The 11 Best Restaurant Event Ideas That Actually Bring In New Customers And Keep Regulars Excited
Has your restaurant hit a plateau?
Are your regulars ordering the same drink and entree every time they come in?
Does the energy feel flat, and the customers look bored.
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Seeing those glazed-over eyes is unsettling, and you’re starting to think, Maybe it’s time to shake things up a bit.
Get some fresh customers through the door and start the neighborhood talking about what’s happening in your restaurant again.
Maybe hosting an event could pump some new life into your restaurant.
It sounds like a great idea…
But there’s one catch…
You have no idea where to start.
You do know one thing, though: another Valentine’s Day party with heart-shaped entrées or spooky dry ice cocktails for Halloween just isn’t going to cut it.
You need ideas that will wow new customers and get the regulars excited to come back in.
If you’re nodding along while reading this, you’ve come to the right place.
We searched high and low for every restaurant event idea out there, then boiled them down to what we believe are the most exciting and effective restaurant events to keep regulars ecstatic and new customers talking.
But first, let’s look at three vital steps to guarantee that any event you hold will get the results you’re looking for.
3 Steps to Ensure Your Restaurant Event is a Smashing Success
The key to any successful restaurant event can be narrowed down to these three steps:
- Knowing which idea is a good fit for your restaurant
- Making sure everyone in town knows what’s happening
- Being prepared for the sheer volume of people ready to show up for a good time
Let’s get into it.
1. First, ask what type of event would best fit your venue.
You can start by ruling out events that won’t fit your venue.
For example, don’t host a parking lot cookout if your parking lot is relatively small or you share the spaces with other businesses—although it never hurts to ask if they would like to participate in the event and promote their store.
Pick your event idea by looking at your:
- Venue size and layout
- Customer demographic
- Available resources
- Time of year (season)
- Community
Write out each of these factors, and a picture will emerge of which restaurant event idea will best fit your location.
2. Get the word out to regulars and people curious about your restaurant.
A successful event cannot happen if no one knows about it, so you must spread the word to the people.
Here’s the easiest and most effective way to make that happen.
A. Social media
Everyone is on social media, even if every person isn’t on the same platform, so you’ll need to hit each of the major apps like:
- X (Twitter)
- TikTok
Create a buzz with event pages, behind-the-scenes teasers, and countdowns to the big event.
If partnering with other businesses, be sure they also share the content you make for the event.
B. In-house promotions
Leverage customer’s presence in-store by using flyers, table tents, A-frames, and mentions at the bottom of receipts.
Use the same imagery and branding you use on social media to keep the promotion consistent.
C. Website
Your restaurant’s website is one of the first places customers will look for event information, so make sure the details are easy to find. Highlight the event on your homepage or even create a dedicated events section where guests can learn everything they need to know.
A well-maintained restaurant website is key to keeping your customers informed and involved.
D. Email
Send out a weekly email blast telling customers about your upcoming event. Make sure to include all details to pique their interest and get them through the door.
Email lists are a powerful marketing tool because they provide a direct customer link that you fully control—no one can take it away from you except the customer, and if used correctly, that’ll never happen.
If you’re not collecting customer email addresses, see this as the time to start. An easy way to collect customer emails is through your online ordering system. Make sure you choose one that gives you full access to all your customer details. For example, ChowNow automatically gathers your customer contacts so you can access them anytime in the ChowNow Dashboard.
3. Make sure you’re ready for the big day.
Being ready means ensuring your team is prepared and knows their roles.
Don’t wait until the day of or the day before the event to inform your staff about how it will operate.
Get training dialed in right away so you’re not having to make big changes on the fly day of.
It’ll stress out your staff, and your guests will feel their anxiety.
When it’s go-time, everyone should be cool, calm, and collected—that includes both front and back of house.
Now, let’s explore the best restaurant event ideas that’ll impress the hell out of your guests.
11 Events That Will Dazzle New Customers and Keep Regulars Talking
As you’re reading these restaurant event ideas, keep the information you wrote out in step one of making your event a success close at hand to see which idea will be the best fit for your restaurant.
1) Pop-Up Collaborations
Partner with other local businesses, like a bakery, brewery, coffee shop, roastery, or food truck, for exclusive menu items or drinks.
How to make it happen:
Reach out to other independent businesses in your area and ask if they’d be interested in collaborating on unique offerings for customers.
This can be as big or small as you’d like—for example, you could connect with a local distillery and use their spirits for one cocktail or develop an entire menu around it.
Remember to have fun and be creative.
Why customers love it:
Guests get excited when they see a beloved local brand in the location of another local favorite.
It’s exciting, like running into a friend on vacation—you can’t believe you’re all together in the same place.
