Valentine's Day Reservations: The Ultimate Marketing Guide (2025)

About a quarter of Americans eat out on this day, and they spend, on average, $286.56 per check. This means that if you make the most of Valentine’s Day at your restaurant, the holiday could end up marking your most profitable evening of the year. But you need to have a plan in place in order to do this.

Everything from your menu to the promotions you plan on running to your decorations should be planned well in advance. Most restaurants should start thinking about Valentine’s Day planning by early January at the latest.

Keep in mind that restaurants start filling up with Valentine’s Day reservations by early February, so you will need to have a solid marketing strategy and plan already in place by mid-January so you can start marketing by late January.

If Valentine’s Day is one of the biggest days of the year in the restaurant industry, then you should be creating one of your restaurant’s best menus for this evening. Portland-based McMenamins Black Rabbit Restaurant decided to play up the romance last year with an aphrodisiac menu crafted just for the evening.

Valentine’s Day cocktails are a great way to not only draw people in but also to keep check prices high and increase restaurant profits. Consider offering luxurious entrees like braised short ribs to add a touch of elegance to your Valentine's Day menu.

You could even use them to run a happy hour special event, bringing in people who made reservations at other restaurants for pre-dinner drinks. Think up some festive beverages that incorporate pink, red, and hearts.

If you’re going to go all out, do it with your after-dinner menu. Named one of the 50 best restaurants in Atlanta three years in a row, Atlas Restaurant understands the importance of dessert on a holiday like Valentine’s Day, and last year, they created a bespoke dessert called “All You Need is Love” available only on February 14.

Consider adding some dessert cocktails to the menu as well. If designed properly, desserts can be one of your most profitable menu items.

Finally, a Valentine’s Day prix fixe menu is a popular Valentine’s dinner option because it helps your kitchen staff deal with the holiday rush efficiently. Enhance your prix fixe menu with an optional wine pairing to elevate the dining experience for your guests.

At the same time, a special Valentine's Day menu with a set price can be appealing to people planning ahead, and most people are looking to spring for a four-course meal on this special day.

Plan ahead and set goals

Planning is important for a successful Valentine’s Day marketing campaign. Start by setting clear goals for your campaign, such as:

• increasing reservations,
• driving sales,
• or promoting a specific menu item. 

Identify your target audience and customize your messaging to appeal to them. Consider the overall tone and theme of your campaign, and ensure it aligns with your brand’s voice and aesthetic.

For example, if your restaurant is known for its cozy, intimate atmosphere, your campaign should reflect that. By setting specific, measurable goals and aligning your campaign with your brand, you can create a cohesive and effective marketing strategy.

Decorating your restaurant and planning a Valentine's Day menu

The ambiance is the biggest deciding factor when it comes to choosing a restaurant for Valentine’s Day, with 21% of diners making their decision based on who offers the most romantic atmosphere.

Avoid coming off as kitsch while still setting the mood by dimming the lights a bit more than usual and bringing out some candles. Offering a glass of sparkling wine upon arrival can set the tone for a romantic evening. Understated details like roses and napkins folded in the shape of a heart are also a nice touch.

Finally, consider hiring musicians – a good live jazz band will make more money and do the heavy lifting for you when it comes to setting the mood. If your establishment features a wine bar, highlight it as part of the romantic ambiance, offering curated wine selections to complement the evening.

February 14th is an incredibly competitive holiday for the restaurant business, as customers and couples put a lot of thought into choosing where to celebrate love when they dine on this special night.

This means that your menu offerings and ambiance are crucial, but Valentine’s Day isn’t a build it and they will come situation. Promoting your restaurant effectively with the right valentines day marketing is the key to making sure you milk this day for all it’s worth.

Apart from creating a stand-out Valentine’s Day menu, running special Valentine’s Day marketing ideas is a great way to boost sales and to entice customers to choose your restaurant over the competition.

• Pre-dinner events: Hosting couples cooking classes or a free wine tasting is a great way to bring customers in during the day. This interactive experience is also a great opportunity to get your customers to post user generated content on their social media platforms for potential customers to see and make same day bookings.

• Introduce a new menu item: 11% of Valentine’s Day diners pick a restaurant they haven’t been to before, so introducing a unique new menu item can help you pull in those customers looking to try something new. Your menu update could be part of a larger Valentine’s day campaign to help build excitement before the big day (you could even consider giving early access to some of your existing customers).

• Valentine’s Day gifts: Offer special Valentine’s Day gift bags filled with local products or samples, couples packages, or a free glass of champagne to draw diners in. If your restaurant has an online store, you could also put together an article about must have gift ideas to help with gift buying in the weeks leading up to valentine’s day. Maybe consider providing repeat customers or loyalty members with a discount code for special discounts.

• Gift card deals: National Restaurant Association research shows that restaurant gift cards are the #1 most requested Valentine’s Day gift for men. Running a gift card promotion can help you bring in extra profits from clients who choose to dine at home on February 14th.

