adjust your floor plan to help maximize tables and revenue. For example, let a smaller party book a larger table so you’re not turning away customers and missing out on revenue. Lowering or removing deposits and minimums can also help you fill your restaurant on lighter days.
Use targeted email and text marketing to your advantage when you have open tables or are removing minimums. Targeted, automated emails drive 16x more revenue per email than mass sends, according to SevenRooms U.S. platform data, making this tactic effective at driving same-day visits.
Alert email subscribers when you have last-minute availability to encourage impromptu reservations and walk-ins. Throw in a limited-time offer for same-day reservations, like a percentage off or complimentary glass of wine, to seal the deal.
7. Offer happy hour deals
The holiday season can be hard on consumers’ bank accounts, making January a particularly slow month for restaurant owners. But you can combat this by offering happy hour deals during your restaurant’s slowest hours.
Every Friday, the Carousel Club encourages locals to unwind after a long week by offering drink specials, good eats and live music in its open-air special event space during its recurring Magic Hour Happy Hour event.
Put together a special menu with snacks and drinks at prices that won’t hurt the wallet. This is a chance to showcase hidden gems from your kitchen and try out new offerings. Send texts and emails, post on social media and advertise your deals on table tents in your restaurant to ensure customers are aware of your new specials.
Turning those not-so-busy hours into a money-saving experience attracts budget-conscious diners and adds a lively vibe to your place. It’s a win-win that keeps your restaurant on customers’ radar even during quieter months.
8. Create takeout and delivery deals
After a season filled with Christmas parties and holiday events, your customers may be reluctant to make reservations anywhere other than their own couch. But easy meals will be on their minds. The key to winning these customers’ hearts is convenience, aka takeout and delivery.
Invest in a high-quality direct online ordering system that allows for fast, easy order placement and delivery (if applicable) for customers. It gives you an ordering channel you own, alongside the delivery apps where 37% of consumers discover restaurants, according to the SevenRooms 2026 U.S. Restaurant Trends Report.
Next, create rotating deals exclusively for takeout orders. A free appetizer, 10% off coupon or BOGO meal are great ways to introduce takeaway deals to your guests. Promote your takeout deals via social media and in emails.
Keep in mind that the most effective email subject lines pique curiosity, include promotional offers and are personalized to recipients’ interests. When writing your own subject lines or email content, take advantage of guest data and highlight deals to grab subscribers’ attention and make them feel valued.
For example: “10% off takeout for your birthday tonight” or “Takeout BOGO: Get that linguini you love for less.”
Remember, convenience is the language of love for your takeout customers. Make pickup effortless by designating a pickup window exclusively for to-go orders or offering curbside pickup.
SevenRooms’ CRM and reservation software allows you to collect guest data, like email addresses, behavior, preferences and special occasions, to surprise and delight takeout customers. Encourage repeat business with a coupon for their next takeout order or persuade them to make an in-house visit with a complimentary glass of their favorite wine.
9. Lighten up your menu
Eating healthier is the third most common New Year’s resolution in the U.S.: 22% of Americans chose it for 2026, according to YouGov. It only makes sense to consider catering to health-minded diners.
However, it’s not just about lightening up after holiday indulgence. It’s about embracing fresh, vibrant flavors that resonate with those seeking healthier options.
Here are some winter menu marketing ideas:
- Winter salads: Introduce hearty, protein-packed salads featuring seasonal ingredients like kale, pomegranate seeds, roasted sweet potatoes, lean meat or chickpeas drizzled with a zesty vinaigrette.
- Lean proteins: Highlight creative dishes with lean proteins, like ceviche tacos, chicken soup with root veggies or macadamia-crusted halibut, to give customers a satisfying way to reach their fitness goals without compromising on taste.
- Seasonal vegetables: Elevate your vegetarian options with flavorful dishes centered around winter vegetables, like butternut squash risotto or cauliflower steaks, providing a comforting and nutritious experience.
- Mindful modifications: Offer flexibility with customizable options. Let customers tweak their meals to accommodate dietary preferences or restrictions, ensuring everyone can find something to suit their taste and nutritional needs.
Lighter menu items that are both comforting and health-conscious will help make your restaurant the go-to spot for a fresh start in the new year.
10. Plan your marketing around the weather
A snowstorm can empty your dining room in an afternoon, and a cold, clear Friday can fill it. Most restaurants treat both as luck. A simple weather plan turns them into marketing moments.
Check the forecast at the start of each week and decide in advance what you’ll do on a bad-weather day:
- Send a same-day message: a short text to guests who live nearby, with a cozy-night special or a takeout offer, lands while they’re deciding what to do with the evening.
- Update your hours everywhere: if you’re closing early or opening late, change your Google Business Profile, website and booking page before guests make the trip.
- Check in with tonight’s reservations: offer to move the booking instead of waiting to see who turns up.
- Staff to the forecast: schedule against booked covers and the weather, and keep someone on call for the nights that surprise you.
Get the basics serviced before the first freeze, too. Heaters, patio heaters and the HVAC system all need to work on the coldest night of the year, or the cozy experience you’re marketing won’t be the one guests walk into.
11. Partner with local businesses
Winter is quiet for many of your neighbors too, which makes it a good time to team up. A cross-promotion puts your restaurant in front of their customers, and theirs in front of yours.
- A gym or yoga studio: offer members a discount on your lighter January menu, and let the studio promote it as part of its New Year’s challenge.
- A theater or cinema: create a pre-show menu and give ticket holders a complimentary dessert or drink.
- A brewery, winery or coffee roaster: host a tasting night or add their product to your winter menu, and promote it on both businesses’ channels.
- A nearby hotel: give the concierge a winter dining offer for guests who’d rather not wander far in the cold.
Agree on how each partner will track redemptions, such as a code or a mention at booking, so you both know whether it’s worth repeating next winter.
Keep your restaurant bustling this winter
The post-holiday slump can be a real concern for restaurant owners, but with a little creativity and the right technology, you can keep your tables full all winter long.
To learn more about how SevenRooms’ CRM system, reservation software and marketing tools can help keep your restaurant busy in the winter months and beyond, schedule a free demo.
Winter Marketing Ideas FAQs
What are the best ways to advertise in the winter?
There are many creative ways to advertise your restaurant in the winter. Collaborate with local influencers for winter-themed content, implement loyalty programs and offer discounts for repeat visits during the season. Showcase limited-time winter menus on your website and encourage reservations with exclusive perks. Finally, emphasize takeout and delivery options to promote comfort food for home enjoyment.
How do you build marketing for a restaurant?
Restaurant marketing starts with identifying your ideal customers and crafting a distinct brand persona. You’ll also want to test a strategic mix of online tactics, such as search engine optimization, email campaigns, content marketing and influencer marketing partnerships.
What are some food marketing strategies?
Effective food marketing strategies include exclusive limited-time offers, collaborating with local influencers for tastings and reviews and sending promotions to your customers via email or text message marketing.
When should restaurants start winter marketing?
In November or early December, before the holiday rush takes over your calendar. Have your January menu, Dry January drinks and Valentine’s Day packages ready to promote in the first week of January, when guests are planning their month.
What are some good menu ideas for a restaurant in the winter?
Start with comfort dishes built on seasonal produce, like root vegetables, squash and braised meats. Add a few lighter plates for guests with New Year’s resolutions and a zero-proof cocktail list for Dry January. Then promote the menu as limited time, so guests book before it’s gone.
