Peak hours are a breeze, but what about the slow slumps? Restaurants once relied on sidewalk specials and coupons to lure customers in during quiet hours—today, your loyalty program can do the heavy lifting.
Off-peak hours may mean empty tables, underutilized staff, and lost revenue. You’re still paying for overhead, yet fewer customers are walking through the door. With online food delivery projected to hit $213 billion by 2030, diners now expect convenience, instant rewards, and personalized engagement, If you’re not proactively drawing them in during slow periods via your loyalty program, you’re missing out on valuable opportunities!
Think about it—every quiet afternoon is a lost chance to maximize revenue, attract new customers who prefer a relaxed setting, and build deeper customer loyalty. While competitors stay quiet, your restaurant could be front and center, offering exclusive perks that keep your brand top-of-mind!
So, how do you turn off-peak hours into high-traffic opportunities? In this article, we’ll cover proven strategies to drive traffic during slow periods, real-world success stories, and easy-to-implement tips that fit seamlessly into your restaurant operations. Let’s get started!
4 Strategies to Get Customers During Off-Peak Traffic Hours
Off-peak hours don’t have to mean empty seats and lost revenue! By leveraging your loyalty program strategically, you can encourage repeat visits, increase engagement, and drive more traffic—without relying on steep discounts. Here are four effective strategies to fill your restaurant during slow periods:
1. Launch Seasonal Promotions & Snack-Friendly Menus
People love to snack—whether it’s a mid-afternoon pick-me-up or a late-night treat. A global report found that 91% of consumers snack daily, with the majority seeing it as a way to reward themselves after a productive day.
Instead of focusing on full-course meals, introduce small plates, snack platters, or shareable items that fit into mid-day cravings. Think mini sliders, healthy wraps, or seasonal pastries—items that don’t feel like a full meal but still satisfy the tastebuds!
Furthermore, you can also boost loyalty engagement by offering bonus points for off-peak snack purchases. A “3x Points Happy Hour” between 2-5 p.m. can create a sense of urgency and exclusivity, encouraging repeat visits!
Pro Tip: Use social media to build anticipation for your seasonal snack menu. Poll your audience on which snack they’d love to see, or invite them to vote for a returning favorite, creating buzz before the launch!
2. Plan Special Events & Collaborations
Turn your off-peak hours into exclusive experiences by hosting pop-up events, workshops, or themed nights that encourage foot traffic when business is typically slow! Collaborate with local brands and influencers to create special pairings that bring in new customers while strengthening relationships with existing ones.
For example, a smoothie shop could team up with a local gym to offer post-workout discounts on protein shakes, encouraging gym-goers to visit during slower hours. Similarly, a coffee shop might partner with a bakery to create a limited-time afternoon set, attracting customers from both businesses.
Take it a step further by hosting interactive experiences that blend food, creativity, and wellness. Partner with local artists for a café-side painting workshop or invite wellness experts for self-care talks paired with herbal teas and healthy treats. These events turn off-peak hours into unique social experiences!
Pro Tip: Give your loyalty members early access by making it an invite-only event for those with a certain number of points or VIP status. This incentivizes repeat visits and makes customers feel like part of an exclusive club!
3. Promote Online Ordering & Delivery During Slow Hours
Many customers turn to food delivery for convenience, and with online food delivery projected to hit $213 billion by 2030, optimizing your off-peak deals for takeout is a smart move!
Instead of discounting meals, incentivize off-peak orders with:
- Extra loyalty points (e.g., “Earn 3x points on all online orders between 2-5 p.m.”)
- Exclusive delivery menu items available only during off-peak hours
- A small free add-on (e.g., “Get free fries with any order placed between 2-5 p.m.”)
Remember to use push notifications and social media to remind customers about your off-peak perks—these subtle nudges can drive impulse orders!
Pro Tip: Encourage repeat business by automating a follow-up reward—customers who order during off-peak hours receive a small discount or bonus points for their next visit!
4. Engage with Customers & Leverage Reviews
Your off-peak hours are the perfect time to focus on engaging with customers, responding to feedback, and driving more positive reviews—all of which help attract new diners!
Use this downtime to personally engage with guests by striking up conversations, asking about their experience, or recommending loyalty perks. Strengthen relationships by responding to online Google reviews and social media comments—thank loyal customers, highlight ongoing off-peak specials, and address concerns to build credibility. A little extra attention can turn a casual diner into a repeat customer!
