How to create tempting dining offers for customers on a budget

As the dust settles on our festive fun and we have to make January’s long-awaited payslip stretch through February, the start of the year becomes an exercise in scrimping and saving for most of us.

This period is notoriously quiet for the hospitality industry, and with customers still feeling the effects of the cost of living crisis, these months are likely looking even quieter in 2025.

Although it may be harder for restaurants to fill tables in January and February, it doesn’t mean that cost-conscious consumers stop craving great food and special experiences. They just need to know they’re getting value for their money.

Here are our tips for delivering that value and getting more diners through the door in slower months.

1. Set time-sensitive offers for the quietest dining hours

While the early months of the year are much less busy for restaurants than peak times like summer or Christmas, restaurants will always see an uptick in weekend bookings. Filling those tricky lunchtime or early evening tables, on the other hand, is a much greater challenge at this time of year.

Maximise your occupancy rate by setting special offers specifically for these quieter hours, such as an early bird deal for reservations between 5pm and 6pm. If you’re using TheFork Manager, you can set up discounts ranging from 20% to 50% and limit the offer to a set number of covers to stay in control.

If you find you’re getting an influx of bookings at these times thanks to your discount (great news!), you can always adjust the offer to a lower percentage to protect your profit margins

2. Create a special set menu

Another way to deliver great value to frugal diners is by offering exclusive set menus at an affordable price.

As well as giving an all-inclusive price on a meal for customers looking to save money in January and February, preset menus are also a fantastic way to offer unique dining experiences they can’t get anywhere else.

You could create a seasonal menu featuring dishes that celebrate local produce, spotlight a global cuisine that differs from your usual fare, or offer a tempting ‘dine and wine’ package. Consider if there are local businesses you could collaborate with to make the menu feel extra exclusive, such as an artisanal bakery or gourmet cheesemonger. 

On TheFork Manager, you can set up your preset menu so customers can book in advance, and you can customise its availability in terms of days, time slots, and number of covers.

3. Launch a loyalty programme

When our bank accounts feel the post-Christmas pinch, many of us keep our eyes peeled for schemes to get the most out of our spending.

Loyalty programmes can be especially effective for restaurants. As well as getting more customers through the door via an additional promotional touchpoint, loyalty programmes are a powerful way to turn one-time diners into regulars.

TheFork’s Yums loyalty programme rewards diners with points every time they make a booking or recommend a restaurant to a friend. Once diners have accumulated enough Yums, they can convert them into discounts of £20 or £50 to enjoy at hundreds of restaurants.

To tempt even more money-savvy customers, you can set up Double Yums, which gives diners double points — just chat with your Account Manager to find out how to get started. 

However you decide to deliver extra value to diners in the slow late-winter months, keep an eye on the Promotions tab in the Revenue & Visibility section of TheFork Manager so you know exactly what’s impacting your revenue. You can then take these learnings and implement them throughout the rest of the year.

Chat with our team today to find out how you can take advantage of TheFork’s exclusive restaurant management features.