We Brits have never typically been known for flocking to restaurants post-9 pm, unlike other European diners in countries such as Spain. In fact, TheFork’s research from last year showed that the most popular time to dine in London throughout 2023 was between 7 pm and 8 pm.
But that tide appears to be turning. With more new restaurants opening with later kitchen hours and Sadiq Khan gaining new licensing powers to make London a ‘24 hour city’ once again, we could be set to see a major shift in the UK’s dining culture.
Whether your restaurant is already offering late table bookings or you’re looking to extend your opening hours, here are some quick tips to help you attract more diners at night.
1. Set the mood
The most straightforward way to turn your restaurant into the perfect after-dark dining hotspot is to ensure that the vibe is just right.
Starting with the obvious, you’ll likely want to dim the lights in your dining space as the night draws in, creating the perfect cosy atmosphere — after all, no one wants to be blinded by bright LEDs when they’re having a nightcap. It’s also the perfect excuse to add candles or tealights to the tables and surrounding areas to amp up the mood.
Depending on the style of your restaurant, later booking slots might call for a change in music, such as turning up the volume to create a party atmosphere or playing some smooth jazz to maintain a sophisticated feel.
2. Offer live entertainment
To take setting the mood to the next level, you could even arrange some live entertainment to dazzle the post-9 pm crowd.
Again, this will depend on the characteristics of your restaurant and what kind of ambience you’d like to create, but DJs, bands, or solo singers usually go down a treat with late-night diners. Bonus points if you’ve got an area you can turn into a dancefloor while customers enjoy post-dessert cocktails or mocktails.
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3. Raise awareness of your late-night offering
If you’re struggling to fill tables at later hours, it might simply be because diners aren’t aware that you serve food throughout the night.
One of the quickest ways to draw attention to your late-night slots with your existing loyal customers is by promoting your offering on social media. You could even partner up with relevant influencers to get them to share their experiences with your nighttime dining with their followers.
If you’ve only just extended your kitchen’s hours, why not make a splash with your announcement by throwing a launch party? This gives you the chance to promote your new late dining slots while also allowing customers to feel like they’re part of something exclusive. To drum up excitement for the event, send out an invite to your email list, create a Facebook event, or offer a limited-time booking slot on your social channels.
4. Run special night owl offers
Of course, one of the easiest ways to fill more of your tables later into the night is by offering special discounts for these diners. This could be a late-night exclusive set menu, a free drink or dessert promotion, or simply a discount on diners’ total bill when they book at certain times.
If your restaurant is listed on TheFork, you can display these promotions clearly so foodies know exactly what you have to offer when they’re browsing for a great late-night dining experience.
If your restaurant isn’t listed on TheFork, get in touch to find out how we can help you fill more tables — from day to night.
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