Pro Tip: Strike up conversations with guests by asking about their favorite dishes, what brought them in today, or if they’ve tried your loyalty program perks. Genuine interactions create a welcoming experience, making them more likely to return and leave a positive review!
How Restaurants Around the World Successfully Drive Off-Peak Traffic
Did you know? Some of the most successful restaurants have turned off-peak periods into their busiest hours with creative, habit-forming promotions. Let’s dive into real-world examples and how you can apply them to your restaurant!
Case Study #1: Taco Tuesday—A Classic Off-Peak Success Story
The Strategy: Taco Tuesday has been a dining tradition since the 1980s, when Mexican restaurants in California started offering discounted tacos every Tuesday to fill seats on what was otherwise a slow day. Over time, it evolved into a weekly dining ritual, expanding beyond Mexican cuisine to burger joints, pizza places, and even cafes.
The Impact: By branding an off-peak promotion as a recurring event, restaurants successfully created a habit among customers—making Tuesdays synonymous with tacos. The result? Higher foot traffic, increased sales, and a stronger connection between customers and the brand.
The Key Takeaway: It’s not just about offering a discount—it’s about creating a signature off-peak event that customers associate with your restaurant.
How to Apply This to Your Restaurant:
- Create your off-peak tradition with a catchy, easy-to-remember name—especially if you’re a chain restaurant!
- Use your loyalty program instead of discounts—offer bonus points, free add-ons, or exclusive perks rather than price cuts to protect profit margins.
- Be consistent—customers need time to form habits, so stick with promoting the off-peak event for a few months. Promote it through SMS, email, and social media to keep it top of mind!
Case Study #2: Llao Llao Wednesdays—Turning Midweek Slumps into Sweet Sales
The Strategy: Llao Llao, a popular frozen yogurt franchise, launched Llao Llao Wednesdays, a tiered midweek promotion offering escalating discounts—11% on the first Wednesday of the month, 22% on the second, and 33% on the third—exclusively through their loyalty app. The goal? Transform a typically slow day into a must-visit occasion.
The Impact: The promotion quickly gained traction, leading to long queues every Wednesday and a significant boost in-app engagement. By making the offer exclusive to their loyalty app, Llao Llao not only increased midweek sales but also strengthened customer retention and incentivized repeat visits.
The Key Takeaway: Much like Taco Tuesday, the success of Llao Llao Wednesdays wasn’t just about discounts—it was about branding the experience. Customers began anticipating midweek visits, making it a habit rather than just a promotion. By turning Wednesdays into an exclusive, rewarding event, Llao Llao effectively turned one of their slowest days into one of their busiest.
How to Apply This to Your Restaurant:
- Create a branded off-peak tradition—something like “Fried Chicken Fridays” or “Smoothie Sundays” to build anticipation and habit.
- Leverage your loyalty program—instead of deep discounts, offer bonus points, exclusive rewards, or free add-ons to keep customers engaged and returning!
- Make it a shareable experience—encourage customers to post about it, run polls to let them choose the next off-peak special, or offer surprise perks to keep the excitement alive!
Here’s how we at SimpleLoyalty helped our clients turn slow weekdays into revenue-driving opportunities with a simple yet powerful strategy.
Case Study #3: Hot Pot Tuesdays—Driving Sales with a Point Multiplier
The Strategy: A hotpot restaurant chain wanted to increase customer spending on Tuesdays, a traditionally slower day. To achieve this, they launched a 2X Points Multiplier every Tuesday, encouraging diners to visit and spend more. The campaign was promoted via SMS to regular loyalty members and reinforced with in-store awareness over the counter.
The Impact: The strategy steadily increased Tuesday visits over three years (2022-2024), resulting in:
- A 7% increase in customer visits on Tuesdays, with diners spending 25% more—averaging RM114 per visit compared to RM71 on other days.
- RM103,740 in additional sales annually
- Higher spending among SMS recipients, with those notified about the promo spending RM67 per visit compared to RM61 among non-recipients.
The Key Takeaway: A simple point multiplier can turn an off-peak day into a high-performing sales day. By targeting loyalty members with SMS promotions, the restaurant successfully encouraged repeat visits and higher spending, proving that small incentives drive big results!
Case Study #4: Late-Night Traffic Promo—Boosting Sales with a Time-Specific Offer
The Strategy: A Chinese Kopitiam ran a one-month campaign offering a Buy 1 Free 1 deal on all dishes between 10 p.m. and 12 a.m. The goal was to assess whether extending business hours could drive more late-night sales. SMS marketing was used to promote the offer, ensuring high visibility among regular customers.
