Valentine’s Day is one of the biggest opportunities of the year to fill your dining room and delight your guests. With the proper planning, you can turn February 14th into a night to remember for diners—and a revenue driver for your restaurant. From securing bookings with prepaid deposits to creating unique experiences that stand out, these tips will help you make the most of the occasion.
Secure reservations with prepaid deposits
What’s worse than a no-show? With up to one in five diners bailing on their reservations, you have to take control and protect your revenue. One easy way to do that? Require prepaid deposits when guests book. This strategy locks in commitment from guests and helps reduce no-shows, ensuring your tables stay full and your revenue is protected.
Pro tip: Offer a flexible cancellation policy so diners feel confident prepaying.
Simplify with a prix fixe menu
Streamline kitchen operations and elevate the guest experience with a thoughtfully curated Valentine’s Day prix fixe menu. This approach reduces prep time, improves inventory control, and boosts revenue with built-in opportunities for wine pairings. Include luxurious items like lobster, truffles, or Wagyu beef for that extra wow factor. Need inspo? Take a cue from The Consulate Midtown’s Valentine’s Eve prix fixe Experience.
Pro tip: Suggest a wine or cocktail pairing to increase the average check size.
Stand out from the crowd
Help increase bookings this Valentine’s Day by offering something diners can’t find anywhere else. Maybe it’s a themed photo booth, romantic live music, or an enticing offer like half-priced bottles of wine. For example, Frida Midtown’s Valentine’s Day with Live Latin Jazz Music Experience combines delicious food with an unforgettable atmosphere. These extras can help make your restaurant a top choice and leave a lasting impression on diners well beyond February 14th.
Pro tip: Offer optional add-ons like flowers, personalized notes, or takeaway desserts for guests to gift their loved ones.
Create buzz
Get in front of your target audience early with dedicated Valentine’s Day marketing campaigns. Use channels like email, social media, and ads to showcase your unique offerings and create buzz around your restaurant. If you’re an OpenTable customer, you can launch an automated email campaign to past guests in just two clicks, reminding them why they should visit your restaurant again.
Pro tip: Communicate limited availability to create urgency and help drive more early bookings.
Flexible times = more revenue streams
Dinner is the common choice for a V-Day meal, but that doesn’t mean it’s the only option. Consider offering a brunch, lunch, high-tea, or late-night dessert special to attract the non-conformists.
Pro tip: Promote “off-peak” dining options with discounted pricing for early birds or late-night diners to maximize revenue across the day.
Mocktails!
2025 is shaping up to be the year of the mocktail—47% of Americans said they’re interested in drinking less this year, according to recent OpenTable research.* Embrace the trend and elevate your non-alcoholic beverages. For inspiration, check out The Bazaar by José Andrés – New York’s unforgettable mocktails, especially the “Emerald Coin” made with Seedlip Grove 42, honeydew, lemongrass, lime, and celery.
Pro tip: Present mocktails with the same level of detail as your cocktails—think garnishes, elegant glassware, and fun names—to elevate their value.
Turn Valentine’s guests into regulars
Valentine’s Day isn’t just about a one-night splurge—it’s your chance to create loyal fans. Collect guest email addresses during the reservation process, then follow up after the holiday with a heartfelt thank-you email and a nudge to book again. Something like, “We loved having you celebrate with us—let’s do it again soon!” It’s an easy way to keep your restaurant top of mind and turn one-time diners into regulars.
Pro tip: Sweeten the deal by offering a complimentary dessert or a discount for their next visit.
Valentine’s Day is a powerful opportunity to boost revenue and build lasting relationships with your guests. By combining thoughtful planning, unique experiences, and smart marketing strategies, you’ll set your restaurant up for success on February 14th and beyond.
*An online survey was conducted by PureSpectrum among 1503 US consumers. Within this sample, major cities have been weighed for direct comparison. The research fieldwork took place between 25-28 October, 2024.
