Events in restaurants?
In restaurants, nearly 7 out of 10 French people (69%) expect a unique experience: this is the main factor that makes them want to visit a restaurant.
64% of them consider dining out a relaxing moment (Vertone Study - French dining habits).
41% of surveyed French people say the setting and ambiance are major criteria when choosing a restaurant.
The benefits of hosting events in restaurants
Inflation has significantly impacted both consumers and restaurateurs, leading to lower restaurant traffic, rising costs for raw materials and energy bills, and a decrease in average spending per customer.
In this context, offering events can help boost attendance during slow nights, introduce special menus, and provide guests with a unique experience.
So, if your customer segmentation allows it, you can use events as a lever to offer an unparalleled experience to your guests while respecting their relaxation criteria.
Boost your events with Zenchef
If you want to offer events to your guests, Zenchef restaurant software is here to make things easier for you:
Discover how to add an event to your restaurant with Zenchef.
10 event ideas for your restaurant
- Live Music and Concerts
Many restaurants enhance their event calendar and slow nights by hosting live music events. You can use social media polls to identify the preferred music genres of your regular and new customers to attract a diverse audience.
For example, you can host a Jazz & Wine Tasting Night, featuring a specific menu, a sommelier, and a limited number of tables.
With Zenchef, you can also send personalized SMS messages to inform guests about upcoming concerts, a great way to win back lost customers.
- Theme Nights
Some venues host special events such as disco/funk or rock'n'roll nights to create a festive and immersive atmosphere. A few themed nights can establish your place as a trendy restaurant.
- Interactive Activities
Restaurants that offer “open mic” or “stand-up” nights can revitalize typically slow evenings, such as Sunday nights. Guests can also take an active role in the event.
→ Madame Baudruche, a restaurant in Toulouse, hosts stand-up comedy nights on Sundays and bingo nights every second Wednesday of the month.
- Special Event Menus: Vegan Cuisine
- +28% increase in vegan restaurants on delivery platforms (YouGov study)
- ¼ of French people say they are willing to try veganism (La Dépêche)
By offering vegan or vegetarian menus on specific dates:- January for Veganuary
- March 20 for Meatless Day
- August 18 for World Vegan Gastronomy Day
- October 1 for World Vegetarian Day
- November 1 for World Vegan Day
- Gamify Dining with Fun and Immersive Experiences
Gamification is also making its way into restaurants. You can offer:- Blind Dinners: Guests eat in complete darkness for a unique sensory experience.
- Murder Mystery Dinner: A meal with an interactive investigation where guests play roles in a detective story.
- Cinema-Themed Night: A menu and decor inspired by a cult film (Harry Potter, Gatsby, Ratatouille...).
- Medieval or Historical Dinner: Period-costumed service and traditional dishes.
- Gastronomic Events
- Live Cooking Workshops: A chef demonstrates and prepares a dish in real-time for guests to enjoy.
- Food Pairing & Tastings: Pairing food with wine, beer, spirits, tea, or even chocolate (ideal for Easter).
- Mystery Menu: Guests discover their meal without knowing in advance what they will eat.
- Artistic Brunch: A painter or sculptor creates a live artwork while guests enjoy brunch.
- Interactive Challenges
- Gastronomic Quiz Night: An interactive quiz on gastronomy with small prizes.
- Speed Tasting: Like speed dating but with dishes, where guests taste multiple recipes in a few minutes.
- Eco-Friendly and Well-Being Initiatives
- Zero Waste Dinner: A challenge where the entire meal is designed without waste, using recovered or repurposed ingredients.
- Wellness Dinner: An alcohol-free evening with mocktails, meditation, and a zen ambiance (ideal for Dry January).
- Wild Cooking Night: A workshop discovering edible plants and cooking with natural ingredients.
- Community Events
- Surprise Host’s Table: A large “communal” dinner where guests don’t know each other in advance.
- Swap Your Dish Night: A menu designed for sharing and exchanging dishes among guests to encourage conviviality.
