Seven ways restaurant owners can make the most of the holiday season

The holiday season is upon us, and for many restaurant operators, this can be the busiest and most profitable time of year. With people dining out more often to celebrate or save time, the increased demand presents a golden opportunity to maximize profits and reward your staff with increased tips. However, this time of year can also present challenges, and it's important not to let the busyness of the season negatively affect your restaurant's operations or the customer experience. The holidays are the season of giving, so here are a few key ways to give your guests the holiday experience they want:

1. Prepare for increased traffic

Throughout November and December, expect an influx of customers, including large groups celebrating family get-togethers, parties and other events-especially as schools close and many adults take time off.

To deliver the best experience, plan for increased traffic and ensure you have the right amount of inventory-nothing is worse than having to 86 your most popular item at the height of rush hour! Utilize restaurant software to manage inventory efficiently and save time on logistics.

This is also a great opportunity to ensure your mobile point-of-sale (POS) systems are in working order, and that you have enough of them. These systems can help you speed up line busting and table turns, keeping your customers happy and allowing you to serve more guests. Consider extending your business hours as a great way to maximize your revenue during the season.

2. Define staffing needs and expectations

It's important to make sure you have enough staff working to manage long lines and large parties. Hire and train seasonal staff ahead of time so they are ready to go when the holiday rush begins. If your restaurant will be open on holidays, ensure you're appropriately staffed to accommodate guests. Set clear expectations about holiday hours and days off with your team ahead of time. Offering modified hours or requiring reservations can help you better manage staffing needs.

A little extra encouragement will go a long way with your staff. Encourage your staff with holiday pay or other incentives to help retain them during this busy time of year. Ensure fair scheduling by balancing holiday shifts among employees, so no one is overburdened.

3. Offer special deals

Because consumers tend to spend more during this time of the year, they also look for deals to stretch their money further. While you want to avoid compromising your profit margins, offering special deals, such as packages for couples, family bundles or other promotions can attract customers and differentiate you from the competition.

Leverage your loyalty program by adding bigger rewards, providing more points with purchases, or offering exclusive deals to your loyalty members.

Don't forget to use your marketing channels such as your website or social media accounts. Instagram and TikTok are great for jumping into holiday trends and creating effective emails can boost more revenue and brand loyalty.

4. Introduce a seasonal item

Offering seasonal items can significantly enhance the restaurant customer experience. Take the pumpkin spice latte (PSL) as an example. For many people, the arrival of the PSL signals the start of fall and draws them to their favorite coffee shops. A beloved seasonal item gives customers something to look forward to, and helps build brand loyalty.

To introduce a seasonal item, choose something that aligns with your brand and that appeals to your target customers. For instance, a peppermint milkshake can be a festive and fun treat that customer might add to their meal, boosting your revenue. Alternatively, you can use specially designed cups only in the month of December, which become collectibles for loyal customers. Seasonal items can also include holiday staples for purchase or takeout, such as a turkey dinner with all the sides. Consider incorporating holiday flavors into desserts or cocktails, which are easy upsells when customers are already dining at your restaurant.

5. Host or cater holiday parties

The end of the year is prime time for parties and corporate get-togethers. Many businesses are on the lookout for good local restaurants to cater their events or provide a venue to host their group get-togethers. Your loyal customers may not be aware that you offer catering or event hosting services. If you have a big lunch crowd, attach marketing materials with QR codes to the containers. This way, customers picking up their lunch can easily learn about your holiday-specific offerings. Keep track of any interest and bookings and ensure you maintain clear communication with the point of contact for each event. If you have a private space that is suitable for hosting larger parties, consider promoting rates, packages, or menus for holiday dining.

Coworkers want reasons to get out of the office and unwind, and your restaurant can be the perfect escape. For more ideas, check out our article on why you should consider hosting happy hours.

6. Deck out your restaurant

Everyone's in the holiday spirit, so why not join in on the fun? Picture this: your restaurant with holiday music in the background and festive decorations around the space. Staff members welcome guests and hand out updated menus (which are subtle but powerful ways to promote your restaurant) that highlight your seasonal items.

Just like that, you've created a more fun guest experience for everyone. Spending a little bit of money on greenery and lights or festive centerpieces can make your restaurant look especially cheery and inviting, setting you apart from an undecorated store and encouraging your customers to visit you during the holiday season.

7. Bring some joy to your employees

Don't forget that your staff is dedicating their time during the holiday season to the restaurant, so they shouldn't be left out of the holiday magic. If you can, host a team party of your own. Having your team come together outside of work (whether you have the party at the restaurant or somewhere else) can create stronger connections, improve morale and net you a more motivated team.

Embrace the holiday rush and make the most of the holiday season

The best tip for the hectic season is to embrace it. With some menu planning, strong communication with your staff and a little bit of fun, you can have a successful holiday season that wows your staff and your guests--and gives your margin a much-needed cushion.

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