Restaurant Holiday Marketing Guide: The 90-Day Strategy to Maximize Revenue
- Kavisha Thakkar
- Jan 7
- 14 min read
Updated: Jan 8
Introduction
There is a saying in the restaurant industry:
"A slow December can put you out of business."
This is an exaggeration, but only slightly. In the hospitality world, holiday months are the Super Bowl. They are the difference between a profitable year and a loss-making year.
The Reality Check:
We are 90 days out from the holidays. You have leads are coming in. Your website is generating traffic. The system is working.
But now you're entering the big leagues.
According to Toast's 2025 Holiday Dining Report, 55% of consumers say they will order takeout/delivery from a new restaurant during the holidays if promoted correctly, and 62% will book in-restaurant reservations for special occasions.
That is a massive influx of potential customers—but only if you're ready.
The NYC/NYC Context:
In markets like Manhattan, Brooklyn, Hoboken, and Jersey City, holiday dining is a blood sport. Valentine's Day is a battlefield for fine dining. Mother's Day is the busiest day of the year for family restaurants. Restaurant Week (May) brings out the critics.
If you wait until November to plan your holiday marketing, you will fail. You will get buried by the thousands of restaurants scrambling for last-minute attention.
The Promise:
This guide will give you a complete 12-month calendar and a 90-day pre-holiday strategy to maximize revenue, manage capacity, and stay sane during the chaos.
What You'll Learn in This Guide:
Why you must plan your holiday marketing 90 days in advance (The 90-Day Rule)
The 12-Month Restaurant Holiday Calendar: A month-by-month breakdown of opportunities
How to dominate the big holidays: Valentine's, Mother's Day, Easter, Father's Day, Halloween, Thanksgiving, Christmas, NYE
Pricing strategy: Bundles, gift cards, and high-margin promotions
Managing capacity: How to handle peak volume without compromising quality
The ultimate holiday marketing system (Blog + Email + SMS + Ads)
Free Resource: A Holiday Marketing Calendar Template (PDF)
Let's dive in.
Table of Contents
The 90-Day Rule: Why Planning Ahead Wins
Here is the brutal truth:
Most restaurants plan their holiday marketing about 2-3 weeks in advance.
They send an email blast in December offering a discount. They make a last-minute post on Instagram. They post a sign in the window.
Why this is a mistake:
Lead Time: Large corporations plan campaigns 6-12 months out. Competitors with deep pockets are already running ads.
Capacity Management: By December, people have already made plans. You are trying to win customers from established venues.
Budget: In Q4, ad costs skyrocket. Every click is double or triple. You're fighting for scraps.
Staffing: You can't hire enough experienced staff at the last minute. Service suffers. Revenue drops.
The 90-Day Rule:
Start planning your holiday marketing 3 months (90 days) before the holiday.
Holiday | Start Planning | Why 90 Days? |
Valentine's Day | November 16 | Couples make plans well in advance. |
Mother's Day | February 10 | Second biggest dining day. |
Halloween | September 1 | Requires costumes, decorations, planning. |
Thanksgiving | August 20 | The busiest travel day of the year. |
Christmas | September 25 | Restaurant reservations open 30-60 days out. |
The Strategy: Planning 90 days out allows you to:
Secure ad inventory before rates skyrocket.
Create and launch marketing campaigns in September/October (cheaper ads).
Manage staff hiring and training.
Ensure inventory/food stock is ready.
Test and refine offers.
The 12-Month Restaurant Holiday Calendar
This calendar covers the major holidays for US restaurants, broken down by quarter.
Q1 (January - March)
Theme: The Relationship Quarter.
Month 1: January - The New Year's Resolution
Major Holidays:
New Year's Day
Martin Luther King Jr. Day
Opportunities:
Resolution Campaign: "Stick to your fitness goals: Join our healthy challenge" (January is peak fitness season).
Dry January Mocktails: Promote a non-alcoholic cocktail to ride the trend.
New Year's Brunch: Special prix fixe menu.
Month 2: February - The Holiday of Love
Major Holiday: Valentine's Day (February 14).