2) Chef’s Table or Tasting Event
Use your chef’s extensive skill set to create dishes outside of what you’d typically offer on your daily menu. The events rely heavily on seasonal and local ingredients, so get local farmers involved as well if you have great working relationships.
These events generate a much more intimate setting, allowing guests to connect with the restaurant on a much deeper level.
How to make it happen:
Set up a dedicated area for small groups and have your Chef create a multi-course menu with thought-out wine or drink pairings.
Your chef will engage with guests by explaining each dish’s story, preparation techniques, and inspiration for its creation, along with describing why each drink pairs well with each course.
Why customers love it:
Customers who attend these types of events will be foodies—people with an intense interest in food and how it’s made.
They’ll love the exclusiveness of the meal and the opportunity to eat food that would typically not be served in your restaurant.
People will love to talk about an experience and the chance to spend time with the chef in such a personal setting.
3) Wine or Craft Beer Pairing Night
You can think of this as the reverse of a chef’s table or tasting event in the sense that instead of the food being the center of attention, it’s the drinks.
Often, instead of full courses, the supporting role of the food will come in the form of smaller dishes, sometimes just as one bite so guests don’t get too full too fast.
Each dish will compliment the flavor profiles of the beer or wine.
How to make it happen:
Using the same size space as a chef’s table event, a sommelier or cicerone will guide diners through the experience of each drink. If you don’t have this position in-house, collaborate with a local brewery, winery, or distillery.
You’ll provide guests with printed pairing notes—a list of each drink, the order in which they’ll be served, and the flavor profiles for each wine or beer so customers can follow along as their guide speaks.
Why customers love it:
These events are an incredible opportunity of discovery for customers.
It offers them the opportunity to explore drinks they might not usually consider, all while discovering why they enjoy them and learning which foods pair well for recreating the experience at home. 81% of wine drinkers say they’d attend a wine-tasting event at a restaurant.
4) Ingredient Spotlight Dinners
An ingredient spotlight dinner is a themed dining experience focused on one hero ingredient. This ingredient is creatively incorporated into every dish of a multi-course meal, showcasing its versatility, flavor, and story.
Whether it’s a seasonal vegetable, a unique protein, or a sought-after delicacy, the dinner centers around celebrating that ingredient.
How to make it happen:
Choose your ingredient—usually, it’s a seasonal ingredient picked at peak season and sourced from a local purveyor, but you can bring something in that’s not local as long as it’s interesting.
The event can be similar to a chef’s table-tasting event, but you can offer it to the whole restaurant if you’d like.
In that situation, we suggest a three to five-course meal with a fixed price that customers can choose to participate in.
Why customers love it:
Guests love to go on a creative culinary journey, trying familiar dishes but with a twist that showcases the versatility of the spotlight ingredient.
Diners appreciate the connection to local, fresh food and the unique opportunity to experience a focused culinary concept that is one of a kind. A study found that 61% of diners are prepared to spend extra for a unique special event menu.
5) Parking Lot Cook-off
A parking lot cook-off is a fun, community-driven event where chefs, pitmasters, or even amateur cooks compete to create the best dish in a specific category, such as BBQ, chili, burgers, tacos, or desserts.
Held outdoors in your restaurant’s parking lot or an adjacent space, it combines the excitement of live cooking with a festival-like atmosphere.
How to make it happen:
In the event promotions encourage everyone in the community to enter the cook-off—from professional chefs to amateur at-home foodies; everyone has a chance to participate in the food showdown.
Urge people who want to enter to sign up earlier because spaces will fill fast, and tell them what they’ll need to bring so they’re prepared, e.g., easy shade tent, propane, cooking tools, folded tables and chairs, plastic silverware, etc.)
Set up cooking stations in your parking lot with clear judging criteria. Provide space for seating, tasting, and entertainment.
Offer tickets for sampling and voting, and include activities like live music or kids’ games to enhance the experience.
Reach out to community officials or well-known local public figures to judge the cookoff.
Why customers love it:
Events like this create a very strong sense of community with your customers, and it can often be a stand-out memory for the whole year.
Guests enjoy watching live cooking, trying new flavors, cheering for participants, and being part of a fun, social event that leaves a lasting impression.
6) Cooking or Mixology Class
This event idea lets guests learn hands-on skills from your chef or bartender in a fun, interactive setting.
In this behind-the-scenes setting, participants create dishes or cocktails step-by-step, guided by an expert, and enjoy their creations along the way.
How to make it happen:
Set up a designated area with individual or group workstations. Provide all necessary ingredients, tools, and recipe cards that guests can take home at the end of the class.
Keep the session engaging with tips, stories, and Q&A, and end with a tasting or social hour.
