♥ Seasonal
3 of 8 weeks · The Engine of Relevance
The widest emotional range. The easiest share.
Seasonal offers keep your restaurant tied to the cultural moment — Valentine's, St. Patrick's Day, a midweek date night that taps the same romantic energy at a lower price. They carry the widest emotional range in the mix: from a $20 whiskey flight to a $119 date package. They're also the easiest offers to share on social media because they have a built-in reason to exist right now. Three out of eight weeks is the sweet spot — frequent enough to stay relevant, spaced enough that each one feels fresh.
✦ Premium
2 of 8 weeks · Where the Real Margin Lives
Scarcity is the product. Two feels rare. Three starts to feel routine.
Premium offers are where the real margin lives. Two in eight weeks feels rare and special — which is exactly how they need to feel. If you ran a Chef's Tasting every week it would stop feeling exclusive. Scarcity is the product. The guest who books the $295 tasting menu is not the same guest as the Wednesday wings crowd. They need to feel like they're accessing something not everyone gets. Two placements per cycle maintains that perception without starving the calendar of high-margin inventory.
⚡ Traffic
2 of 8 weeks · Loss Leaders That Pay for Themselves
They exist to fill seats on slow nights. Not to make money per cover.
Traffic builders are loss leaders by design. They make money through volume, upsells, and habit formation — not margin per plate. You only need two in an 8-week cycle. Any more and you train your guests to wait for cheap nights, which erodes your average check over time. Two placements keeps slow nights covered without conditioning the room to expect discount pricing. The 28-year-old who brings four friends for $19 wings often runs a higher check than you'd expect — because they order drinks, appetizers, and stay.
🏠 Family
1 of 8 weeks · The Community Anchor
Important — but deliberately limited. One is enough.
Family dining is important, but it's the hardest segment to build repeat loyalty from — because the decision-maker is often a kid's mood, not a returning adult guest. One well-timed Sunday offer anchors you in the family segment without over-committing to it. It signals community — that you're not just a special-occasion restaurant — without letting it dominate your identity or train guests to think of you only as a family destination. One is enough. More dilutes everything else.
