If you’re coming up on slow season, or just don’t have the kind of flow coming through your restaurant’s doors that you’d like to see, it might be time to consider some unique events and/or theme nights at your restaurant. Theme nights and special events can keep you busy midweek and during your town’s downtime. They bring in the locals, who just might even turn into regulars. We all know about trivia nights, live music, and sports nights. We’ve put together some fresh ideas, where you can still incorporate those tried and true events, but just give them something a little more special. Pick what feels right for your restaurant’s brand, your staff’s bandwidth, and your community’s vibe.
Celebrate the Season
Holidays are built-in marketing gold for restaurants, but the trick is to make your celebration stand out. Instead of the typical prix fixe Valentine’s menu or Thanksgiving dinner, think about what fits your restaurant’s vibe. A cozy mountain café might host a “Winter Comfort Food Night” with mulled wine and live acoustic music. A taco joint could do a “Cinco de Drinko” fiesta with margarita flights and salsa dancing. A brewery could run a “Beers & Cheers” holiday tasting featuring small plates paired with seasonal brews.
Seasonal restaurant events create natural photo ops, and your customers will do half your marketing for you. Add some festive décor, a themed cocktail, or a limited-time dish, and you’ve got an Instagram-worthy experience.
Create a Locals’ Night for Your Restaurant
Every restaurant has a slow stretch. Maybe it’s after the holidays when everyone’s dieting, or maybe it’s mud season in the mountains when tourists have gone home. Make those weeks for the locals. Host a “We Survived January” night with comfort classics and discounted drinks, or create a “Local Legends” series where you feature ingredients, wines, or musicians from your community.
It’s all about authenticity. Locals love to feel appreciated, and nothing builds loyalty faster than a place that celebrates them. A simple invite-only happy hour or trivia night can do wonders for repeat business. Pair that with a locals-only discount or loyalty card, and quiet weeks become community gatherings.
Host a Restaurant Industry Night
Similar to the locals’ night, but this one is just for the restaurant industry workers. This is your chance to give back to the other local chefs, servers, bartenders, dishwashers, and hosts. You’ll have to stay open late, as this is usually hosted after the other restaurants close. Keep it casual, with easy bites and drink specials. Perks like half-off tabs for those who bring a pay stub will draw in a loyal crowd. Plus, the word-of-mouth buzz from industry regulars can be some of the most powerful marketing you’ll ever get.
Create Restaurant Family Nights
Families want to go out to eat, but they don’t want it to be stressful or expensive. Family-friendly events are a great way to boost early evening traffic and introduce your restaurant to new regulars. Things like “Pizza Night for the Whole Crew,” where kids can build their own mini pies, or “Taco Tuesdays” with mix-and-match platters for groups.
You can take it a step further and bring in a local musician, magician, or craft table to keep kids entertained while parents relax. The payoff is huge, because families who have a great time will come back again and again, and they’ll tell every other parent they know.
Turn Ordinary Nights Into Traditions
Theme nights don’t have to be one-offs. In fact, the best ones are the ones your community comes to expect. Maybe you become known for “Wine Wednesdays,” where you rotate small producer tastings. Or maybe every Sunday is “Pasta + Piano” night, with live music and family-style servings. Be consistent, as it builds habit and anticipation.
And don’t be afraid to experiment. If you host a trivia night and it flops, pivot to karaoke. If your themed brunch sells out, make it a monthly thing. The beauty of restaurant events is that they let you test, tweak, and discover what your audience loves.
No matter what kind of event you host, remember that the goal isn’t just to sell food. It’s to make memories, create buzz, and encourage regular visits. Build nights that feel like your brand, your team, and your town. When your events are genuine, your customers will feel it, and they’ll keep showing up.
Are you promoting your events in a way that is reaching your community? Branding, social reach, email newsletters, and a solid website event page are all needed in order to get the word out. We can help. Reach out to our team today.
