Winter is a tough season for hospitality. The days are shorter, the weather is colder, and mid-week trade often slows down. But that doesn’t mean your venue has to sit empty. With the right food, strong messaging and a warm welcome, you can flip tables throughout the week. Here are six practical ways to bring customers in during the colder months.
Focus on Comfort Food
When it’s cold outside, diners crave meals that are warm, familiar and satisfying. Think hearty burgers that require two hands, pizzas with perfectly melted cheese, and golden garlic bread that arrives steaming hot. These aren't just crowd-pleasers; they're also kitchen-friendly dishes that scale beautifully for leaner midweek service.
The Tip Top 4.5” Gourmet Bun is ideal for comfort food. It's sturdy enough to handle loaded, saucy burgers without falling apart, yet soft enough to bite into comfortably. The neutral flavor profile adapts to any burger style, while the pre-sliced convenience keeps service flowing smoothly. The light glaze and seeded top add that premium touch that transforms even simple burgers into something special.
Winter Sports Specials
Winter sports season is your secret weapon for midweek traffic. Many venues successfully host viewing events, creating natural opportunities for themed specials that keep guests engaged and well-fed. Focus on easy-to-eat, shareable options that won't distract from the action on screen.
Loaded hot dogs are a perfect fit for game nights. The Speedibake Gourmet Brioche Style Hot Dog Rolls are reliable bases to build your specials. They hold up well under loaded toppings and add a touch of premium texture and flavour that keeps customers coming back.
Run Mid-Week Offers
You don’t need to discount heavily to bring people in. Just give them a reason to choose you. A burger night with a drink offer, a two-for-one mid-week special or a loaded hot dog combo can drive traffic.
The key is simplicity and sustainability. Choose one or two offers that align with your menu strengths and kitchen capacity, then promote them consistently. Use your venue's chalkboard, leverage social media effectively, and ensure your staff actively mentions specials to early-week diners who might return with friends.
Create a Cosy Space
Customers aren’t just coming for the food. They’re coming to escape the cold, catch up with mates, or enjoy a quiet night out. Your venue should feel like a warm and welcoming break from the weather.
Warm lighting, relaxed seating, and friendly service go a long way. If you have outdoor space, adding heaters or blankets can help you seat more people and create a comfortable atmosphere.
Your menu should reflect this feeling, too. Use language that’s clear and comforting. Consider some of these terms when you’re trying to set the mood without sounding over the top: homestyle, fresh from the oven, or toasty.
Streamline Service for Smaller Teams
Midweek shifts typically operate with skeleton crews, making efficiency crucial. Ready-to-cook products free your staff to focus on what matters most: exceptional customer service and flawless presentation. Tip Top Foodservice’s wide product range has been designed exactly for these scenarios, delivering reliable results that hold up under pressure while giving you confidence in every plate.
When your kitchen runs smoothly, it shows. Reduced stress translates to better service, happier staff, and more satisfied customers who'll return and recommend your venue.
Get the Word Out
You don’t need a huge campaign to promote your mid-week trade. A few clear posts on your social media can go a long way. Show the food. Share a quick behind-the-scenes photo of the team. Let people know you’re open and that there’s something worth coming out for. Consistency is key. Even if it’s quiet now, keep promoting. The customers will come, especially once they’ve had a good experience and know what to expect.
Mid-week winter trade doesn’t have to be slow. A few small changes to your menu and service approach can make a real difference to your bottom line. By offering comforting food, creating a warm space, and using reliable products, you can keep diners coming back, even when the weather says otherwise.