- Partnerships with Suppliers
If you have partner suppliers or local businesses, why not host a joint event? This can be a great way to boost sales for both your restaurant and your partners.
For example, if you have a foie gras supplier, you could invite them for an evening at your restaurant to set up a temporary mini-deli and showcase their product range.
2025 marketing calendar for restaurateurs (France, Germany, Netherlands, Portugal)
January - March: start the year with festive flavors
Epiphany (France, Belgium)
Epiphany, celebrated on January 6, is an excellent opportunity to attract customers after the year-end festivities. With a variety of Galette des Rois, ranging from the traditional frangipane to modern creations like pistachio and raspberry, you can offer your guests a unique experience.
Marketing Idea: Organize a fève contest where each slice of Galette des Rois contains a special token. The customer who finds the most unique token (such as a golden fève or one with a distinctive design) wins a free meal for two. Pairing this with a complementary drink like cider can enhance the customer experience.
Statistics: The consumption of Galette des Rois represents a multi-million euro business, with approximately 30 million galettes sold each year in France.
Carnival (Germany, Netherlands, Portugal)
Carnival, with its traditions of parades and costumes, is a gateway to regional culinary experiences. In Germany, Carnival is marked by parades, celebrations, and specialties such as currywurst. In the Netherlands and Portugal, typical treats include oliebollen and pastéis de nata.
Marketing Idea: Create an immersive event with festive decorations and a special discount for costumed customers. Offering a dedicated menu with traditional dishes from each Carnival celebration can attract culture lovers.
Key Figures: The German Carnival attracts millions of participants each year, with the Cologne Carnival being one of the most popular events (Source).
Candlemas (France, Belgium)
Candlemas, celebrated on February 2, is synonymous with crêpes, providing restaurateurs an opportunity to innovate with variations ranging from the classic sugar-lemon crêpe to bolder creations like smoked salmon crêpes.
Marketing Idea: Launch a contest for the most innovative crêpe, allowing customers to submit their recipes. The winning creation can be added to the menu temporarily, encouraging social engagement and customer interaction.
Key Figures: During this period, sales of crêpe-related products (flour, eggs, milk) increase by 30%.
Valentine’s Day: the ultimate celebration for romantics
Valentine’s Day is a crucial period for restaurateurs, often seen as the ultimate date night, with increased demand for special menus and early reservations.
Marketing Idea: Offer a complete meal including an appetizer, a main course, a shared dessert, and a paired beverage to simplify choices for couples. Create a romantic atmosphere with candlelight and live music, offering a rose or a glass of champagne for each table.
Statistics: Nearly 45% of couples celebrate Valentine’s Day at a restaurant, making it one of the most popular nights for intimate dining.
How to build customer loyalty with Zenchef
April - June: the season of fresh flavors and gourmet celebrations
World Beer Day (Germany, Belgium)
This day provides an ideal opportunity for establishments to showcase dishes paired with selected beers, highlighting local craftsmanship and artisanal products.
Marketing Idea: Create a “beer pairing” tasting menu where each dish is paired with a local craft beer, accompanied by a guided tasting session from a beer expert. Consider collaborating with local breweries to tap into their network.
Key Figures: The beer industry in Germany represents a significant part of the economy, with over 1,300 registered breweries.
Seasonal menus: a timeless success
Beyond marketing-driven holidays, offering seasonal menus for winter, spring, autumn, and summer remains a great way to make your restaurant’s menu more eventful.
Boost your visibility with Zenchef
Zenchef offers innovative technological solutions to help restaurateurs manage their business, attract more customers, and improve the dining experience.
Among our key solutions: Online reservation systems, customer review management, and CRM tools to maintain customer engagement.
Our integrated client database allows you to measure the effectiveness of your restaurant’s event strategy: track new clients, recent customers, and retention rates.
Request a free demo to see how these solutions can benefit your business.
.webp)
.webp)
.webp)
