1. Table management is key
Valentine's is the perfect opportunity to maximise intimate two-tops. If you want to generate more sales, start by evaluating your floorplan.
Prioritising intimate tables for two over larger group settings not only elevates the romantic ambiance but also optimises your capacity to accommodate more couples throughout the evening. With table booking software like Access Collins, you can seamlessly reconfigure your table arrangements with the table management feature that enables you to effortlessly define and refine your floorplan.
Moreover, Access Collins empowers you to establish additional policies, such as booking durations and special requests, enhancing the customisation of the customer experience. This not only contributes to a smooth and delightful dining atmosphere but also translates to maximised revenue for your business.
2. Get the timing right
Effective customer engagement hinges on delivering the right message to the right customer at the right time. This is especially crucial for Valentine's Day, where we encounter two distinct types of bookers: the early planners and the spontaneous romantics.
For those who plan well in advance, dive into your booking data from previous Valentine's Days. Analyse when the majority of reservations were made to identify the optimal timing for promotions and offers leading up to the holiday. Since most couples tend to book their romantic dinners around 2-3 weeks beforehand, ensure that your Valentine's Day promotions and specials are live on your website at least 3-4 weeks prior and your marketing communications are ready to send.
However, don't overlook the last-minute romantics. Our past data demonstrates that Valentine's Day peak around the 7th of February and continue until the 15th. Cater to the more last-minute crowd by keeping your promotions active and engaging during this extended period.
Striking the right balance based on historical trends will not only help you capture the planners but also ensure you seize the attention of those who decide on a romantic night out at the eleventh hour.
3. Promote through social media
Promoting your special Valentine's Day offer through social media is another great way to attract existing and new customers. And as data shows, your business online presence matters. More than a third (41%) of UK consumers decide whether or not to visit a restaurant based on its social media.
Just like with your email marketing strategy, start by strategically planning posts that showcase your offerings in the weeks ahead. To boost engagement and reach an even wider audience, consider running a giveaway. This could be a very simple 'tag your loved one' competition or a more imaginative one, inviting followers to share a love poem or describe their favourite dish in the comments.
Attention-grabbing content can help get more booking enquiries, and our hospitality booking software allows you to manage them all from various sources - social media included.
4. Extend Valentine's magic across the weekends
Given that Valentine's Day falls on a Friday in 2025, why not think bigger than a one-off night and extend the celebration across the whole weekend?
Make the most out of February 14th and share the love and your menus during the weekends on either side. This extended tactic allows you to sell out more tables and reach guests who may find it challenging to celebrate on a weekday.
5. Offer unique experiences
The surge in popularity of themed experiences, ranging from unique culinary trends to immersive pop-up events, has transformed dining into a form of entertainment. In 2023 alone, consumers searched for immersive art experiences on the DesignMyNight website over 60,000 times.
As the demand for distinctive experiences continues to grow, Valentine's Day can be an opportunity to break away from the ordinary. If you're looking to surprise your guests with an unforgettable experience, step beyond conventional dining and offer something truly unique. Thinking outside the box in the era of shareable moments on social media can help attract attention and set your business apart from other restaurants.
This Valentine’s Day, consider adding the experience element to your offer – with entertainment such as a band or DJ or a hands-on experience like a cocktail masterclass.
6. Swap the tradition for something modern
If your local area is saturated in romantic offers, come Valentine's think about 'Galantine’s' (February 13th), or singles events. As 68% of British single ladies spend Valentine's Day with friends, consider catering to singles and groups with specially crafted events. Friends celebrating friends, sisterhood brunch, special cocktail menu - there are many ways to embrace the 'Galentine's' spirit with events tailored for groups of friends.
Craft unique menus or exclusive offers and promote your venue as the ultimate destination for Galentine's Day through your email and social media channels. If you're hosting special events, leverage ticketing systems for seamless event management. Additionally, explore the opportunity to showcase your venue or special event on discovery platforms such as DesignMyNight to expand your reach and attract a diverse audience.
7. Provide exceptional service
Your teams are one of the most vital parts of creating a special experience for guests, so ensure they are trained and prepped on your Valentine’s menu, selecting appropriate upsells and making sure you keep drinks flowing for your guests. Ensure all staff are up to date on allergen training, not only to keep guests safe but also to not recommend inappropriate menu choices. Delight your diners on their special night to make them feel like valued customers so that they will want to visit your business again in the future.
To help your venues manage staffing for busy periods, labour optimisation tools in your scheduling software, as poorly staffed operations can easily lead to rushed and stressed servers who don’t have time to deliver a high-quality guest experience.
8. Don’t get stood up!
No-shows on the night can really put a dampener on your holiday sales. You might consider taking a small deposit or card authentication at the point of booking to ensure you don’t end up with empty tables. With advanced hospitality booking technology, this can be done online and without staff engagement, meaning you don’t add additional tasks to your teams’ workload.
You can also ensure your pre-visit communications are set up to reduce the likelihood of no-shows. Send a reminder message to those with bookings the day before and consider allowing guests to pre-order from a set menu to help build anticipation.
Find out more ways about how to tackle restaurant no-shows.
Spread the love with digital solutions
Effective, relevant, and timely engagement with customers is a must. Optimising communications can help generate plenty of buzz around a holiday event and turn that into revenue. And with a post-visit campaign, businesses have an opportunity to turn those new guests into loyal returning customers in the future.
An up-to-date and comprehensive booking and reservation system that allows you to take reservations from your website, social channels and other sources should be an essential part of managing key calendar events for your venue. Additionally, optimising floor plans, providing top-notch service and offering a memorable experience can help make this Valentine's Day special for your customers and your business.
If you would like to learn more about how we could help this Valen-Dine, get in touch with us today.