In the fast-paced restaurant industry, running a business requires a lot of energy and time. Amidst this hustle and bustle, many restaurant owners forget to manage their restaurant marketing strategies. The lack of strategic planning can lead to wasted resources and impact the brand image of the restaurant negatively. Crafting effective restaurant promotions, on the contrary, can boost brand visibility, customer loyalty, and restaurant sales.

TableCheck has collated important dates to help businesses craft more effective marketing campaigns and understand the overall goals of their marketing plans. Restaurants could use these dates not just to kickstart their marketing campaigns more effectively for the year ahead but also to map out a solid plan to drive repeat guests to their establishments.

Top restaurant marketing calendar dates

Here are some of the calendar events that restaurants can leverage to create powerful marketing campaigns throughout the year:

• New Year: January 1

• Lunar New Year: February 10

• Valentine’s Day: February 14

• World Bartender Day: February 24

• International Women’s Day: March 8

• Easter Sunday: March 31

• Mother’s Day: May 12

• International Day of Families: May 15

• International Sommelier Day: June 3

• Father's Day: June 16 (most of Asia)

• International Children’s Day: July 23

• International Day of Friendship: July 30

• World Vegetarian Day: October 1

• Halloween: October 31

• World Vegan Day: November 1

• Thanksgiving: November 28

• Christmas: December 25

International food and drink celebrations

Aside from international events, there are food and drink holiday celebrations around the world that restaurants can include as part of their restaurant marketing calendar to boost sales. Here are just a few of them:

• National Buffet Day: January 2

• National Spaghetti Day: January 4

• National Tempura Day: January 7

• World Pizza Day: February 9

• National Spanish Paella Day: March 27

• National Foodies Day: May 9

• International Wine Day: May 25

• Cheese Lovers Day: June 4

• Eat All Your Veggies Day: June 17

• International Sushi Day: June 18

• National Caviar Day: July 18

• International Cake Day: July 20

• National Hamburger Day: July 28

• International Beer Day: August 2

• World Chocolate Day: September 13

• National Coffee Day: September 29

• World Food Day: October 16

• World Pasta Day: October 25

• National Champagne Day: December 31
  

From Lunar New Year to Diwali: Crafting your restaurant marketing strategy around local key dates

Restaurants need to personalize their marketing calendar to suit their business goals and customers’ preferences. One way to do so is to add local celebrations into the marketing calendar template. By incorporating local flavors and dishes in their menu and running marketing campaigns around these local events, restaurants can promote the local culture to visitors as well as international guests and help them differentiate themselves from the competition.

Here are some local celebrations in Asia and the UAE that can provide restaurants with perfect marketing opportunities.

1. Cambodia: Sticky rice cakes for a spring New Year and offerings for Buddha

Khmer New Year: April 13 (three days)

The Cambodian New Year is celebrated in mid-April at the end of spring and the harvest season. For three glorious days, Cambodians place colorful fruits as offerings to gods, share gifts with their family, and culminate with cleaning statues of Buddha using blessed water. During this three-day celebration, Cambodians enjoy eating amok (fish curry), kralan (sticky rice cake), and nom banh chok (rice noodle soup) with their family either cooked at home or eaten in restaurants.

Meak Bochea Festival: May 22

More known as Lord Buddha Day, Meak Bochea commemorates the founding of Buddhism by Buddha and is also a day coinciding with the full moon. Many Cambodians across the country celebrate this day by doing penance and practicing good deeds. During Meeak Bochea Day, people go out to watch the processions of monks and nuns in the streets or visit a temple or a pagoda to watch the ceremonies.

Download the Ultimate Restaurant Marketing Calendar for 2024 by TableCheck

2. China: Festivities in the Yangtze River and dragon races

Dragon Boat Festival: Fifth day of the fifth lunar month

China is known for its elaborate festivals, and the Dragon Boat Festival is one of the biggest ones. This year it falls on June 10. The festival honors the river dragon while also serving as a memorial to local heroes such as poet Qu Yuan (Hubei and Hunan Provinces) or Yan Hongwo (Yunnan Province). On this day, Chinese people will feast on rice dumplings and also zongzi, which is sticky rice wrapped in leaves, while enjoying a drink of realgar wine. 

