Innovative Ways to Market Slow Nights
Every restaurant experiences slow nights, but with the right strategy and a little creativity, those quiet evenings can turn into exciting and profitable opportunities. Instead of seeing them as a challenge, think of them as a chance to engage your community and offer something special that keeps customers coming back.
1. Special Menu Items
Special menu items you can only try on a certain night. Maybe you bring in fresh oysters one or two days a week. Or launch a hot chocolate special that changes every two weeks that you can only get on one night. Another approach is to introduce chef’s specials or tasting menus exclusive to those slower evenings, giving diners a reason to visit outside of peak hours.
2. Themed Nights & Events
One way to spark interest is by hosting themed events. Whether it’s trivia, karaoke, live music, or decade-themed dinners like an ‘80s night, creating a unique atmosphere makes dining out feel like an experience rather than just another meal. Special discounts and happy hour deals also help, giving customers a reason to stop by when they otherwise wouldn’t. Offering half-price appetizers or discounted drinks during specific hours can entice more guests, while “locals-only” or “industry night” perks help build loyalty among regulars and hospitality workers.
3. Loyalty & Referral Incentives
Loyalty programs and referral incentives are another way to bring in more customers. You can use your online reservation platforms to see your customer base and encourage return visits. Promotions like double loyalty points or offering discounts when guests bring a friend adds value and can drive traffic. Additionally, collaborating with local businesses—such as gyms, theaters, or boutiques—creates cross-promotional opportunities that benefit everyone. A simple deal like “show your gym membership for 10% off” or “bring a movie ticket stub for a free appetizer” can drive new traffic to your restaurant.
3. Social Media Flash Promotions
Social media can be a powerful tool in filling slow nights. Flash promotions, exclusive pop-ups, and interactive contests keep customers engaged. Posting a “mystery discount” or offering a special deal to the first 20 guests of the night generates buzz and a sense of urgency.
4. Community Engagement & Give-Back Nights
Beyond food and drink, creating an interactive dining experience keeps guests entertained. Game nights, board games, or even table-side cooking demonstrations turn a regular evening into a memorable one. Restaurants can also build stronger community ties by hosting charity nights where a portion of proceeds goes to a local cause because customers love supporting businesses that give back.
5. Partner with Local Tools Like What’s the Deal?
Don’t just rely on your own channels — meet diners where they’re already looking for deals. What’s the Deal? is a mobile app built right here in Alberta that highlights the city’s best restaurant specials, happy hours, and promotions — all based on a user’s location. It was created by Kate, a local industry vet, who wanted to find post-shift bites and drinks without having to call every restaurant in town.
Want to listing your specials on What’s the Deal? is an easy, low-cost way to get in front of customers actively looking to dine out. Whether it’s a happy hour, feature night, or industry discount, it helps you turn slow nights into busy ones — without spending extra on marketing. AHA members get a deal on What’s The Deal - login to your member portal to access discount codes!
By thinking outside the box and offering creative experiences, slow nights can become some of your most profitable and lively evenings. Experiment with different strategies, look at the results, and refine your approach to keep customers engaged and your restaurant thriving.