Why customers love it:
Guests feel special learning insider techniques and getting hands-on experience. Plus, it’s a fun and interactive way to connect with your restaurant and its team.
After the class, customers will love showing friends and family at home what they learned in your restaurant’s class.
7) Community Fundraisers
A community fundraiser event is a charitable gathering where proceeds from meals, ticket sales, or activities support a local cause or organization.
It fosters goodwill, community spirit, and gives attendees a chance to contribute while enjoying great food and entertainment.
How to make it happen:
Partner with a charity that aligns with your restaurant’s values. Plan a special menu or event format—like a silent auction, donation-based tasting, or ticketed dinner—where proceeds go to the cause.
Have door prizes and gift bags to encourage people to donate, and make sure people know how their donations will help charity in need.
Involve local media and influencers to spread the word and get as many people through the door as you can, and inform donors how the money will be used—80% of donors investigate how the contributions will be spent.
Why customers love it:
People love supporting a good cause while enjoying great food and drinks. It creates a sense of purpose and community, showing your customers that you care about more than just your business.
8) Mystery Menu Night
A mystery menu night is a dining experience where guests enjoy a surprise, chef-curated menu without knowing what will be served until each course arrives. It’s designed to spark excitement, curiosity, and trust in the chef’s creativity.
How to make it happen:
Create a multi-course menu that showcases unique, seasonal, or inventive dishes.
Allow dietary restrictions or preferences at booking, but keep the courses a surprise. Use creative plating and storytelling during the service to enhance the intrigue.
Why customers love it:
Going to a mystery menu event gives guests a thrilling feeling of adventure that you can’t find in the typical dining experience.
Guests enjoy the thrill of the unknown, the chance to try something new, and the personal touch of a chef-driven menu. It’s ideal for foodies, date nights, and special occasions.
9) Industry Night
An industry night is a special evening dedicated to hospitality workers and professionals, offering them exclusive discounts, perks, and a relaxed environment to unwind after their shifts.
It’s your way of celebrating and connecting with the local service industry community, and your generosity will definitely see an ROI. Industry folks are notorious for taking advantage of these special nights.
How to make it happen:
Host the event on a typically slower night (think Monday or Tuesday) and offer deals like discounted drinks, appetizers, or a prix fixe menu. Add fun elements like live music, trivia, or raffles.
Require proof of industry employment (like a pay stub or uniform) for participation to keep it exclusive and targeted. Although, it won’t take long to see who your regulars are, and they’ll bring in any newcomers by word of mouth.
Why customers love it:
Industry workers will appreciate being recognized and having a space to socialize with peers in a stress-free setting.
The event builds loyalty and positions your restaurant as a supportive member of the hospitality community.
Plus, the casual vibe and camaraderie make it a go-to night for fun and relaxation.
10) Local Art and Music Shows
A local artist and music show night transforms your restaurant into a cultural hub, featuring live performances from musicians and showcasing work by local artists.
It creates a lively, immersive atmosphere that combines great food and drinks with creative energy.
Plus, artists and musicians are usually pretty interesting people, and it’s fun to meet them.
How to make it happen:
Collaborate with local musicians for live sets and invite artists to display or sell their work.
Arrange the space to highlight performances and exhibits, and pair the event with special menus or themed drinks.
Offer free entry or low-cost tickets to encourage community turnout.
Why customers love it:
It’s a dynamic, multi-sensory experience where guests can enjoy live music, discover local talent, and support their community.
The unique pairing of art, music, and food makes it a memorable night that connects people through shared creativity and culture.
It’s a win-win for both local artists and your customers.
11) Trivia and Game Night
A trivia or game night brings fun, friendly competition to your restaurant, inviting guests to test their knowledge or skills in a relaxed, social setting.
It’s an engaging way to attract groups and keep the energy lively.
How to make it happen:
Host the event on a regular night (e.g., Tuesdays)—partner with a trivia host or game organizer to ensure seamless execution.
Offer prizes like gift cards or discounts for winners and create themed food or drink specials to match the vibe.
Ensure there’s ample space for teams to gather comfortably.
Why customers love it:
Guests love the interactive, social atmosphere and the chance to compete for fun rewards.
It’s perfect for groups of friends, families, or coworkers looking for an entertaining night out.
Plus, the recurring event builds a loyal audience and keeps them coming back for more.
Turn Events Into Memories
Yes, the goal of events is to bring in more customers and re-energize regulars, but at its core, it’s about creating fun, memorable experiences that keep guests coming back.
With ChowNow, you own your customer data, making it easy to target your guests and invite them to your next event.
Want to know more?
Contact ChowNow to learn how we can help your restaurant grow.
