Valentine's Day: Love is in the Air

Grabbing the opportunity that is Valentine’s Day can take minimum effort for maximum return

Valentine's Day is the first main occasion after New Year for people to celebrate and provides a great opportunity for your business. Start planning now and identify where those opportunities lie for you, be it price point, consumer group or time of day demands, and target them.

NO LIMITS

Valentine’s Day falls on a Sunday this year, so make a weekend of it to reach the most people and increase your sales. You don’t need to be limited by evening offers; breakfast, brunch, lunch and afternoon tea are all options to explore from Friday through to Sunday.

Prepare early so you’re ready to promote Valentine’s towards the end of January using all your social media platforms.

TOP TIP: TAKE ORDERS AND BOOKINGS TO HELP MINIMISE WASTE AND KEEP YOUR BUDGET ON TRACK

RUN WITH THE THEME

When it comes to delivering the wow factor, you’ll need to tailor your menu around what can be adapted for takeaway and collection as well as dining in.

Research tells us more customers are now choosing to eat out for breakfast and brunch, so think about how you can make the most of this. If restrictions remain in place, what can you offer as a takeaway ‘breakfast in bed’ or a romantic brunch? Sweet treats are bound to please, such as pancakes and pastries, or red velvet waffles topped with red berries and strawberry sauce.

For light lunches and those looking for a hot drink and cake to enjoy on a romantic stroll think heart-shaped pizzas, themed cupcakes, biscuits and hot drinks. Practise your barista skills and create arty hearts to add a luxe touch to lattes and hot chocolates.

Don’t overlook the afternoon tea opportunity. It’s big business, so give it a romantic twist and add a bottle of fizz. For children wanting to join in the fun, try small treat boxes with a sandwich, crisps, fairy cake, heart-shaped biscuit or cookie and a red berry fruit kebab.

TOP TIP: KEEP BUDGET IN MIND FOR YOU AND CUSTOMERS BY USING CHEAPER CUTS OF MEAT IN DISHES

BOXING CLEVER

For those who want to stay home but still indulge, could you offer a dinner box for them to create a special meal in their own kitchen? Sharing plates are a big hit and easy to box up for couples to enjoy at home. Give it a luxury feel by offering wine, fizz or a decadent dessert alongside and make them available for delivery or collection on the day.

If you’re able to provide in-house dining, special offers whether daily, across the weekend or even the month of February will keep interest piqued. Encourage spend by suggesting drink pairings covering fizz, wine, beer, soft drinks and themed cocktails – try a chocolate martini or strawberry mimosa. Simply adding rose petals to ice cubes will give any drink a special Valentine’s touch.

Social distancing will be welcomed by diners on Valentine’s Day, giving them space and privacy. It’s not hard to create a romantic atmosphere, simply add fresh flowers, candles on tables, hanging hearts, bunting and, of course, romantic music.

TOP TIP: CATER FOR CHILDREN AND FRIENDS TOO AS VALENTINE’S ISN’T JUST ABOUT COUPLES ANYMORE

How to celebrate Valentine’s Day whatever your outlet

1 Offer themed biscuits with hot drinks.

2 Fairy cakes are an easy and low-cost addition.

3 Specials can add excitement.

4 Help customers celebrate at home.

DID YOU KNOW?

A tenth of Valentine's diners are families and friends wanting to celebrate together (Kantar)