Moon Festival: Sep 17

Also famously known as the Mid-Autumn Festival, the public holiday honors the moon goddess and is the second most important celebration in China. People would gather with their families to worship the full moon while eating lotus mooncakes and praying for luck. The traditional mooncake, however, has many variations and is available in a variety of flavors and is usually sold in department stores, stalls, or served in restaurants as part of the seasonal menu.

3. India: Colorful festivals to experience Incredible India

Holi Festival: March

Also known as the Festival of Colors, Holi Festival is celebrated in March in India and other parts of the world. This two-day festival involves people throwing colored powder and water balloons to mark the arrival of spring as a demonstration of their devotion to Lord Vishnu/Lord Krishna and his triumph over the demoness Holika. During this festival, people drink thandal, a traditional Holi drink made of milk, spices, and sugar, or eat savory snacks like pakoras.

Diwali: October or November

Diwali is also known as the Festival of Lights and is celebrated following the Hindu lunar calendar in October or November. This festival marks the victory of light against evil. Families come together in this five-day celebration by cleaning and decorating their homes, lighting oil lamps, dressing in new clothes, exchanging gifts with families, chanting mantras, and enjoying the spectacular fireworks in their respective cities. Families also enjoy eating traditional Diwali recipes like samosa, onion bhaji, paneer tikka, and other delicious treats.

4. Indonesia: Religious celebrations and traditional food

Lebaran: April 10

In Indonesia, Lebaran is more commonly known as Eid-Al-Fitr, which is celebrated after the end of Ramadan. Families come together to celebrate this occasion and also go to the mosque to pray. Many local foods, such as rendang and opor ayam, are served during this day.

5. Japan: Cherry blossom season and a festivity for children

Hanami season: Late March to early May

Hanami is a week-long festival to celebrate springtime and is a time associated with cherry blossom viewing. There are no exact dates for Hanami, but it is usually celebrated when the country's iconic flower, the sakura, is in full bloom. Locals and tourists from around the world can have picnics under the cherry blossom trees and enjoy the flowers' withering petals. Many restaurants feature sakura as an ingredient in some of their dishes during this festive season.

Children's Day: May 5

Children’s Day or Kodomo no hi marks the end of the Golden Week, which is a week of multiple holidays in Japan. The public holiday was initially meant to honor boys’ health and strength. However, after the Second World War, the government changed the day to celebrate all Japanese children. Japanese families fly koinobori or carp-shaped streamers in their houses and around the neighborhood. The symbol of carp has a special meaning in Japanese and Chinese folklore as it represents the boys' potential to grow up and become strong men and individuals.

Some traditional foods, such as chirashi sushi, red bean rice, and kashiwa mochi, rice cake with red bean paste served and wrapped in oak leaves are served on this day. 

Sendai Tanabata: Aug 6 to 8

Tanabata is actually a festival based on a Chinese legend about two lovers who were separated by the stars. Each region has a different Tanabata celebration. While most Tanabata are celebrated in July, Tanabata in Sendai, which is the biggest one, is held in August complete with summer fireworks and decorations of large paper balls and colorful streamers hung around the city. Joining the festival can also be an opportunity to try Sendai’s iconic foods, such as sweet red bean paste zunda and grilled beef tongue. 

6. Korea: Festivities for families and gift-giving

Yudu Festival: July 20

The festival is held on the hottest day of the summer to celebrate the people’s first harvest. On this day, Koreans will also perform some rituals that are believed to chase away evil spirits. Food like traditional noodles and soups are eaten as they are said to prolong life.

Chuseok Festival: mid-September

Like the moon festival, Chuseok is celebrated in the middle of the autumn season. The Korean holiday, however, is more similar to the Western Thanksgiving. During the festivals, Koreans return to their hometowns to celebrate with their parents, and the rest of their families and cook special dishes together on the eve of Chuseok. Songpyeon, a dish made of rice dough filled with red beans and other ingredients is served during the festivities.

7. Malaysia: Harvest festival in full glory

Sarawak Gawai Festival : June 1 to 2

Also known as Gawai Dayak, Sarawak Gawai is celebrated in Sarawak, Malaysia. It marks the end of the rice harvest season and is a time for family reunions, dancing, and music. To celebrate the day, the elders would make tuak, traditional alcohol, penganan (rice cakes made out of coconut milk and sugar), and some sago snacks.

