How to Attract Customers to Your Restaurant to Increase Late-Night Sales

Late-night sales can be a game-changer for your bottom line, turning quiet hours into a revenue-generating hotspot. But here’s the catch: the late-night crowd needs to know you’re open, and they need a reason to choose your place over the competition.

In this article, we'll explore several strategies bar & restaurant owners can implement to draw more customers through their doors and boost revenues. From optimizing operating hours to curating an enticing ambiance, these tips can help transform your establishment into the late-night spot of the neighborhood.

Let’s dive in!

Why stay open for the late-night crowd?

Increase revenue - The late-night crowd often includes groups celebrating a big win, patrons looking for a bite after an event, and industry workers clocking out and craving a drink. By staying open for these customers, you’re tapping into a market that tends to spend freely. Plus, when your business becomes known as the go-to late-night spot you can start building a loyal customer base.

Stand out from the competition - Beyond the revenue boost, late-night service can give your establishment a unique identity. While competitors shut their doors, you’re standing out as the place where the night doesn’t have to end. Whether it’s offering late-night comfort food or a fun cocktail menu, staying open after dark positions your business as a dependable spot for the party crowd.

And who doesn’t want to be the hero of someone’s midnight craving? To learn how to craft the perfect late-night menu check out this article.

Tips to increase late-night sales

Here are the top tips to attract new customers and increase late-night sales at your bar or restaurant.

Optimize your operating hours

The first step in driving late-night traffic is to ensure your restaurant or bar is open at the right times to meet customer demand. Analyze your historical sales data to identify your current peak late-night hours and test out expanding them. 

Once you've pinpointed your busiest late-night periods, consider adjusting your closing time. While it may be tempting to close early to reduce labor costs, staying open a bit later could unlock significant revenue opportunities. Just be sure your staffing levels are appropriate to maintain excellent service during those late hours.

Offer events and specials

Promotions and events are the secret weapons for drawing in a late-night crowd. They give people a reason to choose your restaurant or bar over countless other options, including their couch. Activities create excitement and give customers a sense of urgency to show up.

Events also encourage group outings, which means more guests and higher checks. Some late-night offerings and special events to consider include:

• Reverse happy hour - Flip the traditional happy hour concept by offering discounted drinks and appetizers from 11pm-1am.

• Munchies menu items - Curate an irresistible late-night menu that speaks directly to post-midnight cravings.

• Online ordering - Capitalize on your already-open kitchen by implementing online ordering and delivery options.

• Live music/DJs - Bring energy to your late-night scene by booking live musicians, DJs, or performers.

• Late-night playlist - Craft a high-energy music selection that sets the mood and keeps the atmosphere electric. The right soundtrack can significantly enhance the overall guest experience.

• Party dinners - Embrace the emerging trend of interactive dining experiences. Create dinner services that blend great food with a club-like atmosphere, encouraging guests to dance, interact, and enjoy their meal in a high-energy environment.

• Bottle service - Introduce a premium offering that appeals to groups looking for a more exclusive experience. Bottle service can dramatically increase liquor sales and attract a higher-spending clientele.

• Offer rentals for special occasions - Maximize your space's potential by offering it as a venue for private events. This creates an additional revenue stream and helps establish your restaurant as a versatile community hub.

• Collab with other local businesses - Partner with other local businesses to cross-promote and create unique events.

Marketing strategies to promote your late-night offerings

There are many effective strategies to market your new restaurant's late-night offerings. Here are a few that could bring in more potential customers late at night.

Social media marketing

Social media platforms like Instagram and Facebook are vital tools for promoting late-night specials and attracting new customers. According to recent Toast data, 59% of guests rely on Facebook to discover new restaurants. Additionally, 84% of diners say they’re drawn to restaurants that share enticing photos of their food and drinks online. 

To capitalize on this, post high-quality, mouthwatering photos of your late-night menu, signature cocktails, and special events. Use captions to create a sense of urgency and exclusivity, sparking FOMO. Show off the vibe of a packed house enjoying late-night events, or highlight steaming hot dishes being prepped for delivery. 

These catchy posts can help you connect with potential customers and keep your restaurant top-of-mind when they’re deciding where to go.

TikTok

TikTok is the new frontier for restaurant businesses looking to capture attention. Post short, high-quality, engaging videos that highlight your vibe—think bartenders crafting a signature cocktail or guests diving into a late-night burger. Jump on trending audio clips and showcase your customer experience.