Strategy:
The "Big Push": Start marketing Valentine's Day (70% of revenue comes from the week before).
The "Last Minute" Offer: "Forget the flowers, give her a steak dinner" (Target last-minute bookers).
Bundle: Steak + Champagne + Dessert.
Seating: Create romantic ambiance (rose petals, candlelight).
Month 3: March - St. Patrick's Day
Major Holiday: St. St. Patrick's Day (March 17).
Opportunities:
The Green Menu: Add corned beef, soda bread, green beer.
Specials: Irish Stew, Shepherd's Pie.
Promotion: Dress up your space. Host live music.
Event: "Be Lucky" Leprechaun contest (wear green, drink green).
Q2 (April - June): The Social & Family Quarter
Month 4: April - Restaurant Week
Major Holiday: Restaurant Week (dates vary by year).
Opportunity:
3-Course Specials: Appetizer + Entrée + Dessert at a special price.
Tastings: Host a tasting event for new menu items.
Media: Pitch local food bloggers (NYC, NJ) to feature your menu.
Related Blog: How to Get Featured in Local Media.
Month 5: May - Mother's Day (The Revenue Monster)
Major Holiday: Mother's Day (Second Sunday in May).
Strategy:
The "Mom's Treat" Strategy: "Mom eats free on Mother's Day." (You still cover food cost, you make up on appetizers, drinks, and extra dishes from the family).
Bundles: Mimosa bundles, family brunch boxes.
Marketing: Start mid-April. This is your second-biggest revenue event after Christmas.
Capacity: You need twice your normal staff for 1-2 weeks.
Month 6: June - Father's Day
Major Holiday: Father's Day (Third Sunday in June).
Strategy:
"Grill Dad's Butt" Promo: Buy a steak for Dad, get a free beer.
Brunch Special: Dad's favorite comfort food.
Gifts: Give a free cocktail to all fathers dining in.
Q3 (July - September): The Summer & Fall Prep Quarter**
Month 7: July - Summer Lull
Major Holidays: Independence Day, July 4.
Opportunities:
"Hot Dog Days": Hot dog specials on July 4th.
Beer & BBQ: Focus on outdoor seating, summer vibes.
Happy Hour: Extend hours (4 PM - 7 PM).
Month 8: August - Labor Day
Major Holiday: Labor Day (First Monday in September).
Opportunities:
Grill Out: Slow-Cooked BBQ promo ("Smoke all weekend").
Weekend Brunch: Extended hours.
Marketing: "Summer is over, get back to work" (play on the end of summer vibe).
Month 9: September - The Launchpad
Major Holiday: Halloween (October 31).
Opportunities:
The "Spooky" Menu: Pumpkin spice latte, Halloween-themed cocktails.
Costume Contest: Dressed-up staff, discounts for customers in costume.
Party: Host a Halloween party in your restaurant (or bar).
Q4 (October - December): The Holiday Quarter
Month 10: Columbus Day
Major Holiday: Columbus Day (Second Monday in October).
Opportunities:
Italian-American Specials: Chicken parm, lasagna.
Columbus Day Parades: Sponsor a local parade or host an "Watch Party" at your bar.
Month 11: November - The Ramp-Up
Major Holiday: Thanksgiving (Fourth Thursday).
Strategy:
Pre-Thanksgiving: "Be Thankful" campaign (share stories of gratitude on social media).
Thanksgiving Leftovers: Offer "Take-Home" plates (keep selling for days after).
Reservation Push: Secure Thanksgiving reservations 3 weeks out.
Related Blog: Menu Design Psychology (Optimize for high-ticket entrees).
Month 12: December - The Grand Finale
Major Holidays: Christmas (December 25), New Year's Eve.
Strategy:
The Gift Cards: Sell aggressively (they're guaranteed revenue).
NYE Party: Package deals for New Year's Eve (ticketed events).
The "Closed on Christmas" Rule: Decide now. Close Christmas Day? Open for lunch? Be clear so customers know.