8. Philippines: Local fiestas and street parties

Sinulog Festival: January 21

Often referred to by Filipinos as the “Mother of Festivals”, Sinulog attracts domestic and international visitors alike to Cebu City in Southern Philippines. Sinulog honors the Santo Niño, or the child Jesus, through colorful dances and traditions. Filipinos celebrate the day with colorful and vibrant parades, street parties, and dances. Local delicacies, such as chorizo and dried mango, are a must-try for tourists who join the festival. 

Kadyawan Festival: Aug 11

While Sinulog is a religious day, Kadyawan recognizes the local communities of Davao and their abundant harvests. On Kadyawan Day, the city comes alive with colorful parades and street markets. Tourists can expect to enjoy the city’s best exotic fruits, such as durian, mangosteen, and rambutan. These fruits can be devoured while enjoying Kadyawan’s unique beauty pageants and street dancing competitions, all of which promote the local culture.

9. Singapore: A city of parades

Singapore National Day: Aug 9

Each country has its own National Day. Singaporeans, however, commemorate their country’s independence with phenomenal parades, aerial displays from the Singapore Airforce, fireworks, and dance performances in full swing. Meanwhile, many restaurants celebrate the festivity by creating special meals and Singapore National Day themed-food, offering unique dining experiences for all the revelers.

Hungry Ghost Festival: August to September

Rooted in Chinese and Buddhist culture, the Hungry Ghost Festival (Zhong Yuan Jie), which lasts almost one month, is believed to be the time when the dead visit the living. Thus, Singaporeans would burn some offerings such as food and incense to appease the ghosts. Joss paper or modern paper (representing money) is also offered to help the spirits avoid financial woes in the Afterworld. There are also some restrictions during the festival, such as getting married or whistling during that day. During the festivities, many traditional family recipes are cooked at home or served in restaurants.

10. Taiwan: A pilgrimage to a goddess

Dajia Mazu Festival: May 1

While most festivals in Taiwan are heavily influenced by Chinese culture, the Mazu Festival is the island's iconic religious day. It honors the Goddes of the Sea and can last up to eight days. The Goddess Mazu is represented in a doll, and it will be carried in a parade that goes across the island. Snacks like shuirunbing (a sweet flatbread) are handed out to Mazu pilgrims as they walk during the nine-day procession that passes hundreds of temples from Jenn Lann Temple in Dajia Taichung to Fengtian Temple in Chiayi. Many restaurants near the temples offer special dishes and drinks during the festivities.

Download the Ultimate Restaurant Marketing Calendar for 2024 by TableCheck

10. Thailand: Water festival and ode to ghosts

Songkran Festival: April 13 to 15

The Songkran Festival is Thailand's most important festival. Also known as "The Water Festival", the three-day festivities turn the streets into a water spectacle. It is also a time for Thais to symbolically "wash" the negative out of their previous year and prepare for the new one by participating in friendly water fights. During the Songkran Festival, Thais normally eat Pad Krapow Gai (spicy chicken in basil), Khao Soi (coconut curry), and mango sticky rice at home or in restaurants.

Thailand's Hungry Ghost Festival: Aug 18

Similar to Singapore's festivities, Thailand’s Hungry Ghost Festival is rooted in Buddhism and is one of the most important events celebrated by Thais of Chinese ethnicity.  Food, flowers, incense sticks, or candles are offered at Chinese shrines including the Seng Tek Bel Shrine. Restaurants and small establishments typically serve Chinese-influenced dishes during the festival as well as the turtle-shaped red ceremonial cakes, symbolizing luck.

11. United Arab Emirates: Old traditions and modern celebrations

Eid Al-Adha: June

Similar to Eid Al-Fitr, Eid Al-Adha is a religious day celebrated by Muslims across the world. Known as the "Feast of Sacrifice", on this day, each family will sacrifice one cattle, whose meat will be shared with the community and the needy. In the UAE, this year the celebration falls between June 16 to 19.

UAE National Day: December 2

The UAE’s National Day commemorates the unification of the seven Emirates countries. Similar to Singapore, the country’s national day is vastly celebrated with military displays and parades. Some businesses, even though it is not a traditional custom,  would give out regional sweet treats on this day.  Many restaurants offer unique culinary experiences to mark this momentous occasion.

12. Vietnam: It's Tet in March and other lantern festivals

Cold food festival: April 3

Also known as Tet Han Thuc, the Cold Food Festival takes place in Vietnam and is celebrated as New Year's Day in March. The Vietnamese people use this opportunity to visit their families and honor their ancestors by offering rice desserts Banh Troi and Banh Chay to the ancestors.

