The roughly two-week period between the end of September and the beginning of October naturally recalls images of fall foliage, Halloween decorating, and the world’s largest folk and beer festival — Oktoberfest.
The popular festival is more than 200 years old. It began in 1810 as a celebration of the nuptials of Bavaria’s Crown Prince Ludwig to Princess Therese of Saxony-Hildburghausen (say that five times fast!). Today, its fame has spread around the world and presents a unique marketing opportunity to attract crowds both old and new. Let’s look at how you can implement Oktoberfest-related themes into menus and offerings.
But First, Location
Oktoberfest is all about having beverages with friends, family, and strangers in an open space. Cheers! — this helps promote unity and goodwill amongst guests. Before you begin contemplating your menus and unique holiday-themed offerings, you should first determine the layout.
Consider optimizing your space to create a temporary biergarten. Decorate outdoor spaces like rooftops, patios, or parking lots and charge a small fee for entrance that includes a branded cup (stein?). If you have access to longer, beer hall-style tables, arrange them side-by-side according to tradition. Leave no space un-fested!
All Things Bavarian
For ambiance, dive fully into the Oktoberfest theme by decorating tables with classic checkered tablecloths and providing napkins or pendants replete with fall colors. You can also host Oktoberfest-related trivia to attract larger groups, with prizes varying from merch and events to special discounts redeemable only at your location.
You can also offer specials and incentives to guests who participate in your celebration. For example, anyone who attends in a Bavarian outfit gets a free drink, or buy three beers, get one free. These fun and engaging promotions can attract new guests and incentivize return business. Market your offerings around town and on social media to reach more participants who might not be as familiar with your restaurant.
Schnitzel, Pretzels, & Bratwurst Galore
Aside from beer, one of the most important aspects of Oktoberfest is food. Familiarize yourself with the foods typically offered at similar festivals and add a few of them to your holiday menu — for example, Delancey Street Deli® Bavarian Soft Pretzels served with German mustard or beer cheese. To further enhance your brand, Delancey Street Beer Cheese Base is uniquely customizable and allows you to create a signature cheese by adding the beer of your choice, perhaps even of your own in-house brews.
Other plates include delicately breaded and fried schnitzel or sausages like bratwurst, bierwurst, and knockwurst topped with Gourmet Sauerkraut. Additional Oktoberfest classics like cheese plates featuring German cheeses, including Limburger and Munster, as well as pumpernickel or rye bread, are also accessible options that make for a fun shareable or appetizer.
