Effective Restaurant Promotions: BOGO, Happy Hours & More

Let’s get one thing straight: running a restaurant isn’t just about serving up mouthwatering food. Sure, the food’s got to be great, but what’s going to keep those customers coming back? Spoiler alert: it’s not your chef’s secret sauce (though that doesn’t hurt). It’s a promotion. But not just any promotions. 

The kind that makes people stop mid-scroll and say, “Wait, what?!” Because if your promotions aren’t making people pause in their social media feed, you’re doing it wrong.

We’re talking about promotions like BOGO (Buy One, Get One), Happy Hours, and a few other secret sauces that will keep your restaurant packed, your seats full, and your cash register ringing. 

But before we get into the magic, let’s take a moment to consider a staggering stat: 63% of consumers say they are more likely to visit a restaurant when there’s a promotion involved.

That’s not just a fun fact—it’s a roadmap to your restaurant’s future. You want in on that 63%? Then keep reading.

The Truth About Restaurant Promotions (and Why They’re Worth Your Time)

When it comes to restaurant promotions, we’re not talking about some half-baked deal you slap together last-minute. This is about strategically planning promotions that speak directly to your audience’s needs, while also giving them that little nudge to hit “reserve” or “order now.” It’s all about value, urgency, and exclusivity. If you’ve got those three ingredients in place, congratulations—your promotion just went from “meh” to mic drop.

But not all promotions are created equal. Some are more effective than others, and some have a shelf life shorter than your average TikTok trend. Let’s break down a few that work, along with the cold, hard reasons why they’ll kick your marketing into overdrive.

1. BOGO (Buy One, Get One) – The Golden Goose of Promotions

Ah, BOGO. The trusty sidekick to any restaurant’s promotion arsenal. When you’re talking BOGO, you’re talking about the kind of promotion that gets people’s attention fast. It’s not just a good deal—it’s a guilt-free deal. Because let’s be honest, no one feels bad about snagging a freebie, right?

→ Why It Works:

• Perceived value: “Buy One, Get One” feels like an instant win. People love the idea of getting something for free, and that rush is enough to drag them in.
• Group appeal: Think about it—BOGO is great for groups. People love sharing deals with friends and family. Suddenly, your average customer is telling all their pals, “Let’s go, buy one, get one free!” The best word-of-mouth? The free kind.
• Easy to promote: This works across all your platforms—social media, email newsletters, posters on the wall, and even inside your online ordering system. This promotion is versatile, people.

→ How to Make BOGO Work:

• Set clear boundaries. “Buy one entrée, get one free, must purchase two drinks.” That’s a win-win for everyone involved.
• Don’t make it confusing. There’s nothing worse than people staring at the fine print while they’re trying to eat. Keep it simple.

2. Happy Hour – Because, Well, Who Doesn’t Like Cheap Drinks?

Happy Hour: the time of day when suddenly, even the most hard-to-please customer feels like they’ve discovered a treasure chest of discounted drinks and snacks. But here’s the thing—this isn’t just about a couple of half-priced margaritas. This is about making the most of the “after work” crowd and tapping into that craving for a good deal paired with a relaxed vibe.

→ Why It Works:

• The magic of time: A fixed, limited time creates urgency. People don’t want to miss out, so they’ll hustle down to your place to grab that $5 mojito.
• Increased foot traffic: Happy Hours increase foot traffic, which means your restaurant is bustling with activity during hours that might otherwise be a dead zone.
• Upselling opportunities: Once people are at your bar, don’t be shy about upselling a few appetizers. When they’re sipping on a $5 drink, they’ll be more inclined to splurge on a delicious order of wings or nachos.

→ How to Make Happy Hour Work:

• Time it right: 4-7 PM is prime real estate for Happy Hour, but it depends on your crowd. If your target audience tends to get off work later, adjust accordingly.
• Create a killer happy hour menu: This isn’t just about cheap drinks. Mix it up with discounted appetizers, like sliders, calamari, or fried pickles. You’re trying to make people stay a while.
• Don’t overdo it: Keep the discount percentages reasonable. If you’re giving away too much, your bottom line could take a hit.

