The January slump in the restaurant industry and how to avoid it - Updated January 2026

Understanding the January Slump

January can be one of the most challenging months for restaurants. After the festive season's indulgence, customers often tighten their belts, make New Year's resolutions to eat healthier or save money, and generally reduce their dining-out frequency. But with the right strategies, you can turn this quiet period into an opportunity.

Start Marketing Early

Don't wait until January to start your campaigns. Begin promoting your January offers in mid-December to capture early bookings and build momentum. Use email marketing, social media, and your website to communicate special offers, events, and reasons to visit your restaurant in the new year.

Launch a Loyalty Programme

January is the perfect time to introduce or refresh a loyalty programme. Customers appreciate rewards during budget-conscious months, and you'll build a database of regular diners who'll return throughout the year. Consider offering double points in January or a special welcome bonus for new members.

Refresh Your Menu

Align with New Year's resolutions by introducing lighter, healthier options alongside your regular menu. Highlight nutritional information, offer plant-based alternatives, and create seasonal dishes that feel fresh and exciting. A limited-time January menu can create urgency and give customers a reason to visit.

Strategic Pricing and Promotions

Consider these tactical offers:

• Early bird specials – Encourage off-peak dining with discounted pre-7pm menus
• Midweek deals – Drive traffic on quieter Monday-Wednesday evenings
• Set menus – Offer value-driven two or three-course options at attractive price points
• Group discounts – Incentivise larger bookings with special rates for parties of 6+

Host Special Events

Create reasons for customers to visit beyond regular dining. Consider wine tasting evenings, chef's table experiences, cooking classes, quiz nights, or live music. Events generate buzz on social media and attract customers who might not otherwise dine out in January.

Partner with Local Businesses

Collaborate with nearby gyms, wellness centres, or corporate offices to offer exclusive deals to their members or employees. Cross-promotion expands your reach and taps into new customer segments actively looking for dining options.

Optimise Your Online Presence

Ensure your website, Google Business Profile, and social media channels are up-to-date with January opening hours, special offers, and booking information. Invest in targeted social media advertising to reach local audiences searching for dining options.

Focus on Takeaway and Delivery

Many customers still want restaurant-quality food but prefer to stay home in January. Promote your takeaway and delivery services with special offers, meal deals, or family bundles. Make ordering easy through your website or delivery platforms.

Invest in Your Team

Use quieter periods for staff training, menu development, and operational improvements. A well-trained, motivated team will deliver better service when business picks up, and you'll be prepared for the busy months ahead.

Plan Ahead for Valentine's Day

Don't forget that Valentine's Day is just around the corner. Start promoting your February 14th offerings in mid-January to secure early bookings and build anticipation for your next busy period.

Track and Measure Results

Monitor which strategies work best for your restaurant. Track booking sources, promotion redemption rates, and customer feedback. Use these insights to refine your approach for future quiet periods.

Final Thoughts

The January slump doesn't have to mean empty tables. With proactive marketing, creative promotions, and a focus on value and experience, you can maintain steady business and set yourself up for a successful year ahead. Start planning now, and turn the traditional slow season into an opportunity for growth.