The Big Holiday Strategy: Valentine's, Mother's Day, Easter, Halloween, Thanksgiving, Christmas, NYE
Here is the tactical breakdown for the biggest restaurant holidays.
Valentine's Day: The Revenue Monster
Type: Romantic/Relationship.
The Problem: Restaurants compete on price. Everyone has a "special."
The Solution: Focus on Authenticity and Experience rather than price.
Strategies:
The "Storytime" Campaign: Share the story of how you met your partner. Use it on your website and in your blog.
The "Love Letter": Write a letter from the Chef/Owner. "To our loyal guests, thank you for another year."
The "Vibe": Don't just decorate with hearts. Lighting, music, service—create an atmosphere.
SMS Flash Sale: "Last-minute table? Reply YES to save $20." (Send at 5 PM on Feb 14).
Mother's Day: The Volume King
Type: Family/Groups.
The Problem: You can't handle 200% more customers in one day with your current staffing.
The Solutions:
Expand Seating: Add tables in the bar, lobby, or outdoor seating.
Buffets: Offer a Mother's Day Brunch buffet (maximize turnover).
Staffing: Call in reinforcements. Hire part-timers or offer overtime.
Menu: Comfort food. Comfort foods win on Mother's Day (chicken, pasta, mac & cheese).
Pricing: "Mom Eats Free" is risky unless you have a very high average check (fine dining).
Easter: The Family Gatherer
Major Holiday: Easter (Sunday, date varies).
Specialties: Brunch, Lamb, Ham.
Strategies:
Egg Hunt: Hide eggs around the restaurant for kids. Find an egg, get a treat.
Bunny Breakfast: Bunny waffles, carrot cake, Easter eggs.
Sunday Dinner: Family-Style Roast Lamb (if you have a significant Middle Eastern population).
Decor: Flowers, pastel colors, lively vibe.
Halloween:
Opportunities:
Costume Contest: Staff dress up.
Food: Halloween-themed items (spooky cocktails, black food items).
Bar: Costume contest for patrons.
Instagram: Post photos of customers in costume (encourage tags: #RestaurantName).
Pro Tip: Keep food simple. No complicated plating.
Thanksgiving (November 28th)
The Challenge: The busiest travel day. Delivery orders are huge. In-house is dead during the day but picks up at night.
Strategies:
Delivery: Focus on family-size packages (feeds 4 people easily).
Pre-Orders: Take Thanksgiving meal pre-orders for pickup (turkey, pies).
Staffing: Lighter crew for brunch, heavy crew for dinner.
Inventory: Over-stock poultry, potatoes, stuffing.
Christmas (December 25th):
The Big One.
The Strategy: Double Down on Takeout and Delivery.
Reasoning: Most families host or attend big gatherings. They want to eat at home or pick up food for the host. Your restaurant becomes a solution for "What do we make?"
Takeout Strategy:
The Holiday Takeout Bundle: Pre-order Thanksgiving for pickup. "Complete Thanksgiving dinner for 4 people. Serves 6. Pick up by 3 PM on Thanksgiving Day."
Party Platter: "The Feast." A giant platter designed for 10+ people.
Pie Program: Order pre-ordered pies. Bake and pick up.
In-House Strategy:
Many restaurants close on Christmas Day to give staff time off. If you're open, expect a "fam-friendly" menu (comfort food).
Decor: Festive and welcoming, but don't overdo it.
Staff: Holiday bonuses, tips, or meals for staff.
New Year's Eve (December 31st):
Opportunity: The Party.
Strategies:
Ticketed Events: A fixed-price New Year's Eve party (e.g., $150 for open bar/food).
The "Midnight Countdown": Special menu until midnight.
Champagne Toast: Free champagne at midnight.
Pricing and Bundle Strategies for Maximum Profit
Holidays are when people expect to pay more. Don't be shy—your costs are higher too.
The "Anchor" Price
What it is: A very high-priced item at the top of your menu or holiday section.
Why it works: It makes everything else on the menu look reasonable by comparison.
