SPECIAL OCCASION, EVENT AND HOLIDAY PLANNING GUIDE FOR Operators

Once your menu is set, it’s time to get the word out! The key to driving successful special occasion, LTO or holiday business is to promote, promote, promote. Diners will want to see examples of what you have and learn how to order easily.

If you need to establish your social media presence, now is the time! We have a complete social media guide specifically for restaurants and foodservice operators here.

Restaurant Operations Consultant (ROC) Jeffery Starrak is passionate about marketing and knows that there’s enough on your plate as an operator without having to think about your next Instagram story or the latest TikTok trend. He combined all of his best practices together to provide some great tips for marketing your menu for the upcoming holiday season. Book time with him or one of our other social media ROCs here.

Marketing Your Menu

Even the most thoughtfully designed special occasion menu can flop if not marketed correctly. Here are some ideas on the steps you can take to increase the visibility of your special occasion menus:

• Determine any incentives or rewards
  • Can you entice customers with a BOGO dessert or a $10 gift card/coupon to redeem later?
• Determine any necessary print materials needed to promote such as postcards, posters, check presenters or to-go bag stuffers
  • Discuss with your ROC where your biggest return on investment may be with printed marketing materials
  • Design and print any of your promotional needs
• Update your website
  • Build out menu and ordering options 
  • Implement a pop-up or splash page to grab a visitor’s attention
  • Add a special occasion page with complete details on the event or holiday offering
• Create partnerships with local businesses and hotels to promote to their staff and travelers

Promoting on Social Media

Pro Tip – Check out our social media webinar archive to find more best practices and how-to’s for promotions and enhancing your digital presence!     

An effective campaign should include:

• A Budget
• A Planned Content Calendar
  • Check out this printable Social Media Management Checklist for insight on daily, weekly and monthly social media management activities and content tips
• Customized, Branded Imagery
  • These should be sized for each specific platform for optimal visibility. If you need help with this, reach out to the US Foods^® Menu team for support
  • Want to learn how to plate for Instagram-worthy photos? We’ve got the guide here
• Targeted Social Media Ads
• Modifications to your Social Profiles and Business Pages
  • Google My Business
    • Add strategic questions to your Q&A, and answer them with event details
  • Instagram
    • Add event info to bio
    • Change link in bio to your pre-order or event menu page
    • Create a story highlight with event details
  • Facebook
    • Update cover photo
    • Create a post with event details, and pin to the top of your page
    • Create an event page hosted by your brand

Consider including these components in your campaign (when applicable):

• Add a splash page onto your website
• Video
• A custom hashtag
• A giveaway component
• A partnership with another local business to allow cross-marketing capabilities