The Impact:
- Sales peaked at 10 p.m., generating RM521 in revenue in a month, showing strong demand for late-night traffic.
- The campaign maintained steady traffic, bringing in RM237 at 11 p.m. in a month, proving extended hours could be profitable.
- Over the month, the restaurant successfully increased sales during typically quiet hours, demonstrating that targeted, time-limited deals can effectively attract customers.
The Key Takeaway: Time-specific promotions can help restaurants maximize revenue during off-peak hours without requiring long-term discounts. Instead of permanent price cuts, offering limited-time deals or exclusive loyalty rewards during off-peak hours can encourage repeat visits and increased spending.
How to Apply This to Your Restaurant:
- Experiment with late-night specials—Test exclusive deals after regular dinner hours to attract night diners.
- Use SMS for instant engagement—Quick, time-sensitive messages ensure customers know about the promotion.
- Leverage loyalty perks—instead of discounts, consider offering bonus points or small add-ons for late-night purchases.
Five Easy Tips to Drive Off-Peak Traffic Without Overcomplicating Restaurant Operations
You’ve explored the strategies, learned how successful restaurants boost off-peak traffic—now it’s time for practical, easy-to-implement tips that fit seamlessly into your operations! These five simple tactics help increase foot traffic during slow hours without overwhelming your team or requiring complex software.
1. Text Your Customers to Drive Off-Peak Traffic
A simple, well-timed text can be the nudge customers need to dine during quieter hours! SMS marketing allows you to instantly reach your audience with exclusive off-peak deals, limited-time menu offerings, or bonus loyalty points. Without proper promotion, even the best campaigns can go unnoticed—just like in Case Study #3, where customers who received SMS reminders spent more and visited more frequently than those who weren’t notified!
Example: “Craving an afternoon pick-me-up? Join us between 2–5 p.m. and enjoy 2x loyalty points on all snack items! Book now.”
Pro Tip: Keep your messages short, clear, and actionable—include a link to your menu or online booking to convert interest into visits!
2. Leverage Social Media for Engagement
Make off-peak traffic irresistible with engaging content that gets customers excited about visiting outside of peak hours.
- Post mouthwatering visuals of your off-peak snack menu, limited-time promotions, or happy hour specials.
- Use Instagram Stories, TikTok, and Facebook Live to showcase behind-the-scenes moments, chef’s specials, or upcoming events.
- Run interactive giveaways like “Tag a friend & win a free off-peak treat!” to boost engagement and increase awareness.
Pro Tip: Schedule posts strategically—remind customers a day before or on the same day to drive impulse visits!
3. Maintain Excellent Customer Service
Off-peak hours give your staff more time to deliver personalized service, making it a great opportunity to turn first-time visitors into loyal customers!
- Treat off-peak diners like VIPs—engage with them, ask about their experience, and offer thoughtful interactions.
- Train your staff to be just as welcoming during slow hours as they are during peak times.
- Surprise guests with a complimentary treat—a free coffee refill, extra side, or small dessert to make their visit feel special.
Pro Tip: Encourage staff to introduce loyalty perks or suggest off-peak promotions to returning customers—this builds stronger connections and encourages repeat visits!
4. Gather Customer Feedback for Smarter Promotions
Knowing why customers do—or don’t—visit during off-peak hours helps you refine your strategy and create better incentives
- Encourage in-dining feedback by offering a small loyalty bonus for customers who leave a review after dining during off-peak hours.
- Use simple QR code surveys on tables to gather quick feedback on what would motivate them to return during slow periods.
- Act on customer insights—if they suggest menu tweaks, better deals, or preferred dining times, adjust your promotions accordingly.
Pro Tip: Frame the survey as a “Help Us Improve & Earn Bonus Points” campaign, as diners love feeling heard and rewarded!
Conclusion
Driving traffic during off-peak hours doesn’t have to be complicated. By implementing smart loyalty incentives, engaging marketing tactics, and simple operational tweaks, you can attract more customers without overwhelming your team. Whether it’s texting exclusive offers, leveraging social media, enhancing customer experience, or optimizing takeout promotions, small changes can make a big impact on your restaurant’s profitability.
Ready to get more out of your loyalty program and boost profits? Let SimpleLoyalty help you fill seats during slow hours—consult us today!
Writer
