Heads up: Valentine’s Day is coming fast. With New Year’s Eve barely in the rearview, another one of the biggest days of the year for restaurants is almost here. No matter your plans for Valentine’s Day 2025, it pays to anticipate curveballs and stay flexible. You can never be sure what’s around the corner, so it’s good to prepare for last-minute cancellations and staff call-outs, lower check averages, winter weather that keeps people home, and other surprises.
Savvy restaurateurs will anticipate possible situations for Valentine’s Day, ranging from unexpected crowds to unexpected no-shows. The advice below can help you plan for different scenarios in an atmosphere where anything can (and very well might) happen.
Overcommunicate to avoid surprises
Use customised booking confirmations to be in touch with guests in advance of their visit. This way, you can ensure they’re up-to-date on any safety regulations or policy changes they’ll need to follow.
An effective yet often overlooked way to communicate with guests is to pick up the phone. If you aren’t already doing it, calling guests a few days before their reservation is a highly personal way to confirm with them. It has the added bonus of nudging them to cancel if that’s what they’re going to do. This frees up space sooner for those inevitable last-minute reservations.
Don’t forget about direct messaging. Just as some guests may respond well to a phone call and others an email, some people pay more attention to direct messages. Use them to confirm all reservations and safety regulations details ahead of their visit.
Don’t let seats go empty
Though cancellations and no-shows—costing restaurants $75m annually—are a reality in the restaurant industry, the right tools can help minimise their impact. A lot of people second-guess staying in and end up looking for reservations at the last minute. Availability alerts become crucial in this scenario. Remind people with a note on your profile or website to set an availability alert even if their desired day and time isn’t currently open. When a table opens up, they’ll be instantly notified with the option to book.
Availability alerts are one way to help fill those seats at risk of staying empty. Another tool in the arsenal is a boost campaign. It targets people looking for tables at the last minute and can help fill any remaining empty tables to make up for last-minute cancellations.
Informed guests are happy guests
Different guests have different dining preferences and comfort levels. Some may decide they’d prefer outdoor dining, add those coveted outdoor tables to your floor plan if your offer dinner alfresco. (And if you’re in a cold-weather climate, describe any amenities you offer to keep outdoor diners cozy, such as heaters, blankets, or shelters.)
Guests may also decide, even at the last minute, that they’d rather get a special Valentine’s meal to-go. So be sure to review your OpenTable profile and update it to reflect the current menu, as well as takeout and delivery options. Double-check that the right cuisine types have been selected and be sure to upload your best recent photos to show your restaurant in its best light.
Get ready for walk-ins
Valentine’s Day isn’t typically big for walk-in guests, but it’s always best to plan for every scenario. You can prepare for a possible crowd by making your floor plan more flexible in advance. Be sure to allow for a variety of table sizes. It’s also a good idea to offer an online waitlist, even if you don’t think you’ll need it.
While you’re at it, decide where to seat each party on the books. Making these decisions in advance can save precious minutes at the door. Remember, your plan should remain fluid to make changes based on real-time comings and goings during the shift.
It’s also a good idea to pay extra attention to the shift overview. Use that information to make an informed prediction about the night’s flow and a solid game plan. During the pre-shift meeting, go over any special requests or parts of the service that may be special for Valentine’s Day. This can make service more nimble and efficient—a must if you do get surprised with plenty of walk-ins.
Attract at-home diners
Some guests prefer to celebrate at home, but that doesn’t mean they can’t enjoy your culinary expertise. Create special Valentine’s meal kits that let couples recreate your signature dishes in their own kitchen. Package everything they need, from pre-measured ingredients to detailed instructions and wine pairings.
If possible, offer your full Valentine’s specials menu for takeout too. Consider enhancing the at-home experience with optional add-ons like cocktail kits or sparkling wine pairings. You might even include romantic touches like candles or a curated playlist to help set the mood.
Turn these at-home diners into future visitors by including an invitation to an upcoming Ticketed Experience, like a cooking class where they can learn more of your chef’s techniques in person. Or add a special offer for your next wine pairing dinner. When guests enjoy your food at home, they’re more likely to book these special in-restaurant experiences in the future.
Make the most of guest notes
Review your guest database before Valentine’s Day to identify returning couples who may have celebrated with you in the past. Use guest profile notes and preferences to provide extra-special touches that will make their return visit even more memorable.
You can check pre-shift reports to spot VIPs and regulars, and brief your team on important details like celebration history, dining preferences, and favourite wines or dishes. This personalised attention enhances the guest experience while helping turn first-time Valentine’s diners into year-round regulars.
Track your success
Use analytics to compare your Valentine’s Day performance with regional averages and previous years. The data available can help you plan even better for next year by understanding how your special menu items, pricing, and table turns performed compared to similar restaurants in your area.
Take advantage of shift overview reports to assess what worked well and identify opportunities for improvement. Look at stats like seated guest activity, spending patterns, and table turn times to optimise your future holiday service. These insights help you make data-driven decisions about everything from staffing levels to menu pricing for next Valentine’s Day.
Set yourself up for a winning Valentine’s Day
Valentine’s Day promises to be an exciting and busy celebration for restaurants. The secret to making the most of this special occasion is thinking ahead and having flexible strategies ready. When you’ve prepared for various scenarios, you can welcome the day with confidence and focus on creating memorable experiences for your guests.
Get tips to brainstorm ideas, refine your strategy, and stay on track for a successful Valentine’s Day.