3. Loyalty Programs – For the Regulars Who Keep Coming Back

A lot of restaurant owners skip over loyalty programs, thinking they’re too much work or too expensive. But here’s the thing: a well-run loyalty program will pay for itself in repeat business. People like feeling appreciated, and they love free stuff. Giving them both is the golden ticket.

→ Why It Works:

• Customer retention: It’s cheaper to keep a customer than to find a new one. Loyalty programs are your ticket to locking in those repeat visitors.
• Personalized experiences: With the right program, you can make your customers feel special by offering rewards tailored to their preferences.
• Boost in average spend: Studies show that loyalty program members tend to spend more, especially once they’ve earned a reward. (They feel like they deserve it!)

→ How to Make Loyalty Programs Work:

• Use an app: People are already using their phones to track everything, so make it easy with a restaurant loyalty app.
• Offer a variety of rewards: Free appetizers, dessert, or even a free entrée after a certain number of visits. And don’t forget to throw in birthday rewards or exclusive members-only offers for a little extra love.
• Don’t make it too hard: The process should be straightforward. People don’t want to feel like they need a PhD to understand how to rack up their points.

4. Flash Sales & Limited-Time Offers – The Urgency Factor

Flash sales might sound like something better suited for a clothing store, but trust me—they work wonders in the restaurant world, too. These are promotions you roll out for a limited time, creating that all-important urgency that’ll have people flocking to your door.

→ Why It Works:

• The power of FOMO (Fear of Missing Out): Flash sales give people a reason to act now, not later. When something is only available for a short time, people panic-buy. It’s just human nature.
• Create excitement: Flash sales build buzz. You can use your social media platforms to tease the promotion and let customers know it’s only available for a short window. Hype it up.
• Specialty items: Limited-time offers give you the chance to introduce new or seasonal items. It’s a fun way to get people to try something they wouldn’t otherwise order.

→ How to Make Flash Sales Work:

• Short & sweet: Keep the promotion short—think 24 hours or less. This increases the sense of urgency and makes people more likely to act.
• Be creative: Offer deals on limited-edition menu items or pair discounts with a unique experience. Maybe a special “Chef’s Tasting Menu” that’s available for one night only.

5. Seasonal & Holiday Promotions – Because Everyone Loves a Festive Vibe

Let’s face it: people love a reason to celebrate, and if you can tie your promotions into the holiday or seasonal vibe, you’ve hit the jackpot. Whether it’s a special Valentine’s Day prix fixe menu or a summer BBQ special, aligning promotions with the season adds an extra layer of excitement to your restaurant.

→ Why It Works:

• Seasonal excitement: Holidays and seasons offer built-in themes and promotions that you don’t have to create from scratch.
• Themed experiences: People want to feel like they’re part of something fun and festive. Think Christmas cocktails or Halloween-themed desserts. It’s all about creating a memorable experience.
• Easy social media content: Seasonal promotions give you tons of Instagrammable moments that will keep your followers engaged and excited about what’s next.

→ How to Make Seasonal Promotions Work:

• Theme it out: From the décor to the menu, go all-in with the theme. It makes the experience feel special.
• Get creative: Use holidays to bring out the best of your restaurant’s vibe—whether that’s a jazz brunch for Mother’s Day or an Oktoberfest celebration complete with themed food and drink.

Bonus Tip: Don’t Forget the Power of SEO Keywords

While running promotions is important, getting people to find those promotions is equally important. Your restaurant’s website needs to show up in search results. Using the right SEO keywords is key to that. If you’re not sure where to start, check out our SEO guide for restaurants for some tips on which words and phrases to target. It could make all the difference in bringing in new guests for those deals you’ve worked so hard to craft.

Bottom Line: The Right Promotions = Restaurant Success

Look, not all promotions are going to work for every restaurant. Your audience’s preferences, your type of cuisine, and your location will all influence which promotions hit the mark. But as long as you’re focusing on value, urgency, and the occasional “something-for-nothing” moment (aka BOGO), you’re already on the right track.

And remember: restaurant promotions are just like your favorite pair of jeans—when you find the right fit, everything just clicks.

Now get out there and make it happen. Because if you’re not running promotions that work, someone else is. And that someone else is probably going to be the restaurant down the street that has a BOGO deal this weekend.