When it comes to summer holidays, none are bigger or more explosive than the Fourth of July! Make a bang with specials and promos that bring the business to you. Here’s how…

Create a Plan

For many restaurants this will be the first real holiday since COVID restrictions have been lifted. Evaluate staffing needs as well as inventory to make sure you’re ready. Staff up with your A-team to make sure guests are getting the best possible experience on what could be a busy sales day. Once you’ve set these things in motion, you can look at fun details like decorating and creating holiday-themed menu items.

Create Picnic and BBQ-Friendly Takeout Options

Often restaurants see a dip in in-person dining on Independence Day because the holiday is usually celebrated outdoors. So, cater to that audience with food and drink specials that work well outside. Whether they’re pre-packed picnic boxes to take with you for the big fireworks show, or large-format (think quart containers) sides like potato salad and coleslaw, point guests toward items that hold up well throughout the day and can potentially feed larger numbers.

One way to package up your family-style takeout options is to create bundles that include a protein, a set number of sides that guests can choose from, and a dessert, with optional add-ons, like appetizers and desserts. That can take the guesswork out of creating a holiday menu and upsell items in one package deal to guests — a benefit for you and them!

And don’t forget the cocktails here. Pourable batch cocktails can be a lifesaver for anyone hosting a group for the holiday. A few ideas include Watermelon Rum Punch, Strawberry Lemonade Spritz, Bourbon Sweet Tea, and who could resist red, white and blue Jell-O shooters? Not me!

Fourth of July is also America’s number one beer-drinking holiday, so promote your beer options now to get folks thinking about your selection of brews for the big day. Promote beers that work well with summer foods, and offer growler fills for the takeout crowd.

Don’t Forget the Kiddos

Fourth of July is a great holiday for the whole family, so be sure to include kids in your planning, whether it’s adding a hot dog to the kids menu or creating some patriotic coloring sheets or easy activities for little ones. And it’s not just the human kids. If your restaurant has a dog-friendly patio, consider creating a special treat for pups, like puppy popsicles — perfect for keeping fur babies cool while you wait for the fireworks.

Maximize Your View, Whatever It Is

Speaking of fireworks, if you have any patio or outdoor space that has a view of fireworks, market this as a reservation-only spot and book it in advance. Take a credit card to provide security against no-shows, and then make sure your guests are able to enjoy the fireworks while enjoying your food & beverage menu.

If you don’t have a view of the big show, run with that. Market to the anti-fireworks crowd as a spot that’s a little quieter but no less festive than the places that do have a view. Again, if you have a pet-friendly patio, a lack of fireworks can actually be a benefit since many dogs are afraid of all the noise. It might be a great spot for folks who want to celebrate outdoors but not in the fray.

Map Out the Day

Independence Day can be an all-day affair, so let guests know what to expect around each time of day. For example, you may want to offer a special July 4th brunch with live music and special discounts; then switch to promoting your to-go and picnic offerings midday; and then finish the day with happy hour, dinner, and drink specials, plus more live entertainment and/or a fireworks show. Create a simple schedule and post on social media and share on your website so guests can plan accordingly.

Give Back and Spread the Word

The Fourth of July is all about celebrating what makes America great, so consider sharing a portion of proceeds with a nonprofit organization that’s doing great work in your community, and then work with them to promote the partnership. Let local press know about any collaborations or special promotions you have planned for the day — philanthropic or otherwise — and, as always, share the information multiple times on your own channels — website, newsletter, social media, and word of mouth.