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Blog / June 11, 2021

4 Father’s Day Marketing Ideas to Drive Restaurant Revenue

fathers day restaurant

Bianca Esmond


Father’s Day is June 20th this year, which means families will be dining out to celebrate dad. According to a recent survey, US consumers are expected to spend approximately $20.1 billion on Father’s Day in 2021. Don’t miss out on opportunities to drive revenue for your restaurant.

Read on for 4 Father’s Day restaurant marketing ideas to help you maximize revenue.

FATHER’S DAY MARKETING IDEA 1: OFFER CUSTOM UPGRADES

When booking a reservation for Father’s Day this year, give guests the option to add on surprise and delight elements for dad. This could be an add-on a unique gift or a special menu item. Upgrades like these enable guests to customize their dining experience so it’s perfect for their family.

The key to success here is using a system that allows you to capture that revenue during the reservation process. Give guests an easy way to select their upgrades during booking, and use a PCI-compliant system to collect pre-payments that give you revenue and help you plan for the special day. Guests love the convenience of being able to pre-select the offerings, and you’ll reap the benefits of streamlined operations on Father’s Day.

Examples of upgrades include:

  • A set of your restaurant’s signature steak knives
  • A craft cocktail gift set
  • A box of chocolates or sweets
  • A bottle of wine waiting at the table
  • A special off-menu dessert at the end of the meal

Here’s what the upgrade process can look like when using a reservation system with upgrade functionality like SevenRooms:

FATHER’S DAY MARKETING IDEA 2: CREATE UNIQUE EXPERIENCES

After a year of stay-at-home, demand is at an all-time high for unique experiences. Though food and drink are crucial to a great experience for guests, the overall experience is equally important.

So how do you make an experience out of Father’s Day?

Whether offering a specially curated brunch, a casual cookout or a pre-fixe dinner, there are many ways to wow guests and make dad feel special on Father’s Day. From offering a special menu with a complimentary gift for dad, to including a whiskey tasting at the end of the meal — it’s easy to make this day memorable for families.

The most important thing to remember is that you want to make these offerings easy to find and book for guests on your website. Customize what your guests see on your white-label booking widget when they search for reservations on June 20, highlighting specific time slots where your Father’s Day experience is available. With a platform like SevenRooms, you can also highlight and promote important details within the description, like photos and pricing, so guests know exactly what they’re getting.

*PRO TIP* For more examples of experiences, check out the SevenRooms guide: 3 Tips for Driving More Revenue from your Reservation Book.

FATHER’S DAY MARKETING IDEA 3: SEND TARGETED MARKETING

You’ve set up your experiences and upgrades. Now it’s time to promote your Father’s day offerings to your customers. It’s important to share these details far and wide, but you can also consider sending the details to your VIPs and regulars first, offering them exclusive ‘first access’ ahead of opening up reservations to the public. When you communicate with your most loyal customers, you will often see the best engagement. This engagement, particularly when you send marketing that feels personalized, can go a long way in driving deeper guest loyalty (and future revenue for your restaurant). Consider these channels to broadcast your Father’s Day offerings:

  • Send them a “first access” marketing email with special table availability for Father’s Day experiences and upgrades
  • Export the name and email data of your top guests and leverage it for targeted paid marketing on Facebook and Instagram
  • Send a personalized email to your guest database with your Father’s Day reservation availability

When you’re setting up these campaigns across channels including Facebook, Instagram, Google and emails, use a unique URL or add parameters to help you track the campaign’s success. This information can help you better understand which channels are giving you the best return on investment (ROI).

*PRO TIP* Guest experience platforms like SevenRooms can help facilitate personalized automated marketing at scale, helping ease the operational burden on your team. Learn how you can leverage guest data to tailor each and every guest interaction.

FATHER’S DAY MARKETING IDEA 4: EXECUTE OFF-PREMISE ONLINE ORDERING

Executing your on-premise Father’s Day offerings is crucial as guests return to indoor dining in droves. However, some guests may still prefer to order online for delivery and pickup for an at-home experience. Use a direct online ordering platform to accept, manage and execute these t0-go meals. Leveraging direct technology to facilitate these online orders, you’ll be able to capture data on your guests that can be used to re-engage and remarket to them for future events — like July 4th or Labor Day.

Offer packages for online ordering that provide a complete meal off-premise, with easy instructions for putting together a five-star meal for dad at home. Print out postcards with a QR code leading to a Father’s Day Spotify playlist, or with a message wishing dad a ‘Happy Father’s Day’. Leverage your pastry chef or mixologist to include a surprise-and-delight dessert or craft cocktail, helping make this Father’s Day their best one yet.

These are just a few ideas of how to creatively maximize revenue for this Father’s Day. Remember, the above Father’s Day marketing ideas can be applied to any holiday where people are thinking about dining at a restaurant or ordering delivery. Plus, upgrades and experiences can be leveraged year-round to drive extra dollars to your bottom line.

For more information on how to make experiences and upgrades a part of your Father’s Day booking process, check out a demo with SevenRooms.

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