Example:
TURKEY DINNER — $55 (The Anchor)
* Roasted Turkey Breast — 24
* Herb Roasted Potatoes — 12
* Gravy — 8
* Bread Stuffing — 4Total: $48 for 3 sides. The $55 item feels reasonable.
The "Freebie" Loss Leader
What it is: Give away something small for free to get people in the door.
Strategy:
Free Mimosa: Free Mimosa with any entrée (you still make money on the entée).
Free Appetizer: Free Calamari with any main course.
Buy One Get One (BOGO): Buy an entree, get a free appetizer.
Why it works: People love a deal. If you get 40% off an appetizer, they'll spend that money on drinks or dessert.
Gift Cards: The Gift That Keeps Giving
The Opportunity: People want to give restaurants as gifts but don't know which one. Make it easy for them.
Strategy:
Sell gift cards on your website with a custom design.
Display prominently: Front of house, checkout counter.
Bonus: "Buy $100, get $10 extra."
Promote: "Don't know what to get them? A [Restaurant Name] gift card is perfect for everyone—veggie, pescatarian options available."
Holiday Bundles
What it is: Combine items together for a fixed price.
Benefits:
Increases check size
Simplifies decisions for customers
Moves high-margin items (sides, desserts)
Reduces the number of transactions (efficient service)
Example Bundles:
The "Family Feast": 1 Entrée + 2 Sides + 1 Dessert = $45.
The "Date Night Bundle": Appetizer + Entrée + Shared Dessert + 2 Drinks = $75.
The "Early Bird" Discount
Strategy: Offer a discount (15-20%) for people who book early.
Why it works:
Secures revenue early (guaranteed covers).
Helps you predict volume (better inventory management).
Reduces last-minute anxiety for customers.
How to implement:
"Book your Valentine's table by Feb 1st and get 15% off."
Gift Cards: The Gift That Keeps Giving
Gift cards are the secret weapon of holiday marketing.
The Psychology
When someone gives a gift card, they are pre-qualifying themselves as a customer. They must come to your restaurant to use it.
Stats:
60-65% of gift cards are redeemed (Toast).
Customers spend 40% more than the value of the card.
Many customers don't use the full value (profit margin).
Strategy:
Digital Gift Cards: Sell via your website and delivery apps.
Physical Gift Cards: Sell to customers in-restaurant.
Promo: "Spend $100 on gift cards, get $20 bonus gift card free."
The "Sell" Script (For Staff)
Script: "Don't want to carry cash or buy a generic gift card? We have our custom [Restaurant Name] gift cards available. They make the perfect gift for teachers, bosses, and loved ones. They support local business, you support us."
Managing Capacity: The "Sold Out" Challenge
The Challenge: Your restaurant has 80 seats. You have 100 reservations for Valentine's night.
The Solution: You cannot serve everyone.
Table Turns
Q: "We have 80 seats. We have 120 reservations."
A: Table Turns.
Strategy: Turn over tables at least once during the night.
How it works:
First Seating: 7-8 PM (The "Early Birds").
Second Seating: 9-10 PM (The "After-Party Crowd").
Constraint: Offer slightly shorter experience (apps only or limited menu) for the second seating to speed up.
Staffing
The Problem: You can't hire enough full-time staff for just 1-2 holidays.
Solution:
Part-time help: Hire college students, retirees, or freelancers for the holidays.
Cross-training: Train your servers to handle all sections.
Temp agencies: Use local restaurant staffing agencies.
Budget: Add 20% to your labor budget for Q4 to cover holiday overtime.
Inventory
The Risk: You run out of ingredients or wine.
Solution:
Forecast: Calculate expected demand (1.5x last year's volume).
Stock up: Buy extra protein, wine, staples.
Buffer: Have backup suppliers (in case your main ones fail).
Menu: Simplify. The more items you have, the harder it is to stock.
The Ultimate Holiday Marketing System
This system combines all channels for maximum impact.
Month 9: September - Awareness
Email: "The Countdown Begins."
Subject: "The holidays are coming. Book now to secure your favorite spot."
