As the holiday season approaches, restaurants face a unique opportunity to capture the festive spirit and attract diners in droves. With nearly 40% of young diners discovering restaurants through Instagram and TikTok instead of Google (Business Insider), standing out online is essential. Traditional elements like seasonal menus and decorations still matter, but the real battle for attention happens on social media and through influencer recommendations.
To help your restaurant thrive this festive season, we’ve compiled actionable strategies that combine modern digital tactics with timeless holiday charm.
Set the Stage for Success with a Digital-First Holiday Approach
Focus on Audience-Centric Planning
Your festive marketing strategy should begin with understanding your audience. Today’s diners crave experiences they can share, both online and offline. With nearly 77% of diners trying restaurants based on social media content, your marketing should cater to the visual and emotional aspects of the season.
Key starting points:
Identify What Your Customers Want: Use past data to determine which holiday dishes or events resonated most. For example, were family-style Christmas dinners a hit? Did seasonal drinks drive higher orders?
Analyze Emerging Trends: Veganuary and Dry January are becoming staples of the post-holiday period. Consider how your December offerings can transition into these trends to keep momentum alive.
Plan Beyond December: Incorporate early January campaigns into your Christmas strategy. Think themed events like “New Year’s Brunch” or discounts on gift cards for January diners.
Build a Festive Digital Presence
With diners increasingly relying on social platforms to make decisions, your online presence is your restaurant’s virtual front door. Use visually captivating content to grab attention and maintain engagement:
Showcase behind-the-scenes preparation for your holiday menu.
Highlight your festive decor through videos and photoshoots.
Share stories that humanize your brand, such as team celebrations or the crafting of seasonal specials.
Pro-tip: Post content consistently throughout the holiday season, but don’t stop once Christmas ends. Keep the momentum going with content for New Year’s and January themes.
Leverage Social Media for Maximum Impact
Optimize Instagram and TikTok
Social media is where diners discover restaurants, with 36% of TikTok users visiting or ordering from a restaurant after seeing a TikTok video. Here’s how to capitalize on these platforms:
Use Business Accounts: Gain access to analytics that provide insights into your audience’s behavior.
Maintain a Cohesive Aesthetic: Ensure your feed reflects your festive theme with high-quality visuals.
Engage Consistently: Post at least three times per week, and respond to comments and direct messages promptly.
Create Shareable Festive Content
The holidays are a time of increased social media activity, with traffic spiking by over 70% during the season. Make your content stand out with these ideas:
Behind-the-scenes videos of your team preparing holiday dishes.
Showcases of your festive cocktails or desserts.
Interactive polls for followers to vote on holiday menu specials.
Time-lapse videos of your restaurant’s holiday decor transformation.
Pro-tip: Encourage diners to tag your restaurant in their holiday photos and offer incentives like a complimentary drink for those who share their experiences online.
Collaborate with Influencers to Drive Engagement
Influencer marketing continues to transform restaurant promotion, with 69% of marketers reporting nano-influencers boost engagement more effectively than larger creators. Micro- and nano-influencers provide authentic, community-driven connections that resonate during the holidays.
Work with Local Food Creators
Local influencers are invaluable for creating buzz around your restaurant. They bring:
Authenticity: Their recommendations feel genuine to their followers.
Affordability: Micro- and nano-influencers often cost less while delivering higher engagement rates.
Targeted Reach: Their followers are often concentrated in your restaurant’s area.
Create Instagram-Worthy Moments
Nearly 40% of diners base their decision to visit a restaurant on influencer reviews, so ensure your venue is camera-ready:
Design festive photo spots, like a Christmas tree wall or cozy fireplace corner.
Style your plates for visual appeal, with festive garnishes and table settings.
Offer signature holiday dishes or drinks that influencers can highlight.
Pro-tip: Host influencer-exclusive events, such as a festive menu tasting, to build anticipation and create unique content.
Track and Adjust Your Holiday Strategy
Analytics are crucial for understanding what works and where you can improve.
Set Up Essential Tools
To measure the success of your campaigns, use:
Google Analytics for tracking website traffic and online reservations.
Instagram and TikTok Analytics for understanding social engagement.
Customer Relationship Management (CRM) systems to analyze booking patterns and spending habits.
Monitor Key Metrics
Track these performance indicators:
Social Media Engagement: Measure likes, shares, and comments to assess the effectiveness of your content.
Conversion Rates: Monitor how many visitors book a table or order online.
Year-over-Year Growth: Compare your campaign’s success with last year’s results.
Pro-tip: Use data to identify high-performing campaigns and shift resources toward what’s working best.
Turn the Holidays into Year-Round Success
The festive season is your chance to shine, but it’s also an opportunity to build lasting customer loyalty. With nearly 40% of young diners finding restaurants through social media and 77% influenced by online content, a strong digital presence is no longer optional—it’s essential.
By combining high-quality UGC, strategic influencer collaborations, and engaging social media content, your restaurant can attract more diners and keep them coming back well beyond the holidays.
Ready to elevate your Christmas marketing strategy? Tools like Joli can help connect you with the right influencers and streamline your festive campaigns. Start planning now to make Christmas 2024 your most successful season yet!