The key here is personality: show your restaurant’s fun side and let TikTok’s algorithm do the heavy lifting. Having a strong online presence on TikTok can go a long way in 2024.

Influencers

Partnering with local influencers can amplify your late-night appeal. We found that 40% of guests base their decision to dine at a restaurant on an influencer's review. Look for foodies or lifestyle creators who vibe with your target audience, and invite them to try your menu or attend an event.

Their posts and stories not only generate buzz but also give you content to reshare for your restaurant customers to see. Bonus points if they make it sound like they discovered your spot themselves—it’s like free advertising with an authentic twist.

SEO and website best practices

A strong search engine presence is essential for restaurant websites to help attract new customers who are actively searching for dining options in their area.

Make sure your restaurant website is optimized for late-night and local searches. Include phrases like “best late-night food” or “bars open late in [city]” in your site copy and meta descriptions.

Highlight your late-night menu and events on a dedicated page so customers searching after hours know what you’re offering. Don’t forget Google My Business—accurate hours and enticing photos can make or break a spontaneous night out. Google is a great place to show off your stellar online reviews!

To learn more about local SEO best practices, check out this article.

Text message and email marketing

Email and SMS are perfect for reminding your regulars about upcoming events or late-night deals. Keep your messages short and snappy, like “Late-night tacos calling your name? They’re here ‘til midnight!” Include links to reserve a table or check out your specials.

Texts, in particular, work great for last-minute promotions, like surprise happy hours, because they’re hard to ignore. Offer discounts in your SMS marketing to keep customers coming back time and time again.

Word of mouth

Despite new online resources, 24% of restaurant goers are still using word of mouth to discover new restaurants. Encourage happy customers to leave reviews on Yelp or Google and share their experiences on social media. Create moments worth talking about, like a quirky signature dish or an unexpected free dessert. A little surprise can go a long way in getting people to spread the word.

To learn more about restaurant marketing best practices make sure to download our Restaurant Marketing Plan.

Create a lively atmosphere

The ambiance you cultivate can make a significant difference in whether customers choose to spend their late-night hours at your venue. Curate an engaging atmosphere with thoughtful lighting, music, and decor that aligns with your brand and target audience. Encourage a fun, social vibe that keeps guests energized and entertained.

Remember to consider scheduling late-night entertainment like live music, DJs, trivia nights, or themed events like we talked about above. These experiences not only provide an added draw for customers but also help transform your space into a destination rather than just another late-night dining option.

Leverage partnerships and promotions

Collaborating with other small businesses can be an effective way to cross-promote your late-night offerings and drive incremental traffic. Partner with local bars, clubs, or even rideshare services to create a seamless late-night experience for your shared customer base. Coordinate transportation options, cross-promote events, and offer bundled discounts or package deals.

Additionally, consider implementing your own late-night-focused promotions, such as happy hour specials or loyalty programs. These incentives can encourage customers to visit more frequently and spend more during those critical late-night hours.

Restaurant/bar tactics to make the most of each transaction

Once all those late-night marketing efforts get kicked into high gear, there are multiple approaches that businesses can take to capitalize on each customer they earn.

Here are a few of those tactics to boost revenue and restaurant profits from every sale.

Upselling tactics 

Upselling is an effective strategy to increase the average check size and revenue per transaction. Here are some tactics to implement restaurant upselling successfully.

1. Train your staff: Provide comprehensive training to your front-of-house staff on upselling techniques. Teach them to suggest complementary items, highlight specials, or recommend premium options to guests.

2. Create enticing add-ons and upgrades: Develop a variety of add-on options that complement your main menu offerings. These can include premium ingredients, additional side dishes, or dessert upgrades. Highlight these options prominently on your menu or as part of your server script.

3. Bundle deals and combos: Create bundled offerings like BOGO or beer buckets. This encourages guests to spend more while feeling they are getting a good deal.

4. Special promotions and limited-time offers: Implement limited-time promotions that offer exclusive add-ons or upgrades at a discounted price. This sense of urgency can encourage guests to indulge and try something different.

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By optimizing your operating hours, promoting your unique offerings, and creating a cool atmosphere you can transform your establishment into a go-to late-night destination. Make sure your business is set up with the right technology to keep up with the late-night demand.

Prioritizing your late-night business not only boosts your bottom line but also positions your brand as an essential part of your local nightlife scene. Implement these strategies, and watch your late-night revenues flourish.