Winter can pose challenges for restaurants, with shorter days and cold weather making it harder to entice customers to leave their cosy homes. However, there are several tactics you can use to boost your revenue and fill your tables during these slower months. Here’s a guide from the First Table marketing team to help you win this winter.

This article includes: 

• How to create specifically targeted events
• How to rebrand your menu for winter
• Why you should list empty tables on First Table
• How to leverage your social media channels
• Tips to collaborate with other local businesses

Create specifically targeted events

For many people, dining out isn't just about the food—it's about the atmosphere and the opportunity to socialise with friends and family. During the winter months, creating events that specifically target your regulars and give them a good reason to leave the house is paramount.

Identify your customers' demographics and interests to tailor events accordingly. For example:

• Couples: Create a romantic "Date Night" with a special winter menu and live music.
• Foodies: Host chef's table events featuring seasonal dishes and wine pairings.
• University students: Organise themed quiz nights or open mic evenings

Knowing your customers and getting creative can make dining out a special outing. Promotional events provide the extra incentive needed to brave the cold. According to a recent survey by Eventbrite, 70% of people attend events to escape their daily routine, and during winter, this desire can be even stronger.

Re-brand your menu for winter

Winter is the perfect time to update your menu to include comforting, hot, and filling dishes. Consider launching a new winter menu with a Sunday roast lunch paired with red wine. Highlight seasonal vegetables and hearty sides like roasted veg or mac 'n' cheese. Introduce winter-themed desserts such as fondue or hot puddings.

Updating your menu doesn’t have to be dramatic. Simply including seasonal veg and a few wintery dishes will keep it exciting and fresh for your customers while also keeping costs down. 

List any empty tables on First Table

Winter is an ideal time to fill those empty tables by listing your restaurant on the First Table website and app. This innovative restaurant discovery platform is a hidden gem for restaurant owners, offering a free listing to showcase your business to a diverse audience of local food enthusiasts and drive more off-peak reservations.

First Table operates on a unique off-peak pricing model that incentivises diners to book during quieter times, making the platform cost-free for restaurants. Upon signing up, each restaurant receives a complimentary tailored marketing campaign to enhance visibility and secure guaranteed off-peak bookings.

Leverage your social media channels to reach new customers

As you'll attest to, social media is a powerful tool for reaching potential customers and keeping your current fans engaged. However, as busy restaurant owners and managers its easy to forget to ensure you're making the most of your social channels. Remember to: 

• Create Facebook events to showcase your winter activities: Whether it's the launch of your new menu or a themed night. These events don't have to be large or significant events, but by setting these up as Facebook events, you not only encourage current customers to visit but can also easily attract new customers through the platform's algorithm that favours highlighting events attended by friends. Encourage your staff to click 'interested' or 'attending,' as this will further promote the event to a wider audience on Facebook.
• Share on social stories: Share the event links on your Facebook and Instagram stories to maximise the reach of your messages, and be sure to maintain the excitement throughout the evening. Choose a team member to document the evening and share it on your social stories. Not only will this build anticipation for future events, but it will also boost morale and productivity by acknowledging their exceptional content creation skills.
• Partner with local influencers on social media platforms to reach new audiences. They don't need to have a massive following; as long as they hold influence in the local foodie community, they can effectively introduce you to potential new customers.

Collaborate with other local businesses

Collaborating with other local businesses can significantly boost awareness during winter. For example, partner with a local winery or wine bar to host a special event where you serve an exclusive menu with their wines paired with dishes designed by your chef. Both businesses can promote the event on social media, increasing reach and giving customers a compelling reason to visit. Additionally, consider working with local gyms and other small businesses to create special offers for their customers, such as discounted meals for gym members. These collaborations not only enhance your visibility but also foster a sense of community support.

For more detailed guidance and support, don’t hesitate to reach out to the First Table team. We're here to help you succeed!