The holiday season is just about here and taking a look at upcoming trends can help restaurants stay ahead of the curve, attract attention, and raise their revenues. As many operators have seen a fall slowdown, studies show that they typically see a boost between November 1 and December 25. Reports showed that in 2023, restaurants saw an average increase of 7.8 per cent in sales during this time period year over year, as a result of dining, takeout, gift card sales, and more.

Spending

Restaurants may finally get some good news this season. Studies show that although many diners are focused on value these days, that practice does not always translate to holiday spending. 88 per cent of consumers plan to spend more during the holidays than they would on a regular night out, with 17 per cent planning to increase their spending by 50 per cent or more.

Dining

As well as increased cheque totals, restaurants may see more traffic. 68 per cent of people plan to celebrate the holidays at a restaurant and bar, and 52 per cent are planning parties with eight people or more. Operators can proactively approach this season by improving their reservation system, planning operations, and managing labour efficiently to accommodate larger groups and higher traffic.

Takeout and delivery

Consumers will be dining off-premise during the holidays, too, with more than 50 per cent of diners preferring to order out main courses (89 per cent), the entire meal (66 per cent), side dishes (86 per cent), appetizers (74 per cent), and desserts (63 per cent). Planning ahead with options to suit off-premise diners’ needs can help operators attract attention and increase sales this season.

Gifts

According to recent research, restaurant gift card sales are up seven per cent, and restaurants that embrace a digital approach can differentiate themselves from the competition. Mobile gift cards can simplify guest purchases, integrating with the restaurant’s app, loyalty program, or online ordering system. This approach also benefits operators, providing them with valuable purchaser info to refine their program or practice target marketing.

The holidays offer the opportunity for operators to raise revenues, increase traffic, and attract new guests with proactive planning and successful execution.