Love and Steak: How Valentine’s Day 2025 Supercharged Restaurant Revenue

Valentine’s Day has always been a make-or-break night for the hospitality industry, but in 2025, the "holiday of love" proved to be a stellar night for most of the industry. While operators are currently navigating a landscape of rising food costs and labor challenges, our data shows that guests were more than willing to open their wallets for a romantic night out.

From skyrocketing steak and wine sales to a surge in late-night dining, here is how full-service restaurants performed on Feb. 14, 2025, compared to the average Friday in 2025.

Valentine's Day 2025: Key Insights

• Significant Revenue Growth: Full-service restaurants saw a 34% jump in overall revenue (GMV) compared to the average Friday in 2025, driven by a 17% increase in average ticket size and a 15% rise in foot traffic.

• Classic Romance Wins the Menu: Steak sales skyrocketed by 99%, and wine sales grew by 38%, while less traditional "date night" items like hot dogs and beer saw sales declines of 10% and 5%, respectively.

• Regional Disparities & Weather: While states like Utah (+31%) and Florida (+29%) saw massive surges, others like Oregon saw a 10% drop in transactions, likely due to inclement winter weather.

• Dining Peaks: Restaurants experienced peaks in traffic at 5 p.m. (+25%) and 10 p.m. (+24%), alongside a 19% increase in takeout orders and an 11% increase in delivery orders, as couples stayed home or people celebrated with a nice meal to themselves.

The Big Picture: A 34% Revenue Jump

For full-service restaurants, Valentine’s Day in 2025 wasn't just another Friday; it was a significant revenue booster. Overall Gross Merchandise Value (GMV) saw a 34% increase compared to the average Friday in 2025.

This growth was mainly driven by two key factors:

• Higher Guest Spending: The average ticket size was 17% higher than usual.

• Increased Foot Traffic: Overall transactions rose by 15% compared to the average Friday.

The regional divide in date night

Not every area felt the love equally. While national averages trended up, where guests actually showed up varied state by state. Specifically, Maine, Oregon, Rhode Island, and Wisconsin lagged behind the national average and were actually slower than a typical Friday in 2025.

Meanwhile, other states like Utah (+31%), Florida (+29%), Arizona (+27%), and Hawaii (+25%) acted as the industry's "sweethearts," driving the traffic surge and keeping kitchens in the weeds until late in the night.

So what went wrong? One culprit is likely the weather. Oregon, which saw a 10% decline in transactions, experienced inclement weather, including sleet, snow, and freezing rain on Thursday, February 13, 2025, that lingered into Valentine’s Day on Friday. 

Weather, especially in winter, is one of the most significant factors in turning what should be a busy night at a restaurant into an empty dining room.

Steak and Wine Lead the Menu

When it comes to romantic dining, traditional favorites still reign supreme. Operators who leaned into "classic" date night fare saw the biggest returns.

Food Trends 

• Steak: Sales increased by 99% compared to the average Friday.

• Dessert & Pastries: Orders climbed 53% as guests looked for a sweet finish.

• Pasta & Seafood: These date-night staples saw increases of 49% and 46%, respectively.

But one food stood out. Among the dozens of food categories that Toast tracks, only one experienced a sales decline on Valentine’s Day compared to the average Friday. Hot dog sales dropped by 10% on Valentine's Day. While hot dog orders certainly lagged, another factor in play is the fact that the Fourth of July (the biggest hot dog day of the year) also fell on a Friday in 2025, which brought up the average number of dogs ordered on Fridays. 

Alcohol Trends

Wine was the clear winner at the bar, with sales increasing 38% over the average Friday. Other spirits also saw a lift, though beer took a hit, with sales falling 5% as guests opted for cocktails and corks over pints.

People tend to drink more on Fridays and Saturdays, so any increase over the average for these days is significant.

What Times People Dined on Valentine’s Day

On Valentine’s Day, the dinner rush lasted from when dining rooms opened to late in the night. While the 5 p.m. hour saw a 25% increase in transactions, a second surge occurred late in the evening. Transactions at 10 p.m. were 24% higher than the average Friday, suggesting that many couples dined earlier or grabbed a late-night drink.

While 5 p.m. and 10 p.m. had the largest increases in transactions, the busiest hours on Valentine's Day were 6 p.m. and 7 p.m., which accounted for 18% and 19% of the total dinner transactions, respectively.

The Takeout Factor

While on-premise dining is the heart of Valentine's Day, off-premise remains a vital revenue stream. Takeout orders increased by 19% compared to the average Friday, while delivery increased by 11%. For operators, this highlights the importance of balancing a packed dining room with an efficient "to-go" strategy to capture guests who prefer a quiet night at home. While dine-in transactions increased by 15%, they made up about 80% of the total transactions for dinner service at full-service restaurants on Valentine's Day.

Valentine’s Day 2025 proved that despite economic headwinds, the desire for human connection—and a great meal—remains a top priority for consumers.