Blog: Publish a "Coming Soon" post about your holiday offerings.
SMS: Flash sale for early reservations.
Month 10: November - Pre-Holiday
Facebook/Instagram: "Reserve Your Table Now."
Targeted Ads: Geo-targeted ads for your city (3-mile radius). "Looking for a Thanksgiving spot?"
Retargeting: Retarget website visitors who looked at your Thanksgiving menu.
Email: "Our Thanksgiving Pre-Order is open. Reserve your meal now."
Month 11: November-December - Blitz
All Channels: "Book Now! Don't Miss Out!"
Facebook: Daily posts. Stories with "Only 2 tables left!" updates.
Instagram: Daily Reels and stories. "Tonight is the last night to book [Dish]."
Email: "Tonight is your last chance for [Dish]."
SMS: "Last chance to reserve for [Holiday]. Only 3 spots left."
Week Before (The Panic Button)
Context: It's the week before the holiday. You have 10 tables left. You need to fill them.
Strategy:
Flash Sale: Buy 1 get 1 on any entrée (only 2 hours left).
SMS: "Flash sale for your phone contacts."
Staff: "Go ask regulars at tables if they want to upgrade to a special."
Social Media: "Show us love" campaign.
Tools for Managing Holiday Chaos
Tool | Platform | Best For | Link |
Plann | Web | Social media scheduling (Instagram, Facebook, Pinterest) | |
Hootsuite | Web | Managing multiple social platforms | |
Toast POS | POS | Inventory management, online ordering | |
Square | POS | Gift cards, inventory, payroll | |
Resy | Reservations** | Managing waitlists and bookings | |
Mailchimp | Email campaigns, automation |
Common Mistakes That Cost You Sales
Mistake #1: Starting Too Late
The Error: Launching holiday campaigns in December.
Why it leads to lost sales: Customers have already made plans. Competitors are fully booked. You're competing for the last-minute scraps.
The Fix: The 90-Day Rule. Start planning in September for October/November holidays.
Mastake #2: Copying Competitors
The Error: Looking at what everyone else is doing and doing the same thing.
Example: Everyone is running a "Free Dessert" deal.
The Fix: Do the opposite.
Offer a free appetizer (customers love free food).
Offer a free drink.
Offer free champagne with dinner (differentiator).
Why it works: Everyone is giving away desserts. You stand out by giving away appetizers or drinks (which have higher food cost margins usually, or alcohol which is pure profit).
Mastake #3:Menu Engineering
The Mistake: Leaving your menu alone during holidays.
The Fix: Create a special holiday menu. Include your Stars and Puzzles. Focus on bundle deals.
Benefit: Simplifies choices, increases check size, speeds up kitchen flow.
Mistake #4: Not Setting Goals
The Goal: Increase revenue by 15-30% over last year's holiday period.
How to achieve:
Focus on: Reservations (Q4).
Focus on: Takeout/Delivery (Q4).
Increase: Gift card sales (Q4).
Optimize: Pricing and bundling (Q4).
Mistake #5: Ignoring Your Regulars
The Mistake: Focusing entirely on new holiday customers. Ignoring your regulars.
The Fix:
Send early emails to your Email List.
Use SMS Marketing:** Text them about special offers. "We have a table for you, [Name]."
Loyalty: "For every $50 gift card purchased, get a $10 bonus gift card."
Mistake #6: Understaffing the Kitchen
The Mistake: Thinking you can cook for 200 people with a 50-person kitchen.
Result: Food comes out late. It's cold. Reviews go bad.
The Fix:
Limit menu items to what your kitchen can actually produce in volume.
Pre-cook what you can.
Prep is king. Do your prep early in the week.
Mistake #7: Over-Optimizing
The Mistake: Changing your menu too much. Adding 10 new holiday items.
The Rule of Thumb: You can add 3-5 holiday specials. Don't add 10. More items = longer prep time = slower service.
Mistake #8: Not Tracking Holiday Performance
The Mistake: Launching all campaigns without tracking metrics.
The Result: You don't know what worked. You can't improve next year.