• To go meals: Want to target the couples who prefer a quiet night in on Valentine’s Day? Last year, Atlanta favorite Alon’s Bakery and Market designed a very successful six-course romantic dinner for two – to go.

• Singles and group events: If your establishment doesn’t typically cater to couples, consider hosting a singles night or a “Galentine’s Day” event.

Marketing has the power to make or break your restaurant’s Valentine’s Day strategy, and pasting up flyers can only go so far. Here are some marketing ideas and some tips for spreading the word about your promotions.

Partner with local businesses. Consider teaming up with a local theater or hotel to cross-promote your events. You could even put together Valentine’s Day date package deals (dinner and a movie, anyone?) with other establishments in your area.

Harness the power of social media. An effective social media strategy for your restaurant is particularly important leading up to Valentine’s Day. Try running relevant social campaigns and paid Instagram ads, highlighting your Valentine’s Day menu on Pinterest and Instagram, and offering exclusive Valentine’s Day specials to your social media followers.

Keep your website landing page and event calendar updated with any Valentine’s Day promotions as well.

Hire live music. If your establishment is set up to offer live music, hiring a popular local band or musician can be a great way to market your restaurant on Valentine’s Day. Not only are you creating a romantic ambiance, but the band is likely to promote the event to their fans, giving you some free marketing.

Make use of your website and social media channels for bookings. If your restaurant has an online presence - utilizing your website and social media channels is a great way to drive sales from last-minute shoppers. Updating your website and social channels with Valentine’s Day content is one idea to capture online search traffic on one of the busiest days of the year and convert it into new customers.

Your online booking widget for example, when integrated into your website, Google, and social channels is a great way to boost discoverability and promote Valentine’s Day events. People will be searching for restaurants on Google Maps the day of, and having your restaurant profile there and optimized to generate bookings should be an essential element of your Valentine’s Day marketing campaigns.

Valentine’s Day marketing strategies

Developing a comprehensive marketing strategy is key to standing out on Valentine’s Day. Utilize multiple channels and tactics to reach your target audience. Email marketing, social media, and influencer partnerships can all play a role in your campaign. Consider offering special promotions, discounts, or limited-time offers to incentivize customers to make a reservation or purchase a gift. For example, you could offer a Valentine’s Day sale on gift cards or a special prix fixe menu with optional wine pairings. By using a multi-channel approach and offering enticing promotions, you can attract more customers and boost your Valentine’s Day sales.

Implement email marketing

Email marketing is a powerful tool for Valentine’s Day promotions. Create eye-catching email campaigns that showcase your menu, promotions, and special offers. Use segmentation to target specific groups, such as couples or singles, and tailor your messaging accordingly. For instance, you could send a special offer for a romantic Valentine’s Day dinner to couples, and a “Galentine’s Day” brunch promotion to singles. Include clear calls-to-action, such as “Book Now” or “Make a Reservation,” to drive conversions. By leveraging email marketing, you can reach your audience directly and encourage them to celebrate Valentine’s Day at your restaurant.

Utilize social media

Social media is a key channel for Valentine’s Day marketing. Share engaging content, such as photos of your menu items, behind-the-scenes glimpses of your kitchen, and special promotions. Utilize relevant hashtags, such as #ValentinesDay or #LoveIsInTheAir, to increase visibility and reach a wider audience.

Consider running social media contests or giveaways to generate buzz and encourage engagement. For example, you could host a contest where followers share their favorite Valentine’s Day quotes for a chance to win a free dinner. By utilizing social media, you can create excitement around your Valentine’s Day offerings and attract more customers.

Improve the guest experience

Creating a memorable dining experience is essential for Valentine’s Day. Show your guests that you care by offering special touches and surprises throughout their dining experience. Consider offering complimentary champagne or desserts, or providing a customized menu with special Valentine’s Day-themed dishes.

For example, you could feature a decadent red velvet cake or a luxurious New York strip steak with optional wine pairings. Train your staff to provide exceptional service and ensure that every guest feels special and appreciated. By enhancing the guest experience, you can create lasting memories and encourage repeat visits.

Celebrate Valentine’s Day with Your Guests

Show your guests that you care by offering special touches and surprises throughout their dining experience. Consider offering complimentary champagne or desserts, or providing a customized menu with special Valentine’s Day-themed dishes.

Train your staff to provide exceptional service and ensure that every guest feels special and appreciated. By incorporating these strategies into your Valentine’s Day marketing campaign, you’ll be well on your way to creating a memorable and romantic experience for your guests. Remember to track your campaign’s performance and adjust your tactics accordingly to ensure maximum ROI.

Surviving Valentine's Day as a restaurant owner

Valentine’s Day might be profitable for restaurants, but it can also be extremely stressful. Advance planning is key to staying calm through the chaos, as is staffing your restaurant accordingly. Train your staff to greet guests with a warm 'Happy Valentine’s Day' to create a welcoming atmosphere.