Vesak Day: May 15-22 2024

Vesak is a religious holiday celebrated by Buddhists in various countries. In Vietnam, however, the celebrations are more substantial. Locals and foreigners will gather to enjoy the festive parade, with the Lantern Festival becoming the most popular one. On Vesak, it is common for the Vietnamese to practice vegetarianism.

Perfecting the restaurant marketing plan 2024

A successful restaurant marketing strategy could be created around these holidays. Restaurant marketing campaigns, however, require more effort and attention. Before developing a tailored restaurant marketing calendar, it's crucial for establishments to consider the following key points:

Define the target audience

Having a clear target audience in mind is a crucial aspect of any restaurant marketing strategy especially if restaurant owners want to provide more personalized and more effective marketing campaigns to potential diners. Restaurants should consider the demographics, customer preferences, behavioral characteristics, and customer journey when defining their target audience before creating campaigns that would suit their ideal customers.

Craft a restaurant marketing with SWOT

A SWOT analysis can help restaurants look at the strengths, weaknesses, opportunities, and threats in the business to formulate smarter business strategies. Once the restaurant has gone through a SWOT analysis of its business, it can plan a marketing campaign to promote the restaurant's positive attributes to its clientele while working on addressing its weaknesses and adapting business strategies to improve restaurant operations.

Learn more: The TableCheck guide to restaurant SWOT analysis

Personalize the calendar to match the restaurant's concept

The right marketing calendar for one restaurant will look different from another. For example, a Mother’s Day campaign may not make sense for a bar restaurant but may be more appropriate for restaurants that offer fine dining cuisine. The magnitude of each campaign will vary depending on the restaurant's concept and the budget plus resources to execute the plan.

Decide on the duration of the marketing calendar

A marketing calendar can be structured to span bi-weekly, monthly, quarterly, or even a full year. Opting for a longer duration can give restaurant marketers a better estimation of what the overall marketing budget needs to be and also give them ample time for preparation for each campaign. On the other hand, a shorter calendar period allows restaurateurs more flexibility to adapt their campaigns according to the latest trends. 

Set deadlines

The main purpose of creating a marketing calendar is to ensure that every campaign can be executed on time. Thus, setting deadlines for each element of a campaign will help restaurant marketers and hospitality operators stay on track with their marketing plans.

Use digital tools that are easy to update

Online calendars facilitate easy sharing within the team, allowing them to stay informed about each campaign. Content calendars can be created using free tools like Google Calendar, Zoho, Asana, and Trello, promoting collaboration among all team members.

Scale email marketing campaigns

Email marketing plays a pivotal role in restaurants to efficiently engage with their target audience. With personalized content and promotions using email, restaurants can build customer loyalty. Additionally automating email marketing campaigns using EDM can further enhance the restaurant's campaign and generate repeat guests. TableCheck EDM's marketing automation feature, for example, can help restaurants customize their emails with templates that can appeal to their different target audience segments. They can use EDM to:

• Inform guests of new venue openings

• Promote seasonal and holiday menu offerings

• Invite guests to visit for anniversary and birthday

Learn more: How to run successful EDM marketing campaigns

Determine the target and metrics for each campaign 

Each marketing strategy has its purpose, whether it is to attract more customers, improve branding, or inform clients of new updates. Setting the right metrics for marketing campaigns will make the campaign’s evaluation simpler. Restaurant owners can check the performance of their marketing campaigns in several ways:

• Check the email open rates and click rates during the duration of the campaign

• Analyze the amount of online bookings generated during this period

• See if the amount of repeat guests increased using guest data from the booking platform

• Gather customer feedback using online surveys and see if the positive feedback during the marketing campaign period improved.

Learn more: A restaurant owner's guide to finding the right booking platform | Top 10 restaurant survey questions to improve guest satisfaction

From creating an event to providing a seasonal menu, there are endless possibilities for restaurants to create a more effective and comprehensive marketing calendar that will fit their business for 2024. However, it is important to understand how the calendar is aligned with the restaurant’s goal, target market, and value to ensure that the right marketing strategies are put in place.

From managing online reservations to optimizing restaurant operations, TableCheck helps restaurants and hotels provide award-winning experiences to their guests and drive more revenue to their businesses.