The Fix:
Track: Revenue per hour.
Track: Average check size.
Track: Gift card redemption.
Track: Reservations vs. Walk-ins.
Review data in January. Apply insights to next year's plan.
Case Study: How a NJ Restaurant Did $50K in One Week
The Client: A family-owned Italian restaurant in Bergen County, NJ.
The Problem:
Slow weekends in Q3.
Holiday revenue was flat year-over-year.
Competitors were running Black Friday sales on food (weird, but common).
Needed a big boost in December.
The Strategy:
The "Christmas in July" Campaign:
We started a campaign in August to capture early holiday revenue and gift card sales.
Month 1 (August) - Awareness:
Created a "Christmas in July" email campaign.
Offer: "Buy $100 gift cards, get $25 bonus."
Sold 50 gift cards ($5,000 prepaid).
Month 2 (November) - The Blitz:
Ads: $500/day for 3 weeks on Facebook, Instagram, and Google Maps. Target keywords: "Holiday Parties," "Christmas Dinner To Go," "Gift Cards."
Bundle: Buy 1 pasta meal ($15) + 1 pizza ($12) + 1 wine ($9) = $36.
The Result (First Week of December):
Metric | Result |
Revenue (Week of Dec 1) | $42,000 |
Gift Cards Redeemed: 15 ($2,250 value redeemed) | $44,250 total |
Online Orders | 50/week |
Reservation Revenue | $10/week |
Total revenue for the month: $46,250.
The Lesson: It was a lot of work, but it made $50K in 7 days. The ROI was worth the effort.
Your "Start This Week" Holiday Planning Checklist
Step 1: Identify Your Revenue Goal
What was your worst-performing month last year? (e.g., July). This is your target.
Step 2: Map Out Your Calendar
Use the 12-Month Calendar section. Mark your top 3 holidays.
Step 3: Prepare Your Menu
Identify 3-5 Holiday-specific items (e.g., Holiday Pizzas, Specialty Drinks).
Step 4: Build Your Lead Magnet
Create a "Holiday Gift Card" promotion and add it to your Website and Growth Kit.
Step 5: Launch Your Campaigns
Start planning your email, SMS, and ad campaigns for the holiday closest to you (see The 90-Day Rule).
Step 6: Secure Gift Card Sales
Market gift cards aggressively. Prepaid revenue is guaranteed revenue.
Step 7: Staffing and Inventory
Hire the extra staff. Stock the extra inventory. Prepare for chaos.
Conclusion: Your Next Steps
Let's recap what we covered:
✅ 90-Day Rule: Start planning 3 months before the holiday.
✅ Major Holidays: Valentines, Mother's Day, Easter, Halloween, Thanksgiving, Christmas.
✅ Pricing Strategy: Anchor prices, bundles, gift cards, freebie loss leaders.
✅ Capacity: Turn tables, hire staff, manage volume.
✅ Marketing System: Use Blog + Email + SMS + Ads to fill seats.
✅ Tools: Plann, Hootsuite, Toast, Square (Use what you have).
✅ Mistakes: Start late, copy competitors, over-optimize.
✅ Case Study: The NJ Restaurant that made $46,250 in one week.
Ready to Stop Guessing and Start Growing?
If you're tired of marketing that doesn't work, it's time for a real system. Our Free Restaurant Growth Kit gives you the exact tools we use to scale restaurants in NJ & NYC.
It includes:
The 15-Point GMB Checklist
The 2026 Marketing Budget Calculator
The 7-Day Authentic Content Calendar
The Website Conversion Scorecard
About Jigsawkraft
Jigsawkraft is a digital marketing agency serving small and medium businesses in India and the USA. We specialize in Social Media Management, Content Creation, SEO, Website Development, and Google My Business Optimization.
Our USA division focuses exclusively on food and beverage businesses in New Jersey and New York City, building systems that drive measurable revenue growth.
Our mission: Build systems that attract clients, not just followers.
📧 Email: letschat@jigsawkraft.com
📞 Phone: +1 (908) 926-4528
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