How to Turn January into a Busy Month for Your Hospitality Business with Post-Holiday Promotions

January is often seen as a quiet period for hospitality businesses in the UK. After the buzz of Christmas and New Year, customers tighten their belts, and footfall can take a dip. But this doesn’t mean your café, restaurant, pub, or food truck has to stand idle. With smart promotions and a little creativity, you can turn January into an opportunity to boost customer loyalty and start the year strong.

 

 

Here’s how small and medium-sized hospitality businesses can make the most of January.

 

1. Leverage Festive Gift Cards to Drive January Visits

 

If you offered gift cards during the festive season, now is the time to cash in. Encourage recipients to redeem them early in January by offering a little extra incentive, such as:

• A free coffee or dessert with their first visit.

• Bonus discounts for spending over a certain amount.

• Double loyalty points for gift card redemptions.

 

Promote this on your social media channels, newsletters, and in-store signage to remind customers that their gift cards can be used now.

 

2. Host Themed Events or Experiences

 

January doesn’t have to be dull. Create buzz by hosting events that align with the season or trends:

• Dry January Specials: Offer a menu of creative non-alcoholic cocktails, mocktails, or detox-friendly dishes. Market this to customers participating in Dry January or those looking for healthier options after Christmas indulgence.

• Seasonal Workshops: For example, a latte art workshop in your café or a “Winter Comfort Cooking” evening in your restaurant.

• Quiz or Game Nights: These can help bring in groups and drive bar or menu sales.

 

3. Introduce “January Blues” Discounts

 

Combat the post-holiday slump with enticing discounts for off-peak times. Ideas include:

• Weekday Deals: Offer a “Buy One Get One Free” lunch special for quieter days.

• Local Loyalty Offers: Reward nearby office workers or regular customers with exclusive discounts.

• Student Promotions: If your business is near a university, target returning students with affordable specials.

 

4. Refresh Your Menu for Seasonal Appeal

 

January is a great time to introduce limited-edition items that appeal to customers’ winter cravings or resolutions. Consider:

• Comfort Food Classics: Promote hearty soups, stews, and hot drinks to attract customers seeking warmth and comfort.

• Health-Conscious Options: Showcase dishes that align with New Year health goals, such as plant-based meals or lower-calorie alternatives.

 

Pair these with social media posts and in-store displays to draw attention to your offerings.

 

5. Promote Your Business as a Warm Retreat

 

Winter in the UK is cold and often grey—make your business a haven for customers.

• Advertise cosy interiors or special winter perks, like free Wi-Fi and charging stations for remote workers.

• Highlight seasonal decorations or themes to create an inviting atmosphere that encourages repeat visits.

 

6. Engage Customers with Social Media Campaigns

 

Boost your online presence with creative campaigns designed to drive footfall:

• Photo Competitions: Encourage customers to post their experience at your venue using a branded hashtag for a chance to win a free meal or drink.

• Exclusive Social Offers: Announce “followers-only” discounts or flash sales to engage your online audience.

• Behind-the-Scenes Content: Share your team’s efforts in crafting new dishes, preparing events, or redecorating for winter.

 

7. Invest in Operational Efficiency Now

 

January’s quieter pace is the perfect time to make operational upgrades, like switching to a modern EPOS system. A system like Seamless can help you:

• Track and optimise sales during promotions.

• Simplify staff scheduling for off-peak periods.

• Prepare for busier months ahead by automating inventory and customer management.

 

Start January Strong

 

By leveraging gift cards, hosting creative events, and offering appealing promotions, you can turn January into a month of opportunity. Combine these efforts with a strategic focus on your menu, marketing, and operations, and you’ll be set for a profitable start to the year.

 

Need help streamlining your business in 2024? Seamless POS is built for UK hospitality operators like you. Get in touch to learn how we can help you grow.