How do you make Valentine’s Day a success at your restaurant?
Valentine’s guests behave differently from your usual walk-ins: they book early, compare menus online and expect a little extra care. It is not a night you win by improvising. It is a night you win by planning.
This guide gives you a timeline, menu formats, deposit wording, ready-to-copy messages and a service checklist. For the rest of the year’s key dates, see prepare seasonal promotions.
When should you start planning for Valentine’s Day?
Six weeks ahead is comfortable. A typical timeline:
| When | What to do |
|---|---|
| 6 weeks out (late December) | Choose the format, number of sittings and price; check supplier availability |
| 5-6 weeks out (early January) | Write the menu, cost every dish, update your allergen information |
| 5 weeks out | Open online bookings; post on your Google profile, website and social media |
| 4 weeks out | Email your customer list; table cards and a line on the bill |
| 2 weeks out | Second social push; check bookings; adjust the floor plan for twos |
| 1 week out | Confirm bookings; final orders; brief the team |
| On the night | Set-up, decoration, floor plan, sitting times |
| The day after | Thank-you email and review request; numbers review |
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Which format works best: set menu, à la carte or two sittings?
| Format | Pros | Cons | Suits |
|---|---|---|---|
| Set menu, 3 or 4 courses | Controlled kitchen, predictable costs, clear price | Less choice (always offer a vegetarian option) | Bistros, neighbourhood restaurants |
| Set menu, two sittings (e.g. 6pm and 8.45pm) | More covers in one evening | Tight timings that must be stated at booking | Small, busy dining rooms |
| Normal menu plus a Valentine’s special | Nothing to change | Feels less like an event, fewer early bookings | Pubs, brasseries, cafés |
| Tasting menu with wine pairing | Higher spend, memorable experience | Heavy preparation | Fine dining, wine bars |
Whatever you choose, cost the menu before you set the price: our guide to food cost and menu pricing shows how.
Menu ideas by type of venue
- Neighbourhood bistro: sharing starter, seasonal main, a chocolate dessert with two spoons, a glass of fizz on arrival.
- Pub: sharing board, a premium steak or pie for two, a classic pudding, a cocktail of the night.
- Italian or pizzeria: antipasti to share, fresh pasta or a heart-shaped pizza, tiramisu, a spritz.
- Fine dining: amuse-bouche, four courses with optional wine pairing, petits fours.
- Café or brunch spot (a natural fit for Sunday 14 February 2027): brunch for two, fresh juice, a dessert to share.
- Galentine’s: a set lunch or cocktail evening on 13 February for groups of friends.
Which small touches make the evening memorable?
No big budget needed. The small touches are what end up in the next day’s reviews:
- A handwritten card on the table with the couple’s names (asked at booking)
- Low lighting and candles (safely placed)
- A chosen playlist at a volume that lets people talk
- A dessert to share, served with two spoons
- A server offering to take a photo on the guests’ phone
- A small take-away: the dessert recipe, a card, an invitation to come back
Do not forget guests who are not couples: friends, singles, families at Sunday lunch. A “Galentine’s” table or a family brunch keeps your regulars welcome.
Should you take a deposit for Valentine’s bookings?
This is the night when an empty table costs the most, because you turned other guests away for it. Many restaurants therefore take a deposit or card guarantee. There is no obligation to do so, but if you do, your terms must be fair and clear.
In the UK, the Competition and Markets Authority’s guidance on writing a fair contract explains that cancellation charges must be a genuine estimate of your loss and that terms must be transparent and brought to the customer’s attention before they book. Spell out the amount, when it is taken, whether it comes off the bill and what happens if the guest cancels.
Booking terms – Valentine’s evening
Set menu at [price] per person, drinks [included / not included]. Two sittings: [6pm, table back by 8.15pm] and [8.45pm].
A deposit of [amount] per person secures your table and is deducted from your bill. Cancel before [date] for a full refund; after that, the deposit is kept to cover the table we held for you. Please tell us about any allergies or dietary needs when you book.
For more (notice periods, rebooking, templates), see our guide to a booking cancellation policy. To take bookings online without paying commission per cover, see online booking with no commission.
The ideal booking form
- Sitting (first or second)
- Number of guests
- Allergies and dietary needs
- Occasion (anniversary, proposal…) and names for the table card
- Agreement to the terms
How should you promote your Valentine’s night?
Couples compare online. Make your offer visible where they look:
- Google Business Profile: an event post with the date, menu and booking link. Update your opening hours if you open on a day you normally close (see Google holiday hours).
- Website: a banner at the top of the home page with the full menu, price and a “Book” button.
- Social media: a dish from the menu, then the laid table, then “only five tables left”.
- Email: a message to your list in early January, a reminder mid-January.
- In the venue: table cards and a line at the bottom of the bill from early January.
Subject: Valentine’s at [Name]: bookings are open
Hi [First name],
This Valentine’s, we are serving a [four-course] menu on [Saturday 13 and Sunday 14 February]: [starter], [main], [dessert]. [Price] per person, [wine pairing optional].
Tables go quickly: book directly here [booking link].
See you soon,
[First name], [Restaurant name]
Unsubscribe: [link]
Valentine’s at [Name] [Four] courses, [two sittings: 6pm and 8.45pm]. A dessert to share, candlelight and a hand-picked playlist. Book online, link in bio. [X] tables left.
Keep any “was / now” pricing honest: only quote a previous price you actually charged.
How do you run the service on the night?
- A floor plan of twos, with a few fours for groups of friends
- Staggered arrival times (every 15 minutes) for a single sitting
- Extra prep: with one set menu, every course leaves the pass at once
- A printed allergy list for the kitchen, by table number
- A team briefing: the menu, pairings, table cards, photos
- Simple billing: one menu, one line
- One person on the door and the phone
On the night, take a few minutes to stop by every table. It is often what people mention in their reviews.
What should you do the day after?
Send every guest a thank-you email with your direct Google review link, offering nothing in exchange (Google’s rule):
Subject: Thank you for spending Valentine’s with us
Hi [First name],
Thank you for choosing [Name] for your evening. We hope it was a night to remember.
If you have a minute, a Google review would help other couples find us: [Google review link]
We would love to see you again, for an occasion or for no reason at all.
[First name], [Restaurant name]
Then review the numbers: covers, average spend, real food cost, no-shows, reviews received. Write down what worked for next year. More templates in our guide review request email templates, and the method in Google reviews for restaurants.
Which mistakes should you avoid?
- Announcing too late: by February, couples have booked elsewhere.
- No vegetarian option: you lose the whole table, not one cover.
- Vague deposit terms: unclear terms lead to disputes and bad reviews.
- Forgetting allergen information for the new menu.
- Sittings that are too tight: the couple rushed out at 8.15pm will write a review.
- Not updating your Google profile: hours and booking link must reflect the evening.
The steps at a glance
The steps to plan and fill a Valentine’s evening.
- Choose the format. Set menu, two sittings or à la carte, always with a vegetarian option.
- Set the price. Cost every dish and your margin before announcing the price.
- Open bookings. Online, in early January, with clear deposit and cancellation terms.
- Promote. Google profile, website, social media, email list and table cards.
- Prepare the service. Floor plan, staggered arrivals, allergy list, team briefing.
- Thank guests and ask for reviews. The next day, every guest, nothing offered in return.
Do it without spending your evenings on it
Voxtya bookings
Guests book online 24/7 with no commission, with email confirmations and reminders, a table plan and a waiting list. €29/month, 30-day free trial.
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Sources
The rules quoted in this guide come from these official pages, checked on October 18, 2026.