Valentine’s Day Food Insights: 135% Increase in Steak sales

Valentine’s Day 2024 proved to be a major revenue driver for restaurants. Check averages were higher, transactions increased, and Gross Merchandise Value (GMV) saw a significant boost, all on a Wednesday night. With this year’s holiday landing on a Friday, operators can likely expect even greater demand. But what are guests looking for, and how can restaurants use these insights to maximize success this year?

We analyzed Toast platform data from full-service restaurants on Wednesday, Feb. 14, 2024, and compared it to the average Wednesday in 2024. We then compiled it here with useful tips to help restaurants maximize revenue, optimize staffing, and create unforgettable experiences for the best Valentine’s Day shift in 2025.

Key takeaways:

When compared to the average Wednesday at full-service restaurants  in 2024, we saw:

• Overall GMV increased by 77%

• The average ticket size was up by 25%

• Overall transactions were up by 41%

• Takeout orders increased by 46%

• Wine sales increased by 63%

• Steak sales increased by 135%

Valentine’s Day 2024 restaurant insights and data

📈 Prepare to be busy, as transactions were up by 41%

If last year’s numbers are any indication, restaurants should prepare for a packed house this Valentine’s Day. In 2024, overall transactions at full-service restaurants saw a 41% increase. Not only were more people dining out, but they were also spending more. The average ticket size rose by 25%, signaling guests are willing to splurge on elevated dining experiences. Whether it’s prix fixe menus, premium red wine pairings, or sweet treats after the meal, diners want to make the night special.

One of the most telling stats is the 77% increase in overall Gross Merchandise Value (GMV), which reflects the combination of both higher foot traffic and bigger check sizes. With Valentine’s Day falling on a Friday this year, restaurants can expect an even greater demand as diners plan a full evening for their romantic dinner.

🥩No cheap dates here: 135% increase in steak sales

Valentine’s Day diners were ordering like they were in a romantic movie montage with an unlimited budget. Steak was the star of the night, with sales skyrocketing by 135%. This reflects guests’ willingness to indulge in a high-end dining experience for V-day.

But steak wasn’t the only dish getting love.

• Seafood sales doubled, increasing by 100%, because who doesn’t want fishy breath on a date?

• Sushi orders jumped by 94%, suggesting that a shared omakase experience or sushi platter might be a popular choice for date night.

• Pasta dishes saw a 91% increase, making hearty Italian meals another go-to for couples looking for a romantic meal.

• Dessert sales rose by 80%, confirming that no Valentine’s Day dinner is complete without a slice of red velvet or chocolate-covered strawberries.

Not every food item made the cut for a romantic evening, though. Hot dog sales dipped by 4%, and wing sales dropped by 6%, meaning very few people thought, You know what would make this night magical? A chili dog.

🍷Medium-bodied with hints of cherry, oak, and a 63% sales spike

The background noise of a V-day dining experience is likely made up of Sinatra and corks popping. Wine sales soared by 63%, making it the go-to drink for couples toasting over Valentine’s Day gifts, singles raising a glass to self-love, or groups of friends enjoying a Galentine’s Day celebration. Wine was the perfect companion for all kinds of Valentine’s Day love.

Spirits also saw a lift (likely shaken or stirred into elegant cocktails):

• Rum sales rose by 24%

• Whiskey sales climbed by 20%

• Tequila was up 18%

• Gin sales increased by 17%

• Vodka saw a 16% bump

Needless to say, your bar will likely be busy.

🕙 Cupid worked overtime as sales at 10 pm increased by 70%

Sales steadily climbed as dinner service progressed. At 4 p.m., there was a 31% increase compared to the average Wednesday as early birds and happy hour enthusiasts beat the rush. By 5 p.m., that number jumped to 42%, and as it got later, diners continued filling tables. The busiest hour was 7 p.m., which contributed 21% of total dinner transactions for the night.

Diners weren’t in a hurry to call it a night. As the evening went on, sales continued steady compared to a typical Wednesday evening. At 10 p.m., sales were up 70% more than usual, although this only accounted for 7% of total transactions between 4 p.m. and 10 p.m.

Who doesn’t enjoy a heart-shaped pizza at home? Takeout sales increased by 46% compared to an average Wednesday. Whether it was a couple looking for a quieter night in or singles treating themselves, the takeout trend added another layer to the evening's success.

Valentine’s Day isn’t just about early reservations or a quick rush. It’s a long, steady night where both dine-in and takeout services reach peak levels.

Wine, dine, and plan ahead

With sales, ticket sizes, and late-night dining all surging last Valentine’s Day, restaurants should get ready for an even bigger night in 2025—especially with the holiday falling on a Friday. Expect a high-spending crowd, as last year’s diners showed they were willing to splurge.

Consider crafting prix fixe menus, featuring premium dishes, and promoting your wine selection or a special cocktail. 

Late-night business and takeout are opportunities to drive even more revenue by offering well-packaged to-go meals, meal kits, or a late-night menu. With demand expected to high, early marketing is key—promote reservations, special menus, and takeout options well in advance to make the most of the holiday rush.

For Valentine’s Day promotion inspiration check out this article.