The right promotion can pack your patio. The wrong one? It could drain your team and your bottom line. Here’s what’s actually working this summer—and what’s falling flat.
When the weather heats up, restaurant traffic doesn’t automatically follow—but with the right strategy, it absolutely can. Summer is a prime opportunity to reach new guests, re-engage regulars, and make the most of your outdoor spaces. But not all promotions are created equal, and the wrong idea can quickly turn into a missed opportunity—or worse, a costly distraction.
Whether it’s a limited-time menu or a local collab, successful promotions are the ones that feel authentic, drive real traffic, and don’t overcomplicate things for staff or guests. This summer, restaurant operators are focusing on strategies that are easy to execute, brand-aligned, and grounded in what diners are actually looking for: connection, value, and something worth leaving the house (or beach) for.
Let’s break down the summer promotions that are driving results—and the ones that tend to miss the mark.
Summer is community season—markets, festivals, and neighborhood gatherings are everywhere. Restaurants that team up with local businesses, breweries, or even fitness studios can tap into fresh audiences and build genuine connections that feel authentic.
Consider teaming up with a local brewery for an evening that pairs your signature dishes with their latest seasonal pours, or collaborating with a neighborhood yoga studio to host a morning class followed by brunch and mimosas. These kinds of partnerships feel fresh and fun for guests—and they’re a great way to reach new people, support other local businesses, and strengthen your ties to the community.
There’s something about a seasonal menu that just hits different. Maybe it’s a simple heirloom tomato salad, grilled peaches, or a new take on a margarita that feels extra refreshing when it’s 90 degrees outside. Limited-time summer items give your regulars something new to look forward to, and they’re a great excuse for new guests to finally check you out.
Keep it simple and make it feel special. A quick “only here through Labor Day” or “this week’s summer special” helps create that sense of urgency without overcomplicating things. You don’t need a huge menu overhaul—just a few thoughtful, well-timed additions can go a long way.
If you’ve got an outdoor space, summer is the time to lean into it. Try something simple like offering half-price appetizers and cocktails from 3–5 p.m. or creating a frozen cocktail menu that’s only available outside. It gives guests a little extra reason to choose the patio—and helps you fill those slower mid-afternoon hours at the same time.
The ambiance of dining outdoors—the way the light hits, the relaxed setting—makes people want to snap photos and share what they’re enjoying. Bonus points if you team up with a local food influencer to spotlight your patio specials and get even more eyes on what you’re serving.
Summer means school’s out, and families are out looking for places where everyone feels comfortable. Offering family meal bundles that include a mix of adult and kid-friendly dishes at a set price can make ordering easier for parents and help boost check size.
You can offer smaller-portion kids’ meals at reasonable prices, and a simple way to add extra value is by including a free dessert for the kids. Something like a small scoop of ice cream or a cookie can go a long way in making families feel appreciated without adding much to your costs.
Pair it with a colorable kids menu to help keep little ones entertained while they wait. These small touches create a family-friendly atmosphere that’s easy to manage and makes parents more likely to come back.
Scratch cards, punch cards, or multi-tiered prize promotions may seem like a fun way to build loyalty, but they often result in more confusion than conversions. If it takes more than a few seconds to explain how it works, you’ve likely lost the guest’s attention—and your staff’s buy-in.
A straightforward loyalty program tied to your POS or app is a better bet. Think simplicity, consistency, and low lift for both team and guest.
It’s easy to get excited about jumping on quirky summer holidays—National Avocado Day, for example—but unless it fits your brand and you’re ready to back it up with solid marketing, these one-off promotions usually fall flat. Without a clear hook or something that really adds value, it can come across as forced or just plain gimmicky.
If you’re going to lean into a holiday, make sure it feels authentic and that the offer actually means something. Something simple like “Free guac on Avocado Day” works way better than a vague theme night that doesn’t give guests a real reason to show up.
Deep discounts from 2–5 p.m. might seem like a good way to increase mid-afternoon business, but if your spot doesn’t get much foot traffic during those hours, you’re probably just cutting into your margins with little payoff.
Instead, pay attention to when traffic actually picks up. If you notice a bump between 5 and 6 p.m., try testing something like “$6 glasses of wine before 6.” That way, guests know they can get a deal leading up to the busiest hour, and your happy hour can be a focused, profitable one-hour window when most people are actually coming in.
The best summer promos find the sweet spot between being creative and straightforward. They get guests excited, keep your team motivated, and actually move the needle for your business. Before rolling anything out, ask yourself: Does this fit how our guests really behave in the summer? Is it easy enough for the team to pull off? And most importantly, will it bring people back again and again?
When executed well, summer promotions can boost traffic, build loyalty, and have a meaningful impact on your bottom line—while keeping things manageable for your team.
Share this blog:
See why more than 40,000 restaurants use Restaurant365
500 Technology Drive, Suite 200
Irvine, CA 92618
Westech 360
8911 N Capital of Texas Hwy
Building 1, Suite 1200
Austin, TX 78759
Restaurant365 bridges the gap between accounting and operations by centralizing all data, helping restaurant operators to become more efficient, accurately forecast, and tackle any challenge or opportunity with speed and accuracy.
